New branding for All Global, with design elements from Rose.

1. 1
All Global
Using brand
essence to inform
content marketing

2. 2
Key AG differentiators
Primary (relevant for all clients and stakeholders)
Boldly go where no data company has gone before! Early adopters
Focus on partnership with client to deliver success
Depth and span of data gained through strong global, local and national
stakeholder relationships
Secondary (relevant for most prospects/clients)
Strength in therapy areas and geographies
Ability to combine qual and quant
Tertiary (relevant only if offering matches client function)
For example, “we do online research, we have panels in Russia ”

3. 3
Brand Essence Framework

4. 4
BENEFITS
• Ease – I can relax safe
in the knowledge that AG
will always meet -and
often surpass – my
expectations
•Responsive/dedicated -
I can rely on AG to deliver
on time and work with me
like a true partner
•Experienced –AG is
seriously well connected
and always knows the
best way
•Comprehensive – I can
choose from a full range
of methodologies to meet
my needs
VALUES
• Integrity
• Caring
• Quality
• Bold
• Clarity
PERSONALITY
•Open
•Confident
•Sharp
•Driven
•Curious
ATTRIBUTES
• Trustworthy- we deliver
what clients want, when they
want it
•Experts – longest standing
relationships, strong in all
methodologies
•Considered- we don’t always
choose the obvious route but
we always choose the best
one
•Leaders – we provide
flexible, clear and innovative
direction that helps clients
succeed
•Well connected – deep
global/local stakeholder
relationships , including niche
groups
Defining brand essence
Captures the spirit of the brand. Informs positioning and mission. Is not a strapline!

5. 5
Brand Essence
“Considered Clarity”

6. 6
Positioning headline (external focus)
“We know; we are All Global”

7. 7
Positioning statement
Who we are:
International healthcare data specialists
What we do (brand promise)
We gather the best quality healthcare data.
How we do it (differentiation)
By using the right channels to speak to the right people. We have cultivated relationships for well
over a decade to gain unsurpassed global, regional, national and niche stakeholder access. The
trust and rapport that we have built with our stakeholders - be they payers, HCPs, KOLs or patients
– results in better response rates and stronger data for you.
We know the right channels to use to gain clear and considered insight that can be delivered to you
quickly and easily. We work in partnership with you, combining qual and quant, online and traditional
routes – whatever it takes to deliver bold and insightful solutions that will differentiate you. We are
not afraid to take on difficult projects or to introduce new technologies or techniques before they are
mainstream if we feel that will give you a competitive advantage.
We care as much about your business as you do and we are committed to helping you deliver better
health.

8. 8
Internal (mission) statement
We are international healthcare data specialists with a difference. Our motto is “considered clarity”
because that what we always aim to deliver to our clients and that’s where our difference lies.
“Considered” because we really care about delivering high quality results. Our approach to projects can
be bold and in some instances ground-breaking – for example, using online research techniques long
before any other company in our space. Whatever the approach, they will always deliver considered,
strong and differentiating results for our clients. That’s why we have one of the strongest loyalty rates in
the industry.
“Clarity” because our strong global, regional and national stakeholder relationships mean that we can
gather a depth and quality of data that helps clients solve the most complex of issues. Whether the
client wants to do a workshop with payers from round the globe, build an online community of
stakeholders in specific therapy areas or reach a niche group, we will give them unsurpassed access
that will in turn give them unsurpassed clarity.

9. 9
Messaging pillars
We know, we are
All Global
Specific areas of
expertise – bold
when singular or
combined
The right
channels, the
right people
Global, regional,
national and
niche
People, quality
processes
Focus on unusual
facts , approaches
and outcomes,
(only 10% of
doctors felt
supported and
informed at time of
Avandia withdrawal,
Also on using online
years before
anyone else, being
able to pull in
payers from round
the globe because
our relationships –
things it does better
and did first .
Focus on how AG
uses its considered
clarity to make the
difference
Show strength in
therapy areas and
adoption of new
techniques and
technologies., e.g.
MROC, social
listening but that it
is when various
techniques are
combined, e.g.
KOL/stakeholder
panels and social
listening and
bulletin boards -
that the difference is
made Emphasize
bold approach
Focus on the great
synergy that
happens when AG
works its magic for
clients and delivers
that “considered
clarity”
Focus on strong
stakeholder
relationships where
your competitors
have a flimsy reach,
e.g. EU payers
Focus on AG
people and
personality, on how
AG team got a
client through or
past
a hurdle to a
successful
outcome, how these
use industry
recognised
processes in a
ground breaking
way to deliver high
end dresults
Focus on global
aspect of people

