Pharmaceuticals Presentation

1

Diana Campau - Director Internal Global

Communications

Jane Luper - Senior Group Leader Corporate Services

Ann Silvernail - Senior Manager Corporate

Communications

25th AnniversaryAudience Alignment Study

August 10, 2004

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From conception through execution, Jack Morton will bring the Amgen 25th Anniversary to life as a

platform to engage your most important audiences

in memorable experiences that create greater marketshare, mindshare, and heartshare.

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So, how are we going to use the 25th Anniversary to create greater marketshare, mindshare, and

heartshare for Amgen?

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Our Process

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Step 1) Review the 25th Anniversary objectivesStep 2) Review business goalsStep 3) Determine highlight goals impacted by Amgen’s 25th AnniversaryStep 4) Identify Amgen target audiences Step 5) Correlate 25th Anniversary objectives to identified audiencesStep 6) Define current audience perceptionsStep 7) Define desired audience responsesStep 8) Identify existing touchpointsStep 9) Identify communication channelsStep 10) Identify media opportunities within the channelsStep 11) Create and execute programs for initiativeStep 12) Leverage 25th Anniversary initiative, measure and report results

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Step 1

Review the 25th Anniversary objectives

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INTERNAL

1 Reinforce Amgen’s heritage and history

2 Paint a picture of what the future holds

3 Thank staff for 25 years of great science, service, innovation, and dedication to improving people’s lives

4 Re-recruit and retain staff

5 Motivate staff and boost morale

Numerically coded for reference

EXTERNAL

6 Enhance Amgen’s image and increase brand awareness as many of our customers and constituents are “new”

7 Reach out to Amgen’s local communities. Concentrate on locations where Amgen has a presence. Promote tangible traits that define Amgen

8 Maximize opportunities for positive media coverage

9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology

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Step 2

Review business goals

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Deliver Financially• Product sales• EPS• Improve productivity

Beat the Competition• Ensure we stay nimble (fast and decisive, implement well)• Enhance reimbursement capability• Expand marketshare

Build the Best Pipeline• Advance as many high potential molecules into man as fast as possible• Expand outreach• Ensure success of next product launches

Build for Scale • New staff integration• Improve core business processes• Leadership development

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Step 3

Determine highlight goals impacted by Amgen’s 25th Anniversary

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Deliver Financially• Product sales• EPS• Improve productivity

Beat the Competition• Ensure we stay nimble (fast and decisive, implement well)• Enhance reimbursement capability• Expand marketshare

Build the Best Pipeline• Advance as many high potential molecules into man as fast as possible• Expand outreach• Ensure success of next product launches

Build for Scale • New staff integration• Improve core business processes• Leadership development

• Product sales

• Improve productivity

• Ensure we stay nimble (fast and decisive, implement well)

• Expand marketshare

• Ensure success of next product launches

• New staff integration• Improve core business processes• Leadership development

• Product sales

• Improve productivity

• Ensure we stay nimble (fast and decisive, implement well)

• Expand marketshare

• Ensure success of next product launches

• New staff integration• Improve core business processes• Leadership development

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In Amgen’s era of marketed growth, the 25th Anniversary will impact these business goals by positively affecting the perceptions, attitudes,

and behaviors of Amgen’s internal and external audiences.

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Step 4

Identify Amgen target audiences

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INTERNAL

Current & Potential StaffSpouses & Families

EXTERNAL

Patients & Caregivers

EXTERNAL

Healthcare Professionals

EXTERNAL

Media

- Top Tier- Business- Medical/Scientific Journals- Lifestyle & Community

EXTERNAL

Industry

- Partners- Peers/Competitors - Bio Think Tanks

EXTERNAL

Financial Community

- Analysts- Shareholders

EXTERNAL

Public

- Amgen local communities- General

EXTERNAL

Government/Policymakers

- US- Europe- Japan

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Step 5Correlate 25th Anniversary objectives to reach audiences.

Step 6Define current audience perceptions.

What do they currently think, feel, believe?

Step 7Define desired audiences responses.

What do you want them to think, feel, believe?

Step 8Identify existing touchpoints. What existing touchpoints

(locations) are viable opportunities for audience interaction?

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Communication Objectives:* 1 Reinforce Amgen’s heritage and history2 Paint a picture of what the future holds3 Thank staff for 25 years of great science, service, innovation, and dedication to improving people’s lives4 Re-recruit and retain staff5 Motivate staff and boost morale

Perceptions to Change:

“We’re growing so fast, but working too hard. Too many processes.”

