This document discusses strategies for building and maintaining reputation among key stakeholders for life sciences and healthcare companies. It emphasizes the importance of stakeholder relations and transparency. For the life sciences sector, it outlines challenges around meeting growing global food demand and the need for sustainable agriculture. Effective media relations and communicating the role of innovation are highlighted. For healthcare, reputational drivers include quality, safety, transparency and social responsibility. Close engagement with key stakeholders like physicians, patients, payors and regulators is advised. Case studies of corporate social responsibility programs related to the UN Millennium Development Goals are also provided.

1. Building reputation to secure future
success for life sciences: Key aspects for
successful stakeholder relations
Dr. Hermann-Josef Baaken

2. The global challenges
Since we started the conference, we are 6,777 people
more.
In 2050 we expect more than 9,000,000,000 people on
the earth.
Conference Reputation Management – Prague 2013 – # 2
http://www.youtube.com/watch?v=kvRyO9vldx0&list=PL84A454F7C122B376&index=20

3. The UN Millenium Goals 2015
 Gap Task Force
 What happens beyond 2015 ?
Conference Reputation Management – Prague 2013 – # 3

4. Life Sciences are more than pharma
Life sciences are innovation-driven and complex
Conference Reputation Management – Prague 2013 – # 4
http://www.youtube.com/watch?v=wvy2X-KY0uY&list=PL84A454F7C122B376

5. But Life Science Reputation is critical
Conference Reputation Management – Prague 2013 – # 5
http://www.youtube.com/watch?v=Hy5fsnhRcuQ

6. Power of public opinion
“It takes 20 years to build a
reputation and five minutes to
ruin it. If you think about that,
you'll do things differently.”
Warren Buffet
Conference Reputation Management – Prague 2013 – # 6

7. It is not an easy way for decision-makers
Receptor Transmitter
Facts
Correct
Abstract
Complex
Emotions
Comprehensive
Personal
Simple
 Media and public perceptions have high impact on stakeholders who decide about
medications / marketing authorization.
Conference Reputation Management – Prague 2013 – # 7

8. Focus crop sciences:
Challenges – stakeholder – strategy – communication
Conference Reputation Management – Prague 2013 – # 8

9. Challenges: Food – Fuel – Biodiversity
World population growth
Wealth increase
Rising demand for
bio-feedstocks
 Renewable energy and
biofuels
 Growth in biomaterials
(“white biotech”)
 Increase in caloric
intake per capita
 Rise in meat
consumption and
need for feed
 Rise in food
demand
 Less farmland per
capita
 Increasing
acceptance of
biotech 9.4
Demand
2030
Required agricultural
output growth
Billion tons
Production
2007
7.0
+40% Productivity barriers
 Rise in yield losses
through adverse
weather conditions
 Disease/insect
migration
 Water scarcity
Conference Reputation Management – Prague 2013 – # 9

10. Key topic: Innovation Drivers
To increase tolerance of plants to climatic variability
 Develop new varieties using state-of-the-art technologies
 Improve plant health and nutrient uptake
Safeguard and increase yields from constant land area
 Better resource management (targeted use of crop
protection, irrigation technology, fertilizers and resistance
management)
 Increase yields through innovative technologies
(modern seeds, plant biotechnology / GMO)
Expand agricultural production in marginal areas
 New crops with greater tolerance of drought and extreme
temperatures
Climate change
Limited arable
land coupled
with rising demand
Research and innovation are the key to mastering the challenges of agriculture
Conference Reputation Management – Prague 2013 – # 10

11. Key topic: Sustainable Agriculture
Sustainability
Environment
SocietyEconomy
Sustainable Agriculture is the only way to meet the challenges of the future
There is a consensus between industry, governmental organisations and society:
Conference Reputation Management – Prague 2013 – # 11
“Sustainable agriculture is the efficient
production of safe, high quality agricultural
products, in a way that protects and improves
the natural environment, the social and
economic conditions of farmers, their employees
and local communities, and safeguards the
health and welfare of all farmed species.”
Source: Sustainable Agriculture Initiative (www.saiplatform.org)

