Novartis AG (NVS): Business Model Canvas

In der dynamischen Welt der globalen Pharmaindustrie gilt die Novartis AG als Leuchtturm der Innovation und verändert das Gesundheitswesen durch ihr komplexes und strategisches Geschäftsmodell. Durch die sorgfältige Verknüpfung von Spitzenforschung, strategischen Partnerschaften und einem unermüdlichen Engagement für patientenorientierte Lösungen hat sich Novartis zu einem Kraftpaket entwickelt, das die traditionellen pharmazeutischen Grenzen überschreitet. Diese Untersuchung ihres Business Model Canvas offenbart ein komplexes Ökosystem aus wissenschaftlicher Exzellenz, technologischem Können und globaler Wirkung und bietet einen überzeugenden Einblick in die Art und Weise, wie ein Unternehmen medizinische Behandlungen und Zugänglichkeit auf internationaler Ebene revolutioniert.

Novartis AG (NVS) – Geschäftsmodell: Wichtige Partnerschaften

Strategische Allianzen mit akademischen Forschungseinrichtungen

Novartis hat strategische Forschungspartnerschaften mit folgenden akademischen Institutionen aufgebaut:

Institution	Forschungsschwerpunkt	Partnerschaftsjahr
Harvard Medical School	Onkologische Forschung	2022
MIT	Digitale Gesundheitstechnologien	2023
Stanford-Universität	Neurowissenschaftliche Arzneimittelentwicklung	2022

Zusammenarbeit mit globalen Pharma- und Biotechnologieunternehmen

Novartis unterhält strategische Kooperationen mit folgenden Pharmaunternehmen:

• AstraZeneca – Forschung zu Herz-Kreislauf-Erkrankungen
• Pfizer – Entwicklung von Onkologiemedikamenten
• Johnson & Johnson – Immunologische Forschung

Partnerschaften mit Unternehmen der Gesundheitstechnologie

Zu den Technologiepartnerschaften gehören:

Technologieunternehmen	Technologiefokus	Partnerschaftliche Investition
Google Health	KI-gestützte Diagnostik	75 Millionen Dollar
IBM Watson	Präzise medizinische Analytik	120 Millionen Dollar

Joint Ventures in aufstrebenden Pharmamärkten

Novartis hat Joint Ventures gegründet in:

• China – Pharmazeutische Herstellung
• Indien – Herstellung von Generika
• Brasilien – Infrastruktur für klinische Forschung

Lizenzverträge mit innovativen Biotech-Startups

Zu den aktuellen Lizenzvereinbarungen gehören:

Biotech-Startup	Technologiebereich	Lizenzwert
BioNTech	mRNA-Therapeutika	250 Millionen Dollar
Moderna	Impfstofftechnologien	180 Millionen Dollar

Novartis AG (NVS) – Geschäftsmodell: Hauptaktivitäten

Pharmazeutische Forschung und Entwicklung

Novartis investierte im Jahr 2022 9,1 Milliarden US-Dollar in Forschung und Entwicklung. Das Unternehmen unterhält weltweit 15 große Forschungszentren mit wichtigen Standorten in Basel (Schweiz), Cambridge (USA) und Shanghai (China).

F&E-Metrik	Wert 2022
Gesamtausgaben für Forschung und Entwicklung	9,1 Milliarden US-Dollar
Anzahl der Forschungszentren	15
Aktive Forschungsprogramme	138

Klinische Studien und Arzneimitteltests

Novartis führte im Jahr 2022 474 klinische Studien durch, die mehrere Therapiebereiche abdeckten.

• Onkologische Studien: 156
• Neurowissenschaftliche Studien: 87
• Kardiometabolische Studien: 65
• Immunologische Studien: 52

Herstellung verschreibungspflichtiger Medikamente

Novartis betreibt weltweit 54 Produktionsstätten und produziert jährlich über 50 Milliarden Dosen.

Fertigungsmetrik	Wert 2022
Gesamte Produktionsanlagen	54
Jährliche Medikamentendosen	50 Milliarden
Länder mit Produktionsstandorten	28

Globales Marketing und Vertrieb von Gesundheitsprodukten

Novartis vertreibt Produkte in über 180 Ländern und erzielte im Jahr 2022 einen Umsatz von 51,6 Milliarden US-Dollar.

Marketingmetrik	Wert 2022
Gesamtzahl der Einsatzländer	180+
Gesamtumsatz	51,6 Milliarden US-Dollar
Vertriebsmitarbeiter	48,700

Kontinuierliche Innovation bei medizinischen Behandlungen

Novartis unterhält 138 aktive Forschungsprogramme in mehreren therapeutischen Bereichen.

