Integrated strategic communication as a one-stop solution

Integrated strategic communication as a one-stop solution

Healthcare competencies and portfolio

Hörner, Frankfurt am Main, February 2016

Strategy and implementation JP│KOM: Facts & Figures

JP│KOM stands for an integrated all- encompassing service, from communication consultancy to realization. We promise on this every day.

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is the founding year of JP│KOM

employees are working in Duesseldorf and Frankfurt

million euros gross turnover in 2014

clients are currently working with JP│KOM

Duesseldorf office Frankfurt office As a member of the International Public Relations Network (IPRN), JP│KOM works with over 40 partner agencies around the world.

In the midst of Germany – with an international network

JP│KOM: Facts & Figures

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JP│KOM Healthcare

Press work Print publications Corp. communication Executive communication 2013-2015

Staff communication Corp. communication Annual reports 2004-2013 Specialized press and public press work 2012-2014*

Press work Print and online publications Corp. communication VKF - support of sales promotions 1995-2013

Change communication Internal communication Press work 2009-2010

Issue management Info event/roadshow Press work (planned) 2014

Trainings Political communication 2013-2014

Media trainings 2013-2014

Press work Support of congressional activities KOL events Practice materials 2013

Stakeholder mapping Issue management Press work 2012-2014

Stakeholder mapping Public affairs 2013-2014

Our accumulated experience in healthcare communication

Market access communication 2012

Boehringer Ingelheim

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* Healthcare-experience Stephanie Hörner

Medical education Medical publishing Specialized press work Comm. for product groups Field service materials Online strategy Corp. communication 2012-2014

Comm. towards docs, nurses & patients Disease awareness Medical & corporate publishing Marketing Website & social media Education programs 2012-2014 Specialized press and

public press work Disease awareness KOL management Media trainings 2010-2012

Branding & positioning Stakeholder mapping Integrated comm. concept 2012-2014

Specialized press and public press work DTC communication Disease awareness Target group profiling 2012-2014

Specialized press and public press work Disease awareness Social media 2008-2011* 2014-2015

Financial communication CSR communication Press work since 2013

Specialized press work Corporate publishing Issue management 2008 - today

Public affairs KOL events 2012-2013 Specialized press and public press work* Brochures for patients* Field service materials* Medical education* Disease awareness* Adherence program* Congressional activities* 2008-2012*

B2B communication Corporate publishing since 2005

Specialized press Round-tables Conception of field service meetings

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Specialized press and public press work Radio press Social media 2012-2014

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Specialized press work Medical publishing 2010-2012

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Launch communication Staff communication Conception and realization of events 2009-2010

Specialized press work Congressional activities Round-tables 2012-2014

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* Launch communication Business unit communication 2009-2010

Launch communication Specialized press Medical writing Sales force marketing Change communication 2007-2009

* Specialized press and public press work Disease awareness Round-tables Roadshows Journalists/press tours 2012-2014

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JP│KOM Healthcare

Our competencies

Product communication

Field analysis/ stakeholder mapping

Strategy/consulting

Storyline/messages

Networking

Events

Discussions

Accompanying comm.

Issue monitoring

Market access/ Public affairs

Corporate communication

Strategy

− Analysis/target profiling

− Consulting

− Conception

Implementation

− Media relations

− Conferences/fairs/ events

Monitoring

− Media analysis

− Analysis of input & output

Pharma 2.0

Web 2.0 strategy

Social media policy

− Resources

− Guidelines

− Responsibilities

− Conception of effective measures

− Wikis, forums, blogs, communities u. a.

− Social media channels

Realization, controlling

Social media monitoring

Integrated campaigning

■ Storyline

■ Development/dramaturgy

■ Design (logo/pictorial world)

■ Integrated controlling

■ Internet/web 2.0

■ Public affairs

■ Videos/vodcasts

■ Evaluation

■ Ads/promotion

■ Events

■ Press work

■ Print publications

Monitoring

Analysis of crisis potential

Scenario analysis

Crisis management guidelines

Trainings and crisis simulation

Questions & answers

Darksites/media stand-by

Consulting

Crisis squad/stand-by duty

Crisis communication

Analysis/target profiling

Conception/strategy

Storyline/messages

Press work

Press events

Congress comm.

Scientific relations

Media relations

Marketing solutions

Awareness campaigning

Evaluation

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JP│KOM Healthcare

Our competencies: Market access and public affairs



Strategy/consulting

Storyline/messages

Networking

Events

Discussions

Accompanying comm.

