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Essay text:
Novo is already a market leader in the US, having replaced American competitor Eli Lilly. The US is an interesting market, since it has a huge population where a majority of people are ei-ther overweight or obese. At the same time, the US healthcare system is very different from the European one in that it doesn’t have a wide-ranging public health insurance.
I will first discuss the characteristics of the pharmaceutical industry in general and the insulin market in some more detail. I will then explain the specific characteristics of the US market, and outline what challenges and opportunities Novo Nordisk might have in the future...
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