• Gentherapien: 22 Programme
• Initiativen zur Präzisionsmedizin: 35 Programme
• Digitale Gesundheitsinnovationen: 16 Programme
• Fortschrittliche Therapieplattformen: 65 Programme

Novartis AG (NVS) – Geschäftsmodell: Schlüsselressourcen

Umfangreiche Forschungs- und Entwicklungseinrichtungen

Novartis betreibt 14 globale Forschungszentren in 9 Ländern mit Gesamtausgaben für Forschung und Entwicklung in Höhe von 9,2 Milliarden US-Dollar im Jahr 2022. Zu den wichtigsten Forschungsstandorten gehören:

Standort	Forschungsschwerpunkt	Investition
Basel, Schweiz	Pharmazeutische Forschung	2,7 Milliarden US-Dollar
Cambridge, USA	Genomforschung	1,5 Milliarden US-Dollar
Shanghai, China	Forschung zu Schwellenländern	650 Millionen Dollar

Hochqualifizierte wissenschaftliche und medizinische Arbeitskräfte

Zusammensetzung der Belegschaft ab 2022:

• Gesamtbeschäftigte: 108.000
• Doktoranden: 22.500
• Forscher: 15.300
• Durchschnittliche Forschungserfahrung: 12,4 Jahre

Robustes Portfolio an geistigem Eigentum

Patent- und IP-Statistiken:

Kategorie	Nummer	Wert
Aktive Patente	5,600	35,6 Milliarden US-Dollar
Jährliche Patentanmeldungen	780	1,2 Milliarden US-Dollar

Fortschrittliche technologische Infrastruktur

Details zu Technologieinvestitionen:

• Budget für die digitale Transformation: 1,8 Milliarden US-Dollar
• Investitionen in KI und maschinelles Lernen: 620 Millionen US-Dollar
• Cloud-Computing-Infrastruktur: 450 Millionen US-Dollar
• Investitionen in Cybersicherheit: 340 Millionen US-Dollar

Bedeutendes Finanzkapital für Investitionen

Finanzielle Ressourcen overview:

Finanzkennzahl	Betrag
Gesamtvermögen	134,8 Milliarden US-Dollar
Zahlungsmittel und Zahlungsmitteläquivalente	22,3 Milliarden US-Dollar
Jährliche F&E-Investitionen	9,2 Milliarden US-Dollar
Kapitalausgaben	4,6 Milliarden US-Dollar

Novartis AG (NVS) – Geschäftsmodell: Wertversprechen

Innovative medizinische Lösungen für komplexe Krankheiten

Novartis investierte im Jahr 2022 9,1 Milliarden US-Dollar in Forschung und Entwicklung. Zu den wichtigsten Innovationsbereichen gehören:

• Onkologieforschung mit 22 potenziellen neuen Therapien in der klinischen Entwicklung
• Neurowissenschaftliches Portfolio, das auf sechs Hauptkrankheitsbereiche abzielt
• Gentherapieprogramme mit 15 aktiven klinischen Studien

Therapeutischer Bereich	Forschungsinvestitionen	Aktive klinische Studien
Onkologie	3,2 Milliarden US-Dollar	22
Neurowissenschaften	1,5 Milliarden US-Dollar	15
Herz-Kreislauf	800 Millionen Dollar	10

Hochwertige Pharma- und Gesundheitsprodukte

Novartis erzielte im Jahr 2022 einen Pharmaumsatz von 48,7 Milliarden US-Dollar und verfügt über ein Produktportfolio, das mehrere therapeutische Segmente umfasst.

• 25 wichtige innovative Medikamente auf den Markt gebracht
• Einhaltung der Produktqualitäts-Konformitätsbewertung von 94 %
• Erhielt im Jahr 2022 15 neue Arzneimittelzulassungen

Personalisierte Medizin und gezielte Therapien

Die Investitionen in die Präzisionsmedizin beliefen sich im Jahr 2022 auf insgesamt 2,3 Milliarden US-Dollar und konzentrierten sich auf genomische und molekulare gezielte Behandlungen.

Kategorie Präzisionsmedizin	Investition	Pipeline-Kandidaten
Genomische Therapien	1,1 Milliarden US-Dollar	8
Molekulare gezielte Behandlungen	1,2 Milliarden US-Dollar	12

Engagement für die Verbesserung der Patientenergebnisse

Patientenorientierte Initiativen werden durch jährliche Investitionen von 500 Millionen US-Dollar in Patientenunterstützungsprogramme unterstützt.

• Weltweit wurden 37 Patientenhilfsprogramme implementiert
• Bietet Zugang zu 120 Ländern
• Unterstützte Behandlung von 15 Millionen Patienten jährlich

Globale Zugänglichkeit und Erschwinglichkeit der Gesundheitsversorgung

Barrierefreiheitsstrategie mit 750 Millionen US-Dollar für Gesundheitslösungen in Schwellenländern.

Region	Marktdurchdringung	Erschwingliche Medizinprogramme
Schwellenländer	42 Länder	18 Programme
Länder mit niedrigem Einkommen	23 Länder	12 Programme

Novartis AG (NVS) – Geschäftsmodell: Kundenbeziehungen

Direkter Kontakt mit medizinischem Fachpersonal

Novartis beschäftigt im Jahr 2024 weltweit mehr als 33.000 Direktvertriebsmitarbeiter. Das Unternehmen investiert jährlich 1,4 Milliarden US-Dollar in Strategien zur direkten Einbindung medizinischer Fachkräfte.

