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July 20, 2006. Who we are. A full service, integrated communications firm in business for 20+ years A seamless, multiple-office firm Waukesha, Wisconsin Minneapolis, Minnesota Waterloo, Iowa. Integrated Marketing Communications. Corporate Affairs. Branding Advertising PR - PowerPoint PPT Presentation
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July 20, 2006
Who we are
• A full service, integrated communications firm in business for 20+ years
• A seamless, multiple-office firm– Waukesha, Wisconsin– Minneapolis, Minnesota– Waterloo, Iowa
What we do best
BrandingAdvertisingPRDirect marketingEventsCollateral
CSRReputation managementIssues managementCoalition buildingEmployee communications/trainingStakeholder engagement/mobilization
Integrated Marketing Communications Corporate Affairs
Strategic planningInteractive/database
Research
Morgan&Myers clients
CSR experience
Rural Health Opportunity Listening for needs.
Q: Is there a unique healthcare need in rural America?
A: Yes.
Q: Are there opportunities for Schering-Plough to make a difference?
A: Yes.
Not only can Schering-Plough improve the health of rural communities, but it can do so in a way that builds trust with doctors, patients and
customers
By earning their trust, we will achieve a competitive edge, positively differentiate our brand, and drive long-term high performance
Environmental Scan Methodology• Secondary research
– Review of healthcare studies, articles, research documents and newsletters
• Primary research– In-depth interviews: 28 rural healthcare thought leaders
• Rural health research center directors• Rural health thought leaders• Farm organization leaders• Media
The Lay of the Land
• What is rural?– Definitions vary – 17% +/- of the U.S. population– 75% of nation’s land mass
The Lay of the Land How do rural and urban populations compare?
Higher rates: • Chronic illness
and disability• Heart disease• Asthma• Diabetes• Cancer• Occupational
illnesses• More severe,
injury-related deaths
Less likely :• To receive medical
checkups• To receive
preventative screen
• Exercise regularly
Rural people:• 25% lower income • 28% more poverty• More Medicare
beneficiaries• More likely to smoke• Higher obesity• Less active• More motor vehicle deaths• Poorer health status
Rural Healthcare PrioritiesKey insights and opportunities
Schering-Plough leadership opportunities• Asthma• Heart disease, stroke• Healthcare literacy• Community based education,
prevention• Rural pharmacies
Other stakeholder-driven issues (less overlap)• Access to primary healthcare
services• Access to insurance• Access to emergency medical
services• Local healthcare infrastructure• Diabetes
Identify leadership opportunities by finding the intersection of stakeholder needs and
Schering-Plough expertise
• Asthma– Environmental, socioeconomic, family factors predispose
children to chronic conditions (including asthma)– Education, evaluation focused on urban populations
• Under-diagnosis of asthma common in rural areas• Farmers have higher-rates of respiratory symptoms• Lack of information addressing unique needs of asthma
information and education for rural school children
Rural Healthcare Priorities Schering-Plough Leadership Opportunities
• Heart disease and stroke– 30-year cardiovascular disease reduction escaped rural
areas• High cerebrovascular disease, hypertension, ischemic heart
disease • Rural behaviors, attitudes, economics are problems
• Low perception of risk• Screening: less available, low participation
• Higher prevalence of risk factors: smoking, diet, sedentary lifestyles
• Treatment procedures and technology limited• Fewer follow-up services: cardiac rehab, dieticians,
exercise physiologists, social workers
Rural Healthcare Priorities Schering-Plough Leadership Opportunities
• Health literacy– Inability to read, understand and act on health information
• Low health literacy acute in rural areas• Compounded by low levels of education, higher
unemployment, low salaries, lack of insurance• Information is not “culturally sensitive”
• Recent study: • Nearly half can’t read most patient education
materials • Institute of Medicine:
• 90 million have difficulty understanding, using healthcare information
• Contributes to delay mentality
Rural Healthcare Priorities Schering-Plough Leadership Opportunities
• Community based education, prevention– Rural barriers to healthcare access:
• Program cost – smaller populations share burden
• Transportation availability/cost
• Long distances
• Time off of work
– Rural social structures essential to promote healthy lifestyle and prevention
• Schools
• Worksites
• Churches
Rural Healthcare Priorities Schering-Plough Leadership Opportunities
• Healthcare facilities• Communities
• Rural pharmacies– Pharmacists, services lacking in rural areas
• High rural populations of older, chronically ill patients need more pharmaceutical advice
• Rural people face financial barriers, lack of transportation • Rural working conditions hard for pharmacists
– Rural hospitals face challenges implementing medication safety practices, lack staffing
– Pharmacies, pharmacists lack technology
Rural Healthcare Priorities Schering-Plough Leadership Opportunities
Competition
rural county fair asthma screenings
“I don't think the drug reps are often asked to help with community education; the one I asked was so anxious to participate, like it was a totally
novel idea.”