Issue monitoring



Strategy


− Consulting

− Conception

Implementation

− Media relations


Monitoring

− Media analysis


Pharma 2.0

Web 2.0 strategy

Social media policy

− Resources

− Guidelines








■ Storyline





■ Public affairs

■ Videos/vodcasts

■ Evaluation

■ Ads/promotion

■ Events

■ Press work


Monitoring


Scenario analysis



Questions & answers


Consulting




Conception/strategy

Storyline/messages

Press work

Press events

Congress comm.


Media relations

Marketing solutions


Evaluation

Market access/Public affairs – case study

Pfizer: „Integrated Care“ in the clinic market

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Targets Initiate cooperation amongst experts in order to develop treatment

options within the clinic market under new market conditions: “How can we provide fair supply structures?“

Ensure access to the clinic market, attract the experts‘ attention

Strategy Conception and implementation of a think tank

Issue setting within the professional public and political parquet

Implemantation Partner research and development of a think tank,

under the patronage of Prof. Dr. med. Axel Ekkernkamp

Workshops

Brochure „Klinik 2025“

Positioning at conventions and lectures

Press work, exclusive reports in specialized press

Outcome Increasing the share-of-voice

Permanent and continuing implementation of think tank

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JP│KOM Healthcare

Our competencies: Product communication



Strategy/consulting

Storyline/messages

Networking

Events

Discussions

Accompanying comm.

Issue monitoring



Strategy


− Consulting

− Conception

Implementation

− Media relations


Monitoring

− Media analysis


Pharma 2.0

Web 2.0 strategy

Social media policy

− Resources

− Guidelines








■ Storyline





■ Public affairs

■ Videos/vodcasts

■ Evaluation

■ Ads/promotion

■ Events

■ Press work


Monitoring


Scenario analysis



Questions & answers


Consulting




Conception/strategy

Storyline/messages

Press work

Press events

Congress comm.


Media relations

Marketing solutions


Evaluation

Targets Sensitize affected people and general public for the widespread

disease of stroke and its risks

Increase disease awareness: provide help for recognizing typical symptoms and explain how to act in emergency situations

Encourage a lasting healthy life style

Point out therapeutical options

Generate continuous awareness of the disease in target group and general public

Strategy Story development with strategic focus on connecting issues and

target groups cross-medially

Explain and visualize medical correlations even for laymen

Arouse positive connotations/emotions

Product communication/Disease awareness – case study

Increasing awareness

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Implementation: Topic-related connecting of target groups and media


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Platform for professional

circles

Disease awareness

site

General press

Blogs & forums

Corp. social media

Specialized press

Professional societies &

forums

External Media

Internal Media Corp.

website

Issue

https://www.coliquio.de/

http://www.doccheck.com/de/ask/

http://www.dgn.org/

http://dgk.org/

http://www.aerztezeitung.de/

Highlights Press event as kick-off – with high-ranking speakers

(experts, patients' mandatories, politicians) Roadshow by bus through Germany

− More than 100 cities

− Medicals and self-help groups give advice on the spot, plus demonstrations how to measure blood pressure and glucose as well as cholesterol level

Website for patients as “information hub“ with high usability

Video-statements of acclaimed experts Web 1.0: disease awareness site & e-mail newsletter Web 2.0: facebook, twitter, youtube etc. Press work

− Press releases with photographs on daily basis, up-to-date information about events, comprehensive service articles, fact sheets, infographics

− Mediation of interview partners


Implementation: Interacting with target groups

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Maximum attention in general press and specialized press

Gaining of top-class experts for frequent interviews Consistently high level of attention/visibility on the

internet − At least 17 tweets/month

− At least 8 facebook posts/month

− At least 5 website articles/month

Continuously increasing number of users on patients‘ website − Users in January 2014: 5.552

− Users in January 2015: 17.093

Continuously increasing number of subscribers for monthly e-mail newsletter − January 2014: 214

− January 2015: 269


Outcome: Campaign ensured long lasting attention

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JP│KOM Healthcare

Our competencies: Pharma 2.0



Strategy/consulting

Storyline/messages

Networking

Events

Discussions

Accompanying comm.

Issue monitoring



Strategy


− Consulting

− Conception

Implementation

− Media relations


Monitoring

− Media analysis


Pharma 2.0

Web 2.0 strategy

Social media policy

− Resources

− Guidelines








■ Storyline





■ Public affairs

■ Videos/vodcasts

■ Evaluation

■ Ads/promotion

■ Events

■ Press work


Monitoring


Scenario analysis



Questions & answers


Consulting




Conception/strategy

Storyline/messages

Press work

Press events

Congress comm.


Media relations

Marketing solutions


Evaluation

Communication 2.0 – various cases

Websites, social media and interactive newsletters

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Interactive PDF magazines Internet/intranet Web 2.0

Apps and responsive design

Communication 2.0 – various cases

Interactive publishing formats

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Visualizing the focus issues of the website with interactive infographics. Users will get further information by mouseover. A modular code allows media platforms or bloggers to pick up the graphics as well.