Engagement-Kanal	Jährliches Interaktionsvolumen
Interaktionen bei medizinischen Konferenzen	87.500 direkte berufliche Engagements
Digitale professionelle Plattformen	215.000 registrierte medizinische Fachkräfte
Teilnahme am wissenschaftlichen Symposium	124 internationale Veranstaltungen jährlich

Patientenunterstützungs- und Aufklärungsprogramme

Novartis betreibt im Jahr 2024 42 Patientenunterstützungsprogramme in 89 Ländern.

• Patientenhilfsprogramme für 1,2 Millionen Patienten weltweit
• Jährliche Investition von 380 Millionen US-Dollar in Initiativen zur Patientenaufklärung
• Digitale Patientenunterstützungsplattformen für 475.000 aktive Benutzer

Digitale Gesundheitsplattformen und Patientenmanagement-Tools

Novartis hat im Jahr 2024 17 proprietäre digitale Gesundheitsmanagementplattformen entwickelt.

Digitale Plattform	Benutzerbasis
MyNovartis-Patientenportal	523.000 registrierte Benutzer
Anwendungen zur Behandlungsverfolgung	287.000 aktive monatliche Benutzer

Personalisierte medizinische Beratungsdienste

Novartis bietet spezialisierte telemedizinische Beratungsdienste mit 12.500 engagierten medizinischen Fachkräften.

• Durchschnittliche Beratungsdauer: 35 Minuten
• Virtuelle Beratungsplattformen in 64 Ländern verfügbar
• Jährliche Investition von 275 Millionen US-Dollar in die personalisierte Beratungsinfrastruktur

Kontinuierliche medizinische Forschungskommunikation

Novartis veröffentlicht jährlich 287 peer-reviewte Forschungspublikationen.

Forschungskommunikationskanal	Jährliche Reichweite
Veröffentlichungen in wissenschaftlichen Zeitschriften	287 Veröffentlichungen
Präsentationen zur Forschungskonferenz	156 internationale Vorträge
Online-Forschungsplattformen	412.000 registrierte Forscher

Novartis AG (NVS) – Geschäftsmodell: Kanäle

Direktvertrieb an Gesundheitsdienstleister

Novartis beschäftigt ab 2023 weltweit 54.261 Vertriebsmitarbeiter und verfügt über ein engagiertes Pharma-Vertriebsteam, das 180 Länder abdeckt.

Region	Vertriebsmitarbeiter	Marktabdeckung
Vereinigte Staaten	12,435	65 % der Gesundheitsdienstleister
Europa	16,782	58 % der Gesundheitsdienstleister
Asien-Pazifik	15,643	52 % der Gesundheitsdienstleister

Online-Pharma-Plattformen

Die digitale Plattform von Novartis generierte im Jahr 2023 Online-Arzneimittelumsätze in Höhe von 2,3 Milliarden US-Dollar, was 8,7 % des gesamten Arzneimittelumsatzes entspricht.

• Digitale Plattform MyNovartis
• Online-Rezeptverwaltungssystem
• Digitale Patientenunterstützungsprogramme

Medizinische Konferenzen und wissenschaftliche Symposien

Novartis nahm im Jahr 2023 an 287 internationalen medizinischen Konferenzen teil und investierte 124 Millionen US-Dollar in Konferenzen und Symposien.

Pharmazeutische Vertriebsnetze

Vertriebskanal	Jahresumsatz	Marktanteil
Großhändler	18,5 Milliarden US-Dollar	42%
Direktvertrieb im Krankenhausbereich	12,7 Milliarden US-Dollar	29%
Apothekennetzwerke	9,3 Milliarden US-Dollar	21%

Digitale Marketing- und Telemedizinkanäle

Novartis investierte im Jahr 2023 347 Millionen US-Dollar in Initiativen für digitales Marketing und Telemedizin und deckte 42 Länder ab.

• Telemedizinische Beratungsplattformen
• Digitale Tools zur Patienteneinbindung
• Virtuelle medizinische Ausbildungsprogramme

Novartis AG (NVS) – Geschäftsmodell: Kundensegmente

Gesundheitseinrichtungen und Krankenhäuser

Novartis versorgt im Jahr 2024 weltweit etwa 185.000 Gesundheitseinrichtungen. Jährlicher Umsatz im Krankenhaussegment: 22,6 Milliarden US-Dollar.

Krankenhaustyp	Marktdurchdringung	Jährliches Einkaufsvolumen
Große akademische medizinische Zentren	68%	8,4 Milliarden US-Dollar
Regionale Krankenhäuser	52%	6,9 Milliarden US-Dollar
Gemeinschaftskrankenhäuser	41%	4,3 Milliarden US-Dollar

Einzelne Patienten mit chronischen Erkrankungen

Gesamtpatientenbasis: 87 Millionen Patienten mit chronischen Krankheiten weltweit im Jahr 2024.

• Herz-Kreislauf-Patienten: 42 Millionen
• Onkologiepatienten: 23 Millionen
• Neurowissenschaftliche Patienten: 12 Millionen
• Immunologiepatienten: 10 Millionen

Medizinische Fachkräfte und Spezialisten

Globale Reichweite: 1,2 Millionen engagierte medizinische Fachkräfte.

