Finalist
Introducing the Innovative Channels to AstraZeneca's UK Marketing Company
Summary of work
Innovative Channels are new methods of engaging with healthcare professionals about AstraZeneca’s (AZ) medicines and the services it provides. Delivering sales and service, face-to-face, by phone, in a secure online meeting space and in the open digital sphere; they are a critical part of AZ’s transition to a new flexible commercial organisation.
Excellent internal communications were fundamental to introduce the Innovative Channels to both field-based and Head Office teams, explain what they delivered for customers, how they could support brand strategies, and move towards embedding new ways of working in the company’s DNA.
Judges’ comments
All UK companies face the challenge of using innovative channels and they tackled it systematically and comprehensively. The measurement of internal activity was pretty impressive and the feedback was good.
Testimonials and Judges’ comments
Head of innovative channels: This programme has ensured that all our stakeholders across the UKMC are on board with the concept of Innovative Channels, and understand what’s involved in using these new channels of engaging with healthcare professionals. To achieve such high levels of understanding and engagement within our business in less than a year is a significant achievement.
