Novartis AG (NVS): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No mundo dinâmico dos produtos farmacêuticos globais, a Novartis AG permanece como um farol de inovação, transformando a assistência médica por meio de seu intrincado e estratégico modelo de negócios. Ao tecer meticulosamente pesquisas de ponta, parcerias estratégicas e um compromisso incansável com soluções centradas no paciente, a Novartis emergiu como uma potência que transcende os limites farmacêuticos tradicionais. Essa exploração de seu modelo de negócios Canvas revela um complexo ecossistema de excelência científica, proezas tecnológicas e impacto global, oferecendo um vislumbre convincente de como uma empresa está revolucionando tratamentos médicos e acessibilidade em uma escala internacional.

Novartis AG (NVS) - Modelo de negócios: Parcerias -chave

Alianças estratégicas com instituições de pesquisa acadêmica

A Novartis estabeleceu parcerias de pesquisa estratégica com as seguintes instituições acadêmicas:

Instituição	Foco na pesquisa	Ano de parceria
Escola de Medicina de Harvard	Pesquisa de oncologia	2022
Mit	Tecnologias de saúde digital	2023
Universidade de Stanford	Desenvolvimento de medicamentos para neurociência	2022

Colaboração com empresas globais de farmacêutica e biotecnologia

A Novartis mantém colaborações estratégicas com as seguintes empresas farmacêuticas:

• AstraZeneca - pesquisa de doenças cardiovasculares
• Pfizer - Desenvolvimento de Medicamentos Oncológicos
• Johnson & Johnson - pesquisa de imunologia

Parcerias com empresas de tecnologia de saúde

As parcerias de tecnologia incluem:

Empresa de tecnologia	Foco em tecnologia	Investimento em parceria
Google Health	Diagnósticos orientados a IA	US $ 75 milhões
IBM Watson	Análise de Medicina de Precisão	US $ 120 milhões

Joint ventures em mercados farmacêuticos emergentes

A Novartis estabeleceu joint ventures em:

• China - fabricação farmacêutica
• Índia - produção de medicamentos genéricos
• Brasil - Infraestrutura de pesquisa clínica

Acordos de licenciamento com startups inovadoras de biotecnologia

Os contratos de licenciamento atuais incluem:

Startup de biotecnologia	Área de tecnologia	Valor de licenciamento
Biontech	terapêutica de mRNA	US $ 250 milhões
Moderna	Tecnologias de vacinas	US $ 180 milhões

Novartis AG (NVS) - Modelo de negócios: atividades -chave

Pesquisa e Desenvolvimento Farmacêutico

A Novartis investiu US $ 9,1 bilhões em pesquisa e desenvolvimento em 2022. A Companhia mantém 15 principais centros de pesquisa em todo o mundo, com locais importantes em Basileia, Suíça, Cambridge, EUA e Xangai, China.

Métrica de P&D	2022 Valor
Despesas totais de P&D	US $ 9,1 bilhões
Número de centros de pesquisa	15
Programas de pesquisa ativa	138

Ensaios clínicos e testes de drogas

A Novartis conduziu 474 ensaios clínicos em 2022, abrangendo várias áreas terapêuticas.

• Ensaios Oncológicos: 156
• Ensaios de neurociência: 87
• Ensaios cardio-metabólicos: 65
• Ensaios de imunologia: 52

Fabricação de medicamentos prescritos

A Novartis opera 54 instalações de fabricação em todo o mundo, produzindo mais de 50 bilhões de doses anualmente.

Métrica de fabricação	2022 Valor
Total de instalações de fabricação	54
Doses anuais de medicação	50 bilhões
Países com locais de fabricação	28

Marketing Global e Distribuição de Produtos de Saúde

A Novartis distribui produtos em mais de 180 países, com vendas de US $ 51,6 bilhões em 2022.

Métrica de marketing	2022 Valor
Total de países de operação	180+
Vendas totais	US $ 51,6 bilhões
Representantes de vendas	48,700

Inovação contínua em tratamentos médicos

A Novartis mantém 138 programas de pesquisa ativos em vários domínios terapêuticos.