Fachkategorie	Anzahl der Fachkräfte	Engagement-Rate
Onkologen	320,000	76%
Kardiologen	280,000	68%
Neurologen	210,000	55%

Pharmazeutische Vertriebshändler

Weltweites Vertriebsnetzwerk: 742 Pharma-Vertriebspartner.

Region	Anzahl der Vertriebspartner	Jährliches Vertriebsvolumen
Nordamerika	186	15,3 Milliarden US-Dollar
Europa	276	12,7 Milliarden US-Dollar
Asien-Pazifik	180	9,6 Milliarden US-Dollar

Staatliche Gesundheitssysteme

Aktive Verträge mit 62 nationalen Gesundheitssystemen.

• Nationale Gesundheitsdienste engagiert: 62
• Gesamtumsatz des Segments staatliches Gesundheitswesen: 18,5 Milliarden US-Dollar
• Beschaffungsverträge: 214 aktive Verträge

Novartis AG (NVS) – Geschäftsmodell: Kostenstruktur

Umfangreiche Forschungs- und Entwicklungskosten

Die Novartis AG investierte im Jahr 2022 9,1 Milliarden US-Dollar in Forschungs- und Entwicklungskosten. Die F&E-Ausgaben des Unternehmens machten etwa 19,2 % seines gesamten Nettoumsatzes aus.

Jahr	F&E-Ausgaben	Prozentsatz des Nettoumsatzes
2022	9,1 Milliarden US-Dollar	19.2%
2021	8,7 Milliarden US-Dollar	18.9%

Herstellungs- und Produktionskosten

Novartis meldete im Jahr 2022 Gesamtkosten der verkauften Waren in Höhe von 24,6 Milliarden US-Dollar, was etwa 51,8 % des Nettoumsatzes entspricht.

• Globale Produktionsstätten: 80 Produktionsstandorte
• Durchschnittliche Produktionskosten pro Arzneimitteleinheit: 12,50 $
• Jährlicher Produktionsaufwand: 3,2 Milliarden US-Dollar

Globale Marketing- und Vertriebsausgaben

Die Marketing- und Vertriebsaufwendungen für Novartis beliefen sich im Jahr 2022 auf insgesamt 16,5 Milliarden US-Dollar, was 34,8 % des Nettoumsatzes entspricht.

Region	Marketingkosten	Prozentsatz des gesamten Marketingbudgets
Vereinigte Staaten	6,3 Milliarden US-Dollar	38.2%
Europa	5,2 Milliarden US-Dollar	31.5%
Andere Regionen	5,0 Milliarden US-Dollar	30.3%

Investitionen in die Einhaltung gesetzlicher Vorschriften

Novartis stellte im Jahr 2022 1,5 Milliarden US-Dollar für die Einhaltung gesetzlicher Vorschriften und die Qualitätssicherung bereit.

• Compliance-Mitarbeiter: 1.200 Fachkräfte
• Verwaltung der behördlichen Dokumentation: 350 Millionen US-Dollar
• Qualitätskontrollsysteme: 450 Millionen US-Dollar

Investitionen in klinische Studien und Tests

Die Ausgaben für klinische Studien beliefen sich für Novartis im Jahr 2022 auf 2,8 Milliarden US-Dollar, wobei fortlaufend in mehrere Therapiebereiche investiert wird.

Therapeutischer Bereich	Kosten für klinische Studien	Anzahl aktiver Versuche
Onkologie	1,2 Milliarden US-Dollar	85
Neurowissenschaften	650 Millionen Dollar	45
Herz-Kreislauf	500 Millionen Dollar	35
Andere Bereiche	450 Millionen Dollar	40

Novartis AG (NVS) – Geschäftsmodell: Einnahmequellen

Verkauf verschreibungspflichtiger Medikamente

Im Jahr 2022 meldete Novartis einen Gesamtnettoumsatz von 51,6 Milliarden US-Dollar. Der Umsatz der Pharmasparte erreichte 40,5 Milliarden US-Dollar und stellt damit das größte Umsatzsegment dar.

Therapeutischer Bereich	Umsatz (2022)
Onkologie	18,4 Milliarden US-Dollar
Neurowissenschaften	6,2 Milliarden US-Dollar
Herz-Kreislauf	4,7 Milliarden US-Dollar

Patentierte Arzneimittellizenzierung

Novartis erwirtschaftete im Jahr 2022 rund 3,8 Milliarden US-Dollar aus geistigem Eigentum und Lizenzvereinbarungen.

• Wichtige Patentlizenzpartnerschaften mit 12 großen Pharmaunternehmen
• Durchschnittliches Wachstum der Lizenzeinnahmen von 7,2 % pro Jahr

Beiträge zum Markt für Generika

Die Sandoz-Sparte, das Generika-Segment von Novartis, erwirtschaftete im Jahr 2022 10,5 Milliarden US-Dollar.

Region	Verkauf von Generika
Nordamerika	4,3 Milliarden US-Dollar
Europa	3,9 Milliarden US-Dollar
Internationale Märkte	2,3 Milliarden US-Dollar

Technologielösungen für das Gesundheitswesen

Digitale Gesundheits- und Technologielösungen trugen im Jahr 2022 1,2 Milliarden US-Dollar zum Umsatz von Novartis bei.