Desired Response:

“I’m doing this for the right reasons. I feel rewarded. Amgen is all about patients and people.”

Possible Existing Touchpoints:Amgen offices, factories, building dedication, New 25th Summerfest (on-site

day of celebration), Thousand Oaks Party, D&O meeting

INTERNALCurrent & Potential Staff

* Based on numerically-coded Anniversary objectives

17171717

Communication Objectives:


3 Thank staff for 25 years of great science, service, innovation, and dedication to improving people’s lives

5 Motivate staff and boost morale


“My spouse works all the time, why?”

Desired Response: “It’s all worth while because there’s a future for us,

my spouse gets recognized, and the work is fulfilling.”

Possible Existing Touchpoints:

Events, home, New 25th Summerfest (on-site day of celebration), Thousand Oaks Party

INTERNALSpouses & Families

18181818



6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)



“I know my drug…who/what is Amgen?”

Desired Response:

“Amgen always delivers the best for me.”


Hospitals, clinics, doctors’ offices, homes

EXTERNALPatients & Caregivers

19191919



6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)



“Bio-tech or pharma? I know the drugs, not the company. They’re my patients, not Amgen’s.”

Desired Response:

“Amgen will help me deliver the best care to my patients.”


Hospitals, practice offices, tradeshows, clinics

EXTERNALHealthcare Professionals

20202020

Communication Objectives: 1 Reinforce Amgen’s heritage and history2 Paint a picture of what the future holds6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)8 Maximize opportunities for positive media coverage9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology


“They’re part of biotech but we never hear much about them. Amgen is under the radar.”

Desired Response:

“Amgen’s got a story here that needs to be told.”


Trade shows, analyst briefings, and press events

EXTERNALMedia – Top Tier

21212121


“Bloom is off the rose.”

Desired Response:

“There’s a story about Amgen’s great future.”


Trade shows, analyst briefings, press events, shareholder’s meetings

EXTERNALMedia – Business


22222222

Communication Objectives: 2 Paint a picture of what the future holds6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)8 Maximize opportunities for positive media coverage9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology


“Where’s the pipeline?”

Desired Response:

“There’s a story about Amgen’s great pipeline.”


Trade shows, analyst briefings, press events

EXTERNALMedia – Medical/Scientific Journals

23232323

Communication Objectives: 1 Reinforce Amgen’s heritage and history2 Paint a picture of what the future holds6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)7 Reach out to Amgen’s local communities (where Amgen has a presence; tangibles about what Amgen stands for) 8 Maximize opportunities for positive media coverage


“Who/What is Amgen? Are they making an impact?”

Desired Response:

“There’s a story about Amgen beyond the medicine. They really are about improving people’s lives.”


Local community events (local broadcast B-roll news)

EXTERNALMedia – Lifestyle & Community

24242424

Communication Objectives: 6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)8 Maximize opportunities for positive media coverage9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology


“They’ve got a big checkbook. And they’re bullies.”

Desired Response:

“Amgen’s collaborating with us and they really do put patients first.”


Tradeshows, corporate offices (Amgen’s and theirs)

EXTERNALIndustry – Partners

25252525

Communication Objectives: 6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology


“Amgen’s arrogant. They don’t think they need to include us.”

Desired Response:

“Amgen plays fair and brings good PR to the industry.”


Tradeshows, corporate offices

EXTERNALIndustry – Peers/Competitors

26262626

Communication Objectives: 2 Paint a picture of what the future holds9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology


“Where’s the pipeline? What’s next?”

Desired Response:

“Amgen…you ain’t seen nothin’ yet.”


Tradeshows, analyst briefings, Amgen on-site

EXTERNALIndustry – Bio Think Tanks

27272727



“Where’s the pipeline? What’s next?”

Desired Response:

“I understand when and from where future growth is coming.”


Corporate offices, Amgen on-site, analyst briefings

EXTERNALFinancial Community – Analysts

28282828

Communication Objectives: 2 Paint a picture of what the future holds6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology


“When’s Amgen’s stock price going to start growing again?”

Desired Response:

“I made a great long-term investment.”


Shareholders meetings

EXTERNALFinancial Community – Shareholders

29292929

Communication Objectives: 2 Paint a picture of what the future holds6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)7 Reach out to Amgen’s local communities (where Amgen has a presence; tangibles about what Amgen stands for)8 Maximize opportunities for positive media coverage9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology


“How can Amgen help my Voters?”