• Terapias genéticas: 22 programas
• Iniciativas de medicina de precisão: 35 programas
• Inovações em saúde digital: 16 programas
• Plataformas terapêuticas avançadas: 65 programas

Novartis AG (NVS) - Modelo de negócios: Recursos -chave

Extensas instalações de pesquisa e desenvolvimento

A Novartis opera 14 centros de pesquisa globais em 9 países, com despesas totais de P&D de US $ 9,2 bilhões em 2022. Os locais primários de pesquisa incluem:

Localização	Foco na pesquisa	Investimento
Basileia, Suíça	Pesquisa farmacêutica	US $ 2,7 bilhões
Cambridge, EUA	Pesquisa genômica	US $ 1,5 bilhão
Xangai, China	Pesquisa emergentes de mercados	US $ 650 milhões

Força de trabalho científica e médica altamente qualificada

Composição da força de trabalho a partir de 2022:

• Total de funcionários: 108.000
• Titulares de doutorado: 22.500
• Cientistas de pesquisa: 15.300
• Experiência média de pesquisa: 12,4 anos

Portfólio de propriedade intelectual robusta

Estatísticas de patente e IP:

Categoria	Número	Valor
Patentes ativas	5,600	US $ 35,6 bilhões
Registros anuais de patentes	780	US $ 1,2 bilhão

Infraestrutura tecnológica avançada

Detalhes de investimento em tecnologia:

• Orçamento de transformação digital: US $ 1,8 bilhão
• Investimentos de IA e aprendizado de máquina: US $ 620 milhões
• Infraestrutura de computação em nuvem: US $ 450 milhões
• Investimentos de segurança cibernética: US $ 340 milhões

Capital financeiro significativo para investimento

Recursos financeiros overview:

Métrica financeira	Quantia
Total de ativos	US $ 134,8 bilhões
Caixa e equivalentes de dinheiro	US $ 22,3 bilhões
Investimento anual de P&D	US $ 9,2 bilhões
Gasto de capital	US $ 4,6 bilhões

Novartis AG (NVS) - Modelo de Negócios: Proposições de Valor

Soluções médicas inovadoras para doenças complexas

A Novartis investiu US $ 9,1 bilhões em pesquisa e desenvolvimento em 2022. As principais áreas inovadoras incluem:

• Pesquisa de oncologia com 22 possíveis novas terapias no desenvolvimento clínico
• Portfólio de neurociência direcionada a 6 grandes áreas de doenças
• Programas de terapia genética com 15 ensaios clínicos ativos

Área terapêutica	Investimento em pesquisa	Ensaios clínicos ativos
Oncologia	US $ 3,2 bilhões	22
Neurociência	US $ 1,5 bilhão	15
Cardiovascular	US $ 800 milhões	10

Produtos farmacêuticos e de saúde de alta qualidade

A Novartis gerou vendas farmacêuticas de US $ 48,7 bilhões em 2022, com o portfólio de produtos em vários segmentos terapêuticos.

• Comercializado 25 principais medicamentos inovadores
• Mantido 94% Classificação de conformidade da qualidade do produto
• Recebeu 15 novas aprovações de drogas em 2022

Medicina personalizada e terapias direcionadas

A Precision Medicine Investments totalizou US $ 2,3 bilhões em 2022, com foco em tratamentos direcionados genômicos e moleculares.

Categoria de medicina de precisão	Investimento	Candidatos a pipeline
Terapias genômicas	US $ 1,1 bilhão	8
Tratamentos direcionados moleculares	US $ 1,2 bilhão	12

Compromisso em melhorar os resultados dos pacientes

Iniciativas centradas no paciente, apoiadas por US $ 500 milhões, investimentos anuais em programas de apoio ao paciente.

• Implementou 37 programas de assistência ao paciente globalmente
• Forneceu acesso a 120 países
• Tratamento apoiado para 15 milhões de pacientes anualmente

Acessibilidade e acessibilidade da saúde global

Estratégia de acessibilidade com US $ 750 milhões dedicados às soluções de saúde emergentes dos mercados.

Região	Penetração de mercado	Programas de medicina acessíveis
Mercados emergentes	42 países	18 programas
Países de baixa renda	23 países	12 programas

Novartis AG (NVS) - Modelo de Negócios: Relacionamentos do Cliente

Engajamento direto com profissionais de saúde

A Novartis mantém mais de 33.000 representantes de vendas diretas globalmente em 2024. A Companhia investe US $ 1,4 bilhão anualmente em estratégias diretas de engajamento profissional em saúde.

