Excellence in Corporate Communications - Internal Stakeholders

Summary of work

Heartbeat is the only monthly video-led global communications channel designed to build belief and understanding among AstraZeneca employees about its corporate strategy.
In 2015, objectives included:

• Driving return on investment by increasing unique views by 10% on baseline (12,000 views per edition), while reducing cost by 33%
 
• Building awareness and engagement around strategic priorities and therapy areas
• Expanding its reach, value and interactivity.

Objectives were met by launching special therapy area editions consisting of educational animations, leader interviews, scientific insights and patient stories; and supported by interactive social networking, levering collaboration between teams and closely aligning with related activities.

Results were measured through:

• Increased number of employees who opened emails - (1,180,460 unique opens)
• Increased number of video views (151,316)
• Cost reduction of 33% on 2014, leading to ROI of £2 per employee per year
• More requests for videos to be reused internally (136)
• Increase in understanding of business strategy - 7% points above global high performing norm level at 95%
• Increase in belief of business strategy, up 3% points to 89% - in line with GHPN and 6% points above pharma norm level
• Increase in social media usage.

Judges' comments

This was a campaign with strong commercial objectives linked to clear, sustainable tactics that delivered good outcomes. A really solid piece of internal communications work.