Global超越边界学习.pptx
PROPOSAL REQUIREMENTS Recommendations on how to structure the AAACE communications programProvide a top-line overview of how MS&L would address the four pillars of the AAACE communications program.Please share innovative ideas on how to enhance communications in the region and address these focus areasShowcase knowledge of the region.Agency should have a vast knowledge of the AAACE region,as a wholeAgency CapabilitiesProvide highlights of relevant expertiseShow how MS&L manages LSP relationships and how we will manage activity in the six priority countries(Poland,Australia,Korea,Saudi Arabia,Taiwan and Czech Republic)Budget EstimateWhat Well Cover Today第1页/共52页54 offices in 28 countriesAffiliate network reaching 40 additional countriesWork effectively across time zones and geographies1,500 peopleTop three healthcare practiceMore than 250 healthcare practitioners worldwideWe Have the Size,Scale and Expertise You NeedFounded in 1938.Today,MS&L Worldwide is one of the worlds top global communications firms第2页/共52页Four Pillars Driving AAACE CommunicationsMarketing CommunicationsPan-Regional Program CoordinationIssues/Crisis ManagementInternal CommunicationsAssessEnvironmentInternalCore ProgramMediaRolesResponsibilityNetworkCentralizePrepareInnovateBest practiceMonitorTrainTemplateProcessProactivityResponseFrameSupport/developImplementReviewMeasure第3页/共52页Help P&G globalize¢ralize PR for Oral-B and Always brands.Represent sanofi pasteur worldwide in its efforts to centralize its messaging and programs focused on vaccine awareness and the global pandemic threat.Helped position the Philips global brand with programs around the world that tapped our expertise in corporate communications,consumer marketing and healthcare.In particular,our work with Philips Medical Systems has led to a centralized management structure with responsibility in more than 32 countries and has supported the transformation of Philips from electronics to include healthcare.Developed and launched a global platform for the Lilly diabetes portfolio and managed innovative international programs to develop category leadership.We also created a global launch for Lillys blockbuster Cialis around the world with a consistent approach to differentiating messaging;we currently manage global osteoporosis products and are managing the launch of Efient around the world.Oversaw the worldwide expansion of Celebrex,for five years,from a first-in-class to a#1 blockbuster in arthritis and pain management.Manage global programs for key products in cardiovascular health and dermatology,and currently managing the pre-approval and launch of Multaq worldwide.Rich Experience Managing Global Assignments第4页/共52页Borderfree Synergy第5页/共52页At MS&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第6页/共52页Real world health trendsPressing industry issues that affect our businessExpected competitor activityChanging role of influencersClient needs and opportunitiesUncover Business Opportunities that Transcend BoundariesSeries of questions that guide our thinking:Define/Qualify/QuantifyProprietary MS&L Process that Transcends Boundaries第7页/共52页How We Add Value for AbbottMS&L PR AdvantageWhat we will deliver Global networksUnified teamsOne common visionOne strategyOne holistic approachOne commitmentHow we will deliverFlexible,ready todayDeep,relevant and recent experienceGlobal and local executionGlobal healthcare insights/trendsOne process,approach and KPIsAbbott first第8页/共52页Efficiencies and Economies of ScaleSingle global account director who serves as chief point of contact and can activate the MS&L network at any time and any placeStreamlined and centralized account management team that reports to the Global Account Director GAD delivers creative and strategic counsel Regional hubs:Operational excellenceEfficient and expert deploymentAll operate to a single set of worldwide operational standards and processes that deliver a consistent level of work from market to marketDevelops tools that can be used across marketsManages account administration across all MS&L officesCentralizes billing with a single invoice Oversees centralized activity reports that roll up activities across all marketsUses global communication and information from OneAbbott City as a management tool to share account information among markets,client offices and MS&L offices in local markets 第9页/共52页Ideas-sharing/networking/case studiesTrainingConferences/Planning sessionsIT capability e.g.intra-&extranetBEST PRACTICESTRATEGY Central strategyCore programmes Creative resourceRegional liaison BillingToolkits/materialsMeasurementGLOBAL/REGIONALTemplatesRegional spin/events/activitiesRegional media relationsCase studies and customer storiesREGIONAL CAMPAIGNS/ACTIVITIESToolkit implementation of country&industry specific strategies&programmesLocal relevanceTaps central resourcesUnderlines global