Digital Competence in Pharma Marketing & Sales - Our Learning Journey at AstraZeneca (eBook, PDF)

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by Jana Sonntag (Vice President Innovation & Business Excellence) and Milaid Stephan (Head of Capability Development, both: AstraZeneca Germany) from the handbook Digital Competence and Future Skills The COVID-19 pandemic, and the resulting need for physical distancing, have caused an unprecedented disruption in many aspects of our private and professional lives. As a consequence, virtual and digital interactions have been replacing the traditional in-person contact. The healthcare system and thus the healthcare industry are also affected by these changes. Keeping pace with this acceleration, actively shaping the processes, and ideally even driving them forward with innovations are key challenges for companies in the healthcare industry, and thus of course also for AstraZeneca. This chapter describes the Omnichannel Learning Journey of AstraZeneca by emphasizing that successful change happens when everyone involved understands the "why". Only then does the willingness develop to overcome the inner barriers against change and to adopt new methods, tools and processes. Accompanying this change process with appropriate learning opportunities geared to the needs of the learners and transparently adapting the way forward based on feedback from the learners are the highest priorities for successful and sustainable capability building. The handbook Digital Competence and Future Skills provides comprehensive insight into the future of competencies and learning and the transformation of business. For the first time, leading companies from a wide range of industries around the world provide concrete insights into their comprehensive approaches to transformation, competence management, culture change, and learning and development. In addition, leading scientists and institutions use the latest research findings to assess where we are today and what is to come in the future. #digicompetencebook #digikompetenzbuch #digikompetenzpodcast www.youtube.com/watch?v=NjxASUdSCAI

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Jana Sonntag joined AstraZeneca Germany as VP Innovation & Business Excellence and member of the German Management Team in 2019, responsible for turning the "IBEX" department into an "integrated power-house" providing digital expertise and innovative omnichannel delivery to all business functions and therapeutic areas. With more than 20 years' experience in senior management, her international career has focused on digital transformation, new promotional models in commercial and business process reengineering in Pharma Operations, Quality and IT. Jana founded the Fresenius Kabi Digital Lab as in-company startup to build and market innovative digital healthcare products. In senior management at Accenture, she drove Innovation & Thought Leadership in Life Sciences for the DACH region. At Teva ratiopharm Germany Jana was Head of Commercial Shared Services, which she turned into a powerful multichannel delivery partner and recognized think tank for the Medical, Marketing & Sales Units within Specialty Medicines, Generics and OTC. At Boehringer Ingelheim, Jana began as a dual student of Computer Sciences & Economics and became Project Manager Engineering in the FDA readiness project in France, Head of Packaging Material Technology in Spain, Global Compliance Officer responsible for the company-wide IT Infrastructure Computer System Validation and head of building up digital marketing and social media. Jana completed executive training in leadership at the St. Gallen Management Institute. Since 2020 Jana chairs the vfa subcommittee Digital Health. Milaid Stephan's professional and private life is characterized by a constant curiosity to gather new experiences and impressions, as well as the motivation to awaken this desire in other people. For many years, Milaid has brought both of these qualities to bear in his role as part of Astra-Zeneca's internal training department. There, Milaid Stephan is currently responsible for internal capability building qualification offerings as part of AstraZeneca Germany's digitalization strategy and, together with his team, implements target group-specific training offerings for the sales and medical sales force as well as marketing. In addition, Milaid Stephan is responsible for company-wide qualification offerings for AstraZeneca employees as part of the introduction of agile working methods. Before starting his career at AstraZeneca, he studied biology and then started his career directly in the pharmaceutical industry for AstraZeneca in the field sales force after receiving his diploma in 2009. There he first took over the scientific training of the field sales force in the indication type 2 diabetes and before he then focused on the topic of capability building, Milaid Stephan took the opportunity to take on a leadership role in sales for some time. Milaid Stephan is also a certified trainer and systemic coach. Dr. Philipp Ramin is a leading expert on digital transformation and future skills. With his company the Innovation Center for Industry 4.0 in Regensburg, Germany, which he founded whilst completing his Ph.D. on the topic of discontinuous innovation and digital business models, he trains more than 200,000 employees in 9 languages for leading companies from a wide range of industrial, business and financial sectors in more than 14 countries worldwide and has prepared a number of internationally recognized studies, for example on digitalization, artificial intelligence, digital competence. The Innovation Center for Industry 4.0 team, which was also instrumental in realizing this book, develops individual qualification solutions in the area of digitalization and Industry 4.0 for leading companies worldwide, including complete continuing education curricula and learning strategies as well as AR/VR solutions or complete digital online learning systems and competence management programs. In 2022, together with one of his clients in the automotive sector, Philipp Ramin's company was awarded the recognized "Project of the Year" eLearning Award for Instructional Design by Germany's leading publisher in this field, elearning Journal for a state-of-the art digital competence upskilling program with high acceptance, artificial intelligence supported gamification elements and proven and measured acceleration of the transformation process.