In short
In a time of unprecedented global upheaval, AstraZeneca faced the dual challenge of understanding broad societal challenges and fostering a digital evolution within. Amidst the COVID-19 crisis, the urgency for digital transformation escalated, making AstraZeneca’s initiative not just strategic but vital. Partnering with Scopernia, AstraZeneca embarked on a journey to redefine their digital and societal trajectory. This case chronicles the path taken to ignite a digital adoption culture, engage employees deeply in the transformation, and establish a forward-looking vision that would solidify AstraZeneca's role in the post-pandemic "new normal".
Ignite a digital adoption culture, engage employees deeply in the transformation, and establish a forward-looking vision
About AstraZeneca
AstraZeneca is a global, science-led biopharmaceutical company that focuses on the discovery, development, and commercialization of prescription medicines, primarily for diseases in three therapy areas - Oncology, Cardiovascular, Renal & Metabolism, and Respiratory. The company is also active in the areas of autoimmunity, neuroscience, and infection. With a strong presence in research, AstraZeneca prides itself on being at the cutting edge of science to improve patient outcomes and striving to deliver life-changing medicines.
AstraZeneca operates in the life sciences and pharmaceuticals sector, an industry dedicated to innovating and producing therapeutic solutions and medications. This sector is characterized by extensive research and development, stringent regulatory environments, and a constant need for innovation to address emerging health challenges. Companies in this field work not just on treatment but also on prevention and diagnosis, contributing to the overall health and wellbeing of populations.
With a strong presence in research, AstraZeneca prides itself on being at the cutting edge of science to improve patient outcomes
Challenges
AstraZeneca’s Belgian country organization was grappling with understanding the multifaceted societal challenges affecting its operations. The need was to not only comprehend these issues but also to stimulate a sense of urgency for digital adoption within the company. Creating a "burning platform" was essential to engage employees in embracing digital transformation proactively, aligning with the shifting landscape of healthcare delivery.
“Planning for a successful future starts with a deep understanding of the eco-system. With their broad experience in digital innovation, Scopernia supported us in developing our strategic plan for the future ” Bart Malfait, director government affairs and market access
Our Approach
Scopernia received a pre-pandemic brief from AstraZeneca to commence a digital stream for Belgium, which gained unexpected urgency due to the Corona-crisis. Recognizing the amplified need for digitization, the project pivoted to address the immediate changes in healthcare and society. A comprehensive market scan led to an informative webinar, highlighting digital, industrial, and societal trends that could affect AstraZeneca's future. Subsequent virtual workshops with executive teams honed in on critical trends to develop a visionary future direction for AstraZeneca. Utilizing virtual tools, they crafted a strategy with seven concrete ambitions, leading to a digital transformation roadmap with clear initiatives and solutions for stakeholder challenges.
Virtual workshops with executive teams honed in on critical trends to develop a visionary future direction for AstraZeneca
The Results
The project culminated in a cohesive strategic vision that was universally adopted across AstraZeneca, delineating a clear digital and transformational roadmap. The deliverables included a detailed playbook outlining the initiatives necessary for realizing the envisioned future. This groundwork laid by Scopernia and AstraZeneca ensures that the company is well-positioned to navigate and lead in the evolving healthcare landscape.
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