Canal de engajamento	Volume anual de interação
Interações da conferência médica	87.500 compromissos profissionais diretos
Plataformas profissionais digitais	215.000 profissionais de saúde registrados
Participação do Simpósio Científico	124 eventos internacionais anualmente

Programas de apoio ao paciente e educação

A Novartis opera 42 programas de apoio aos pacientes em 89 países em 2024.

• Programas de assistência ao paciente que cobrem 1,2 milhão de pacientes globalmente
• US $ 380 milhões de investimentos anuais em iniciativas de educação de pacientes
• Plataformas de suporte digital de pacientes que atendem 475.000 usuários ativos

Plataformas de saúde digital e ferramentas de gerenciamento de pacientes

A Novartis desenvolveu 17 plataformas proprietárias de gerenciamento de saúde digital em 2024.

Plataforma digital	Base de usuários
Portal de pacientes com mynovartis	523.000 usuários registrados
Aplicações de rastreamento de tratamento	287.000 usuários mensais ativos

Serviços personalizados de consulta médica

Novartis fornece Serviços especializados de consulta de telemedicina com 12.500 profissionais médicos dedicados.

• Duração média da consulta: 35 minutos
• Plataformas de consulta virtual disponíveis em 64 países
• Investimento anual de US $ 275 milhões em infraestrutura de consulta personalizada

Comunicação contínua de pesquisa médica

A Novartis publica 287 publicações de pesquisa revisadas por pares anualmente.

Canal de comunicação de pesquisa	Alcance anual
Publicações de revistas científicas	287 publicações
Apresentações da conferência de pesquisa	156 apresentações internacionais
Plataformas de pesquisa on -line	412.000 pesquisadores registrados

Novartis AG (NVS) - Modelo de Negócios: Canais

Força de vendas direta para profissionais de saúde

A Novartis emprega 54.261 representantes de vendas globalmente a partir de 2023, com uma equipe de vendas farmacêuticas dedicada cobrindo 180 países.

Região	Representantes de vendas	Cobertura de mercado
Estados Unidos	12,435	65% dos prestadores de serviços de saúde
Europa	16,782	58% dos prestadores de serviços de saúde
Ásia-Pacífico	15,643	52% dos prestadores de serviços de saúde

Plataformas farmacêuticas on -line

A plataforma digital da Novartis gerou US $ 2,3 bilhões em vendas farmacêuticas on -line em 2023, representando 8,7% da receita farmacêutica total.

• MyNovartis Digital Platform
• Sistema de Gerenciamento de Prescrição Online
• Programas de suporte de pacientes digitais

Conferências médicas e simpósios científicos

A Novartis participou de 287 conferências médicas internacionais em 2023, com um investimento de US $ 124 milhões em engajamento de conferências e simpósios.

Redes de distribuição farmacêutica

Canal de distribuição	Receita anual	Quota de mercado
Distribuidores por atacado	US $ 18,5 bilhões	42%
Vendas diretas do hospital	US $ 12,7 bilhões	29%
Redes de farmácia	US $ 9,3 bilhões	21%

Canais de marketing digital e telemedicina

A Novartis investiu US $ 347 milhões em iniciativas de marketing digital e telemedicina em 2023, cobrindo 42 países.

• Plataformas de consulta de telessaúde
• Ferramentas de engajamento digital do paciente
• Programas de educação médica virtual

Novartis AG (NVS) - Modelo de negócios: segmentos de clientes

Instituições de saúde e hospitais

A Novartis atende a aproximadamente 185.000 instalações de saúde globalmente em 2024. Receita anual do segmento hospitalar: US $ 22,6 bilhões.

Tipo de hospital	Penetração de mercado	Volume anual de compra
Grandes centros médicos acadêmicos	68%	US $ 8,4 bilhões
Hospitais regionais	52%	US $ 6,9 bilhões
Hospitais comunitários	41%	US $ 4,3 bilhões

Pacientes individuais com condições crônicas

Base total de pacientes: 87 milhões de pacientes com doenças crônicas em todo o mundo em 2024.

• Pacientes cardiovasculares: 42 milhões
• Pacientes oncológicos: 23 milhões
• Pacientes de neurociência: 12 milhões
• Pacientes com imunologia: 10 milhões

Profissionais médicos e especialistas

Alcance global: 1,2 milhão de profissionais de saúde envolvidos.

Categoria especializada	Número de profissionais	Taxa de engajamento
Oncologistas	320,000	76%
Cardiologistas	280,000	68%
Neurologistas	210,000	55%

Distribuidores farmacêuticos

Rede Global de Distribuição: 742 Parceiros de Distribuição Farmacêutica.

