Engaging New Marketers
Client: Global Pharmaceutical Company
Employees and new hires joining the marketing team of a global pharmaceutical company were enrolled in a self-directed, nine-month Marketing Education Program that consisted of 22 eLearning modules. The content was robust and participants gained valuable insights they could apply to their daily workflow, yet at the same time, the learning process left them feeling isolated, overwhelmed, and experiencing difficulty pacing their work.
Broadstreet was asked to assess the curriculum, as well as the learning methodology, to uncover opportunities for programmatic improvement.
To help manage the participants’ response to the required tasks, Broadstreet designed and developed a series of forums for learners including a Journal Club to interact with each other as well as leadership to share best practices, structured Coaching Touchpoints with team leaders, and a dedicated Mentor Program. From an organizational perspective, a Roadmap graphic was designed detailing the progression of the program from kick-off through completion in 5 discrete segments. And an overall Program Calendar led new joiners through the program with a suggested approach on a monthly basis, giving them a greater level of control over the process.
Senior marketers commented that the Broadstreet processes dramatically improved the program pacing and they felt a greater sense of connection to participants. Moreover, the new team members reported that the Coaching Touchpoints and Journal Club enabled them to identify application opportunities for their learning.
Since the introduction of these enhancements, participation and completion has increased, and a sense of optimism and satisfaction has changed the approach to this critical program.