CONNECTOR -- CASE STUDY
AstraZeneca Stakeholder & Employee Training
Two of my favorite people projects were working with AstraZeneca to develop training for employees and thought leaders. I collaborated with a medical education company to pitch, create, and deliver two complex projects.
Speakers Bureau Training
CHALLENGE
The first project was speakers bureau training for thought leaders. Prior to this project, companies like AstraZeneca would fly their physician-speakers and trainers to a destination and spend huge budgets training the speakers. AstraZeneca asked us to create something innovative that would enable them to save money and expand their pool of trained speakers.
We pitched an online training module series that speakers could complete in segments without traveling. That way, the busy physicians could grab a few minutes of training during a break. My challenge was to make the training engaging enough that the thought leaders would return to complete the course.
APPROACH
The education company was new to video training so I took the lead, mapping out the course by writing the script, creating a shoot schedule, serving as the talent, and collaborating with the production team.
SOLUTION
We used adult learning strategy, crisp storytelling, and production techniques to keep the audience engaged.
RESULT
Since our project team was filled with talent, the final production was a hit, and AstraZeneca used that asset for many years.
Compliance Training
CHALLENGE
Thanks to the success of the speakers bureau training, we were hired for a second project, compliance training for sales representatives. This project came to us with a tight deadline and a data dump of legal and compliance documents.
APPROACH
I jumped into action, sorted through content, and wrote modules. My challenge for this project was bringing potentially boring content to life. I decided to combine brief instruction with video vignettes followed by self-assessments throughout.
SOLUTION
For the vignettes, I wrote mini scripts where the actors portrayed sales representatives and physicians in compliance scenarios. To make it memorable for adult learners, we exaggerated the scenes with outrageous compliance violations. For example, we showed a company-sponsored dinner where a physician blatantly tried to order extra meals to take home to his family. These fun moments gave us an opportunity freeze the training for a quick learner assessment before showing the best practice communication response from a sales representative.
RESULT
This annual training, required for all U.S.-based employees, was a hit. AstraZeneca hired us to update it annually for several years.
