Winner
Challenging the Future AstraZeneca Marketing Capabilities
by AstraZeneca
with support from Uptake Strategies & EY
Summary of work
True capability development requires many changes from a company and individuals. Consideration needs to be made for engaging hearts and minds as well as providing the vision for the future to explain the drive for new capabilities. Processes and systems need to be established or revised to support the learning and trial of new skills, and lastly, the application of the capabilities on the business needs to be observed and assessed, to continue to progress the pace of change and fully embed the newly acquired capability.
With this in mind the AstraZeneca Global Commercial Excellence Team, supported by EY and Uptake Strategies, set out to design, implement and evaluate a full scale, enterprise-wide, marketing capability development programme to ensure the global, regional and local marketing teams were equipped to deliver the future patient-centred, digitally enabled vision of the company. The team used a wide range of new techniques both from within and outside of the industry, delivered through a range of channels, varying pace and delivery style to assess the results and achieve their challenging goals of applying these new capabilities across the whole business.
Judges' comments
The judges loved the patient experience mapping and collaboration in AstraZeneca, Uptake Strategies and EY’s entry. It was a joy to read and spanned a breadth of different elements and was clearly patient focused. The honesty was impressive.
