How Apoteket transformed its strategy into concrete action
Apoteket launched a change project aimed at creating new initiatives and strengthening local engagement at the 370 pharmacies throughout Sweden. The aim of the change project was to formulate concrete activities to win more customers in the local markets and to get customers to buy more.
2 STEPS TOWARDS CONCRETE CHANGE
The change project was implemented in two stages. In the first stage, Apoteket’s CEO held 32 physical meetings at 17 different locations so he could present the strategy to the staff. The second stage was to involve and activate the employees. Studies and research show that change work often fails or never even happens because there is no clear process for transforming the strategy into practical action. This was something Apoteket had experience with.
The most difficult challenge was therefore to develop a simple and efficient process for the implementation of stage two – local activation and getting all employees on board. In their search for a process and good tool for stage 2, they chose Hubbster since they felt their digital tool for activation and strategy implementation would take Apoteket across the goal line.
“The most difficult challenge in our journey of change was creating a simple and efficient process that transformed the strategy from words on paper into concrete activities – in the entire organization. Hubbster’s toolbox satisfied all of our requirements to create and drive effective strategy implementation within Apoteket,” says Anders Rynnel, Brand Strategist at Apoteket.
ENGAGEMENT AND INITIATIVE IN THE ENTIRE ORGANIZATION
With Hubbster, Apoteket was able to create engagement among its employees and get the local pharmacies to take the initiative to formulate their own concrete activities that they were then willing and able to implement. They could also follow up on all of the activities conducted and share good examples with each other in the organization for inspiration and better cohesion.
Apoteket thus got the method and tool they needed to motivate employees to implement, and thereby activate, the strategy in the entire organization.
“Hubbster has a simple and pedagogical interface that is easy to manage and intuitive for the user, without requiring any specific training. This enabled us to follow the rollout and development of the implementation work in the entire organization in real time, which was incredibly good,” says Anders Rynnel.
458 NEW, IMPLEMENTED AND EVALUATED ACTIVITIES
The working name of the change project was “Framtidsverkstan” [Workshop for the Future], a digital hub and workplace for Apoteket’s change project where all employees were involved – everyone from senior management down to the individual pharmacies and the staff members. The project ran for just over one year and led to several concrete and positive results for Apoteket.
In total, 458 new activities were formulated, implemented and evaluated – all with the aim of winning customers in every local market. Of these 458, ten activities were specifically selected as “Best of Framtidsverkstan”. These were then highlighted in the organization as best practice via inspiration cases and as concrete business development.
“Because Hubbster makes it possible to measure the outcome of implementation, we have also been able to see what results it produced in concrete terms. And it is also results we are more than happy with,” continues Anders Rynnel.
- A total of 458 concrete, business-driving activities were initiated, implemented and evaluated.
- 64% established understanding and use of the strategy among the employees.
- 54% of the organization, primarily the pharmacies, indicated that Framtidsverkstaden helped them implement activities that led to more customers shopping at their local pharmacy.
OTHER POSITIVE RESULTS ACCORDING TO THE INTERNAL SURVEY, EIGHT MONTHS INTO THE ACTIVATION
- Increased motivation and desire to work more with the strategy on the part of the employees.
- 85% of the users were satisfied.
- 64% indicated that Framtidsverkstan helped them better understand Apoteket’s brand platform.