Please login to the form below

Not currently logged in
Email:
Password:

Excellence in Corporate Communications – Internal Stakeholders

Sponsored by

Back to results


Winner

AvatarZ

by Havas Lynx for AstraZeneca


Summary of work

AvatarZ

The cost of face-to-face training for the AstraZeneca (AZ) field sales force in Japan (2,500 reps) is high. As well as costs relating to travel, expenses, venues and facilitators, there are significant financial penalties which relate to missed business opportunities as a result of taking reps out of the field.

The effectiveness of existing training was categorised as poor, especially by less-experienced reps: millennials and generation Z.

The AvatarZ training programme was created by a small, fast-moving group within AstraZeneca to address these issues. This iPad-based learning system applies gamification and self-determination principles to instantly reward reps as they train, through themed unlocks and badges for successfully completing key learning modules. It motivates reps through competitive leader boards, exclusive features and real-world recognition programmes. Our data and research also shows that reps are utilising the resource to complete training on-demand; for example, while waiting in hospital car parks 15 minutes prior to a sales appointment.

The AvatarZ programme has been an immediate success. Medical reps now compete with each other to learn and develop and senior management has seen sales performances improve rapidly. This project has most likely returned our highest ever ROI (>300% in three months).

Judges comments

This is a remarkable piece of work and a great example of transformative communications. It truly speaks to a new generation through a creative idea developed out of insight and deep understanding of the target audience in terms of their practices and preferences. It is forward-thinking, engaging and game-changing.


Highly commended

Bringing together a siloed business - by Johnson & Johnson UK


Finalists

Return to Growth week - by AstraZeneca

Arzerra delivers - by Ogilvy Healthworld for GSK

#IGiveA from deaths from diarrhoea - by Tonic Life Communications for RB (Reckitt Benckiser) in partnership with Save the Children


Sponsors

Key dates

Entry deadline 14 March 2019
Extended entry deadline 21 March 2019
Judging days 9 May and 23 May 2019
Awards Ceremony 4 July 2019

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

Behind the Judging: An exclusive insight into all the major healthcare awards

Behind the Judging: Communiqué Awards
Find out what co-the chair of judges Annabelle Sandeman, senior judge Neil Flash and previous award winner Jan Steele have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.