Primary Care Communication Plan

Public Affairs and Communications

20 April 2010

Business Objectives

3

Objectives from Sales point of view

Internal stakeholders:All players in this line are selected on ambitious criteria like being open minded, successful in sales, visionary, hard working etc.

we will be the experts in knowing our customers 

we will be the first appliers of digital customer services as a full package

External stakeholders:To emphasize the customers that approaching them by 1 rep instead of 3 which was in the past is to provide them better service with one contact respecting their time restrictions

With a wide range of products we give the customer the option to chose which products to promote him/her based on his prescription habits instead of reinforcing them all

we will be the first appliers of digital customer services as a full package

4

Objectives from Marketing point of view

Internal stakeholders:Being a leader in transforming our business model to be more customer focused, through a partnership in particular FPs, actors increasingly keyDevelop strong primary care customers’ knowledge to leverage our entire and unique PC portfolioDevelop initiatives centered on customers’ needs and environmental changes - Increased usage of complementary channels, development of added-value services

External stakeholders: Being a leader in transforming our business model to be more customer focused, through a partnership in particular FPs, actors increasingly keyTo be perceived as the best pharma company and sales line bringing value added services to primary care in TurkeyTo ensure that our customers have an optimal knowledge of our unique and broad portfolio

5

Objectives from Medical point of view

Internal stakeholders: To align all employee about the importance of FP system;

To emphasise the unique PC portfolio of SAG,

To ensure integration of family physicians unmet Medical needs with Patient-centric approach;

External stakeholders: To be perceived as a proactive pharma company closely follow-up the changing healthcare environment; focused on PC system and restructured his sales, medical and marketing teams accordingly.

To be accepted as a partner of FPs that has a whole range of portfolio for "disease management" from prevention to treatment.

To be perceived as the best pharma company organized to bring value added services to PC system via sales reps and other initiatives like a-hekim.tv educational platform designed according to customers' needs.

Stakeholder Analysis

7

Internal Stakeholders

Internal Stakeholders

Touchpoints Brief Messages Tools Platforms

PC Team(S-a and Z)

MotivationBuy-inProviding bottom-up feedbackConveying messages to

external stakeholders effectivelyOpenness to technology

solutionsPerfect alignement between s-

a and Zentiva

Know-how, experience, capability of managing change

Quick adaptation skillsWide portfolio with

effective and safe products

Technologic solutionsMeet customer needs Sector pioneer and

leader with customer centric approach

Branding (logo application, catchphrase (through vision of the business model))

PresentationsTool kit (information about s-a

Group, PC, products and services)Sample scenes on video for

physician engagement SolarisIntranetE-newsletterInstant messaging for information

sharingSMSIdea generation tool to collect

feedbacks

Cycle meetingsRegion

Rendezvous

All Employees Buy-inUnderstanding the FP system

and PC business modelProduct knowledgeMindshift to customer focusCreating advocacy

New customer focused organization structure adapted to changes

Wide portfolio with effective and safe products

Technologic solutionsMeet customer needsSector pioneer and

leader with customer centric approach

E-newsletterZoom magazineIntranetPostersLCD plasmas in HQ

HQ SummitBiz Bize

Meetings

8

Internal Stakeholders

Touchpoints Brief Messages Tools Platforms

MC Providing support through feedbacks from FF

Motivating the teamCreating advocacyEmphasizing leadership

on PC

Trust in teamSector pioneer and

leader with customer centric approach

Oral communication Management Meetings

Cycle MeetingsImpact Meetings

CCM Providing support through feedbacks from FF

Motivating the teamCreating advocacyEmphasizing leadership

on PC

Trust in teamSector pioneer and

leader with customer centric approach

Oral communication Cycle Meetings

Internal Stakeholders continued

9

External Stakeholders

External Stakeholders

Touchpoints Brief Messages Tools Platforms

Physicians AwarenessBuy-inCommitmentOpen and continious

communication

Wide portfolio with effective and safe products

Adding valueNew organization for

changing needsTechnologic solutions

for their needs

Branded information tool kit (profile, brochures etc.)