10. 10
From messages to content
We know, we are
All Global
Specific areas of
expertise – bold
when singular or
combined
The right
channels, the
right people
Global, regional,
national and
niche
People/quality/
process
One ‘Why All Global
piece’ and
supporting content
to demonstrate that
you got their first,
e.g. First use of
video diaries, found
out that amazing
fact first or took an
otherwise bold but
considered and
clear apporoach.
e.g. data
visualization of
complex stats,
testimonials,
video/interactive
fact piece, facts for
event panels
Descriptions via
case studies of
what All Global
does that is different
in Payer, MROC,
social listening,
stakeholder panels .
1 “hero” piece for
each standout area
of expertise. This
could be a case
study, an interactive
map, an app.
Payer book rethink
Stakeholder
material as well as
payer?
snapshot
interactive piece
Up to six pieces –
to show how you
have used the right
channels and the
right people to get a
great result. One of
these to be an HR
piece , over-
lapping with
people/processes
Two Google map-
based pieces
(easier to update
than Flash) – one
for contacts and
one for showing off
panel breadth and
depth
1 local case study
that shows how
unrivalled
stakeholder access
and a bold
approach
led to client
success
1 global case
study that
demonstrates
competitive
advantage
due to reach, e.g.
payers from round
the world attend
workshop
Two to three people
blogging on new
technologies used
in research,
interspersed with
comments on work
being done(if fits
this messaging
strata)
Five to six short
client/HCP
testimonials
2-3 process charts
or interactive
diagrams. Quality to
be an implicit rather
a forced message,
possibly
represented by a
diagram on each
key piece

11. 11
Essence as content –moodboards

12. 12
Essence as content –moodboards

13. 13
Essence as content –logo

14. 14
Essence as content – colours

15. 15
Essence as content – fonts

16. 16
Essence as content – biz cards

17. 17
Essence as content – website

18. 18
Essence as content – exhib panels

19. 19
Essence as content – exhib panels

20. 20
Essence as content – exhib panels

21. 21
Essence as content – book

22. 22
Essence as content – book

23. 23
Essence as content – enewsletter

24. 24
Essence as content – PPT

25. 25
Essence as content – PPT

26. 26
Essence as content – PTT

27. 27
Essence as content – PPT

28. 28
Essence as content – PPT

29. 29
Essence as content – PPT

30. 30
Essence as content – PPT

31. 31
Essence as content – PPT

32. 32
Essence as content – gifts

33. 33
Essence as content – gifts

34. 34
Appendixes - case study format & personae
What was the client need, challenge or issue?
How did All Global use the right channels and get the right people together to help XYZ get
real clarity on their vision?
What was interesting or different about our findings? How did we deliver the Eureka moment
that would help our clients contribute to better patient health? Please give facts and figures
If you know or can find out, can you say what difference this piece of advice made?
How does this case study prove All Global’s values/illustrate the brand personality?
What did the client have to say about your work ? as above but ideally in the clients’ words
Which assets do you have to accompany this case study that should live alongside it in the
content ‘pool’?

35. 35
Pain met not service delivered
(case study)
Tapping in early to the disinhibition effect of social media
All Global identified early on that the immediacy and intimacy that social media delivers is a gift to researchers. Web cam/
video diaries, doctor blogs and online community research were all techniques that All Global was starting to use over three
years ago when the phrase MROC was not an everyday one in pharma.
· Challenge
· IPSOS had a leading pharma client that really wanted to improve their relationship with HCPs by providing new products and
services that really met patient needs – both in terms of products and education around those products.
· The ”we know; we are All Global” moment
· Online techniques were not being used in the pharma industry but we felt this channel would deliver the immediate and
unbiased opinions at the HCPs’ convenience . Because we have a strong and trust-based relationship with our stakeholders ,
we always get the best data from them but this just made the process so much ,more personal. The respondents were also
quite excited by this different approach The project involved:
· 60 web cam diaries with GPs, specialists, nurses, pharmacists, billing managers and practice managers in large and smaller,
independent practices in four location. Consultations/day to day activities were conducted with their web cam and a summary
recorded at the end of each day over four days. This was followed up with 60 telephone interviews recorded on web cam and
open for the client to listen to. We also secured releases for all footage
· We segmented the respondent results by city and patient population size, career stage of the HCP and whether they worked in
a salaried or profit share capacity, and also gender
· The resulting footage was reviewed then uploaded to a secure, Facebook style site that we created and IPSOS/their client.
was able to access this as an ongoing resource after the project finished.
· The right channels, the right people, the right result
· The champagne corks were popping ! IPSOS were thrilled with the fact that All Global had taken a totally different approach
that paid off so well for them

