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Excellence in Capability Development

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Finalist

Marketing Capability Development

by Bayer Russia with support from Ashfield Insight & Performance


Summary of work

Ashfield Insight & Performance (AI&P) was approached by Bayer Russia to upskill the marketing capabilities of the product managers, to enable them to develop stronger, more impactful HCP strategies and plans.

AI&P created an extended capability development programme, using a staged approach. The programme utilised a range of training and development methods:

  • An initial learning needs assessment, based on a detailed review of the latest HCP marketing excellence (MEX) plans for the brands
  • A marketing development centre, to benchmark the current capability levels and development areas of the product managers
  • Three one-day ‘live-action’ brand workshops, with broader cross-functional brand teams (including the product managers) applying the learning to their own brands in real time
  • Post-workshop virtual coaching support, to enable individuals to embed the learning and continue to develop their capabilities as they finalised their HCP MEX plans.

The programme has resulted in a significant improvement in the marketing capabilities of the team. This has led to the development of stronger HCP plans, with more customer-focused and differentiated HCP strategies, activities and messages, all of which have combined to make a real impact on the business.

Judges' comments

This development programme is detailed, robust and offers varied opportunities. It is nicely designed and delivered and showed insight that leadership was critical.


Winner

A Fresh Approach to Data Training for MSLs - by Takeda Pharmaceuticals Europe/ EUCAN with support from Ashfield Insight & Performance and Ashfield Healthcare Communications


Finalists

Global Medical Affairs as CATALYSTs for Change - by AbbVie with support from Lucid Group

Marketing Capability Development - by Bayer Russia with support from Ashfield Insight & Performance

EMAcademy - by Excerpta Medica

Establishing Capabilities to Build Customer Commitment and Market Share - by Sanofi UK with support from Rubica Change & Analytics


Key dates

Entry deadline 27 August 2020
Extended entry deadline 3 September 2020*
*additional fee applies
Judging Day 1 October 2020
Company of the Year Interviews 22 October 2020
PMEA Event 25 November 2020