Please login to the form below

Not currently logged in

Excellence in Capability Development

Sponsored by

Back to Results


Driving AstraZeneca’s Excellence in Leadership Selling for Severe Asthma

by AstraZeneca with support from CMC

Summary of work

With the impending launch of Fasenra (a biologic therapy for severe asthma) in ex-US markets, AstraZeneca had an urgent and important need to empower local sales teams with product knowledge and sales skills.

It was recognised that, because AstraZeneca local markets had diverse needs, challenges, opportunities, launch timings and competitive environments, a single global training event would not be optimal. Instead, two separate training programmes were required: one for G12 countries (ex-US) that had greater commonalities, and another for the more diverse international markets.

The overarching strategy for the workshops was to use a small team of AstraZeneca global experts to deliver product knowledge and sales techniques to AstraZeneca local leaders who could then cascade their learnings to their local sales teams. What set these programmes apart from previous train-the-trainer activities was the way that existing materials and processes were combined – marrying product story-flow and messaging with the established AstraZeneca Leadership Selling Model – via creative, innovative, motivational and engaging activities to foster learning, discussion and commitment to future actions. The results are already palpable; the excellence of our workshops in building capability is having a direct impact on the uptake of Fasenra in the market.

Judges' comments

AstraZeneca and CMC put together an innovative approach to engaging markets. The judges liked the iterative learning and future involvement of behavioural psychologists, along with a well put-together strategy for rolling out product knowledge, with an engaging, interactive and appealing meetings plan.


Agile Marketing - by MSD

Highly commended

Real World Evidence: Awareness, Education & Training - by Janssen with support from Learning Solutions from Syneos Health


Driving AstraZeneca’s Excellence in Leadership Selling for Severe Asthma - by AstraZeneca with support from CMC

Building our Launch Excellence Capabilities to become a Launch Powerhouse - by Mundipharma with support from Uptake Strategies Ltd

Learning & Development Portal – SHINE - by Takeda UK Ltd with support from Interaction Marketing & PR

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022