- Harrolyn Johnson, KS
Schering-Plough & Rural HealthDefining the opportunity
• Studies, reports & data gathering
• Isolated tests• National programs
Work that’s been done
• Community coordination
• Leadership• Sustainability &
replication• Lack of sharing and
dialogue• No “rural lens”
Where efforts fall short
Work we can do
• Acknowledge our commitment
• Create collaborative partnerships
• Act as a catalyst• Make a difference• Share prototypes &
pursue sustainable approaches
Schering-Plough & Rural HealthObjective
Accomplished by:• Doing the right thing• Be seen doing the right thing
Become known as a champion of rural healthcare that effectively engages stakeholders and
collectively creates and shares replicable proven programs that make a difference in improving the
health of rural Americans
Schering-Plough’s Rural Health Initiative Strategic alignment
• Research driven approach• Broad scan to identify rural stakeholder issues and Schering-Plough
opportunities• Focused research in pilot geographies to identify specific needs• Advisory Council shapes the effort
In-tune with stakeholder expectations
• Engaging, and partnering with, leading local authorities and organizations
• Excellence in pilot program execution will demonstrate progress where there is a need
• Contributions show a commitment to the cause
Earns trust
• Rural commitment and Advisory Council showcase leadership behavior responding to stakeholder needs
• Being seen making a difference by promoting efforts • Condition specific pilot programs reflect Schering-Plough’s business• Developing and driving replicable approaches
Differentiates Schering-Plough in marketplace
Our CommitmentWe aspire to … improve the health and well-being
of people in rural America.
Given rural communities often face unique healthcare limitations, which result in rural populations generally being of poorer health status, we will take a Listen, Learn and Lead approach to make a difference in: • Health Literacy: Unlock rural America’s power to take charge of its health
• Education and Prevention Programs: Bring needed insights and resources to help rural communities prevent diseases more prevalent in rural America
• Heart Disease and Stroke Prevention Campaigns: Provide the necessary information and treatments, which seem to be more limited in rural America
• Asthma Screenings: Unmask asthma in rural children and adults who may not be aware of their condition or solutions
• Rural Contributions: Spark new ideas and enthusiasm in a local community to find sustainable solutions to rural healthcare challenges
Schering-Plough’s
Commitment to Rural Health
Schering-Plough’s
Commitment to Rural Health
Rural Health
Initiative
Rural Health
Initiative
Contributions
Contributions
RoundtablesRoundtablesResearchResearchRural Community
Pilots
Rural Community
Pilots
Rural Advisory Council
Rural Advisory Council
Internal Steering
Committee
Internal Steering
Committee
Be seen doing the right thingsBe seen doing the right things
Internal Steering Committee Creates advocates and message multipliers• Promote Rural Health Commitment to internal audiences• Leverage employees who originally are from rural
communities or serve rural communities• Engage internal resources in pilot development, stakeholder
dialogues and opportunity identification
Rural Health Initiative Builds trust and innovative leadership position• Brings the Rural Health Commitment to life • Guided by a cross-section of experts• Multi-faceted approach
– Education– Prevention– Intervention
• Direct reflection of the business• Focus on sustainability
– Be a catalyst for community alignment and change– Share and promote proven prototypes– Encourage innovative healthcare solutions
Engage key thought-leaders to help shape and implement community health improvement programs
Rural Advisory Council Establishes credibility and builds trust
Rural Health Initiative
Rural Community Pilots Create and share replicable prototypes
• Focus areas – Health literacy, education and disease prevention
– Asthma
