Global超越边界学习课程

1、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 foc

2、us 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,

3、 Saudi Arabia, Taiwan and Czech Republic)Budget EstimateWhat Well Cover Today第1页/共52页第一页，编辑于星期五：二十一点 三十五分。54 offices in 28 countriesAffiliate network reaching 40 additional countriesWork effectively across time zones and geographies1,500 peopleTop three healthcare practiceMore than 250 healthcare pr

4、actitioners 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页第二页，编辑于星期五：二十一点 三十五分。Four Pillars Driving AAACE CommunicationsMarketing CommunicationsPan-Regional Program CoordinationIssues/Cris

5、is ManagementInternal Communications Assess Environment Internal Core Program Media Roles Responsibility Network Centralize Prepare Innovate Best practice Monitor Train Template Process Proactivity Response Frame Support/ develop Implement Review Measure第3页/共52页第三页，编辑于星期五：二十一点 三十五分。Help P&G glob

6、alize & centralize 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 exper

7、tise 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

8、.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 currentl

9、y 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 de

10、rmatology, and currently managing the pre-approval and launch of Multaq worldwide.Rich Experience Managing Global Assignments第4页/共52页第四页，编辑于星期五：二十一点 三十五分。Borderfree Synergy第5页/共52页第五页，编辑于星期五：二十一点 三十五分。At MS&L, our ability to transcend barriers and boundaries goes beyond time zones, geography and

11、 cultures. It is at the core of our DNA.Our Approach第6页/共52页第六页，编辑于星期五：二十一点 三十五分。Real world health trendsPressing industry issues that affect our businessExpected competitor activityChanging role of influencersClient needs and opportunitiesUncover Business Opportunities that Transcend BoundariesSeri

12、es of questions that guide our thinking:Define/Qualify/QuantifyProprietary MS&L Process that Transcends Boundaries第7页/共52页第七页，编辑于星期五：二十一点 三十五分。How We Add Value for AbbottMS&L PR AdvantageWhat we will deliver Global networksUnified teamsOne common visionOne strategyOne holistic approachOne co

13、mmitmentHow 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页第八页，编辑于星期五：二十一点 三十五分。Efficiencies and Economies of ScaleSingle global account director who serves as chief

14、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 excellence Efficient and expert deploymentAll operate

15、to a single set of worldwide operational standards and processes that deliver a consistent level of work from market to market Develops tools that can be used across markets Manages account administration across all MS&L officesCentralizes billing with a single invoice Oversees centralized activ

16、ity reports that roll up activities across all markets Uses 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页第九页，编辑于星期五：二十一点 三十五分。Ideas-sharing/networking/ case studi

17、esTrainingConferences / Planning sessionsIT capability e.g. intra - & extranetBEST PRACTICESTRATEGY Central strategyCore programmes Creative resourceRegional liaison BillingToolkits / materialsMeasurementGLOBAL / REGIONALTemplatesRegional spin / events / activitiesRegional media relationsCase st

18、udies 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页第十页，编辑于星期五：二十一点 三十五分。Wendy LundStrategic Counse

19、lClient 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页第十一页，编辑于星

20、期五：二十一点 三十五分。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 impl

21、ement 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 result

22、s.1. ASSESS2. ASSEMBLE3. ACTIVATE4. CREATE5. EQUIP第12页/共52页第十二页，编辑于星期五：二十一点 三十五分。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 hubsA

23、llows client to pull off reports in real time- Time tracker- Finance tracker- Cost estimator Centralized thinking - strategic and creative OneAbbott Charter Think once and reapply methodologyMaterials accelerated into local marketsCuts delivery time to Abbott Maintains quality and quantity of local

24、outreach, contacts and resultsQuarterly reviews, monthly reports Measurement & Evaluation Centralized repository for materials Dashboard format to compare market performance OneAbbott network delivers estimated additional time and cost savings High quality results in all markets available at a g