36. 36 36
About me
Age | 47
Socio-tech profile | Collector
Size/location of company| Large research company, New York, USA
(HQ)
My role
I serve the primary and secondary market research needs of healthcare
and pharmaceutical clients internationally. I come from client side where I
directed directed activities including the pre-launch primary and
secondary market research in gastroenterology, cardiovascular, pediatric
vaccines, infectious disease and women's health, oncology and
ophthalmology franchises categories. My team designs and manages
both qualitative and quantitative studies at every phase of the product
lifecycle including communication research, segmentation, conjoint,
pricing, new product development, therapeutic market assessment,
product awareness and usage, and payer/managed care.
Although I am getting on a bit , I have got myself up to speed on social
media . We handle broad consumer research for many sectors so there is
no getting away from it! MROCs and KOL driven services are playing
catch up with the “bread and butter services, e.g. full service fieldwork.
We are doing a lot of work in the emerging markets and using mobile
research there.
Where I find information to do my job
I use association sites - ESOMAR, EphMRA, BHBIA, MRA, AMA - and I
am on LinkedIn. I like to get enewsletters and have downloaded some
apps onto my Smartphone but don’t tend to use it at work. I still do a lot of
face to face meetings and read hard copy journals and magazines as
well as blogs and receiving RSS feeds,.
PERSONA 1 – AGENCY CLIENT
“I spend much of day in meetings and conference calls, following up meetings, checking that
RFIs have been done, dealing with client issues, writing proposals. I don’t have time to check
up on ”
Media sites visited/publications consulted on a regular basis include
Wall Street Journal and CNN are the most popular with the Economist
not far behind. Pharma Live the blog FiercePharma, Pharma Executive,
Medical Marketing and Media, and Pharma Voice. Then it’s Research,
Pharma Times, Pharma Marketing and Scrip for Europe in general,
Research & results. Horizont and Plannung &Analyse for
Germany/Switzerland, Journal of Health for Spain.
In terms of data formats , respondent-level numeric data is my
preference and delivery of data via dashboards is interesting to about
one fifth over all geographies.
Who do I buy research/data services from and why?
Opinion Health and Ronin are both good, as are Adkins Health, USamp,
Healthcare Landscape, Olsen Research, Reckner and Schlesinger and
Curth . I’ve heard that Synovate isn’t very good.
What keeps me awake at night?
The most pressing issues for clients are also pressing for me–
regulatory concerns in Europe, for example, or breaking into the BRIC
emerging, understanding reimbursement opportunities/ market access
and how to engage stakeholders Juggling an increased workload on
fewer budgets and fronting suppliers like All Global to the end-client is
always a worry
James McIntyre, Global Head of Market Research

37. 37
Scenarios/tasks
Global Insights Director – existing client needs
to be kept loyal and engaged
Task What does James want to do online Functionality
suggested
Run an
MROC for
a client
Wants to see some evidence that All Global has done these before
Video diary case
studies on site
Find out
the range
of All
Global’s
services
Do
edetailing
via All
Global
Can’t find any information on the site
SEO, search, all
services on site
Looks for capability presentation on the site – can’t find anything
immediately
Search; navigation
improvement
all content
searchable.

