This document outlines the integrated strategic communication services provided by JP│KOM, a German communications firm. It details JP│KOM's healthcare competencies and portfolio, which includes product communication, market access/public affairs, corporate communication, Pharma 2.0, integrated campaigning, and crisis communication. Case studies are provided for several of JP│KOM's projects in these areas. The document aims to position JP│KOM as a full-service healthcare communications partner.

1. Integrated strategic communication
as a one-stop solution
Healthcare competencies and portfolio
Hörner, Frankfurt am Main, February 2016

2. 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.
2
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

3. 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
3

4. 4
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
*
*
*
*
*
* 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
*
Specialized press and
public press work
Radio press
Social media
2012-2014
*
Specialized press work
Medical publishing
2010-2012
*
Launch communication
Staff communication
Conception and realization of
events
2009-2010
Specialized press work
Congressional activities
Round-tables
2012-2014
* *
*
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
*

5. 5
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

6. 6
JP│KOM Healthcare
Our competencies: Market access and public affairs
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

7. Market access/Public affairs – case study
Pfizer: „Integrated Care“ in the clinic market
7
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

8. 8
JP│KOM Healthcare
Our competencies: Product communication
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

9. 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
9

10. Implementation: Topic-related connecting of target groups and
media
Product communication/Disease awareness – case study
10
Platform for
professional
circles
Disease
awareness
site
General
press
Blogs &
forums
Corp. social
media
Specialized
press
Professional
societies &
forums
External Media
Internal MediaCorp.
website
Issue

11. 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
Product communication/Disease awareness – case study
Implementation: Interacting with target groups
11

12.  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
Product communication/Disease awareness – case study
Outcome: Campaign ensured long lasting attention
12

13. 13
JP│KOM Healthcare
Our competencies: Pharma 2.0
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

14. Communication 2.0 – various cases
Websites, social media and interactive newsletters
14
Interactive PDF magazinesInternet/intranet Web 2.0
Apps and responsive design

15. Communication 2.0 – various cases
Interactive publishing formats
15
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

16. 16
JP│KOM Healthcare
Our competencies: Crisis communication
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

17. Crisis communication – case study
MedTec company
17
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

18. 18
JP│KOM Healthcare
Our competencies: Corporate communication
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

19. Corporate communication – case study
Takeda: Strategic repositioning
19
Targets
 Strategic repositioning of Takeda Germany due to
acquisition of Nycomed
Strategy
Integrated in- and external communication
 Change communication
 Repositioning of the company
 Corporate communication
 Supporting political communication, market access &
experts communication
Implementation (selection)
 Management conference and focus groups
 Development of a storyline
 Corporate publishing
 Press work

20. Corporate communication – case study
Takeda: Strategic repositioning
20
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“)

21. Corporate communication – case study
Outcome: Established press contacts lead to a high publishing rate
Takeda: Strategic repositioning
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
21

22. 22
JP│KOM Healthcare
Our competencies: Integrated campaigning
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

23. 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
23

24. 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
24

25. Integrated campaigns – case study 2
Heraeus Kulzer: Corporate communication and
specialized press work
25
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
 Product communication
 Marketing communication
 Internal sales communication
 Commerce communication

26. Integrated campaigns – case study 2
Heraeus Kulzer: Corporate publishing
26
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.

27. Integrated campaigns – case 2
Heraeus Kulzer: Specialized press
27
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).

28. Collaboration with JP│KOM

29. 29
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: stephanie.hoerner@jp-kom.de
JP│KOM Healthcare Team
Your Contact
29

30. 30
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
JP│KOM Healthcare Team
Your Contact
30
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

31. 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
 Contact
phone: +49 211 687835-12
e-mail: joerg.pfannenberg@jp-kom.de
JP│KOM Healthcare Team
Your Contact
31
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
 Contact
phone: +49 211 687835-44
e-mail: manuel.wecker@jp-kom.de

32. We are looking forward to our
collaboration!
Stephanie Hörner and the whole JP│KOM Team
www.jp-kom.de