25、lance Tracks stakeholder outreach/contact第13页/共52页第十三页，编辑于星期五：二十一点 三十五分。第14页/共52页第十四页，编辑于星期五：二十一点 三十五分。Increase efficiencies and synergies in your communications structure and processEnsure more consistent messaging and brandingRespond with agility and focus to issuesAchieve more accurate and consis

26、tent metrics to better measure KPIsExpand your teams skill sets into new areas of communication, including social media Minimize redundancies Effectively support and advance the four pillars of your communications programDo more with lessDrive competitive advantage and resultsWhat Our Transcending A

27、pproach Delivers For AAACE第15页/共52页第十五页，编辑于星期五：二十一点 三十五分。Health In The 21st Century第16页/共52页第十六页，编辑于星期五：二十一点 三十五分。“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 cha

28、nging, as are the systems evolving to heal them.” - Judith Rodin, President, Rockefeller Foundation, January 09Health and Globalization第17页/共52页第十七页，编辑于星期五：二十一点 三十五分。Stakeholders linked and connected aided by technologyCommunication & solutions are linked across boundariesHealth & Wellbeing

29、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页第十八页，编辑于星期五：二十一点 三十五分。ReimbursementNo DTC Promotionin Most MarketsHCPs Facing Multiple ChallengesConsolidation on

30、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页第十九页，编辑于星期五：二十一点 三十五分。Thinking Out

31、side The Box第20页/共52页第二十页，编辑于星期五：二十一点 三十五分。AAACE: A Diverse Landscape Asia policy makers look to US & AU Healthcare policy EU driving more healthcare policy Groups like NICE are influencing “outside borders” Patient opinion leaders emerging Medical community still key influencers DTC prohibited

32、in many markets Recognize diversity in market resources and capabilities Understand and navigate diverse cultural differences and outlook Recognize HIV & AIDS still taboo in some conservative publics Family/community play key role NGOs a key player Purchasing decision further influenced by gover

33、nment reimbursement Facilitate dialogues Mobilize stakeholders Demonstrate significance Foster leadership Deepen understanding Achieve outcomes Pressure/incentives to deliver quality care, safety impacts choiceUnderstand & know the influences & influencersNavigate differences, recognize simi

34、laritiesShift the landscape第21页/共52页第二十一页，编辑于星期五：二十一点 三十五分。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 ROIDe

35、monstrate unified leadership and commitment 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 pharmaceu

36、ticals and differentiate from nutritionals armLeverage MS&L government relationships for insights and counsel in issues/crisis situations 第22页/共52页第二十二页，编辑于星期五：二十一点 三十五分。General Many countries in Asia Pacific prohibit pharmaceutical advertising in consumer media Many pharmaceutical companies run

37、 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 a

38、cross markets e.g. developed vs developing markets within the region and culture Shifting perception, due to availability of anti-virals in the market Still a widely condemned topic in many areas, with people fearful of discriminationRA Perceived as affecting only senior citizensKey Insights for Asi

39、a Pacific 第23页/共52页第二十三页，编辑于星期五：二十一点 三十五分。GeneralInternet penetration/social media rising influence in some marketsMedia is commonly state controlled/self censored Cultural traditions play an influential role in all forms of communicationsClose family ties form important networksHIV/AIDSPeople more

40、fearful of discrimination than negative health effectsStill a widely condemned topic in many areasLack of education World Health Days offer local platform for discussionRA Misconceptions that RA affects only the elderly or those living in colder climatesImportant to reach out to women who are more l

41、ikely to develop RAKey Insights for EMEA第24页/共52页第二十四页，编辑于星期五：二十一点 三十五分。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

42、 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 “lepros

43、y” impactGrassroots campaigns requiredRAAware of the name of the condition, limited knowledge of effects and treatment第25页/共52页第二十五页，编辑于星期五：二十一点 三十五分。Umbrella Idea: “Nobodies Immune” Build on Abbotts commitment to immunology and reaching both the RA and HIV communitiesUse images of multicultural fac

