Jana Sonntag & Milaid Stephan 
Digital Competence in Pharma Marketing & Sales – Our Learning Journey at AstraZeneca [PDF ebook] 

by Jana Sonntag (Vice President Innovation & Business Excellence) and Milaid Stephan (Head of Capability Development, both: Astra Zeneca Germany)

from the handbook Digital Competence and Future Skills



The COVID-19 pandemic, and the resulting need for physical distancing, have caused an unprecedented disruption in many aspects of our private and professional lives. As a consequence, virtual and digital interactions have been replacing the traditional in-person contact. The healthcare system and thus the healthcare industry are also affected by these changes. Keeping pace with this acceleration, actively shaping the processes, and ideally even driving them forward with innovations are key challenges for companies in the healthcare industry, and thus of course also for Astra Zeneca.



This chapter describes the Omnichannel Learning Journey of Astra Zeneca by emphasizing that successful change happens when everyone involved understands the 'why’. Only then does the willingness develop to overcome the inner barriers against change and to adopt new methods, tools and processes. Accompanying this change process with appropriate learning opportunities geared to the needs of the learners and transparently adapting the way forward based on feedback from the learners are the highest priorities for successful and sustainable capability building.



The handbook Digital Competence and Future Skills provides comprehensive insight into the future of competencies and learning and the transformation of business. For the first time, leading companies from a wide range of industries around the world provide concrete insights into their comprehensive approaches to transformation, competence management, culture change, and learning and development. In addition, leading scientists and institutions use the latest research findings to assess where we are today and what is to come in the future.



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O autorze

Dr. Philipp Ramin is a leading expert on digital transformation and future skills. With his company the Innovation Center for Industry 4.0 in Regensburg, Germany, which he founded whilst completing his Ph.D. on the topic of discontinuous innovation and digital business models, he trains more than 200, 000 employees in 9 languages for leading companies from a wide range of industrial, business and financial sectors in more than 14 countries worldwide and has prepared a number of internationally recognized studies, for example on digitalization, artificial intelligence, digital competence. The Innovation Center for Industry 4.0 team, which was also instrumental in realizing this book, develops individual qualification solutions in the area of digitalization and Industry 4.0 for leading companies worldwide, including complete continuing education curricula and learning strategies as well as AR/VR solutions or complete digital online learning systems and competence management programs.
In 2022, together with one of his clients in the automotive sector, Philipp Ramin’s company was awarded the recognized 'Project of the Year’ e Learning Award for Instructional Design by Germany’s leading publisher in this field, elearning Journal for a state-of-the art digital competence upskilling program with high acceptance, artificial intelligence supported gamification elements and proven and measured acceleration of the transformation process.