Challenge
The objective was to ensure that the educational omnichannel programme for healthcare providers created by the global team was successfully implemented in local markets. Country teams, however, had nuanced market needs and were at different stages of omnichannel maturity.
Solution
Company champions received a programme playbook to support customisation and roll-out, and resources to engage and train their field teams. Regular global/champion and champion/field team touchpoints facilitated sharing of best practice and collection of objective market metrics. Tactics were informed by insights on potential barriers to localisation and content was co-created with clinical experts.
Outcome
Successful community education and activation was achieved by engaged, proactive field teams, and driven by a quarterly market metrics competition. There were 21 localised program roll-outs, with input from 14 expert co-creators. The global platform recorded more than 171,000 page views.