Integrated capability approach to inspire change

AstraZeneca is a global, innovation-driven biopharmaceutical business. Its primary focus is the discovery, development and commercialisation of prescription medicines for six important areas of healthcare: Cardiovascular, Gastrointestinal, Infection, Neuroscience, Oncology, and Respiratory & Inflammation. It operates in over 100 countries and its innovative medicines are used by millions of patients worldwide.

The challenge: generate growth in a pressured industry by becoming customer-centred

To respond to the increasing pressures facing the pharma industry and be at the forefront of developing innovative branded medicines that improve patient health, AstraZeneca needed to transform into a more customer-centred organisation and deliver a step change in the capability of its global and local market teams.

What we did: an integrated capability approach

Brand Learning has worked with AstraZeneca since we were founded in 2000, and through this period we are proud to have supported them with major programmes to step change their commercial, Insight, R&D and payer capabilities at global and local levels.

In this case study our focus is on our work with the Commercial Excellence team to develop a three-year capability strategy prioritising the core capability drivers to deliver the organisation’s strategic priorities, and then the delivery of the programme at both global and local market level.

The critical first step was to engage the leadership with a clear vision for marketing within the global organisation, and define an aligned global-local model for developing world-class pharmaceutical brands. We worked collaboratively with global and market stakeholders to establish a common way of marketing through the brand life cycle, with one integrated framework, key processes and best practice tools.

Then we applied a fluid learning approach to develop a blended learning programme to inspire change in people’s attitudes and behaviour. This programme integrated self-serve e-tutorials and virtual classrooms with face-to-face learning workshops to build knowledge and skills in the organisation at different levels.

We worked directly with global and regional teams on live-action learning projects, equipping them to apply their learning to live business issues in insight, brand strategy and planning, and integrated communications.

Furthermore, to support individuals in realising their potential within the organisation, we also developed role profiles, capability assessment and planning, and rolled this out globally with great success.

The impact we delivered

The capability programme delivered tangible business impact in the quality of the brand strategy and plans developed by global and local market teams. Our clients report step changes in the knowledge and skills of marketers worldwide, and great engagement with learning initiatives, including over 2,000 e-tutorials completed since launch and over 200 virtual classrooms.

A flavour of what the team at AstraZeneca has said about our work:

We have had a successful ongoing partnership with BRAND LEARNNG, which has helped us bring a fresh perspective to developing our Marketing Capabilities. They have provided an inspiring Capability Programme using a blend of learning channels, which has shown a high level of attendance, positive feedback and a tangible value in helping to address real business issues.
BRAND LEARNING'S Live-action learning provides an opportunity to learn how to do the job differently in an 'on-the-job training' style, combined with cross-functional sessions which makes the learning and the output more robust.
Professional yet flexible expert team who helped turn the grit in our oyster into a pearl
The development of the Payer Excellence Academy has been a cross-business/cross-market success. The new Programme captures our experience from around the world, and provides clear guidance on what we know works to help you and your team deliver!
BRAND LEARNING are experts in how to 'do' marketing and can also help with project delivery. You'll get along with them and you'll value their input.

Published with kind permission.

For more information about how Brand Learning can help you lift your organisation’s capabilities, please get in touch.  



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