Most of us wouldn’t consider empathy as the place to start when seeking new answers to health challenges, but that’s the thing about driving change. Like Anna you need to approach things from unordinary angles.

“I began my journey with Novo Nordisk as a consultant anthropologist, diving deep into the lives of patients to understand their experiences and how our products impact them.

Bringing this empathetic approach has always been at the heart of my work. It isn’t simply about asking people what they need; it’s about immersing yourself in their Iives. When you can grasp what truly matters to them you can create value that genuinely resonates with their daily experiences.

After I transitioned to Novo Nordisk’s Digital Insights & Evidence team, we started expanding our anthropological approach. As a team we collaborate with external partners to bring a richer understanding of patients and healthcare professionals into our projects. This scientific, yet deeply human approach, helps us connect the world outside with our organisation.

I’m driven by the belief that innovation starts with empathy. By shifting perspectives and embracing diverse viewpoints, we can create a more patient-centric business approach, making a real difference in the Iives of those we serve.”