Gaining buy-in from all the stakeholders for the adoption of the Shared Service Model, that would ensure branding consistency across global digital properties.
A change communication program tailored to educate and create awareness about the key benefits of the Shared Services model—informed by AI-driven insights to shape messaging strategy and audience engagement—with the aim of driving awareness and adoption.
In six months, the adoption rate of the Shared Services model increased from 30% to 70%.
Boehringer Ingelheim – one of the top 20 pharma brands in the world – and its corporate team had already begun developing a Shared Services Model for the organization’s web needs. The goal: to help their regional markets deploy websites at scale while standardizing the web experience and branding, as well as ensuring compliance. However, the success of this initiative depended on gaining buy-in from the markets – who held the decision-marketing power within the organization’s structure. A top-down, one-way communication wouldn’t be well received; the corporate team needed an approach that would educate, create awareness around its key benefits and increase adoption of the Shared Services Model.
We partnered with Boehringer Ingelheim to drive a shift in perception around the Shared Services model—an essential step toward increasing adoption across the organization. However, true success required more than awareness; it necessitated a lasting change in behavior. For years, stakeholders in the markets were accustomed to treating every website launch as a bespoke build. Embracing the Shared Services model required a fundamental mindset shift: from reinventing the wheel to customizing from a standardized, scalable foundation.
To support this behavioral change, we developed a change communication program informed by AI-generated insights that identified key motivators and concerns across stakeholder groups. These insights helped us frame the benefits of the model—flexibility, speed-to-market, and scalability—in a way that resonated with different audience segments.
We implemented a multi-pronged communication approach, strategically guided by AI analysis of stakeholder preferences and engagement patterns, to deliver tailored yet consistent messaging across various channels. In addition to executive communications—both live and via email—all information was centralized in a globally accessible, 24x7 self-serve portal, enabling employees to easily reference and refresh their understanding.
To reinforce the program, change champions were nominated to maintain consistent, two-way communication with stakeholders in the markets. Their role was to educate peers and build advocacy by sharing updates and celebrating key milestones as the Shared Services model matured. We leveraged large language models (LLMs) to analyze qualitative feedback from surveys, emails, and workshop transcripts, identifying sentiment trends, recurring questions, and misconceptions. These insights allowed us to continuously optimize messaging—shaping tone, content, and delivery—to better align with stakeholder concerns and increase engagement over the course of the rollout.
As a result of simple, humanized and engaging communications, the program successfully introduced the Shares Services model and drove more adoption than the organization had previously achieved. In six months, the adoption rate increased from 30% to 70%.
At Appnovation, we are passionate about helping organizations embrace change. With tailored communication and strategic alignment, we drive adoption, streamline processes, and support global scalability.