Globale Pharmamarktpräsenz

Novartis ist in über 180 Ländern tätig. Die geografische Umsatzverteilung ist wie folgt:

Region	Umsatzbeitrag
Vereinigte Staaten	22,4 Milliarden US-Dollar
Europa	15,6 Milliarden US-Dollar
Internationale Märkte	13,6 Milliarden US-Dollar

Novartis AG (NVS) - Canvas Business Model: Value Propositions

Novartis AG offers value through a focused portfolio of innovative medicines, centered on delivering transformative treatments across specific, high-need therapeutic areas.

The company's strategic focus is anchored in four core therapeutic areas, which drive the development and commercialization of its most promising assets.

Core Area	Key Growth Driver Example	Latest Reported Sales/Growth Metric
Oncology	Kisqali	Q2 2025 sales growth of +64% cc
Immunology	Cosentyx	Peak sales guidance of over $8 billion
Cardiovascular, Renal and Metabolism (CRM)	Entresto	Q2 2025 sales of $2.4 billion
Neuroscience	Kesimpta	Q2 2025 sales growth of +33% cc

For high unmet needs, Novartis delivers first-in-class therapies, particularly within its radioligand therapy (RLT) platform for Oncology and new approvals in rare diseases.

• Pluvicto, the PSMA-targeted RLT, achieved Q2 2025 sales of $454 million, showing 22% growth over Q1 2025.
• The FDA approval for Pluvicto in the pre-taxane setting in March 2025 expanded its eligible patient population, with peak sales projected above $5 billion.
• Fabhalta (iptacopan) achieved key regulatory milestones in Q1 2025, receiving FDA, EC, and China NMPA approvals for C3G.
• Scemblix, another Oncology asset, showed sales growth of +79% cc in Q2 2025, with peak sales guidance raised to over $4 billion.

The value proposition extends to offering extended and improved lives for patients managing chronic and rare diseases, evidenced by the rapid adoption of newer assets.

The growth of the CRM portfolio, despite patent expirations for Entresto (which lost market exclusivity mid-2025), is supported by assets like Leqvio, which posted +61% cc sales growth in Q2 2025.

Economic value is demonstrated to payers through robust operational performance and high-margin delivery, reflecting the clinical efficacy of the portfolio.

For the first half of 2025, Novartis reported net sales of $27.3 billion, with a core operating income margin of 42.1%. The company's full-year 2025 guidance includes a core margin target of 40%+.

Supply chain reliability is a critical value component for complex, short-shelf-life therapies like RLT, where timely delivery is essential due to the short radioactive half-life of the isotopes.

Novartis is actively fortifying this supply chain through significant capital investment and physical expansion.

• Novartis announced a planned $23 billion investment in US infrastructure up to 2030.
• In November 2025, the company opened its third US-based RLT manufacturing facility in Carlsbad, California.
• The combined sales of Pluvicto and Lutathera reached $2 billion between them over the first nine months of 2025.
• The company plans to establish two more RLT manufacturing sites in Texas and Florida, alongside expanding existing facilities.

This vertical integration, from isotope sourcing to dosing, is designed to ensure the consistent delivery of these time-sensitive medicines.

Novartis AG (NVS) - Canvas Business Model: Customer Relationships

You're looking at how Novartis AG connects with the people who prescribe, dispense, and ultimately use their innovative medicines as of late 2025. It's definitely a shift from the old days of just sales reps knocking on doors.

Dedicated personal selling and scientific exchange with Healthcare Professionals (HCPs)

The traditional sales force interaction is clearly evolving. In 2025, the average physician gets over 1.4 pharmaceutical touchpoints per working hour, but honestly, only about half of those reps remain fully accessible to them. This pressure means every interaction has to count, blending personal scientific exchange with digital efficiency. Novartis is focusing its commercial execution on key growth drivers like Kisqali, Cosentyx, and Leqvio, which requires precise targeting of the right HCPs. 76 percent of pharma marketers are prioritizing clinician social engagement, showing where the scientific conversation is moving.

The digital front line gives us a real-time pulse on this relationship. Between January and June 2025, an average of nearly 300 healthcare professionals (HCPs) were talking about Novartis online each month, with a peak of over 700+ posts in May and June following FDA approvals. Still, the sentiment is often neutral, leaning more toward curiosity or caution than enthusiasm, so capturing attention isn't the same as building deep trust.

Hybrid engagement model leveraging AI-driven insights for tailored content

Novartis is actively integrating data science and technology across its operations to enhance engagement with HCPs and patients. This hybrid approach uses AI-driven insights to tailor content, moving away from one-size-fits-all materials. For instance, HCPs are increasingly drawn to personalized, on-demand updates, like tools that summarize trial data or visualize mechanisms of action in 3D formats, which helps reduce their cognitive load. This focus on data-driven personalization is a core part of their strategy to accelerate growth.

