Defining Battelle

Battelle Health and Life Sciences Strategic Definition

1

How we work

What we think - Data dive defined by Compass

SHIFT process

Getting to Strategy - What we’ve done

2

Turns data into knowledge and understanding by understanding what’s going on within the Culture, the Category,

the Channels as well as the Brand/business

It’s about past, present and future

SHIFT allows us to engage, interrogate and synthesize intelligence

3

F from

T to

It’s not about positioning it’s about trajectory

4

Where are we taking the business?

CO

MPA

SS

How are the beliefs and behaviors of the target audience changing?

P

PEOPLE AND CULTURE

How are the market forces changing or shaping the

category?

C

CATEGORY

What are the key changes in the content and media

consumption habits that we can leverage?

C CHANNEL

B BRAND/BUSINESS

How can the equities of the brand be changed to better serve the business goal?

5

Insight

Insight

Insight

Insight

Challenging business environment – US and globally Tense business and government landscape “Wait and see” attitude

“Although the volatility accompanying the recession has passed, current economic conditions still remain fragile.” - Jeffrey Wadsworth, President and CEO Battelle

People and Culture How are the beliefs and behaviors of the target audience changing?

Business thrives on passion

6

Category How are the market forces changing or shaping the category?

7

Execution – language, tone, look

Brand positioning (differentiation)

Language is generic LOVELACE: Equipped with a broad range of technical expertise and a wealth of research capabilities, LRRI studies respiratory health issues of concern to scientists and health care experts in universities, government, industry, and patient advocacy groups. SRI: Our vision is to be the premier independent source of high-value innovations and solutions. As an independent organization with a talented and experienced staff, SRI is uniquely positioned to consistently provide high-value solutions and world-changing value to our clients. COVANCE: Covance…is one of the world’s largest and most comprehensive drug development services companies…Results-driven reimbursement support for >60% of the biologics market. Team of experts dedicated to risk management. …A trusted partner whose hallmarks are great people, high quality data, and a proved track record of integrating and streamlining development processes. RTI: As we pursue our mission of improving the human condition, we adhere to the values that have served as RTI's foundation throughout our history: integrity, excellence, innovation, respect for the individual, respect for RTI, fiscal responsibility, and objectivity…We understand that our professional reputation can be maintained only through adherence to the highest principles of ethics and through unwavering dedication to our quality policy. CAMBRIDGE CONSULTANTS: For 50 years, Cambridge Consultants has led the way in innovative product development. We are the development partner of choice to many of the world’s leading blue chips as well as the virtual development team for ambitious start up companies. We are a results-driven company dedicated to delivering competitive advantage through the innovative use of technology. From our offices in the UK and USA we employ some of the world's leading scientists and engineers, experts in their fields. MPI RESEARCH We excel as a high performance, high quality organization because of our scientific knowledge and experience, integrity, trust, teamwork, and dedication to strong and enduring Sponsor relationships. XIMEDICA Ximedica provides expert research, product development, regulatory, and introductory manufacturing services to leading medical and healthcare companies. The company was founded in 1985 as Item, originally a product innovation and intellectual property creation firm. Our staff is comprised of highly experienced professionals in all aspects of research, development, and manufacturing, both from within and outside of the medical field. Today, we serve many of the world's most respected and innovative companies in the industry.

