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Integrated strategic communication as a one-stop solution

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Competencies and portfolio in Healthcare Communications by JP│ KOM

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Integrated strategic communication as a one-stop solution

  1. 1. Integrated strategic communication as a one-stop solution Healthcare competencies and portfolio Hörner, Frankfurt am Main, February 2016
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 28. Collaboration with JP│KOM
  29. 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. 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. 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. 32. We are looking forward to our collaboration! Stephanie Hörner and the whole JP│KOM Team www.jp-kom.de

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