Lars Sorensen, CEO of Novo Nordisk, is confident 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. Despite reporting a 46th quarter of double-digit sales growth, the company fell short of market expectations, causing concern among investors. Sorensen remains optimistic about achieving the company's long-term financial targets but acknowledges the increasing difficulties in growing the company, especially after setbacks like the FDA's delay in approving their new insulin product. Novo is also facing competition from other pharmaceutical companies and resistance from insurers and governments on pricing. Balancing pricing for both premium products in rich markets and generics for developing nations is becoming more challenging for Novo. However, the current climate is changing for Novo, as they have recently lost a major US managed care contract with Express Scripts due to cheaper competition for Victoza. In addition, austerity-hit Europe is hesitant to pay for Novo's new drugs. CEO Sorensen is committed to not compromising on pricing for innovation, believing that premium pricing is necessary to fund future innovation. Despite facing resistance in Europe for the high price of Tresiba, Sorensen is adamant about not reducing the price, even if it means the medicine may not be launched in Germany. He argues that Europe will need to find additional funding, such as through insurance or patient co-payments, to address the increasing healthcare burden. Investors are concerned about Novo's long-term growth, but the company's stock is still performing well due to the projected rise in diabetes cases. Sorensen is hopeful about the future of the company, aiming for technological breakthroughs such as oral insulin and GLP-1 pills. While Novo is behind Israel's Oramed Pharmaceuticals in developing an insulin pill, Sorensen has not considered a deal with them. Personally, Sorensen shows no signs of slowing down, having extended his retirement age from 62 to 65. He rides his bike to work frequently and enjoys cross-country skiing, getting ready to participate in the 90-km Vasa race in Sweden this winter. Lars Sorensen, CEO of Novo Nordisk, believes there are strong internal candidates to succeed him when he steps down. "We have some time to carefully plan for succession and we are currently working on that," he stated during an interview at the company's headquarters in Bagsvaerd near Copenhagen. Photo credit: Reuters/Fabian Bimmer.