Harvard Case - AstraZeneca (China): Promoting Social Innovation with Holistic Disease Management Solutions Throughout the Patient Journey
"AstraZeneca (China): Promoting Social Innovation with Holistic Disease Management Solutions Throughout the Patient Journey" Harvard business case study is written by Weiru Chen, Geng Liu. It deals with the challenges in the field of Social Enterprise. The case study is 16 page(s) long and it was first published on : Apr 21, 2023
At Fern Fort University, we recommend that AstraZeneca (China) further develop and implement a comprehensive social innovation strategy focused on holistic disease management solutions, leveraging its existing strengths in research, development, and partnerships. This strategy should prioritize social entrepreneurship, impact investing, and sustainable business models to address the unique healthcare needs of the Chinese market and contribute to a more equitable and sustainable healthcare system.
2. Background
This case study focuses on AstraZeneca's efforts to expand its presence in China, a rapidly growing and complex healthcare market. The company faces challenges such as rising healthcare costs, an aging population, and a growing burden of chronic diseases. AstraZeneca aims to address these challenges by promoting social innovation through its 'Patient Journey' approach, which encompasses various initiatives, including:
- Developing affordable and accessible treatments: AstraZeneca is working to develop innovative and affordable treatments for chronic diseases, particularly in areas like diabetes, cardiovascular disease, and oncology.
- Partnering with NGOs and government agencies: AstraZeneca is collaborating with non-profit organizations and government agencies to improve healthcare access and education in underserved communities.
- Investing in healthcare infrastructure: The company is investing in healthcare infrastructure projects, such as building hospitals and clinics, to improve access to quality healthcare services.
The case study highlights the importance of corporate social responsibility (CSR) and social impact in AstraZeneca's strategy for China. The company recognizes the need to go beyond simply selling drugs and instead focus on creating positive social change.
3. Analysis of the Case Study
This case study can be analyzed through the lens of Social Entrepreneurship and Sustainable Business Models.
Social Entrepreneurship: AstraZeneca is actively engaging in social entrepreneurship by focusing on creating social impact through its business activities. This includes:
- Developing innovative solutions: AstraZeneca is developing new drugs and therapies that address unmet needs in the Chinese healthcare market.
- Partnering with stakeholders: The company is collaborating with various stakeholders, including NGOs, government agencies, and healthcare providers, to create a more sustainable and equitable healthcare system.
- Adopting a Triple Bottom Line approach: AstraZeneca is considering the social, environmental, and economic impact of its activities, aiming to achieve a triple bottom line of profit, people, and planet.
Sustainable Business Models: AstraZeneca is exploring sustainable business models that address the needs of the Chinese market, including:
- Affordable drug pricing: The company is working to develop and offer affordable drug pricing strategies to make its products accessible to a wider population.
- Holistic disease management: AstraZeneca is adopting a holistic approach to disease management, focusing on prevention, early detection, and long-term patient support.
- Investing in healthcare infrastructure: AstraZeneca is investing in healthcare infrastructure projects, which can contribute to long-term improvements in healthcare access and quality.
4. Recommendations
To further enhance its social innovation strategy in China, AstraZeneca should consider the following recommendations:
- Develop a dedicated Social Impact Investment Fund: This fund could be used to invest in social enterprises and organizations that are working to address healthcare challenges in China. This would allow AstraZeneca to leverage its financial resources to create a greater social impact.
- Build a Social Innovation Hub: This hub could serve as a platform for collaboration and knowledge sharing among AstraZeneca employees, social entrepreneurs, NGOs, and government agencies. It could facilitate the development and implementation of innovative solutions to healthcare challenges.
- Develop a Social Impact Measurement Framework: AstraZeneca needs to develop a robust framework to measure the social impact of its initiatives. This framework should be aligned with the Sustainable Development Goals (SDGs) and consider metrics such as improved health outcomes, increased access to healthcare, and reduced healthcare costs.
- Promote a Culture of Social Innovation: AstraZeneca should foster a culture of social innovation within the company by encouraging employees to think creatively about how to use their skills and expertise to address social challenges. This can be achieved through employee engagement programs, internal competitions, and recognition for social impact projects.
- Develop Partnerships with Social Enterprises: AstraZeneca should actively seek partnerships with social enterprises that are working to address healthcare needs in China. These partnerships could involve joint ventures, co-development of products and services, and knowledge exchange.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: These recommendations align with AstraZeneca's mission to improve patient health and contribute to a healthier society. They leverage the company's existing strengths in research, development, and partnerships to create positive social impact.
- External customers and internal clients: These recommendations address the needs of both external customers (patients and healthcare providers) and internal clients (employees). They aim to improve healthcare access and affordability for patients while empowering employees to contribute to social change.