12. The Global Food Crisis is Not Over
“I urge International Fund of Agriculture,
FAO and WFP to work together to create
a global productivity target for small
farmers – and a system of public
scorecards to measure how countries,
food agencies, and donors are
contributing toward the overall goal of
reducing poverty.”
Bill Gates (2012)
Conference Reputation Management – Prague 2013 – # 12
.
Bill and Melinda Gates
https://www.facebook.com/photo.php?v=10151451477371784&set=vb.40113361783&type=2&theater

13. Pesticides and GMO: A Dilemma
 Coexistence of diverse forms of agriculture is vital, whereby the use of pesticides, plant
biotechnology and modern breeding methods are important elements for safeguarding.
 Studies confirm the safety of pesticides and genetically modified food for human health.
 Safety of the environment, consumers and farmers is the top priority in all activities.
 Europe has one of the most extensive and stringent systems in the world for evaluating and
authorizing genetically modified products.
 Authorization is scientific based but stakeholders ‘ influence is based on non-scientific aspects
and public opinion
Need for intensive stakeholder relations – Participation and transparency is the key
Conference Reputation Management – Prague 2013 – # 13
(Safety & Advantages) (felt risk and not recognised advantages)
Scientific &
economic facts
Public opinion based on
perception & emotions
http://www.youtube.com/watch?v=dsxFZ0rUCoM

14. Stakeholder Model Agriculture
Life
Science
Company
Distributors
seed companies
Retailers
Advisers
Farmer
Trader
Food
Processor
Food
Retailer
Consumer
Stakeholder (e.g. Politicians, NGOs, GOs) / Media
 Stakeholder mapping: From stable to table – from farm to fork
Conference Reputation Management – Prague 2013 – # 14

15. Target group: Media Relations
 Intensify existing media relations approaches and
strengthen dialogue with journalists
 Position the company as an innovation leader and create
reputation for the company strategy
 Generate additional media coverage to drive the public
discussion
Can Media Relations improve reputation?
 Knowledge about agriculture (seeds, fertilizer, crop
protection, meet production, etc.) is limited
 Complex business, difficult to communicate
 Public awareness of companies in agriculture compared
with competitors could be improved (hidden players).
 Media: important transmitter in the very special
agriculture sector (b2b) for stakeholder
How can messages be delivered?
Conference Reputation Management – Prague 2013 – # 15

16. Target group: Media Relations
Core topics:
 Agriculture: how is farmer‘s daily work
 New technologies (innovation, plant biotechnology)
 World Food Supply („Second Green Revolution“)
Actions:
 Story-telling / Day-of-Live-Stories of researchers
 Hotline „Expert from the field“: supporting complex topics which
are communicated via press release
 Invite journalists to media workshops with defined topics
 Prepare and offer ready-to-use backgrounders, video footage and
emotional pictures
 Build Communications networks with foodchain partners
 Social Media positioning (Twitter, Facebook, FlickR, Youtube)
 Implement internal editorial board to better align existing tools
Conference Reputation Management – Prague 2013 – # 16
http://www.youtube.com/v/KpUR2mS19MM?fs=1&hl=de_DE

17. Innovation Communication
Developing a comprehensive and convincing line of argumentation vis-a-vis the so-called
„World Food Crisis“: rising global demand for agricultural commodities can only be met by
increasing investment into innovation
Objectives:
 Achieving thought leadership in the media with CEO Interviews & bylined articles, media
briefings, press releases, input for key editorials, material beyond the news
 Partnering with academia and key opinion leaders, i.e. positioning on conferences
 Positioning of Bayer CropScience proprietary technology in the public
 Supporting communications activities: print, online and internal communication
 Presenting the ag companies as part of the solution to feed the hungry planet
Source: Bayer CropScience AG
Conference Reputation Management – Prague 2013 – # 17
Bayer’s strategic approach to strengthen stakeholder dialogue through business relevant topic

