1. LundbeckSAPHRIS®
/SYCREST®
BEST PRACTICE SHARING
ANOTHER SUCCESSFUL CASE FROM
“Our affiliates are creating some great,
creative and successful initiatives all over
the world. To ensure knowledge sharing
between the different markets, we initiated
the Saphris®
/Sycrest®
Best Practice Sharing
project. W captured all the local, creative
initiatives, thereby making it easier for the
markets to be inspired by them and to
adapt the materials to their local market.
We have received a lot of positive feedback
on this project and we will continue to invite
our markets to share their successful stories
with their peers.
– Signe Grynnerup Frost, Global Marketing
Associate, Lundbeck A/S

2. COMMUNICATION VALUE CHAIN
At W we work with the entire communication value chain, from brand
strategy to sales implementation and productions of printed and online
deliverables. And along the journey we make sure that your internal
comms are handled professionally. In this specific project, we mainly
worked with the step(s) highlighted below.
THE W COMMUNICATION AGENCY is a strategic and creative
communication agency focused on international B2B communication.
The agency specialises in three areas – Life Science, Technology and
Industry – and supports leading, global corporations and companies
with external and internal communications strategies and creative
implementation. Get in touch and we’ll be happy to share more
of our many successful case stories. justw.com
CHALLENGE
Sycrest®
is for the treatment of manic episodes associated with
bipolar disorder. To strengthen internal knowledge sharing within
Lundbeck, W was asked to help gather and identify successful
local marketing tactics and to share these across Lundbeck’s key
markets.
SOLUTION
W developed a structured process where the Sycrest global brand
team was able to collect local marketing tactics that had positively
influenced local brand adoption and importantly, to communicate
the benefits of best practice sharing. By interacting and engaging
with Lundbeck’s key markets, W was able to identify a number of
‘business shaping’ marketing tactics per market.
CHANNELS
» PPT template to identify local marketing tactics, inc. KPIs
» In-depth affiliate interviews
» Overview of each tactic for the Sycrest®
Brand Center (intranet)
» Featured article for the Sycrest®
newsletter
RESULT
W was able to collect approximately 2-3 marketing tactics per market,
which were then shared across the organisation through a featured
article in the Sycrest®
newsletter and via a number of affiliate web
meetings, where specific markets were able to elaborate on their
own initiatives to their colleagues from the other key markets.
Curious to know more? Contact Sunil.Ramkali@justw.com
our solutions
Brand campaign
– communicate a unique
brand positioning
Brand strategy
– identify the strategic
imperatives
Channel selection
– innovative execution
1 3 5
Sales
implementation
– sales campaign
’toolbox’
development
Brand communication
platform
– defining brand value
& brand positioning
2 4
INTERNAL COMMUNICATIONS / CHANGE MANAGEMENT
– bringing the organisation along the journey