38. 38 38
About me
Age | 40
Socio-tech profile | Joiner/ Collector
Size/location of company| Large pharma, New York, USA (HQ)
My role
I lead the team that provides strategic global market research support for
consumer, physician and payor marketing campaigns Therapy areas include
rheumatology , cardiology, neurology , diabetes and infectious diseases/HIV. I
carry out ad hoc research, omnibus studies, segmentation, detailing, look at
doctor and patient education, refer to KOL studies and do quick turnaround
studies. I mainly talk to GPs but also do many studies with surgeons, nurses
and KOLs. Corporate Social Responsibility is on my radar too. We are “dipping
our toe” into online research – MROCs (need legal discaimers), video diaries,
Skype conferencing, buzz monitoring , bulletin boards.
Where I find information to do my job
I have to get through an overwhelming amount of information every day, so I only
have time to skim paper journals. I subscribe to Pharmaceutical Executive,
MedAd News, MediaPost. I follow blogs by Ray Poynter, Nigel Hollis and Third
Tuesday. I follow/have set RSS feeds for Pharmalive, PharmaVoice ,
Pharmafocus, Medical Marketing & Media, Pharmaceutical Executive , Daily
Research News , Marketing News, Healthcare Marketer’s Exchange, Ad Age
and Fierce Pharma. I like the Wall Street Journal , CNN Health , NY Times and
Economist sites for health related issues . I used to work at J&J and they had a
great internal service monitoring Pink Sheet s, medical journals and the like for
important events relevant to each therapeutic area and competitors – I miss that
now. I find Wikipedia and Medscape very useful for medical information.
We have just started going to events - EPHMRA, PBIRG, PMRG (I am a member
of all of these as well as MREB, APhA, AMCP, HBA), eyeforpharma events,
therapeutic area conferences from AAAI, ADA, EASD and marketing /social
media focused conferences from the Advertising Research Association,
Advertising Research Foundation and IIR.
PERSONA 2 – CLIENT OF CLIENT
“I run a global team working on multiple research projects for different stakeholders. Getting
good data is key. I am often running 20 or more projects concurrently with multiple suppliers
around the world so the process needs to be stress free.”
I am part of the Healthcare Businesswomen’s Association and attend their
events. I have to make time for webinars and online forums to keep up issues.
like it that I can control when I join online events and if I can remain anonymous.
Podcasts are good because I can listen to them anywhere. I am a member of
LinkedIn but annoyed at the number of irrelevant invitations that I get. I use
Facebook for family stuff but not at work.
Who do I buy research/data services from and why?
I like Quirks Market Research Review ( http://www.quirks.com/) and use it to
select relevant research companies as well as for its though leadership. It has a
great dashboard feature. I like being able to pick and choose what I look at so
dashboards really work for me. We subscribe to Decision Resources
publications for specific disease information and buy Datamonitor, Forrester,
Manhattan Research, Marketing Research Executive Board reports for
benchmarking. I know of All Global through my work with Kantar Health,
Millward Brown, IPSOS and Synovate, and I have used them directly on
projects where I just need data. I don’t feel I have a relationship with them ; they
seem quite infexible and process driven. I like Futures Group website and
services http://futuresgroup.com/ – they align their offerings to needs. They also
provide all their reports in Powerpoint and Word, which is great for me as
sometimes Powerpoint doesn’t give me enough detail . I like getting respondent-
level numeric data from companies like All Global in Excel, ASCII, SPSS or tab-
delimited.
What keeps me awake at night?
Budgets cuts and adding value . I want my team to earn a seat at the decision
making table ; we have to rely on external suppliers to help us do that so it is
always a worry that they will deliver results for us. Social media fascinates and
scares me at the same time. Through our buzz monitoring , we see really
negative comments on Twitter and YouTube, and then there is the regulatory
aspect. I worry about moderating MROCs but see that they are really useful.
Also doctors like the online. AZ’s Symbicort SMART eDetailing apparently
engaged 6,500 GPs sufficiently for 71% to say that they would increase their
prescribing of Sybicort SMART. That’s got to be worth something!
Angie Dotterweich, Global Insight Director

39. 39
Scenarios/tasks
Global Insights Director – new client of portal
Task What does Angie want to do online? Functionality
suggested
Run an
MROC
See some evidence that All Global works well with some of her trusted
partners on MROCs. See personalized information and be taken
straight to benefits driven info. Organize the info she finds online and
find what she is searching for in an instant. Sign up for RSS feeds and
enewsletters; read a blog, download a podcast
Log in; My All
Global area ; RSS
feed/email/blog sign
up; video case
studies; podcasts
Find out
more
about All
Global
Download a podcast, sign up for a webcast
Forum, blog,
webcast links
Find out more about products/services, their history , the strength and
breadth of their panels understand who she would be working with and
their expertise . Look at who she knows who they have worked and see
what they say. Check PR/social media . Find relevant contact info.
Video;testimonials;
contacts on Google
Map; profiles;
PR/buzz stream
Update
social media
knowledge