18. Bayer CropScience: Sustainability strategy
Source: Bayer CropScience / * Integrated Crop Management
Ecology
 Conserving biodiversity through technologies for increased output
 Using innovative technologies for adaptation to climate change
 Promoting Good Agricultural Practices, sustainable land management
 Agro-ecosystems’ health through knowledge transfer about ICP*
Example: Bayer Tabela Direct Seed Rice Project in Indonesia
Conference Reputation Management – Prague 2013 – # 18
Society
 Striving to ensure quality and healthy food in sufficient quantities
 Improving farmers’ livelihood and driving rural development
 Transferring knowledge by providing farmer trainings
 Enhancing living conditions through Public Private Partnerships
Example: Childcare Program in India
Economy
 Securing harvests, reducing losses
 Increasing agricultural efficiency and productivity
 Optimizing natural resource use
 Creating win-win solutions
Example: > 200 Food chain partnership projects

19. CSR: Examples in agriculture
 Bayer‘s Baylab for students: Discover science.
Be researcher for a day. Not only for schools
but for all stakeholder.
 As part of Bayer’s Child Care Program in
India, the Naandi Foundation has set up
Creative Learning Centers. Children who
previously worked in agriculture or other
sectors are prepared for reintegration into
the Indian school education system. In
addition, Bayer has opened a Vocational
Training Center, where former child laborers
can attend one-year training courses to
prepare them for more highly qualified
employment in agriculture.
Conference Reputation Management – Prague 2013 – # 19
http://www.cropscience.bayer.com/en/Commitment/Rural-development.aspx
http://www.cropscience.bayer.com/en/Commitment/Agricultural-education.aspx

20. Focus health care:
Current reputation – challenges – stakeholder –
strategy – communication
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21. Pharma: “Big Business”, but trust …
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Source: Edelman Trustbarometer 2013Source: VFA Statistics, 2013
Health care market (global)
Bn. US-Dollar
Per region
77
69
66
65
62
62
59
58
53
50
0 20 40 60 80 100
Technology
Automotive
Food and beverage
Consumer packaged goods
Telecommunications
Brewing and spirits
Pharmaceuticals
Energy
Media
Financial services / Banks
Trust (global)

22. Reputation Attributes and Drivers
Product Quality
Product Transparency
Safety
Pharmacovigilance
Research Transparency
Supply Integrity
Fair Pricing
Value
Comparative Effectiveness
Price / Value
Quality & Safety
Economic Impact &
Government Partnership
Financial Strength
Employee Investment
Job Creation
Government Partnership
Innovation
Bold Advancements
Research Efficiency
Sustainable Innovation
Public Health Leadership
Prevention
Disease Awareness
Drug Adherence
Global Health
Responsible Marketing
Product Education
Provider Partnerships
Provider Outreach
Compliance
Transparency
Environmental Responsibility
Executive Engagement
Ethical Business Practices
Conference Reputation Management – Prague 2013 – # 22

23. Why is Reputation so important?
 Need for differentiation from competitors
 Leverage momentum of product launch to position early as
an innovative company and reliable partner in a special field
of therapy
 Being recognized as a credible and preferred business
partner in a changing and competitive health environment
Conclusion:
 Use a restricted number of touch points and opportunities
to communicate with relevant key stakeholders
 Establish and mobilize Key Opinion Leaders, third parties
and patient advocacy groups to cascade the products’
awareness and support
 Change from scientific to emotional driven communication
Conference Reputation Management – Prague 2013 – # 23
http://www.youtube.com/watch?v=eJCiZ7J4Al4

24. Attractiveness of
employer
The Reputation-Trust-Behaviour Model
Source: pharma marketing, M. Renner, 4/2012, p. 18-21
Quality of Products
and Services
Ethical Behaviour
Research and
Innovation
Transparency
Stakeholders´
behavioural
intentions
Stakeholder Trust
Quality of Marketing
and Sales
Quality of
Management
Social Responsibility
Success of business
Conference Reputation Management – Prague 2013 – # 24
COMPANY... is competent
COMPANY... is reliable
COMPANY... is credible
COMPANY... always acts in an open
and honest way
COMPANY... demonstrates high
customer focus
Take medicines/products made by
COMPANY... myself in the case of
illness
Recommend my family/friends to take
the medicines/products made by
COMPANY... in the case of illness
Recommend to my colleagues the
prescription of medicines/products
from COMPANY... in the case of illness
Prescribe medicines/products from
COMPANY... in the case of illness

