【正文】 differentiating messaging。L, our ability to transcend barriers and boundaries goes beyond time zones, geography and cultures. It is at the core of our DNA. Our Approach 9 Real world health trends Pressing industry issues that affect our business Expected petitor activity Changing role of influencers Client needs and opportunities Uncover Business Opportunities that Transcend Boundaries Series of questions that guide our thinking: Define/Qualify/Quantify Proprietary MSamp。L PR Advantage What we will deliver ? Global works ? Unified teams ? One mon vision ? One strategy ? One holistic approach ? One mitment How we will deliver Flexible, ready today Deep, relevant and recent experience Global and local execution Global healthcare insights/trends One process, approach and KPIs Abbott first 11 Efficiencies and Economies of Scale Single global account director who serves as chief point of contact and can activate the MSamp。L offices ? Centralizes billing with a single invoice ? Oversees centralized activity reports that roll up activities across all markets ? Uses global munication and information from OneAbbott City as a management tool to share account information among markets, client offices and MSamp。 extra BEST PRACTICE STRATEGY Central strategy Core programmes Creative resource Regional liaison Billing Toolkits / materials Measurement GLOBAL / REGIONAL Templates Regional ?spin? / events / activities Regional media relations Case studies and customer stories REGIONAL CAMPAIGNS/ ACTIVITIES Toolkit implementation of country amp。 programmes Local relevance Taps central resources Underlines global brand LOCAL EXECUTION Making It Work Across Markets 13 Wendy Lund Strategic Counsel Client Liaison Judith Cranford Global Account Director TerriHelen Gaynor RAM EMEA CEE AU / NZ / Pacific Taiwan Korea Aideen Doherty RAM Megann Outram RAM International MSamp。 Resources SE Asia Africa Amy Kong RAM Saudi Arabia Poland Czech Republic Central Asia 14 The MSamp。L insight tool to understand the monalities and differences by region. Put work in place: Briefings, touchpoints and tools. Use OneAbbott Charter to municate guidelines to market. Mobilize the teams to implement plan. Use OneAbbott City to support ongoing activation, reporting and results. Work together on content generation: Ongoing ideas which resonate across regions。 Evaluation ? Centralized repository for materials ? Dashboard format to pare market performance ? OneAbbott work delivers estimated additional time and cost savings ? High quality results in all markets – available at a glance ? Tracks stakeholder outreach/contact 16 17 ? Increase efficiencies and synergies in your munications structure and process ? Ensure more consistent messaging and branding ? Respond with agility and focus to issues ? Achieve more accurate and consistent metrics to better measure KPIs ? Expand your teams? skill sets into new areas of munication, including social media ? Minimize redundancies ? Effectively support and advance the four pillars of your munications program ? Do more with less ? Drive petitive advantage and results What Our Transcending Approach Delivers For AAACE Health In The 21st Century 19 “This is a time when national borders matter less, when health challenges are increasingly shared and inextricably connected. . . Indeed, the very natures of wellness and illness are changing, as are the systems evolving to heal them.” Judith Rodin, President, Rockefeller Foundation, January ?09 Health and Globalization 20 Stakeholders linked and connected – aided by technology Communication amp。 Wellbeing issues transcend boundaries Policy and access issues do not stay local。 “Connected” Increasing Media Influence on Access Including Social Media Increased Aging Population Factors That Create Barriers Thinking Outside The Box 23 AAACE: A Diverse Landscape ? Asia policy makers look to US amp。 AIDS still taboo in some conservative publics ? Family/munity play key role ? NGOs a key player ? Purchasing decision further influenced by government reimbursement ? Facilitate dialogues ? Mobilize stakeholders ? Demonstrate significance ? Foster leadership ? Deepen understanding ? Achieve outes ? Pressure/incentives to deliver quality care, safety impacts choice Understand amp。 influencers Navigate differences, recognize similarities Shift the landscape 24 Preliminary Insights: Abbott Business Needs ? Establish a strong “worked” region to advance Abbott?s focus on emerging markets ? Develop a munications process and program that can support the business opportunity and deliver the strong ROI ? Demonstrate unified leadership and mitment to the region and its diverse markets ? Realize the benefits associated with the purchase of Solvay, not only in terms of products, but also its presence in emerging markets ? Generate more growth outside of the US marketplace ? Establish reputation in pharmaceuticals and differentiate from nutritionals arm ? Leverage MSamp。 Crisis Management 33 Oute: Positive engagement Oute: Enhance image Oute: Mitigate threat Issues amp。 Behavior – Help team members embrace the concept by: ? Grounding the concept in a set of guiding principles/employee charter ? I Am AAACE means… ? Integrate the notion that AAACE is the place to be ? Ensure a “holistic” approach Internal Communications: Feedback amp。 behavior teamchampion I am AAACE concept – Social Events, petitions/challenges ? Everyday Reminders – Screen savers, Tshirts, pens,