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


• 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


• 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


• 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


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


• 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


• 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• 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

July 20, 2006

Documents

Transcript of July 20, 2006