Our story

The Association of the Pharmaceutical Industry in Norway (LMI)

2013

Agenda

What is a strategic story? Why do we need a strategic story? How was the story created? How should the story be spread?

“If you take care of the inside, the inside will take care of the outside”

Harold Burson

Why a strategic story?

Internal process > reinforces external communication

Dynamic story > who we are and what we do A solution > not a problem Including and positively charged > recognise

opportunities Justify our position Display our contribution to meeting social

challenges "Elevator story" > must be told in 1 minute

Why a strategic story?

Different participants in many occupational groups throughout the country

Shared understanding of who we are and how to communicate it

Don't have to go at the same pace, but must go in the same direction

Managing expectations of us as an industry Internal pride in the industry will ensure robust

external communication

How was our story created?

June 2011 - The Board of LMI decides to record our strategic story

Autumn 2011 - An LMI working party and First House define the main elements

November 2011 - The story is the main topic at the strategy meeting

February 2012 - The "final" version is presented to the member companies

May 2012 - The work of spreading the story with all employees starts

How is the story being spread?

The story itself

How is the story being spread?

The story itself The film

How is the story being spread?

The story itself The film Pharmaceutical industry day 5 June 2012

How is the story being spread?

The story itself The film Pharmaceutical industry day 5 June 2012 http://historie.lmi.no/

How is the story being spread?

The story itself The film Pharmaceutical industry day 5 June 2012 http://historie.lmi.no/ This presentation

How is the story being spread?

The story itself The film Pharmaceutical industry day 5 June 2012 http://historie.lmi.no/ This presentation Fact sheets illustrating elements of the story

How is the story being spread?

The story itself The film Pharmaceutical industry day 5 June 2012 http://historie.lmi.no/ This presentation Fact sheets illustrating elements of the story Social media

How is the story being spread?

The story itself The film Pharmaceutical industry day 5 June 2012 http://historie.lmi.no/ This presentation Fact sheets illustrating elements of the story Social media Special brochure for distribution to all employees