8

Language is generic LOVELACE: Equipped with a broad range of technical expertise and a wealth of research capabilities, LRRI studies respiratory health issues of concern to scientists and health care experts in universities, government, industry, and patient advocacy groups. SRI: Our vision is to be the premier independent source of high-value innovations and solutions. As an independent organization with a talented and experienced staff, SRI is uniquely positioned to consistently provide high-value solutions and world-changing value to our clients. COVANCE: Covance…is one of the world’s largest and most comprehensive drug development services companies…Results-driven reimbursement support for >60% of the biologics market. Team of experts dedicated to risk management. …A trusted partner whose hallmarks are great people, high quality data, and a proved track record of integrating and streamlining development processes. RTI: As we pursue our mission of improving the human condition, we adhere to the values that have served as RTI's foundation throughout our history: integrity, excellence, innovation, respect for the individual, respect for RTI, fiscal responsibility, and objectivity…We understand that our professional reputation can be maintained only through adherence to the highest principles of ethics and through unwavering dedication to our quality policy. CAMBRIDGE CONSULTANTS: For 50 years, Cambridge Consultants has led the way in innovative product development. We are the development partner of choice to many of the world’s leading blue chips as well as the virtual development team for ambitious start up companies. We are a results-driven company dedicated to delivering competitive advantage through the innovative use of technology. From our offices in the UK and USA we employ some of the world's leading scientists and engineers, experts in their fields. MPI RESEARCH We excel as a high performance, high quality organization because of our scientific knowledge and experience, integrity, trust, teamwork, and dedication to strong and enduring Sponsor relationships. XIMEDICA Ximedica provides expert research, product development, regulatory, and introductory manufacturing services to leading medical and healthcare companies. The company was founded in 1985 as Item, originally a product innovation and intellectual property creation firm. Our staff is comprised of highly experienced professionals in all aspects of research, development, and manufacturing, both from within and outside of the medical field. Today, we serve many of the world's most respected and innovative companies in the industry.

9

A sea of blue

10

Innovation not reflected in execution

11

Lack of humanity

“Accelerating Innovation for a Healthier World”

“Customized, Responsible,

On Time”

“Over 65 Years. One Purpose.”

“The Miracles of Science”

“Innovation, Design,

Analysis”

12

Positioning overlap

Technical/Business

Emotional

Scientific

Vernacular

13

Serious business and long term partnerships

An “insider” business

Working for the common good….without really saying so

Category How are the market forces changing or shaping the category?

Partnership inspires action

14

Information superhighway: freer access, multiple channels, greater interaction and engagement

This environment means a high bar for brand’s articulation and communication since it multiplies and amplifies beyond brand control – so a tight, well defined core is essential

And, channel choice is as much the medium as it is the message

Channel

Knowledge is public

15

What are the key changes in the content and media consumption habits that we can leverage?

Apply science and technology to accelerate development and yield amazing achievements

Harness resources and facilities

Leverage deep industry and process knowledge of exposure to harmful toxins

Brand

Purpose in leadership

16

How can the equities of the brand be changed to better serve the business goal?

Development of the HumaPen™ - reusable, discrete and attractive

Revised anthrax immunization schedule

Solutions that improve the health of children at high risk of exposure to harmful toxins

17

P

Business thrives on passion.

C

Partnership inspires action.

C

Knowledge is public.

B

Purpose in leadership.

Insight

Insight

Insight

Insight

F from

T to

Where could we take the business: Battelle SHIFT

Science that builds business

Battelle is people who lead the way

18

People-driven chemistry


19

People Driven Chemistry

Maximize on the three words:

Battelle people, the people Battelle partner’ with and ultimately the people who

benefit from Battelle’s work

Energy, momentum and commitment

A practical category cue and also reinforcement of the human element that drives

Battelle forward

Appendix

20

P C

C B

Business community is tense, obvious on holding off on making purchase decisions – most clear indicator is jobs/job hiring, but also reflective in contract hiring. Uncertainty in economy, public funding, private funding for big projects. A wait and see attitude right now

P C

C B



P C

C B

Serious, Long term

Insider

Convention: we really are working for the public



P C

C B

Serious, Long term

Insider





P C

C B

Serious, Long term

Insider





Freer information means more public knowledge Engaged public is active in a variety of media platforms from grass roots events to socia l media; and interested in decision making and program

P C

C B

Serious, Long term

Insider






Information belongs to the public

P C

C B

Serious, Long term

Insider






Knowledge is public

Science and technology foundation respected, acknowledged Understanding of industry – private and public; from inception to market, every step of the way. R&D, Lab management, Trial management, presentation & support Assured expertise

P C

C B

Serious, Long term

Insider

Convention: we really working for the public



Partnerships inspire action


Knowledge is public

Science and technology foundation respected, acknowledged Understanding of industry – private and public; from inception to market, every step of the way. R&D, Lab management, Trial management, presentation & support Assured expertise

Purpose in leadership

From Science that

Builds Business

To Battelle is

People Who Lead the Way



Put a public face to the genius, let your partners get close

Documents

Defining Battelle