LundbeckSAPHRIS®/SYCREST® BEST PRACTICE SHARING

ANOTHER SUCCESSFUL CASE FROM

“Our affiliates are creating some great, creative and successful initiatives all over the world. To ensure knowledge sharing between the different markets, we initiated the Saphris®/Sycrest® Best Practice Sharing project. W captured all the local, creative initiatives, thereby making it easier for the markets to be inspired by them and to adapt the materials to their local market. We have received a lot of positive feedback on this project and we will continue to invite our markets to share their successful stories with their peers.

– Signe Grynnerup Frost, Global Marketing Associate, Lundbeck A/S

COMMUNICATION VALUE CHAIN At W we work with the entire communication value chain, from brand strategy to sales implementation and productions of printed and online deliverables. And along the journey we make sure that your internal comms are handled professionally. In this specific project, we mainly worked with the step(s) highlighted below.

THE W COMMUNICATION AGENCY is a strategic and creative communication agency focused on international B2B communication. The agency specialises in three areas – Life Science, Technology and Industry – and supports leading, global corporations and companies with external and internal communications strategies and creative implementation. Get in touch and we’ll be happy to share more of our many successful case stories. justw.com

CHALLENGESycrest® is for the treatment of manic episodes associated with bipolar disorder. To strengthen internal knowledge sharing within Lundbeck, W was asked to help gather and identify successful local marketing tactics and to share these across Lundbeck’s key markets.

SOLUTIONW developed a structured process where the Sycrest global brand team was able to collect local marketing tactics that had positively influenced local brand adoption and importantly, to communicate the benefits of best practice sharing. By interacting and engaging with Lundbeck’s key markets, W was able to identify a number of ‘business shaping’ marketing tactics per market.

CHANNELS» PPT template to identify local marketing tactics, inc. KPIs» In-depth affiliate interviews» Overview of each tactic for the Sycrest® Brand Center (intranet)» Featured article for the Sycrest® newsletter

RESULTW was able to collect approximately 2-3 marketing tactics per market, which were then shared across the organisation through a featured article in the Sycrest® newsletter and via a number of affiliate web meetings, where specific markets were able to elaborate on their own initiatives to their colleagues from the other key markets. Curious to know more? Contact Sunil.Ramkali@justw.com

our solutions

Brand campaign– communicate a unique

brand positioning

Brand strategy– identify the strategic

imperatives

Channel selection– innovative execution

1 3 5

Sales implementation

– sales campaign ’toolbox’

development

Brand communication platform

– defining brand value & brand positioning

2 4

INTERNAL COMMUNICATIONS / CHANGE MANAGEMENT – bringing the organisation along the journey