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The triple bottom line
Novo Nordisk thinks in threes. Sergei Smirnov, Russia head, explains: "We have chosen to translate our commitment to sustainable development as the Triple Bottom Line principle: balancing financial, social, and environmental considerations in a responsible way." These elements are each present in a new Novo Nordisk manufacturing plant, currently under construction in Kaluga—which, in addition to bringing Novo Nordisk closer to its local patients, will serve as an example to the industry of GMP and energy efficiency, and will provide working places and taxes for Kaluga communities.
Let us look beyond the plant. Novo Nordisk has long been committed to diabetes treatment in Russia—a disease ubiquitous in government priority, as well—and expresses this commitment through a broad range of corporate social responsibility (CSR) work. Smirnov again speaks of three principles—this time in CSR: "The first level is to make sure that our products are available. This is not a problem in Russia anymore. The second level is to ensure that a product is used properly—here, we are speaking about the education of doctors, and education of patients. The third level is to help develop diabetes care and the healthcare system in general. Our Mobile Diabetes Center is a good example of that." Indeed, Novo's familiar diabetes center has been an industry staple since before Focus Reports' first Russian overview in 2007.
In recent years, Novo has rolled out a slew of new initiatives, including the local implementation of a global project called "Changing Diabetes." The company's programs are largely aimed at awareness. Smirnov tells Focus Reports, "Awareness is key when you talk about a disease like diabetes. The responsibility is shifting from doctor to patient. The more the patient is educated, the better the outcome of treatment. And decision makers should also be aware about the burden that diabetes lays upon society—then they make wiser decisions."