– Heart disease/cholesterol
• Form local coalition with community and experts– American Heart Association
– American Lung Association
– Association of Asthma Educators
– Farm Bureau – arms and legs
Rural Community Pilots Create replicable prototypes
Schering-Plough
American Lung
Association
Farm Bureau
Rural
Initiative
• Deliver programs through existing rural community social structures– Schools, worksites, healthcare facilities, churches
• Focus on children– Easiest to educate and shape healthy lifestyle choices
– Work through parents for double exposure
• Phased approach with geographic focus– September, October, November: Cholesterol focus in Southern
community
– June, July, August: Asthma focus in Northeast community
– Sustained: health literacy, healthy lifestyle education, prevention
Rural Community Pilots Create replicable prototypes
• Schering-Plough’s Rural Health Resource Center– Web-based information resource
• Culturally sensitive health literature• Repository for successful programs
– Ours and others
• Screening checklists• Track progress of pilot program • Recognition for collaborators• Grant application forms• Progress Blog• Calendar of events• Links to other resources
– Stakeholder Engagement and Management System• Stakeholder database and communication system
Rural Community Pilots Create replicable prototypes
• Merchandise Schering-Plough programs to rural audiences, including school nurses– On-line Rural Health Resource Center
– SP Cares, SP Commitment to Care
• Streamline PDAP application process
• schoolasthmaallergy.com
• Work with state and local Farm Bureau affiliates to sponsor and coordinate community screenings
Rural Community Pilots Create replicable prototypes
Rural Community Pilots Create replicable prototypes• Develop “Healthy Rural Lifestyle” integrated
communications campaign– Increase awareness and understanding
• PSAs, advertising, media relations, advertorials, op-eds
– Drive interventional behavior
• Asthma, cholesterol focus
ResearchUses science-based approach
Steering committee Pilot Proven Prototype
• Guides the development and implementation of the Rural Health Initiative
• Necessary for alignment and engagement• Primary research, as needed
Rural advisory council
Roundtables Facilitating dialogue
• Presence and sponsorship at key events – Rural health– Ag– Community
• Moderated discussions regarding issues and solutions• Opportunity to share research findings
– Panel discussions– Media – Webcasts– Stakeholder communications
Contributions Facilitates replication of proven programs• Establish a modest grant program and application
process for rural health stakeholders who engage and create change
• Fund proven approaches that are in lock-step with Schering-Plough’s Commitment to Improving Rural Health
• Focus on grant matching for proven programs to improve sustainability
• Enlist an advisory council to help review grant applications
Being seen doing the right things Showcasing leader behavior and executional excellence to build trust• Integrated into overarching Listen, Learn & Lead
effort• Advertorial issue pieces and success stories• Support pilot programs with Schering-Plough
respiratory communications campaign
Schering-Plough’s Rural Health Initiative Value to the business • Demonstrates Schering-Plough’s commitment to improving
rural health through the application of Listen, Learn, Lead
• Focused scan for rural asthma pilot opportunities that are in strategic alignment with LL&L
Listen
• Identify, contact and establish partnerships with appropriate stakeholders
• Perform necessary research
• Develop a tactical plan for pilot geographies
Learn Lead
• Executional excellence• Do the right thing and
be seen doing the right thing
• Sustain commitment by sharing and merchandising proven prototypes
• Integrate efforts with overarching LL&L dialogues
Next Steps
1. Determine relevancy to Listen, Learn and Lead 2. Refine approach, as applicable, for Listen, Learn
and Lead3. Identify information gaps4. Develop recommendations, timelines and budgets
for execution