Lars Sorensen believes that the number of potential customers for his products will continue to increase due to the rising global obesity epidemic leading to more people developing type 2 diabetes. However, he is facing challenges in negotiating good prices for insulin and other diabetes treatments from cost-conscious reimbursement authorities worldwide. Sorensen acknowledges that pricing will be difficult in Europe and the United States due to healthcare reform and concentration in the distribution chain. Despite facing setbacks, Sorensen remains optimistic about the company's long-term growth prospects and financial targets. Novo Nordisk is also facing competition in the market, with delays in FDA approval for new products and threats from rival companies. Additionally, the company is experiencing resistance from healthcare insurers and governments regarding pricing strategies. Balancing pricing for both innovative and generic products is becoming increasingly challenging for Novo as they strive to maintain growth and market share. The climate is shifting for Novo, as they have lost 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 price Novo is asking for their new drugs. Despite this, Sorensen remains adamant that innovation must be priced at a premium in order to fund future advancements. He is willing to stand his ground, even if it means some medicines may not be launched in certain countries. Investors are concerned about Novo's long-term growth potential, but the company remains optimistic due to the increasing number of people living with diabetes. Sorensen is hopeful for the development of oral pills for delivering insulin and other medicines in the near future. Novo is currently behind in testing compared to Israel's Oramed Pharmaceuticals, but Sorensen is not considering a deal with them at this time. Personally, he has extended his retirement age from 62 to 65, showing no signs of slowing down. He bikes to work regularly and enjoys cross-country skiing, getting ready to participate in the 90-km Vasa race in Sweden this winter. Sorensen believes there are strong internal candidates to replace him as CEO of Novo Nordisk, allowing for careful succession planning to take place.