Edelman is a global communications firm with a strong presence in Latin America. It has over 300 employees across 5 offices in the region, providing services across various practice areas including health, consumer, corporate, digital and public affairs. Some of its key clients in the health sector include large pharmaceutical companies. Edelman has experience developing strategic communications campaigns for its clients around issues like women's health, disease awareness and stakeholder engagement. It utilizes integrated multi-channel approaches including media relations, digital campaigns, events and advocacy initiatives.

1. 2011
Edelman Health
Latin America
CAPABILITIES

2. Edelman is different
#1 INDEPENDENT - FAMILY OWNED SINCE 1953
INNOVATIVE INDUSTRY AWARD
DEFINING RESEARCH & IP WINNING
PR AGENCY OF THE YEAR
Focused service of a
boutique agency…
TOP 10 AGENCY OF THE DECADE
depth and breadth of
knowledge and 2010‟S BEST PLACES TO WORK
experience of a
big agency
AGENCY OF THE DECADE
2010 AGENCY OF THE YEAR

3. Edelman – Trust Barometer
2010 Trust is now an essential line of business
2009 Business must partner with government to regain trust
2008 Young influencers have more trust in business
2007 Business more trusted than government and media
2006 “A person like me” emerges as credible spokesperson
2005 Trust shifts from “authorities” to peers
2004 U.S. companies in Europe suffer trust discount
2003 Earned media more credible than advertising
2002 Fall of the celebrity CEO
2001 Rising Influence of NGOs 3

4. Edelman – Health Barometer
I am becoming more actively engaged
in Health Issues 63%
It‟s increasingly important that
Companies and Organizations involved 70%
in health engage with me
It‟s increasingly important that
Health Products and Services engage 75%
with me

5. Ou pioneering approach
Define Explore Strategiz Ideate Activat Evaluate
Develop the Measure
Determine the
Begin to
Navigate the
e galvanizing idea
e achievements
Leverage that brings the Engage with against program
client situation, Complexity.
insights to strategy to life your publics objectives, and
business Listen with
develop and develop the by using any client’s desired
landscape, and Intelligence to
hypothesis and expression of or all of the outcomes. Refine
communication understand the
an overarching the idea through behaviors of and reshape
s objectives communication
approach to narrative, public program as
based on s environment,
meet desired engagement.
client’s desired stakeholders creative needed.
outcomes. and cultural outcomes. content,
context; gain channel
insights. planning and
other tactics
Industry
Consumers’ Strategic Creative
insights + knowledge + thinking + concepts = Pioneer Thinking
and expertise
5

6. The Edelman global footprint
GLOBAL REACH WITH LOCAL FOCUS
EUROPE &
NORTH AMERICA LATIN AMERICA THE MIDDLE EAST ASIA PACIFIC
Edelman Offices Edelman Offices Edelman Offices Edelman Offices
Atlanta Portland Buenos Aires São Paulo Abu Dhabi London Bangalore New Delhi
Austin Sacramento Mexico City Rio de Janeiro Amsterdam Madrid Beijing Seoul
Chicago San Francisco Miami Barcelona Milan Guangzhou Shanghai
Dallas Seattle Berlin Moscow Hong Kong Shenzhen
Houston Silicon Valley Edelman Affiliates Brussels Munich Jakarta Singapore
Los Angeles Toronto Dublin Paris Kuala Lumpur Sydney
Chile Ecuador
Miami Vancouver Frankfurt Rome Melbourne Taipei
Colombia Guatemala
Montreal Washington, D.C . Hamburg Stockholm Mumbai Tokyo
Costa Rica Peru
New York Edelman Affiliates
Warsaw Edelman Affiliates
Dominican Rep Puerto Rico
Orlando
Uruguay Athens Lysaker Adelaide Manila
Venezuela Bratislava Prague Bangkok Nanjing
Bucharest Reykjavik Brisbane Perth
Budapest Riga Chengdu Wuhan
Copenhagen Sofia Dalian Wellington
Helsinki Tallinn Doha
Istanbul Tel Aviv
Johannesburg Vienna
Lagos Vilnius
Lisbon Zurich

7. The Edelman Latin America footprint
Gail Becker
Chair, Canada, Latin America and
Miami/ Regional Western Region, US
Harold Hamana, Senior Vice President Latin
America/Regional Practice Lead, Health
Silvina Szelepski, Director, Health
Mexico
Tim Scerba, General Manager
Senen Marin, Director, Health
Fast Facts:
300+ employees
5 offices
Quality Program
20+ years in the region Brazil
Yacoff Sarkovas, CEO, Brazil
Leticia Lyra, Deputy General Manager
Affiliates: Practices: Carolina Lobo, Manager, Health
• Chile • Brand Experience
• Colombia • Consumer
• Ecuador • Corporate
• Paraguay • Digital
• Peru • Health Argentina
• Uruguay • Public Affairs Allan McCrea-Steele, General Manager
• Venezuela • Technology Carolyn Santillan, Director, Health
• Central America