brandLOCAL EXECUTIONMaking It Work Across Markets第10页/共52页Wendy LundStrategic CounselClient LiaisonJudith CranfordGlobal Account DirectorTerri-Helen GaynorRAMEMEACEEAU/NZ/PacificTaiwanKoreaAideen DohertyRAM Megann OutramRAMInternational MS&L Abbott TeamBronwen AndrewsTools&ResourcesSE Asia AfricaAmy Kong RAMSaudi ArabiaPolandCzech RepublicCentral Asia第11页/共52页The MS&L Way:AAACE A deeper dive into the world of Abbott.Use MS&L insight tool to understand the commonalities and differences by region.Put network in place:Briefings,touchpoints and tools.Use OneAbbott Charter to communicate guidelines to market.Mobilize the teams to implement plan.Use OneAbbott City to support ongoing activation,reporting and results.Work together on content generation:On-going ideas which resonate across regions;toolkitsEnsure teams have best in class creative,practical tools and contacts.Ensure flawless execution and deliver measurable results.1.ASSESS2.ASSEMBLE3.ACTIVATE4.CREATE5.EQUIP第12页/共52页Regional Hub ResourceOneAbbott CityGlobal Hub Fully functional OneAbbott network running the day to day regional and local PR requirements and agency managementBriefed by the Global hub and managed by the regional hubsAllows client to pull off reports in real time-Time tracker-Finance tracker-Cost estimatorCentralized thinking-strategic and creative OneAbbott CharterThink once and reapply methodologyMaterials accelerated into local marketsCuts delivery time to Abbott Maintains quality and quantity of local outreach,contacts and resultsQuarterly reviews,monthly reportsMeasurement&EvaluationCentralized repository for materialsDashboard format to compare market performanceOneAbbott network delivers estimated additional time and cost savingsHigh quality results in all markets available at a glanceTracks stakeholder outreach/contact第13页/共52页第14页/共52页Increase efficiencies and synergies in your communications structure and processEnsure more consistent messaging and brandingRespond with agility and focus to issuesAchieve more accurate and consistent metrics to better measure KPIsExpand your teams skill sets into new areas of communication,including social mediaMinimize redundanciesEffectively support and advance the four pillars of your communications programDo more with lessDrive competitive advantage and resultsWhat Our Transcending Approach Delivers For AAACE第15页/共52页Health In The 21st Century第16页/共52页“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 09Health and Globalization第17页/共52页Stakeholders linked and connected aided by technologyCommunication&solutions are linked across boundariesHealth&Wellbeing issues transcend boundariesPolicy and access issues do not stay local;they transcend bordersGlobalizationdriving a newinterconnectedhealth dynamicA New Health Dynamic Emerging 第18页/共52页ReimbursementNo DTC Promotionin Most MarketsHCPs Facing Multiple ChallengesConsolidation on The RiseAccess and Resource ConcernsMargins Decreasing:Value MattersPipeline Slowdown,Fewer BlockbustersPatients More Informed&“Connected”Increasing Media Influence on AccessIncluding Social MediaIncreased Aging PopulationFactors That Create Barriers第19页/共52页Thinking Outside The Box第20页/共52页AAACE:A Diverse LandscapeAsia policy makers look to US&AU Healthcare policy EU driving more healthcare policyGroups like NICE are influencing“outside borders”Patient opinion leaders emergingMedical community still key influencersDTC prohibited in many markets Recognize diversity in market resources and capabilitiesUnderstand and navigate diverse cultural differences and outlookRecognize HIV&AIDS still taboo in some conservative publicsFamily/community play key roleNGOs a key playerPurchasing decision further influenced by government reimbursement Facilitate dialoguesMobilize stakeholdersDemonstrate significanceFoster leadershipDeepen understandingAchieve outcomesPressure/incentives to deliver quality care,safety impacts choiceUnderstand&know the influences&influencersNavigate differences,recognize similaritiesShift the landscape第21页/共52页Preliminary Insights:Abbott Business NeedsEstablish a strong“networked”region to advance Abbotts focus on emerging markets Develop a communications process and program that can support the business opportunity and deliver the strong ROIDemonstrate unified leadership and commitment to the region and its diverse marketsRealize the benefits associated with the purchase of Solvay,not only in terms of products,but also its presence in emerging marketsGenerate more growth outside of the US marketplaceEstablish reputation in pharmaceuticals and differentiate from nutritionals armLeverage MS&L government relationships for insights and counsel in issues/crisis situations 第22页/共52页GeneralMany countries in Asia Pacific prohibit pharmaceutical advertising in consumer media Many pharmaceutical companies run disease education programs locally to seed in competitive