Energising event empowers participants to lead culture change
AstraZeneca is embedding quality deep into its approach to drug development – with help from Axiom.
We are working with the company’s Quality Assurance (QA) team on an engagement campaign designed to influence AstraZeneca employees worldwide to strive for the highest standards of quality management in everything they do.
The campaign launched in June with a one-day meeting that brought together more than 50 QA managers from around the world. Designed and facilitated by Axiom, the high-energy event saw participants commit to becoming advocates for the quality mission. It included a range of activities to help participants develop the mindset and skills to influence stakeholders around AstraZeneca.
Audience interaction tech
Reflecting on participant feedback gathered through the latest audience interaction technology
The event made extensive use of audience interaction technology to generate frank dialogue and spark new thinking. We issued participants with iPads so they could register their views, ideas and questions throughout the event and contribute to large-scale brainstorming, problem solving and action planning. All participants left having committed to three actions to implement back in the workplace.
In post-event feedback, participants gave an average rating of nine out of 10 for the event. The average rating for Axiom’s facilitation was 9.5 and the use of interactive technology rated 9.6.
Participant comments included:
- “Great opportunities to establish new relationships. High energy and enthusiasm. Feels like we are on a shared and exciting journey.”
- “Very interactive, informative, thought provoking, inspirational. Fun as well.”
- “Highly participatory. Gave practical ways to make a difference.”
- “I changed my mindset.”
Our client, Lena Vågberg, VP of Quality Assurance at AstraZeneca, was equally impressed. She says: “I am amazed by the huge difference Lorna, Chris and the Axiom team have made. They worked wonders to support us every step of the way and ensure the event was the absolute best and most powerful we could ask for.
“We now feel full of energy, equipped with the right tools and eager to get moving.”
In the lead-up to the event, we carried out interviews with a sample of QA staff to uncover their views. We were then able to work with the senior team in QA to co-create clear, consistent and compelling messages to take to the rest of AstraZeneca. We brought these messages together in a ‘manifesto’ that provides the basis for the whole communication campaign, including the launch event.