Desired Response:

“Amgen is a valued enterprise for the health of our citizens.”


Washington DC + 10 locations (cities/states)

EXTERNALGovernment Policymakers – United States

30303030

Communication Objectives: 2 Paint a picture of what the future holds6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)7 Reach out to Amgen’s local communities (where Amgen has a presence; tangibles about what Amgen stands for)8 Maximize opportunities for positive media coverage9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology


“How can Amgen help my country?”

Desired Response:

“Amgen delivers health and hope.”


Nation capitals

EXTERNALGovernment Policymakers – Europe &

Japan

31313131

Communication Objectives: 1 Reinforce Amgen’s heritage and history2 Paint a picture of what the future holds6 Enhance Amgen’s image as many of our customers/constituents are “new” (increase brand awareness)7 Reach out to Amgen’s local communities (where Amgen has a presence; tangibles about what Amgen stands for)9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology


“Who’s Amgen? I don’t know enough about them to have an opinion.”

Desired Response:

“Wow, Amgen’s an amazing company!”


Various TBD

EXTERNALPublic

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Audience (In Potential Priority) Communication Objectives Perceptions to Change Desired Response Existing TouchpointsInternal-Current/Potential Staff Reinforce Amgen's heritage and history (1)

Paint a picture of what the future holds (2)

Thank staff for 25 years of great science, service, innovation and dedication to improving people's lives (3)Re-recruit and retain staff (4)

Motivate staff and boost morale (5)

-Spouses/Families Paint a picture of what the future holds (2) My spouse works all the time… why?

Thank staff for 25 years of great science, service, innovation and dedication to improving people's lives (3)Motivate staff and boost morale (5)

Patients & Caregivers Paint a picture of what the future holds (2)

Enhance Amgen's image externally as many of our customers and constituents are "new" (increase brand awareness) (6)

Solidify Amgen's position as the leader in our industry and reinforce our contributions to the birth of biotechnology (9)

Healthcare Professionals Paint a picture of what the future holds (2)



Media-Top Tier Reinforce Amgen's heritage and history (1)



Maximize opportunities for positive media coverage (8)


-Business Reinforce Amgen's heritage and history (1)





-Medical/Scientific Journals Paint a picture of what the future holds (2)




-Lifestyle/Community Reinforce Amgen's heritage and history (1) Who/What is Amgen?



Reach out to Amgen's local communities (where Amgen has a presence; tangibles about what Amgen stands for) (7)


There's a story about Amgen beyond the medicine.

Local community events (Local broadcast b-roll news)

There's a story about Amgen's great futureBloom is off the rose. Trade shows, analyst briefings, press events, shareholder's meetings

There's a story about Amgen's great pipeline.

Where's the pipeline? Trade shows, analyst briefings, press events

Amgen will help me deliver the best care to "my" patients.

Bio-tech or pharma? I know the drugs, not the company. They're my patients, not Amgen's.


There's a story here that needs to be told.They're part of Bio-tech but we never hear much about them. Amgen is under the radar.


We're growing so fast, but working hard - too many processes.

Amgen offices, factories, Building Dedication, New 25th Summerfest (on-site day of celebration), Thousand Oaks Party

Amgen will always be there for meI know my drug… who/what is Amgen? Hospitals, clinics, doctors' offices, homes

It's all worth while because there's a future for us, my spouse gets recognized, and the work is fulfilling.


I'm doing all this for the right reasons. I feel rewarded. Amgen is all about patients and people.

Audience Alignment Overview

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Audience (In Potential Priority) Communication Objectives Perceptions to Change Desired Response Existing TouchpointsInternal-Current/Potential Staff Reinforce Amgen's heritage and history (1)


Thank staff for 25 years of great science, service, innovation and dedication to improving people's lives (3)Re-recruit and retain staff (4)

Motivate staff and boost morale (5)

-Spouses/Families Paint a picture of what the future holds (2) My spouse works all the time… why?

Thank staff for 25 years of great science, service, innovation and dedication to improving people's lives (3)Motivate staff and boost morale (5)

Patients & Caregivers Paint a picture of what the future holds (2)



Healthcare Professionals Paint a picture of what the future holds (2)



Media-Top Tier Reinforce Amgen's heritage and history (1)





-Business Reinforce Amgen's heritage and history (1)





-Medical/Scientific Journals Paint a picture of what the future holds (2)




-Lifestyle/Community Reinforce Amgen's heritage and history (1) Who/What is Amgen?