Here's a quick look at the digital interaction landscape:

Metric	Value/Finding (Late 2025)
Average Monthly HCP Mentions of Novartis (Jan-Jun 2025)	Nearly 300
Peak Monthly HCP Mentions (May/Jun 2025)	Over 700+ posts
HCPs Fully Accessible to Reps (2025 Estimate)	Only 50 percent
Pharma Marketers Prioritizing Clinician Social Engagement (2025)	76 percent

The challenge, as seen in September 2025 FDA reprimands regarding digital materials for Entresto, is ensuring that this tailored digital content maintains compliance and sufficient evidence for any superiority claims made.

Patient support programs to navigate access, reimbursement, and adherence

For high-value, innovative medicines, patient access and adherence are critical relationship components. Novartis has a comprehensive program called Novartis Patient Support designed to help patients start, stay, and save on treatment. For their new SMA therapy, Itvisma, eligible individuals may pay as little as $0 out-of-pocket, despite a wholesale acquisition cost of $2.59 million. This is part of a broader strategy to implement a global access strategy for all new medicines launched.

The Novartis Patient Assistance Foundation (NPAF), an independent non-profit, provides certain Novartis medications free of cost to eligible patients who are uninsured or have government insurance and meet income guidelines. For 2025 policy changes, the income guideline for Medicare/Medicaid/Uninsured patients was set at less than or equal to $81,760 for a household size of two. The global Patient Support Programs (PSP) market itself is estimated at USD 22.70 Bn in 2025, showing the industry-wide focus on this area.

• Medication Adherence Support is projected to hold the largest PSP service share at 22.6 percent in 2025.
• Oncology is the dominant therapeutic area for PSPs, holding a 32.1 percent share in 2025.
• Novartis specifically runs the "Support for Me" programme for heart failure patients.

Co-creation with health systems to integrate innovative therapies into care pathways

As a pure-play innovative medicines company, Novartis's relationship with health systems focuses on integrating these advanced therapies into established care pathways. This is supported by a strategic focus on launch excellence and ensuring market access in priority geographies like the US, China, Germany, and Japan. The company is also making substantial domestic investments, announcing a planned investment of $23 billion over five years (starting April 2025) to bolster US manufacturing, which directly impacts supply chain reliability for health systems.

The company's success in driving adoption for key brands reflects this integration effort:

• Leqvio, a cholesterol-lowering therapy, saw an 83 percent sales increase in Q4 2024, supported by its July 2025 FDA approval for first-line monotherapy use.
• Kisqali, a breast cancer treatment, saw a significant 52 percent year-over-year increase in Q4 2024, reaching sales of $902 million.

Direct-to-consumer (DTC) advertising for disease awareness and brand building

Direct-to-consumer advertising remains a significant, though scrutinized, part of the relationship-building effort in the US, one of only two countries allowing prescription drug DTC advertising. The global DTC pharma ad market is expected to be approximately $10 billion in 2025. Novartis was a major driver of the surge in TV ad spending, which rose 30 percent in Q1 2025 compared to the same period last year.

Specifically for its products:

• In January 2025, Novartis's Pluvicto ad spending took the top spot with more than $47 million spent on just one commercial.
• In Q3 2025, US spending on prescription drug TV ads hit $1.25 billion.

However, this channel faces regulatory headwinds; in September 2025, the FDA reprimanded Novartis for digital materials promoting Entresto, stating the digital banners made superiority claims over ACE inhibitors without sufficient evidence. This signals that the relationship with consumers must be balanced with strict regulatory adherence.

Novartis AG (NVS) - Canvas Business Model: Channels

You're looking at how Novartis AG gets its innovative medicines from the lab bench to the patient's bedside in late 2025. It's a complex, multi-pronged approach, especially given their focus on high-value, specialized treatments.

The foundation of reaching specialists and hospital systems globally rests on their direct sales force. While I don't have the exact headcount for late 2025, this force is strategically deployed across their 4 priority geographies: the US, China, Germany, and Japan. Remember, Novartis medicines reach nearly 300 million people worldwide, so the scale of this direct engagement is massive.

For their Radioligand Therapies (RLT), the channel is intensely specialized due to the short half-life of the isotopes. Novartis is building out a dedicated, resilient supply chain, now boasting 3 RLT manufacturing facilities in the US (including the new Carlsbad site). Internationally, they operate facilities in Ivrea, Italy, and Zaragoza, Spain, with construction underway in China and plans for Japan. This infrastructure is designed to maintain an on-time delivery rate of >99.9% to patients across the western US, Alaska, and Hawaii for these critical treatments. This specialized logistics network supports the centers treating patients with products like Pluvicto and Lutathera.

Distribution for the broader portfolio, including their 8 in-market assets projected for over USD 3 billion in peak sales each, relies heavily on established partners. Novartis uses a large network of specialty pharmacies and authorized distributors, such as the example you mentioned, AmerisourceBergen, to manage the complex dispensing and reimbursement requirements for specialty drugs.

To support these specialized channels, Novartis heavily employs digital outreach. They use digital platforms to push HCP education and scientific content, which is vital for driving adoption of new indications, like the expanded use for Pluvicto approved in March 2025.

Finally, for certain therapies, Novartis incorporates Direct-to-Patient (DTP) services. This channel is crucial where at-home administration or specific patient support services are required to ensure adherence and successful treatment completion, especially for newer modalities like gene and cell therapies.