messagingMany companies collaborate with medical profession,support associations and patient groups for added credibilityHealthcare reforms and policies in the US and Australia influence Asia healthcare policy makersHIV/AIDS Wide variance across markets e.g.developed vs developing markets within the region and culture Shifting perception,due to availability of anti-virals in the marketStill a widely condemned topic in many areas,with people fearful of discriminationRA Perceived as affecting only senior citizensKey Insights for Asia Pacific 第23页/共52页GeneralInternet penetration/social media rising influence in some marketsMedia is commonly state controlled/self censoredCultural traditions play an influential role in all forms of communicationsClose family ties form important networksHIV/AIDSPeople more fearful of discrimination than negative health effectsStill a widely condemned topic in many areasLack of educationWorld Health Days offer local platform for discussionRAMisconceptions that RA affects only the elderly or those living in colder climatesImportant to reach out to women who are more likely to develop RAKey Insights for EMEA第24页/共52页Key Insights for Central Asia GeneralEnterprises under the MOHs(Ministry of Health)are slowly being given greater autonomyEmerging markets keen to bring local medical regulations in line with international standards as part of overall reformHIV/AIDSIncidences of HIV in IDUs(Injected Drug Users)is rapidly increasing,people are aware of thisAccording to WHO,only 23%of adults and children in need of ART in Europe and Central Asian countries were receiving it in December 2008Lack of education has brought about a“leprosy”impactGrassroots campaigns requiredRAAware of the name of the condition,limited knowledge of effects and treatment第25页/共52页Umbrella Idea:“Nobodies Immune”Build on Abbotts commitment to immunology and reaching both the RA and HIV communitiesUse images of multicultural faces to show burden of disease in all countriesDevelop Nobodies Immune toolkit containing art exhibit for use in medical centers or more publicly in shopping malls,train stations where family and friends are together,publicize throughPress releaseBackgrounders Media outreachUnite patient community via Nobodies Immune website containing educational and support materialsInclude website element for healthcare professionals webinars,information,etc.Images/logos for countries to apply appropriate branded items e.g.saris,etc.第26页/共52页Reveal the inside view of bodies(skeletal frame)along with external shots of peoples facesHighlight our similarities(we look all the same inside)to reinforce that any of us can be touched by these diseasesEveryone deserves good QoL,early diagnoses and access to treatment as early as possibleFor RA community include RA specific educational informationFor HIV communityUse campaign to reach those affected HIV,they matter and are not aloneDistribute via medical centers and other appropriate outletsDevelop educational materials for healthcare workers and particular surgeons,employers and teachers to help overcome discrimination and cascade out key health informationUmbrella Idea:The Inside Story第27页/共52页RA top line ideas:“Taking Care of Your Family”campaign around extended family and importance of older generations“Everyday Moments”Common things we do every dayRun design competition for everyday ideas that would benefit people with RAOffer awardInternational Journalist Summit pushing RA up the agendaRA gloves/suit the RA experienceDevelop gloves which exert pressure once hand is inserted so journalists can experience what it feels like to have RAFamous people with RA develop toolkit to aid affiliates in working with local RA ambassador“Mothers and Daughters”Women focused campaign aimed at 35-45 year oldsHighlights that RA often affects this age group rather than older generations and women are 3 times more likely to be affected that men Top Line Thinking:RA第28页/共52页HIV top line ideas:Journalist awardEncourages responsible reporting“It Could be You”Campaign designed to alleviate stigmaKnow Your Risk,Control Your DestinyWill need country pull through e.g.quiet campaign in Saudi or partner with addiction societies in Korea,Taiwan,Czech Republic could be aimed at younger groupsHIV myth busting awareness/educational programSpread the WordHost journalist/MoH seminar using Bahrain as example of best practiceRecognises HIV officially and publiclyBahrain MoH has televised interviews with people with AIDS and urges mosque attendees to prevent spread of virus by adhering to Islamic principals Top Line Thinking:HIV第29页/共52页Issues&Crisis Management第30页/共52页Outcome:Positive engagementOutcome:Enhance imageOutcome:Mitigate threatIssues&Crisis ManagementResources RequiredDedicated client teamAccess to dataAuthority第31页/共52页Internal Communications第32页/共52页Research right directionMany tactics on
