Workshops were held to support Becton Dickinson (BD) improve the perceived image of the organisation’s Medical Affairs team both internally and externally.
To support Becton Dickinson in improving the perceived image the organisation’s Medical Affairs team both internally and externally. This is to provide the Medical Affairs team a voice to their purpose and mission of the team, a substantiated and sustainable branding, and communications plan to the wider organisation.
We conducted a survey to gain a better understanding of the Medical Affairs team positioning within Becton Dickinson. This was followed by three workshops and bimonthly progression catch ups.
The themes of the workshops were:
- Purpose and mission: exploring what the team experiences as their purpose and mission and identifying the value that the team brings to different stakeholders.
- Value and branding strategy: building to the team’s purpose, quantify what “value” means to our stakeholders and understand how this is measured.
- Culture and behaviours: agreeing on the team’s behaviours that would deliver value according to the set out team’s purpose, pre-empting and mitigating barriers that could get in the way and confirming action plans to deliver on communication of the team.
The workshops conducted by Cogora resulted in a profound understanding about how the organisation perceives the value of the Medical Affairs team. We were then able to identify the goals and gaps within the team and highlight a clear plan for Becton Dickinson to consistently communicate the values and clarity about how to measure the value that is provided to stakeholders.