News- letter

„Monthly Number“ Patient friendly communication with explanatory graphics

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JP│KOM Healthcare

Our competencies: Crisis communication



Strategy/consulting

Storyline/messages

Networking

Events

Discussions

Accompanying comm.

Issue monitoring



Strategy


− Consulting

− Conception

Implementation

− Media relations


Monitoring

− Media analysis


Pharma 2.0

Web 2.0 strategy

Social media policy

− Resources

− Guidelines








■ Storyline





■ Public affairs

■ Videos/vodcasts

■ Evaluation

■ Ads/promotion

■ Events

■ Press work


Monitoring


Scenario analysis



Questions & answers


Consulting




Conception/strategy

Storyline/messages

Press work

Press events

Congress comm.


Media relations

Marketing solutions


Evaluation

Crisis communication – case study

MedTec company

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Target Crisis prevention in the case of a high-selling medical product with a

component that was classified as “mutagenic/toxic“ by the European Chemicals Bureau (ECB)

Implementation

Scenario-workshop with CEOs and 15 experts of the customer

− Stakeholder analysis (interests and potential of scandal)

− Potential escalation levels and course of action

Q&As as well as PPT for sales and press works

Preparation of darksite

Press release, monitoring

Mailings to medicals and trading partners

Outcome Crisis prevented

Bridging the time until relaunch with new formulation without losses in sale

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JP│KOM Healthcare

Our competencies: Corporate communication



Strategy/consulting

Storyline/messages

Networking

Events

Discussions

Accompanying comm.

Issue monitoring

Market access/ public affairs


Strategy


− Consulting

− Conception

Implementation

− Media relations


Monitoring

− Media analysis


Pharma 2.0

Web 2.0 strategy

Social media policy

− Resources

− Guidelines








■ Storyline





■ Public affairs

■ Videos/vodcasts

■ Evaluation

■ Ads/promotion

■ Events

■ Press work


Monitoring


Scenario analysis



Questions & answers


Consulting

crisis squad/stand-by duty



Conception/strategy

Storyline/messages

Press work

Press events

Congress comm.


Media relations

Marketing solutions


Evaluation

Corporate communication – case study

Takeda: Strategic repositioning

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Targets Strategic repositioning of Takeda Germany due to

acquisition of Nycomed

Strategy Integrated in- and external communication

Change communication

Repositioning of the company


Supporting political communication, market access & experts communication

Implementation (selection) Management conference and focus groups

Development of a storyline

Corporate publishing

Press work



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Implemantation: Corporate storytelling Realign Takeda and develop a new corporate

strategy Starting point: personalization

(Jean-Luc Delay, CEO Germany) and regionalization (e. g. focus on Berlin and locations)

CHEManager 3-4/2015

rbb, 3.4.2014

Implemantation: Story on stage Visualizing the storyline with animated

presentations („Prezi“)


Outcome: Established press contacts lead to a high publishing rate


Märkische Allgemeine, 2014/05/28

Specialized press General press Influencer press

Spiegel Online, 2013/10/09

Handelsblatt, 2014/12/16

Ärztezeitung, 2014/04/11

Apotheke adhoc, 2014/05/28

Pharmazeutische Zeitung Online, 2014/06/14

Der Tagesspiegel, June 2014

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JP│KOM Healthcare

Our competencies: Integrated campaigning



Strategy/consulting

Storyline/messages

Networking

Events

Discussions

Accompanying comm.

Issue monitoring



Strategy


− Consulting

− Conception

Implementation

− Media relations


Monitoring

− Media analysis


Pharma 2.0

Web 2.0 strategy

Social media policy

− Resources

− Guidelines








■ Storyline





■ Public affairs

■ Videos/vodcasts

■ Evaluation

■ Ads/promotion

■ Events

■ Press work


Monitoring


Scenario analysis



Questions & answers


Consulting




Conception/strategy

Storyline/messages

Press work

Press events

Congress comm.


Media relations

Marketing solutions


Evaluation

Targets The BVMed is the general association of MedTec companies in Germany. One of its main topics: modern wound management.

Evidence of moist treatment in managing chronic wounds is dicussed controversially. The additional benefit in comparison to traditional wound medications should be proven with the help of a new meta analysis.

