AbbVie Workshop on November 4th, 2016
On November 4, 2016, the pharmaceutical company as well as longtime partner of the Chair of Strategic Marketing, AbbVie, welcomed students of EBS to its headquarters in Wiesbaden to take part in a one-day workshop. Themed “innovation”, the workshop’s task was to develop a strategy, by means of a smartphone app, which will motivate patients, who suffer from Morbus Bechterew, a chronical disease of the back, to exercise more often and especially regularly and thus, alleviate their pain. This both up-to-date and practical case provided the participants with interesting insights into the world of the pharmaceutical industry. With the aid of various methods from the AbbVie Innovation Toolbox, it was up to the students to develop products, services, and strategies, which are innovative as well as user-oriented. Moreover, the participants learned how to generate customer insights, develop creative ideas, and how concepts and assumptions can be easily tested by using fast prototyping. In small groups of three students each, the case was worked on thoroughly and presentations were made. At the end of the day, these presentations were presented in front of some of AbbVie’s employees and all of the workshop’s participants. Afterwards, the content was discussed together. Both for AbbVie’s employees and EBS’ students this workshop was another successful as well as interesting event at the pharmaceutical company and we are already looking forward to our next collaboration.