44、es 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 outreach Unite patient community

45、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页第二十六页，编辑于星期五：二十一点 三十五分。Reveal the inside view of bodies (skel

46、etal 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 diseases Everyone deserves good QoL, early diagnoses and access to treatment as early as possibleFor RA community include RA specific edu

47、cational informationFor HIV community Use campaign to reach those affected HIV, they matter and are not aloneDistribute via medical centers and other appropriate outlets Develop educational materials for healthcare workers and particular surgeons, employers and teachers to help overcome discriminati

48、on and cascade out key health informationUmbrella Idea: The Inside Story第27页/共52页第二十七页，编辑于星期五：二十一点 三十五分。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 everyda

49、y 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 RA Famous people with RA develop toolkit to a

50、id 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页第二十八页，编辑于星期五：二

51、十一点 三十五分。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 coul

52、d 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

53、 of virus by adhering to Islamic principals Top Line Thinking: HIV第29页/共52页第二十九页，编辑于星期五：二十一点 三十五分。Issues & Crisis Management第30页/共52页第三十页，编辑于星期五：二十一点 三十五分。Outcome: Positive engagementOutcome: Enhance imageOutcome: Mitigate threatIssues & Crisis ManagementResources RequiredDedicated client te

54、amAccess to dataAuthority第31页/共52页第三十一页，编辑于星期五：二十一点 三十五分。Internal Communications第32页/共52页第三十二页，编辑于星期五：二十一点 三十五分。Research right directionMany tactics on trackOur View:A strong, well integrated internal communications program links the values and behavior of the company and its employees, creates an i

55、nformed, motivated, committed and high-achieving team. Such a program encourages staff to be company ambassadors and “live” the company concept.Additional Thoughts on Values & Behavior Help team members embrace the concept by:Grounding the concept in a set of guiding principles/employee charter

56、I Am AAACE meansIntegrate the notion that AAACE is the place to be Ensure a “holistic” approach Internal Communications: Feedback & View第33页/共52页第三十三页，编辑于星期五：二十一点 三十五分。 Tactics that WorkThe BasicsToolkits, brochures, posters, powerpoint presentations and newsletters, etc. Face To FaceForums Tell

57、 The Senior ManagementWebcast, town hall meetings (intranet site)Values & behavior team-champion I am AAACE conceptSocial Events, competitions/challengesEveryday RemindersScreen savers, T-shirts, pens, buttons, memory sticksBroadcast voice recordingsMeasurementRegular online surveyUsage (e.g. to

58、wnhall participation, intranet usage, accessing video broadcasts)Internal Communications: Keep It Simple第34页/共52页第三十四页，编辑于星期五：二十一点 三十五分。Budget Proposal & Measurement第35页/共52页第三十五页，编辑于星期五：二十一点 三十五分。Estimated Budget Based on Ratio of Core Program Across All Markets A,B,C,DUS$4,500 retainer x 20 ma

59、rkets x 12 months= US$1,080,000 Coordination Cost EstimateUS$360,800 (Divided by three key hubs) 240Regional HubsAgency liaisonAbbott local office liaisonCentral Strategy HubLiaison with Abbott HQAbbott HQ liaison with Central Strategy HubCrisis/ Issues Communications Media Monitoring & Market I

60、nsightInternal CommunicationsPotential distribution of 2 prs per monthCorp/ local US$600,000 = Pool BudgetGlobal Creative Initiatives Made LocalLocal activity per quarter for Group A&BProjects on Demand= Priced On Demand (e.g. Media training, Crisis escalation, CSR and Ad hoc Projects- trial resultsTier markets against a set criteria agreed with Abbott- A,B,C,D Markets第36页/共52页第三十六页，编辑于星期五：二十一点 三十五分。MEASUREABLE OUTCOMES Achieve existing