Strategy Place messages by a coherent storyline and engage opinion leaders

Developing an emotional pictorial world, which emphasizes the storyline

Implemenatation Press work and public relations

Creation: design of pictorial world

Events

Outcome Catchy claim and key visuals

Reports in leading specialized press

Messages reach high level of market penetration

Initiation of dialogue with health insurance companies, MDS (Medical service of the federal association of health insurance) and the industry

BVMed: Media campaign „Modern wound management“ Integrated campaigns – case study 1

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BVMed: Storyline, design and implementation – from one hand

Integrated campaigns – case study 1

Print

Online

Brochures, flyers

Articles online, infographics available for download

Media relations

Press releases, exclusive reports

KOL events

Exclusive fireside chat, press conference

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Heraeus Kulzer: Corporate communication and specialized press work

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Target Positioning of Heraeus Kulzer within the German market as

a world leading dental company

Establishing distinguishing features

Strategy

Long-standing market expertise as basic positioning feature

Efficient cooperation of marketing managers, product managers, external authors/opinion leaders, editors and PR agency

Increase close and frequent collaboration with editors and produce attractive content in order to pick up trends of the dental industry and specialized press

Fields of communication Corporate communication/strategic communication

Corporate design


Marketing communication

Internal sales communication

Commerce communication


Heraeus Kulzer: Corporate publishing

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Implementation Own media Mailings Q&As/introducing a common language CEO-interviews in customer magazines

Outcome By creating a coherent corporate design and merging relevant topics for the dental industry with reliable user experiences, the publications increase the proximity to the customers and their loyalty.

Integrated campaigns – case 2

Heraeus Kulzer: Specialized press

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Implementation Product-related press releases Exclusive reports in specialized press magazines Accompanying fairs and conferences Press work for KOL and customer events Web editing Brochures Newsletters, mailings Reference books

Outcome Increasing the share-of-voice Heraeus Kulzer is the leading company concerning

turnover of dental laboratory products in Germany (GfK).

Collaboration with JP│KOM

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Stephanie Hörner (1/2) Head of Healthcare

Experience: joined JP│KOM in 2015 before that: self-employed, WEFRA PR, SanCom CCS, fischerAppelt relations

Expertise: strategy development, specialized press work and public communication, multi-channel-awareness-campaigns, medical education programs, adherence programs, sales communication, corporate communication, crisis management

References: Abbott Diabetes Care, Allergan, Aristo, Bauerfeind, Bayer, CareFusion, CSL Behring, Hartmann, Heel, Heraeus Kulzer, Medice, Orion Pharma, Pfizer, Steigerwald, Teva, Trommsdorff, UCB, Wyeth and other pharmaceutical companies with a focus on research and production

Contact phone: +49 69 921019-46 e-mail: [email protected]

JP│KOM Healthcare Team

Your Contact

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mailto:[email protected]


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Stephanie Hörner (2/2) Head of Healthcare

Experiences Rx indications Endocrinology: hyperthyreosis

Gastroenterology : CED, pancreatitis

Gynaecology: contraceptives

Hemostaseology: hemophilia A & B

Cardiology

Nephrology: anemia, hypoferremia, metabolic acidosis,

hyperkalemia, hyperphosphatemia

Neurology/psychiatry : ADHD, Alzheimer‘s disease, depression, multiple sclerosis, parkinson disease

Oncology/hematology: CLL, mammary carcinoma, MCL,

Melanoma, multiple myeloma, mRCC, etc.

Orthopedics

Pneumology: COPD

Urology


Your Contact

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Experiences OTC indications Oropharyngeal inflammations Vitamine deficiencies Diarrhea Dermatosis Pain

Experiences wellbeing products Dietary supplements for cardiac diseases, muscular function, energy metabolism, back problems

Experiences MedTec Diabetes diagnostics Infection prevention in surgery Various medical and hygiene products Orthopedic compression Dental products



Jörg Pfannenberg Managing Partner

Experience: founded JP│KOM in 1994 before that: Koob & Partner, MS&L Public Relations, Kohtes & Klewes Kommunikation

Expertise in the healthcare sector: strategic consulting, issue management, crisis communication, stakeholder management, reputation management, communication controlling

References in the healthcare sector: Takeda, Bristol-Myers Squibb, Alliance Healthcare Deutschland, BVMed, MSD, Heraeus Kulzer and other pharmaceutical companies with a focus on research and production



Your Contact

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Manuel Wecker Digital Strategies/Media

Experience: joined JP│KOM in 2014 before that: Conversion Champions

Expertise: intranet, web strategy/social media, corporate publishing, online/performance marketing

References in the healthcare sector: on request


We are looking forward to our collaboration!

Stephanie Hörner and the whole JP│KOM Team

www.jp-kom.de

https://www.instagram.com/agentur_jpkom/

https://www.facebook.com/JP-KOM-1709241752650981/

https://twitter.com/jp_kom

https://www.youtube.com/user/JPIKOMDigital

http://de.slideshare.net/JPKOMDigital

Integrated strategic communication as a one-stop solution

Healthcare

Transcript of Integrated strategic communication as a one-stop solution