“Marketing works in a subtle, psychological way,” explains Dr Alice Fabbri, postdoctoral research fellow in the School of Pharmacy at Sydney University's Charles Perkins Centre, and expert on corporate influence on health. Large pharmaceutical companies, she says, only spend money for one reason: “if there’s a return on investment”.

If Novo Nordisk is to fulfil the potential of its anti-obesity drug Saxenda, it needs more doctors to have a new understanding of how obesity really works. And for them to prescribe -- again and again.