Highly commended
A Cosmic Reimagining of Commercial Strategy Using Agile Methodology
by Synergy Vision for Takeda
Summary of work
Synergy Vision and our client, a Head of Commercial Affairs for Europe and Canada, were presented with a challenging and shifting therapy area market, and the need to change behaviour in response. With the client’s teams increasingly squeezed for time and resource, we developed a strategy refresh programme that used an Agile approach and leveraged digital capabilities to optimize meeting use and to map progress.
Over 2 years and two ‘missions’, we continually created a singular purpose across disparate roles and teams. Mission 1 delivered a strategy toolkit and guidance for local adaptation; Mission 2 brought a UX/UI-optimized overhaul based on user feedback, along with end-to-end adoption support. By partnering to do the difficult-but-necessary work of examining the unmet needs, unpicking the themes, and looking for ways to innovate incrementally, we were able to devise human-centred solutions that could reimagine the entirety of a long-running and well-embedded strategy.
The results include high uptake among the markets, contribution to significant year-on-year commercial gains from Mission 1, 5-star stakeholder feedback, and a new appreciation for Agile. Mission 2 continued to sharpen the refresh based on user feedback, demonstrating the transformation’s sustainability, with the outputs ready to meet the next set of challenges.
Judges’ comments
Synergy Vision and Takeda demonstrated a strong and agile methodology with their ability to adapt, learn and grow. The judges felt that the submission was packaged well in an engaging way, with an idea that stood out and showed a good example of sustainability and agility.