There's a story about Amgen beyond the medicine.

Local community events (Local broadcast b-roll news)

There's a story about Amgen's great futureBloom is off the rose. Trade shows, analyst briefings, press events, shareholder's meetings

There's a story about Amgen's great pipeline.

Where's the pipeline? Trade shows, analyst briefings, press events

Amgen will help me deliver the best care to "my" patients.

Bio-tech or pharma? I know the drugs, not the company. They're my patients, not Amgen's.


There's a story here that needs to be told.They're part of Bio-tech but we never hear much about them. Amgen is under the radar.


We're growing so fast, but working hard - too many processes.

Amgen offices, factories, Building Dedication, New 25th Summerfest (on-site day of celebration), Thousand Oaks Party

Amgen will always be there for meI know my drug… who/what is Amgen? Hospitals, clinics, doctors' offices, homes

It's all worth while because there's a future for us, my spouse gets recognized, and the work is fulfilling.


I'm doing all this for the right reasons. I feel rewarded. Amgen is all about patients and people.

Industry-Partners Enhance Amgen's image externally as many of our customers and constituents are "new"

(increase brand awareness) (6)



-Peers Enhance Amgen's image externally as many of our customers and constituents are "new" (increase brand awareness) (6)

Bully, arrogant, non-inclusive


-Bio Think Tanks Paint a picture of what the future holds (2) Where's the pipeline? What's next? Amgen …you ain't seen nothing yet.


Financial Community-Analysts Reinforce Amgen's heritage and history (1) Where's the pipeline? What's next?





-Shareholders Paint a picture of what the future holds (2) An investment I made a great long-term investment Shareholders meetings



Government/Policy Holders-U.S. Paint a picture of what the future holds (2) How can Amgen help my constituents?





-Europe Paint a picture of what the future holds (2) How can Amgen help my country? Amgen delivers health and hope Nation capitols





-Japan Paint a picture of what the future holds (2) How can Amgen help my country? Amgen delivers health and hope Nation capitols





Public Reinforce Amgen's heritage and history (1) “We’re indifferent and generally unaware of Amgen.” Various/TBD





Amgen is a valued enterprise for the health of our citizens Washington DC + 10 locations (cities/states)

Wow, Amgen's an amazing company!

Amgen plays fair and brings good PR to the industry Tradeshows, corporate offices

Tradeshows, analyst briefings, Amgen on-site

I understand when and from where future growth is coming. Corporate offices, Amgen on-site, analyst briefings

Amgen is collaborative and puts patients first.Big checkbook, bully, arrogant, non-inclusive. Tradeshows, corporate offices (Amgen's and theirs)

Audience Alignment Overview (cont.)

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Step 9

Identify communication channels. How can we reach these audiences?

3535

Consumer Advertising

Consumer Promotions

Media Events

Sponsorship & Event Marketing

Public Relations

Trade/Industry Communications

Community Outreach

Inside-Out Branding

Amgen Amgen AudiencesAudiences

Communication Channels

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Step 10

Identify media opportunities within the channels

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Mobile Marketing

Sales Meetings (National, Regional, Local)

Shareholders’ Meeting

Directors and Officers Meeting

Coffee Table Book

Video/Film

Industry Trade Shows

Exhibits (On-Campus)

Web/E-Mail

Print

Internal “World Day”

Kits for Campuses & Satellite Locations

Webcasts

Annual Report

Advertising• Public (Business to Consumer)• Industry (Business to Business)

PR• Business to Business• Business to Consumer• Business to Government

Artifact Museum

Kiosks

Orientation (Staff)

Visitor Centers

Philanthropy and Foundations

Community/Outreach

Branding/Logo (for 25th Anniversary)

Direct Mail

Time Capsules

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Step 11Create and execute program to leverage

25th Anniversary initiatives

Step 12Measure and report results

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Upon agreement with the audience alignment, Jack Morton will develop its recommendation to achieve your objectives, including:

• Communication Strategy• High level concepts • Key messaging• Media plan

Develop execution calendarDevelop budget parametersDevelop measurement plan

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The following criteria, with your confirmation, will inform our concepts for appropriate selection of media for both reach and frequency to achieve the objectives:

• Science• Innovation• People

Pharmaceuticals Presentation

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