Região	Número de distribuidores	Volume anual de distribuição
América do Norte	186	US $ 15,3 bilhões
Europa	276	US $ 12,7 bilhões
Ásia-Pacífico	180	US $ 9,6 bilhões

Sistemas de saúde do governo

Contratos ativos com 62 sistemas nacionais de saúde.

• Serviços Nacionais de Saúde Engajados: 62
• Receita total do segmento de saúde do governo: US $ 18,5 bilhões
• Contratos de compras: 214 acordos ativos

Novartis AG (NVS) - Modelo de negócios: estrutura de custos

Extensas despesas de pesquisa e desenvolvimento

A Novartis AG investiu US $ 9,1 bilhões em despesas de pesquisa e desenvolvimento em 2022. Os gastos de P&D da empresa representaram aproximadamente 19,2% de suas vendas líquidas totais.

Ano	Despesas de P&D	Porcentagem de vendas líquidas
2022	US $ 9,1 bilhões	19.2%
2021	US $ 8,7 bilhões	18.9%

Custos de fabricação e produção

A Novartis registrou um custo total de mercadorias vendidas de US $ 24,6 bilhões em 2022, representando aproximadamente 51,8% das vendas líquidas.

• Instalações de fabricação globais: 80 locais de produção
• Custo médio de produção por unidade farmacêutica: US $ 12,50
• Overcarga anual de fabricação: US $ 3,2 bilhões

Despesas de marketing e vendas globais

As despesas de marketing e vendas da Novartis totalizaram US $ 16,5 bilhões em 2022, representando 34,8% das vendas líquidas.

Região	Despesas de marketing	Porcentagem do orçamento total de marketing
Estados Unidos	US $ 6,3 bilhões	38.2%
Europa	US $ 5,2 bilhões	31.5%
Outras regiões	US $ 5,0 bilhões	30.3%

Investimentos de conformidade regulatória

A Novartis alocou US $ 1,5 bilhão para a conformidade regulatória e a garantia da qualidade em 2022.

• Equipe de conformidade: 1.200 profissionais
• Gerenciamento de documentação regulatória: US $ 350 milhões
• Sistemas de controle de qualidade: US $ 450 milhões

Investimentos em ensaios clínicos e testes

As despesas de ensaios clínicos para a Novartis atingiram US $ 2,8 bilhões em 2022, com investimentos em andamento em várias áreas terapêuticas.

Área terapêutica	Despesas de ensaios clínicos	Número de ensaios ativos
Oncologia	US $ 1,2 bilhão	85
Neurociência	US $ 650 milhões	45
Cardiovascular	US $ 500 milhões	35
Outras áreas	US $ 450 milhões	40

Novartis AG (NVS) - Modelo de negócios: fluxos de receita

Vendas de medicamentos prescritos

Em 2022, a Novartis registrou vendas líquidas totais de US $ 51,6 bilhões. As vendas da divisão farmacêutica atingiram US $ 40,5 bilhões, representando o maior segmento de receita.

Área terapêutica	Receita (2022)
Oncologia	US $ 18,4 bilhões
Neurociência	US $ 6,2 bilhões
Cardiovascular	US $ 4,7 bilhões

Licenciamento de medicamentos patenteado

A Novartis gerou aproximadamente US $ 3,8 bilhões em contratos de propriedade intelectual e licenciamento em 2022.

• Principais parcerias de licenciamento de patentes com 12 principais empresas farmacêuticas
• Crescimento médio de receita de licenciamento de 7,2% ao ano

Contribuições genéricas do mercado de drogas

Divisão Sandoz, segmento de genéricos da Novartis, gerou US $ 10,5 bilhões em 2022.

Região	Vendas genéricas de medicamentos
América do Norte	US $ 4,3 bilhões
Europa	US $ 3,9 bilhões
Mercados internacionais	US $ 2,3 bilhões

Soluções de tecnologia de saúde

A Digital Health and Technology Solutions contribuiu com US $ 1,2 bilhão para a receita da Novartis em 2022.

Presença global do mercado farmacêutico

A Novartis opera em mais de 180 países, com o colapso da receita geográfica da seguinte forma:

Região	Contribuição da receita
Estados Unidos	US $ 22,4 bilhões
Europa	US $ 15,6 bilhões
Mercados internacionais	US $ 13,6 bilhões

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.