- Case Studies
- Developing Pharmaceutical Marketing Talent
Key steps in a post-merger environment
- Client objective
AstraZeneca, one of the world's leading pharmaceutical companies, recognized in late 2000 that it had outgrown its existing management development program for marketing effectiveness. The company needed a fresh solution for developing pharmaceutical marketing talent in light of the following challenges:
Post-merger environment with a large number of recruits joining local AZ organizations each year
Product Managers who did not necessarily possess leading-edge marketing skills: a) Many generally educated as medical doctors, pharmacists, or biologists before taking on marketing responsibilities or b) Internally promoted sales representatives moving into product management
Overriding need for action: an emerging markets program to develop a common marketing culture and build expertise to make more effective marketing decisions
- StratX solution
StratX partnered closely with AstraZeneca to design and co-deliver with AZ facilitators a three pillar training solution:
Pillar I - Marketing Foundation Courses
- StratX consultants worked with AstraZeneca’s Marketing Skills Development Group to provide action learning seminars using three powerful learning tools: concept discussions, hands-on business simulations and project work linked to real company issues.
- Deployed across Europe, different simulation scenarios were used depending on audience profiles and course objectives: Markstrat-Pharma, NeoSim and BlockBuster Launcher…
Pillar II - Marketing Diploma Programme
- The Emerging Markets Support and Development Organization commissioned StratX to help establish a four-module diploma programme
- Learning content enables sales and marketing professionals to better understand patient and physician needs in order to better respond to local markets
- Rolled out to provide marketing support to the Middle East, Latin America and Central European regions
- Based on excellent results obtained in these programs, larger markets such as Brazil, Mexico and India adopted and deployed them
Pillar III - Advanced Marketing Mastery Courses
- To address those further down the development pathway, STRATX put in place advanced level courses
- Objective to provide more in-depth knowledge of specific topics as well as explore new trends and practices in pharmaceutical marketing
- Target audience: Product Managers with a strong grasp of strategic and tactical marketing concepts ; Participants who have already attended the modules of the core curriculum ; High Potential professionals from sales, medical, or clinical research
- Result
To date, STRATX has designed and delivered nearly 50 Operational and Strategic Marketing development programs to hundreds of AstraZeneca marketing associates worldwide. These programs include:
- Marketing Essentials
- Building Marketing Strategies
- Brand Launch Excellence
- Branding, DTC & Public Relations
- Forecasting
AstraZeneca is now the fastest growing major pharmaceutical company in the world’s top eight emerging markets which was a key region for deployment of the new training solution: China, Mexico, Brazil, South Korea, India, Poland, Turkey and Taiwan.
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Participants comments :- “The programme afforded us great opportunities for learning not only on the theories of marketing but practical applications as well. The programme gives us insights and new ways to adapt to the dynamics of market environment.”
- “The style and feedback of the facilitators was exceptional-extremely knowledgeable and skilled”
- “I have learned a lot and will take it with me- you did a good job. Thank You!”
- “Computer simulation was fantastic!”
- “I enjoyed every minute. I feel I have got a good view on what is important in marketing and where my personal strengths and weaknesses are.”
- “We have been immensely impressed with the professionalism and standards of the STRATX team of consultants. I have been delighted with the way the programmes have evolved so far and this is supported by the delegate’s feedback. The consultant team have been excellent – the evaluations speak for themselves. Perhaps the greatest compliment I can give is that we never ever worry about the STRATX contribution to the programmes – it is always of a consistently high standard. Long may our collaboration continue.”
- Head of Sales, Management and Marketing Development
- Contact StratX
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