Lars Sorensen believes that the demand for his products will continue to increase due to the rising global obesity epidemic leading to more cases of type 2 diabetes. However, he is facing challenges in negotiating prices for insulin and other diabetes treatments with cost-conscious reimbursement authorities worldwide. Sorensen acknowledges that pricing will be difficult in Europe and the United States due to healthcare reform and changes in the distribution chain. Despite facing obstacles, he remains committed to achieving double-digit sales growth and a 15 percent operating profit growth target. The delay in the approval of Novo's new insulin Tresiba by the FDA has opened the door to competition from other companies, while pushback on pricing from insurers and governments is challenging Novo's strategy of charging a premium for innovative medicines. The company's goal is to find the right balance in pricing to cater to both rich markets and developing nations. The changing climate has led to Novo losing a major US managed care contract with Express Scripts due to cheaper competition for Victoza. In Europe, where austerity measures are in place, there is resistance to paying the premium Novo is asking for its new drugs. Despite these challenges, Sorensen is determined to price innovation at a premium to fund future innovations. He believes Europe will need to find additional funding sources beyond taxation to handle the increasing healthcare burden. This stance has made investors nervous, despite Novo's stock still trading well above the sector average. Sorensen is hopeful for the future of Novo, aiming for technological breakthroughs such as oral insulin and GLP-1 pills. While Novo is behind in clinical testing compared to Oramed Pharmaceuticals, Sorensen remains confident in Novo's approach and has extended his retirement age to continue leading the company. He rides his bike to work frequently and enjoys cross-country skiing, getting ready to participate once more in the 90-km Vasa race in Sweden this winter. Sorensen believes that finding a replacement for him will be challenging, but he believes there are strong internal candidates for the position. "We have managed to create some time to focus on thorough succession planning, and that is what we are currently working on," he explained. Lars Sorensen, the CEO of Novo Nordisk, made these comments during an interview at the company's headquarters in Bagsvaerd near Copenhagen.