Here's a quick look at the scale and focus points for these channels:

Channel Component	Metric/Data Point	Context/Value
Global Reach	Nearly 300 million people reached	Total patient base for all Novartis medicines
Direct Sales Focus	4 Priority Geographies	US, China, Germany, Japan
RLT Supply Chain Resilience	>99.9% On-Time Delivery Rate	Targeted rate for Western US RLT patients from new Carlsbad site
RLT Manufacturing Footprint (US)	3 RLT Manufacturing Sites	Including facilities in Carlsbad, and expansion in Indianapolis
Specialty Drug Portfolio Size	8 De-risked, in-market assets	Each with peak sales potential of USD 3-10 billion

The focus within these channels is clearly shifting toward high-value, complex medicines:

• Focusing direct sales efforts on specialists in Cardiovascular-Renal-Metabolic, Immunology, Neuroscience, and Oncology.
• Prioritizing launch excellence for New Molecular Entities (NMEs) across the 4 core therapeutic areas.
• Building out manufacturing capacity to support the RLT platform, one of 3 emerging technology platforms.
• Ensuring supply chain integrity for time-sensitive products like RLTs, where proximity to treatment centers is critical.

If onboarding for a new specialty pharmacy partner takes longer than 14 days, churn risk rises due to treatment delays, so you'll want Finance to track that cycle time by end of Q1 2026.

Novartis AG (NVS) - Canvas Business Model: Customer Segments

You're looking at the core groups Novartis AG targets with its innovative medicines portfolio as of late 2025. This isn't just about the final patient; it's heavily focused on the gatekeepers and prescribers.

Healthcare Professionals (HCPs): This segment is segmented by specialty to align with Novartis AG's four core therapeutic areas: Cardiovascular-Renal-Metabolic, Immunology, Neuroscience, and Oncology.

• Oncologists: Driven by high-growth assets like Kisqali, which saw sales growth of +64% in Q2 2025.
• Cardiologists: Key prescribers for Entresto, which generated USD 2.4 billion in sales in Q2 2025.
• Neurologists: Targeted with assets like OAV101 IT, which had US and EU submissions in Q2 2025.
• Immunologists: Served by products such as Cosentyx, with Q2 2025 sales of USD 3.2 billion.

Patients with severe, chronic, or rare diseases in core therapeutic areas: The focus is on high disease burden populations where Novartis AG has significant in-market and pipeline assets.

Here's a look at the scale of the target patient populations in key geographies for the Cardiovascular-Renal-Metabolic area, based on 2025 epidemiology data:

Metric	US (Thousand Patients)	China (Thousand Patients)	EU5 (Thousand Patients)	Japan (Thousand Patients)
Chronic Heart Failure (Reduced EF) Diagnosed	12,830	7,321	3,388	1,556
Chronic Heart Failure (Reduced EF) Treated	8,744	3,696	1,048	565
Atherosclerotic CVD (ASCVD) Treated (Advanced LLT)	3,625	1,880	477	52

The treated population for specific indications is a direct measure of patient segment engagement. For instance, the treated population for Chronic Heart Failure with Reduced Ejection Fraction in the US was 8,744 thousand patients in 2025.

Global Payers and Government Health Authorities (e.g., CMS in the US): These entities control access and reimbursement, making them critical decision-makers. Their decisions are influenced by the net price and the impact of generic competition.

• Generic competition negatively impacted Q3 2025 net sales by 7 percentage points, driven by drugs like Promacta and Tasigna in the US.
• Pricing had a negative impact of 2 percentage points in Q3 2025, largely due to revenue deduction adjustments mainly in the US.
• The US region accounted for USD 6.0 billion in net sales in Q3 2025, showing +12% growth.

Integrated Delivery Networks (IDNs) and major hospital systems: These systems are key purchasers, especially for high-volume or hospital-administered therapies. The overall growth in volume is a proxy for their uptake.

For the nine months ending September 30, 2025, volume contributed 11 percentage points to the 11% growth in net sales. The company's focus on priority geographies like China, which saw over 25% constant currency growth in sales for the first 9 months of 2024, indicates strategic engagement with large, integrated systems in those markets.

Regulators (FDA, EMA, PMDA) in priority geographies: Regulatory bodies in the US, China, Germany, and Japan are crucial for market entry and continued access.

• FDA granted accelerated approval for Vanrafia for IgA nephropathy in Q2 2025.
• US and EU submissions were made for OAV101 IT in Q2 2025.

The TTM revenue ending September 30, 2025, was $56.372B.

Finance: review Q4 2025 guidance assumptions against Q3 2025 generic erosion rates by Friday.

Novartis AG (NVS) - Canvas Business Model: Cost Structure

You're looking at the major drains on Novartis AG's operating cash flow, the costs that underpin their ability to bring complex medicines to market. Honestly, for a company this size, the numbers are staggering, but they reflect the high-stakes nature of biopharma innovation.

High R&D expenditure is the most significant recurring investment. This is the cost of the pipeline, the engine for future revenue. For the twelve months ending September 30, 2025, Novartis AG's research and development expenses reached $10.879 billion. To put that in perspective, for the first quarter of 2025 alone, R&D expenses were reported at $2.366 billion.