25. Key Stakeholder
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Influencer
• Payors
• Regulatory bodies
• Politicians
• Science organisations
• societies, e.g. European
Society of Cardiologists
• NGOs
Customers and inciter
• Key Opinion Leaders (e.g.
specialized scientists)
• Physicians in their special
field (office), e.g.
cardiologists
• Physicians in their field
(hospital), e.g.
Cardiologists
• Clinics
• Primary care clinicians
• Nurses
• Pharmacists
• Patient groups
• Single patients
Media
• Business media
• Core medical
media
• Key journals for
special therapeutic
areas
• Primary and secon-
dary care media
• Nursing media
• Pharmacy media
• Consumer media
• Social media
Life Science Company

26. Targeted stakeholder communication
Patients, Doctors
Quality of Products
and Services
Ethical Behaviour Research and
Innovation
Governmental Bodies, Politicians
TransparencySocial Responsibility
Quality of Products
and Services
Conference Reputation Management – Prague 2013 – # 26
Payors
?
Quality of Products
and Services
?

27. Communication Tools
What? How?
Corporate Messaging Credible and meaningful storylines, presentations,
speeches („One voice“) internal and external
Employer Branding Communicate existing talent programs, enter ranking lists,
position stories („best“ employers)
Media Relations Press briefings, press releases, monitoring
Issue and Crisis Management Monitor health topics and support business, develop Q&A
material, train relevant managers
Public and Governmental Affairs Network with political influencers in closed cooperation
with Market Access team, representing the company in
associations’ committees
Corporate Social Responsibility Identify existing and create new projects, coordinate
communication based on global strategy
Corporate Publishing and
Branding
External publications and Internet; execute Branding and
ensure consistency with Corporate PR

28. Further ideas for tools and touch points
Patients’
needs
Creative
process Research
Develop-
ment Production
Marketing
& Sales
Acceptance
in general
population
Story-telling for new medicines: making patients the heroes and stars
 Doctor’s
Innovation Club
 Think Tank
 „White Book“
about the future
of health
 Add-on mini
brochure on
innovation
 Reporting on success in
emerging countries
 Roundtable with
stakeholders
 workshops
Traditional focus
of innovation
 Fully integrated new a.i.
Comm. and communications
about therapeutic fields
 Innovation events
 “Lecture on Innovation”
 Visits behind the scene

29. Social Media – from now on …
Conference Reputation Management – Prague 2013 – # 29

30. Global Pharma Issues toward 2020
Conference Reputation Management – Prague 2013 – # 30
Financial crisis: Pricing / skrinking margins
Re-evaluation national healthcare systems
Patents: Generics vs. innovative medicine
Managing regulatory compliance
Need for intensive stakeholder relations – Participation and transparency is the key

31. Product’s Life-Cycle: potential issues
Launch Maturity DeclineGrowthPre-Launch
First country
registration
Global
Market Launch
Announcement of
Peak Sales Target
New indications /
applications
2 3
4
5
Product hits
peak sales
7
3rd Party
Licensing Deals
10
11
Generic Defense
Divestment
12
Emergency
registrations
6
Sales
Development
/ Phase III
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1
Safety /
Compliance
8
Product Issue /
Crisis?
9

32. CSR: Examples closed to MDGs
 Acces to medicine: Daiichi Sankyo in
cooperation with PLAN-International
(NGO) examined the situations of specific
countries in Africa to identify those where
progress on the MDGs was lagging and
decided to focus its efforts on Cameroon
and Tanzania.
 Family Planning: The Jadelle Access
Program, developed and supported
through a partnership between Bayer
HealthCare AG, Bill & Melinda Gates
Foundation and other NGOs in developing
countries with contraceptive access
 Education: Novartis International
Biotechnology Leadership Camp for top
university students
Conference Reputation Management – Prague 2013 – # 32
http://www.bayer.com/en/family-planning.aspx

33. High Reputation is the
licence to operate
Conference Reputation Management – Prague 2013 – # 33

34.  http://www.grassrooter-online.de
 http://www.facebook.com/grassrooter
 http://www.twitter.com/juppi007