Reward & Recognition Programme

Astellas Pharmaceuticals

Objectives

Astellas Pharma Ltd wanted a more consistent and inspiring way of rewarding and recognising sales staff to help boost commercial performance. The company also wanted a better way of communicating with staff so it could reinforce key messages and branding and encourage regular interaction between employees. It asked us to revamp its Reward & Recognition programme with a focus on restructuring the sales incentive scheme and improving communications within the national sales team.

Our Response

We re-branded the Star Academy to reward the top 10% of performers annually with a five-star trip; the Stellar Awards gives the Regional Business Managers and specialist sales teams the opportunity to award £500 in vouchers to their local teams for achieving four-monthly sales objectives; and a scratchcard/recognition card scheme recognises positive ‘non-sales related’ behaviours on the spot. A branded website carries all the latest updates, including Halls of Fame to applaud top performers and an online rewards banking system.

The Result

Astellas Awards has now been adopted as the recognition brand for Astellas Pharma Ltd in the UK and has been rolled out across the entire organisation, not just the national salesforce but Head Office too. The programme is currently in its 3rd year of operation.