Digital Competence in Pharma Marketing & Sales – Our Learning Journey at AstraZeneca

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.

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