Janet Morgan, GSKStrategy in action

MAKING AN IMPACT

Presentation: Strategy in Action

Janet MorganGSK

Strategy in actionJanet Morgan@jbmorang

All views are my own.

On average, 95% of a company’s employees are unaware of, or do not understand, its strategy.*

*HBR: The Office of Strategy Management

GSK: who we are and what we do

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4bnpacks of medicines in 2014

800mdoses of vaccinesin 2014

18bnpacks of consumer healthcareproducts in 2014

PharmaceuticalsWe develop and make medicines to treat a range of conditions including respiratorydiseases and HIV/AIDS

VaccinesWe research and make vaccines for children and adults that protect against infectious diseases

Consumer HealthcareWe make a range of consumer healthcare products in four categories: Wellness, Skin health, Oral health and Nutrition

A science-led global healthcare company

Our business todayGeographically diverse

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40% of employees are not online through

work

84manufacturing facilities in 36 countries in 2014

A house of ‘unknown’ brands

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A 300 year legacy of helping transform the lives and futures of millions of people around the world

Developing antibiotics We pioneered the development of new antibiotics, including one that is still widely used 40 years after its introduction.

Transforming HIV/AIDSWe developed the first medicine to treat HIV/AIDS.

Hope for respiratory diseases Over the past 40 years our scientific research and medicines have transformed the treatment of asthma and other respiratory diseases.

Fighting polio For over 60 years we’ve been supporting the battle to eradicate polio and today we provide one third of the polio vaccines used in the Global Polio Eradication Initiative.

Preventing measles and rubellaWe created the first measles vaccine in the 1960s and the first rubella vaccine in the 1970s.

A world-leaderin OTC medicines Over the past 90 years we’ve helped millions of people treat their cold, ’flu and pain symptoms with over-the-counter medicines like Panadoland Beechams.

From a company strong on innovation

Employees felt

External audiences

What is our brand reputation?

– Proud, but not always able to say why or about what

– Disconnected from the corporate strategy and their work

– Unsure about what we do– Like us when they get to know us– Unaware of our heritage, products

and impact

Surveying our audiences

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Our goalTo increase pride internally and reputation externally -thinking, behaving andbeing seen as one company.

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1. Create a narrative that is:oConsistentoAdaptableoFlexibleoAccessible

2. Support uptake and use across GSK.

The brief

GSK: a sum of its partsMany different local strategies and stories

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– One document built around themes and proof points– Themes allow for flexibility and consistency– Proof points allow for adaptation– Acts as the ‘primary reference’ for all other materials

Backbone structure is keyStep 1 - Create a narrative

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Tools for communicatorsStep 2 – Encourage use

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Step 2 – Encourage uptake

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Video animation – The story of GSK•Internal and external use•Translated into 9 languages

12 page brochure

Slide deck – GSK at a Glance•Instructions for use•Able to tailor and add content

Tools for employees

– ‘Base line’ document developed by small team– Structure and framework a success– ‘Fill in the blanks’ documents are popular– Publication of artwork files for ease of adaptation– Translations done at centre (but validated in market)– Consistent and attractive look and design– Tailored roadshows to regional groups of communicators

Key learningsWhat would we do again?

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A measure of success

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A measure of success

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Questions?