“We are making a bet on obesity,” Lars Fruergaard Jørgensen, the CEO of Novo Nordisk, told investors in 2017. “We believe we can ride it based on lifting efficacy,” and that's what will “create the market.”

Obese patients are “not hard to identify and diagnose, and they are all waiting for something that works," Jørgensen told Reuters the same year. "I think we have some trustworthy bets."