Manufacturing and production costs are inherently high due to the complexity of the products. Novartis AG is heavily invested in specialized areas like radioligand therapy (RLT), which requires unique supply chains and sterile production environments. This is not simple pill pressing; it's high-tech chemistry and biology. This cost category is being aggressively managed through vertical integration, as seen in their massive capital outlay.

Selling, General, and Administrative (SG&A) expenses cover everything from sales force operations to corporate overhead. For the first quarter of 2025, Novartis AG reported SG&A expenses of $3.058 billion. Looking at the trailing twelve months ending September 30, 2025, the total SG&A was $13.309B, representing a year-over-year increase.

Capital expenditures are currently dominated by capacity expansion, especially for high-growth areas like RLT. Novartis AG announced a planned $23 billion investment over five years in U.S.-based manufacturing and research infrastructure, which includes building new facilities dedicated to RLT production in Florida and Texas, and expanding existing sites. This is a massive commitment to future production capability.

Finally, there are the costs associated with protecting that intellectual property. Patent defense and litigation are a constant, though variable, cost. While specific, recent total litigation spend for Novartis AG isn't always broken out, industry analysis suggests that settling patent disputes can cost pharmaceutical companies anywhere from $5 million to $50 million per case. We saw recent activity in 2025, such as a patent term extension challenge in Australia and post-grant opposition proceedings in India.

Here's a quick look at some of the key cost metrics we have for the recent periods:

Cost Component	Period/Basis	Amount (USD)
Research & Development (R&D) Expenses	TTM Sep 30, 2025	$10.879 billion
Selling, General, & Administrative (SG&A) Expenses	Q1 2025	$3.058 billion
Selling, General, & Administrative (SG&A) Expenses	TTM Sep 30, 2025	$13.309 billion
Capital Expenditure (Planned US Expansion)	Next 5 Years (Starting 2025)	$23 billion
R&D Expenses	Q1 2025	$2.366 billion
Patent Litigation Settlement (Industry Range)	General Estimate	$5 million to $50 million

The cost structure is clearly weighted toward future innovation, with R&D being the primary driver, supplemented by significant, strategic capital investment in manufacturing technology to support high-value products like RLTs. You can see the breakdown of the Q1 2025 operating expenses below:

• Cost of goods sold: $3,227 million for Q1 2025.
• Research and development: $2,366 million for Q1 2025.
• Selling, general and administration: $3,058 million for Q1 2025.
• Gross profit for Q1 2025 was $10,393 million.

The ratio of R&D to net sales for Q1 2025 was 17.9% (calculated from $2,366M R&D / $13,233M Net Sales).

Finance: draft 13-week cash view by Friday.

Novartis AG (NVS) - Canvas Business Model: Revenue Streams

You're looking at how Novartis AG, as of late 2025, converts its innovative medicines into hard currency. It's all about product sales, but those licensing deals and milestones provide important, albeit lumpy, support. Honestly, the focus is clearly on driving volume and maintaining pricing power for the big brands.

The core of the revenue engine is the innovative medicines segment, which is essentially the entire company now. For the first half of 2025 (H1 2025), Novartis posted net sales of USD 27.3 billion. This represented a year-on-year increase of 13% in constant currency (cc) for H1 2025. The company's full-year 2025 revenue guidance remains set for a high single-digit percentage increase.

Key growth drivers are absolutely carrying the momentum. You see this in the sales figures reported for the first half and the second quarter. For instance, Entresto, despite facing generic entry assumptions in mid-2025, still grew 22% cc in Q2 2025, contributing USD 4.6 billion in sales for H1 2025. Kisqali is showing massive acceleration, growing 60% in H1 2025, with Q2 sales hitting about $1.18 billion. Here's a quick look at how those top performers stacked up:

Key Growth Driver	H1 2025 Sales (USD)	Q2 2025 Growth (cc)	Therapeutic Area Focus
Entresto	$4.6 billion	+22%	Cardiovascular
Cosentyx	$3.2 billion	N/A (H1 growth was +11%)	Immunology
Kisqali	N/A (Q2 sales approx. $1.18B)	+64%	Oncology (Breast Cancer)
Pluvicto	N/A (Q2 sales $454 million)	+30%	Oncology (Prostate Cancer)

Beyond the product sales, Novartis captures revenue through other streams. Royalty income is definitely present, though it can fluctuate. In the first quarter of 2025, Royalty income was reported at USD 8 million, but the second quarter included a specific royalty settlement of USD 0.3 billion. This shows you that out-licensed products can provide meaningful, if irregular, cash boosts.

Milestone payments from collaboration and partnership agreements provide another layer. For the first quarter of 2025, the company booked Milestone income of USD 54 million. These payments are tied to hitting specific clinical or regulatory targets on partnered assets, which is a direct reflection of successful R&D execution outside their four walls.

To summarize the non-sales revenue components for the first half, you had:

• Royalty income, including a $0.3 billion settlement in Q2 2025.
• Milestone income of $54 million in Q1 2025.
• Other revenue components, such as manufacturing or services, which totaled USD 387 million in Q1 2025.

Finance: draft 13-week cash view by Friday.