Excellence in Capability Development

Summary of work

In today’s multichannel world, multichannel marketing (MCM) is an undisputed capability for any healthcare marketer to effectively and compliantly engage with physicians, patients, payers and other stakeholders. In 2015, a marketing competency assessment across the marketers in 28 countries of Sanofi’s AMESA (Africa, Middle East, Eurasia, South Asia) region identified MCM as a high priority to be addressed in future training. Senior management within Sanofi had also identified MCM as a priority to support a wave of new launches as well as a large portfolio of established brands across cardiology, diabetes and oncology.

As a result, Uptake Strategies was approached with a brief to design and deliver an MCM Train the Trainer (TTT) workshop in 2016 to create a network of internal digital and marketing expert trainers able to deliver high quality local MCM training workshops using the Sanofi MCM planning methodology.

An innovative and interactive three-day training programme was designed to expand and embed the MCM capabilities across Sanofi’s AMESA region creating internal, highly motivated MCM trainers who have mastered the MCM methodology and are able to deliver high quality, measurable MCM training programmes tailored to different teams and disease areas. The aim was not just to embed MCM but to inspire the broader organisation across different brand teams and countries to adopt an MCM mindset.

Judges' comments

This project really stood out for us because it created champions in pairs. It is pragmatically designed and executed to a high calibre. The project’s scalability was huge and that really stunned us. The team produced a winning project, which was very hard to fault.