Finalist
Uniting Employees Behind Astellas’ Scientific Innovation Approach: The Scientific Innovation Narrative
Summary of work
During this time of great change in healthcare, in order to stay relevant and competitive, it is crucial for pharmaceutical companies and their employees to communicate the company’s mission and purpose through a strong and unified voice. A pharma organisation must speak with one voice, powerfully and clearly across all touchpoints, with strength, consistency and pride.
In order to effectively highlight Astellas’ pioneering scientific approach and its commitment to securing high-quality external partnerships to accelerate its pipeline and turn innovative science into value for patients, the team embarked on the development of a Scientific Innovation Narrative. The goal behind the creation of a Scientific Innovation Narrative was to develop a powerful, compelling strategic story, co-created across the organisation, to build Astellas’ corporate scientific reputation and enhance its recognition as a ‘company of choice’ among potential innovation partners and current/prospective employees (key strategic business objectives).
The results of the initiative have been outstanding and unparalleled. The Narrative has captured the imagination of the global organisation and enjoyed massive uptake and use across all internal and external communications touchpoints. It has become the foundation and ‘North Star’ for all communications around Astellas’ innovation approach at a global level. This one story and these powerful messages can be found everywhere from office hallways and building branding, all the way to the CMO and CEO incorporating the narrative as they speak on the global stage.
Judges’ comments
The Scientific Innovation Narrative had a well-articulated business need with good senior endorsement. It was very professionally delivered, with good identification of specific internal audiences.
