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AstraZeneca called in our help to create a vision, roadmap and playbook to prepare them for a digital operating model, during and after Corona.

About the client

AstraZeneca is a British-Swedish multinational pharmaceutical and biotechnology company with its headquarters at the Cambridge Biomedical Campus. It has a portfolio of products for major diseases in areas including oncology, cardiovascular, gastrointestinal, infection, neuroscience, respiratory, and inflammation. It has been involved in developing the Oxford-AstraZeneca COVID-19 vaccine.


“Planning for a successful future starts with a deep understanding of the eco-system. With their broad experience in digital innovation, Scopernia supported us in developing our strategic plan for the future ”, Bart Malfait, director government affairs and market access

Project Objectives

- Stimulate the digital adoption within the company with a shared sense of urgency
- Create a burning platform to engage employees in the digital turn-around


The original briefing to Scopernia was given before the Corona-crisis hit the world. AstraZeneca recently started a digital work-stream for Belgium. While discussing the sudden changes and impact the Corona-crisis was having on society and healthcare institutions, it became clear the accelerated digitisation already had a major impact on the organisation. For that reason, the project had become even more urgent and strategic than originally foreseen: creating a vision, roadmap and playbook to prepare AstraZeneca for a Digital Day during and after Corona.

Our approach defined what the post-Corona “new normal” could be for the healthcare industry, and thus for AstraZeneca, with a special focus on topics as remote health, omnichannel communication and sales and future-oriented patient journeys.

The situation of social distancing at that time, forced new remote work methods upon us and our clients. We succeeded in successfully translating our approach into a pragmatic online-only version.

Based on a detailed marketscan of the pharmaceutical and the healthcare industry, we hosted a webinar for all employees of AstraZeneca. The objective of this session was to present an overview of digital, industrial and societal trends and evolutions that could impact AstraZeneca.

In the virtual workshops that followed with a smaller executive team, we discussed the impact of the trends from this marketscan. The objective was to distill a limited list of high impact trends for AstraZeneca. Based on the outcome of the impact analysis, we co-created the future direction, the so-called "45° that matter":
- a vision on the future
- the position AstraZeneca should take in that future
- a strategy containing 7 concrete ambitions AstraZeneca wants to work towards
We used virtual break-out rooms and brainstorming tools like Miro to capture everybody’s input.

To work towards a transformation roadmap, we prepared a digital agenda with building blocks AstraZeneca had to work on, in order to reach their ambitions. This included a validation funnel to assess the existing projects, as well as an ideation session to find new solutions for the problems AstraZeneca’s key stakeholders experience.


- A strong and shared-by-all strategic vision on the (nearby) future
- A playbook and roadmap of digital and transformational initiatives.

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