Mehrnaz Campbell in conversation with Andrew Binns from Croda Pharma

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Digital Transformation Series

Mehrnaz Campbell

31 episodes

2 months ago

I'm passionate about helping pharma field teams feel confident using technology to engage with healthcare professionals. I want them to feel good about themselves and achieve amazing results. To explore this topic, I've been interviewing inspiring pharma leaders to learn from them for this Digital Transformation Series. - Mehrnaz Campbell, Founder and CEO of Cheemia & Cheemia ReSET Author of The Omni Advantage

All content for Digital Transformation Series is the property of Mehrnaz Campbell and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Mehrnaz Campbell in conversation with Andrew Binns from Croda Pharma

Digital Transformation Series

1 hour 1 minute

7 months ago

Mehrnaz Campbell in conversation with Andrew Binns from Croda Pharma

In this episode of the Digital Transformation Series, Mehrnaz chatted with Andrew Binns, Global Marketing Director of Croda Pharma.

Andrew Binns began his marketing career working with English Premier League football clubs and major tourist boards, including Visit Britain and Visit California. In these roles, he developed a deep understanding of audience mindsets and behaviours, recognising the power of strategic engagement.

Building on this foundation, he trained in COM-B, the behaviour change framework, and later became a BJ Fogg-accredited practitioner, refining his expertise in driving meaningful behavioural shifts.

His ability to engage audiences in innovative and creative ways caught the attention of the pharma industry, leading to his recruitment with a clear mandate: to disrupt the status quo and drive real change.

During his time at AstraZeneca, he challenged conventional thinking, tearing up unrealistic omnichannel theories and replacing them with a pragmatic, real-world customer engagement strategy. The impact was immediate - significantly increasing HCP engagement.