Lea Block at Seuzach AG: Initiating digital transformation Urs Mller (SDA Bocconi) Seuzach Ulf Schfer (SDA Bocconi) Nora Grasselli (ESMT Berlin) Introduction Medical De Vices V A passion On January 22, 2019, Lea Block, marketing director of the German sales organization of Swiss-based medical device supplier Seuzach AG, was stirring her breakfast coffee while in a depressed mood. The day before, a group of senior executives had cut her proposal for a fundamental revision of the marketing strategy. Her peers and bosses just did not seem to understand the importance and urgency of the proposed change. German and global health industry trends were demanding fundamental transformation. Digital technology offered opportunities for innovation, but Seuzach's executives back in rural Switzerland did not seem to understand the extent to which the world was changingin Germany and in other places.