GLAXOSMITHKLINE (formerly SmithKline Beecham) – supporting worldwide change
Nature of business
The manufacture, marketing and supply of pharmaceutical products
Objective
Our purpose was to fulfil multiple communication/engagement projects during an eight year period spanning four massive projects:
- brand knowledge sharing internally;
- re-structuring globally;
- best practice marketing and sales programmes;
- pharmacy education programme.
Audience
We were mainly seeking to influence marketing and sales managers across the business in consumer and pharmaceutical healthcare.
Geographical Spread
These managers were scattered across 120 countries.
Media
We facilitated manager-led workshops (lasting 0.5 – 2 days in duration) and co-development sessions, backed by digital communication (CD-ROMs, intranet) and video, handbooks and related print media, and a host of interactive learning tools.
Programme
Our priorities were principally divided into fulfilling the four separate projects outlined above.
- We worked with brand teams to gather together and organise, for the first time, a wealth of previously uncollated knowledge on global brands such as OXY, Panadol and Tagamet for use worldwide.
- We developed a global communication package enabling managers to run communication gatherings across different markets to explain the logic and motivate audiences about the reasons behind a new brand management structure.
- In addition, we worked alongside strategic marketing experts to conceive and produce a communication and process system known as the Marketing Leadership Programme (and then the Sales Leadership Programme). This was a best practice process-led programme seen as ground-breaking within the consumer marketing industry.
- We developed a pioneer approach to informing and engaging pharmacists and their staff, based on interactive education sessions.