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.