- Competitors: By embracing social innovation, AstraZeneca can differentiate itself from competitors and establish itself as a leader in responsible business practices. This can attract investors, customers, and talent who value social impact.
- Attractiveness ' quantitative measures if applicable: These recommendations have the potential to generate significant positive social impact, which can be measured through metrics such as improved health outcomes, increased access to healthcare, and reduced healthcare costs.
6. Conclusion
AstraZeneca's commitment to social innovation in China is a positive step towards creating a more equitable and sustainable healthcare system. By implementing the recommendations outlined above, AstraZeneca can further enhance its social impact and position itself as a leader in responsible business practices. This approach not only benefits the company but also contributes to the well-being of the Chinese population and the global community.
7. Discussion
Other alternatives not selected:
- Focusing solely on traditional business models: While this approach may be profitable in the short term, it fails to address the long-term challenges facing the Chinese healthcare system.
- Partnering with only large pharmaceutical companies: This approach may limit the reach and impact of AstraZeneca's social innovation efforts.
Risks and key assumptions:
- Political and regulatory risks: The Chinese government's policies and regulations can impact AstraZeneca's social innovation initiatives.
- Financial risks: Implementing a social innovation strategy requires significant investment, which may not always yield immediate financial returns.
- Cultural differences: Navigating cultural differences in China is crucial for successful social innovation initiatives.
Options Grid:
| Option | Advantages | Disadvantages | Risks |
|---|---|---|---|
| Social Impact Investment Fund | Increased social impact, diversification of investment portfolio | Requires significant financial commitment | Political and regulatory risks, potential for low financial returns |
| Social Innovation Hub | Fosters collaboration and knowledge sharing, promotes creativity | Requires significant resources and time to establish | Difficulty in attracting and engaging stakeholders, potential for lack of tangible results |
| Social Impact Measurement Framework | Provides evidence-based data on social impact, improves accountability | Requires expertise and resources to develop and implement | Difficulty in measuring intangible benefits, potential for biased results |
| Culture of Social Innovation | Motivates employees, enhances brand image | Requires a shift in mindset and culture | Resistance from employees, potential for tokenistic efforts |
| Partnerships with Social Enterprises | Access to innovative solutions, shared resources | Requires careful selection of partners, potential for conflicts of interest | Cultural differences, lack of trust |
8. Next Steps
To implement these recommendations, AstraZeneca should follow a phased approach:
Phase 1 (Year 1):
- Develop a social impact strategy: Define the company's social impact goals and objectives for China.
- Establish a dedicated team: Assemble a team of experts to lead the social innovation initiatives.
- Conduct a pilot program: Test the feasibility of the proposed recommendations through a pilot program in a specific region or disease area.
Phase 2 (Year 2-3):
- Scale up successful initiatives: Expand the reach and impact of successful pilot programs.
- Develop partnerships: Establish partnerships with social enterprises, NGOs, and government agencies.
- Monitor and evaluate progress: Track the social impact of initiatives and make adjustments as needed.
Phase 3 (Year 4+):
- Integrate social innovation into core business practices: Make social innovation a core part of AstraZeneca's operations in China.
- Develop a sustainable funding model: Secure long-term funding for social innovation initiatives.
- Advocate for policy changes: Work with government agencies to create a more supportive environment for social innovation in healthcare.
By taking these steps, AstraZeneca can effectively leverage its resources and expertise to create a positive social impact in China and contribute to a healthier and more equitable future for all.
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Case Description
He increased the sales of products such as Pulmicort RespulesTM after their patents expired, generating significant social benefits by making medical treatment and medicines more accessible in lower-tier markets. Wang was promoted to President less than two years after joining AZ. While working primarily to boost sales in China, Wang introduced another task not tied to performance targets: innovation. To facilitate innovation, AZ reached beyond the pharmaceutical sector and worked with partners in the "3D" (diagnostics, device, digital) industries to launch "a patient-centric, integrated disease diagnosis and treatment platform." This initiative enabled pharmaceutical companies, which had acted only as drug suppliers during treatment, to engage in all stages of the patient journey, from education and screening, diagnosis and treatment, to follow-up and rehabilitation. Their first innovation project was the construction of pediatric nebulization centers, which were equipped with smart nebulizers powered by IoT and digital technologies. Following the initial success, AZ co-launched the chest pain center (CPC) project and the prostate cancer integrated diagnosis and treatment (PiDT) project, which not only delivered benefits to patients and hospitals but also granted partners access to hospital resources. The integrated diagnosis and treatment platform focused on areas where AZ excelled, such as respiratory and cardiovascular diseases and diabetes, so participating hospitals and patients could "naturally" choose AZ's products. However, a closer look at its sales revenue revealed that AZ was not always the primary beneficiary of the platform, and its return on investment proved to be modest.
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