Promotion materials PresentationsEducational DVD’sA-hekim TV websiteA-hekim magazine

VisitsCongressesEducation programs such

as a-hekim.TV and/or new platforms

Digitlal Platforms

FP’s AwarenessBuy-inCommitmentOpen and continious

communication

Wide product range with effective safe drugs

Value addNew organization for

changing needsTechnologic solutions

for their needs

Branded information tool kit (profile, brochures etc.)

Promotion materials

•Presentations

•Educational DVD’s

•A-hekim TV website

•A-hekim magazine

•Visits

•Congresses

•Education programs such as a-hekim.TV and/or new platforms

•Digitlal Platforms

10

External Stakeholders

Touchpoints Brief Messages Tools Platforms

Relevant Specialists

•Awareness

•Buy-in

•Commitment

•Open and continious communication

•Wide product range with effective safe drugs

•Adding value

•New organization for changing needs

•Technologic solutions for your needs

•Branded information tool kit (profile, brochures etc.)

•Promotion materials

•Presentations

•Educational DVD’s

•A-hekim TV

•A-hekim magazine

•Visits

•Congresses

•Education programs

•Digital Platforms

Pharmacies •Awareness

•Buy-in

•Business partner

•Business partner •Branded information materials

•TEBEOS

•Visits

NGO’s (FP Association, TEB … )

•Awareness

•Buy-in

•Open and continous communication

•Support the development of primary care systems •Branded information tool kit

(s-a Group profile, brochures etc.)

•High Level Visits

Health authorities (SSI, MOH….)

•Awareness

•Buy-in

•Open and continous communication

•Support the development of primary care systems

•Branded information tool kit (profile, brochures etc.)

•High level Visitis

External Stakeholders continued

Communication Messages

12

Internal Messages

• Primary Care Team, with its know how, experience, capability to manage the change and professionalism strengthens sanofi-aventis Group’s reputation. We trust our team.

• Primary Care Team is built of members with quick adaptation skills who are ready and willing to share their expertise and experience with the healthcare professionals.

• We are taking leader steps in the primary care by combining our wide portfolio of effective and safe products for all therapeutic areas and services tailored for our customers’ needs with technologic solutions.

• With our new organization structure and customer centric approach parallel to the developments in our environment, we are going to be the pioneer in the sector.

• With our leader employees, we are going to build on success in primary care and family practitioners system.

• Sanofi-aventis Group, Primary Care Team will meet the needs of the family practitioners with the most accurate and quickest solutions.

13

External Communication Messages

• Sanofi-aventis Group, with its wide product portfolio and experienced and committed team offers solutions for the changing needs of the family practitioners.

• Sanofi-aventis Group offers added value to the healthcare professionals by combining its wide portfolio of effective and safe products for all therapeutic areas and customer focused services with technologic solutions.

• Sanofi-aventis Group is a business partner who increases the quality of the service given by the healthcare professionals mainly by family practitioners.

• Sanofi-aventis Group has been restructured in order to provide the support the healthcare professionals, mainly the family practitioners, need and to offer value added solutions.

• Sanofi-aventis Group contributes to expanding and developing the primary care system in Turkey.

14

External

15

Internal

16

Internal newsletter

• Crucial tool for a better communication knowing the new projects & changes happening on the PC line

• Monthly (but one for July & August)

• Last issue just released

– on Aug 31st to the sales reps - cycle meeting

– on Aug 27th to Istanbul HQ

• Upcoming issue main topics:

Sep-10

Topics:

Cycle meeting in August with photos and agenda

Tablet PC training

a-hekim TV program box

Field Force: Rep TBD

17

Emailing campaign – Gazete’m

• Twice a month• First issue:

– sent on Aug 30th to almost 6000 physicians– opening rate: 17% after 2 days (700 physicians)– 20% of them clicked on a link (f.e A-Hekim TV)

(200 physicians)

• Second issue:

– First draft under revision by BMs

• Brand rotation schedule:

• Brainstorming about customizing the newsletter for each physician with the picture of his sales rep.

Ağust Eylül #1 Eylül #2 Ekim #1 Ekim #2 Kasım #1 Kasım #2

Delix Nasacort Nasacort Nasacort Nasacort Surgam Delix

Amaryl Musco Musco Ketek Ketek Ketek Ketek

Trental Surgam Surgam Delix Muscoril Musco Nasacort