8. Edelman Argentina
#5 8 45 + 14
Years in the
International PR Business Units Employees country
agency
Some of our partners
8

9. Edelman Brazil
#1 10 130 + 14
Years in the
International PR Business Units Employees country
agency
Some of our partners
9

10. Edelman Mexico
#1 6 63 + 16
Years in the
International PR Business Units Employees country
agency
Some of our partners
10

11. Edelman Miami/ Latin America
Regional 4 12 11
hub Business units
Bilingual
employees
Years in the market
Some of our partners
11

12. Edelman practices
Consumer Health Technology
Public Affairs Corporate
Digital
Affairs
12

13. Our experience encompasses all of the health arena
Rx & OTC
medicines
Corporate &
Institutional Digital
Affairs health
Medical Advocacy &
devices and stakeholder
equipment Health communications
Specialties
Pre, launch and
Food & post-launch
Nutrition communications
Bioscience
Health Media Communicati
ons
13

14. Edelman services in biotech communications
•KOL development & medical •Employee education and
education engagement strategies to
•Patients, payer and provider understand companies„
communications strategic investment in
•Clinical data communications biotech (marketing,
– efficacy & value management, sales force,
call center)
Brand Employee
Communications Education
Stakeholder and Market Shaping
Influencers for Product
Outreach Uptake
•Stakeholder mapping, •PA & PR online/offline
engagement and education strategies to shape
about biotech public health and policy
•Advocacy campaigns •Disease awareness and
development issues campaigns
14

15. Digital health services
INTERNAL
Internal Blogs Workshop External Blogs
Intranet Podcasts Social Media Intranet Social Network for employees
Internal Audit Wikis Digital Spokesperson Mobile communication
Internal Manual
Establish Online Generate Content Involve influencers Empower the
Presence community
EXTERNAL
Events
External Audit Podcasts Relationship with bloggers Social Networking
Web Site Vídeos Webinars Allies
Publicity Games Alliances Mobile Campaigns
Online Media Widgets Sponsorships Content
ONLINE MONITORING & RESEARH

16. Edelman is different because of
Our ability to navigate an evolving environment
Our understanding of trust – how it is earned and protected
Our leadership in engagement in health and beyond
Our commitment to Good Purpose for business
Our integrated family of professionals
Our proven ability to drive client objectives – seamlessly
Our Engagement Framework, tools and resources
16

17. OUR WORK

18. Regional case study
BHC – World Contraception Day – CSR experience
BUSINESS CHALLENGE
•Latin America shows a high rate of unintended teen pregnancies due to myths and lack of access to information and
contraceptives by the younger generations.
OBJECTIVES
• To raise awareness and improve sexual and reproductive health education to prevent the high rates of teen pregnancy in
Latin America
• To improve awareness of contraception in Latin America to enable young people to make informed decisions on sexual
and reproductive health and prevent unplanned teen pregnancy and sexual transmitted-diseases (STDs)
• To position Bayer as a leader in women‟s health education among key stakeholders in Latin America
STRATEGY
•Secured partnership with MTV Latin America and the Pan American Health and Education Foundation to jointly execute a
360 campaign to reach out to right target audience through their preferred vehicles of communications.
RESULTS
•To date, about a thousand top-tier media placements in print, broadcast, online media outlets have been accomplished
throughout the region, including: CNN in Spanish, NTN network, Glamour, Seventeen, Tu, MTV, etc. reaching out to millions
of Latin Americans.
•10 Latin American Bayer affiliates coordinate local activities, six out of which managed to turn September 26 as the
official Unplanned Teen Pregnancy Prevention day.
•Additionally, thousand of teenagers were reached through the different social media and digital platforms as well as
through the MTV capsules, call-to-action spots and on-air show.

19. Brazil case study
The global fight against tuberculosis – Event organization
BUSINESS CHALLENGE
• Organize an impactful participation for Lilly in the World Tuberculosis Forum, promoted by the STOP TB Partnership, an
arm of the World Health Organization (WHO) dedicated to combating tuberculosis globally.
OBJECTIVES
• Give visibility to Lilly in the forum, held in Brazil for the first time in 2009.
• Position the company as a leading world player against tuberculosis.
STRATEGY
• Organized a roundtable with the participation of several key opinion leaders, including the United Nations special envoy in
the fight against tuberculosis, top physicians, officials of the Brazilian Ministry of Health and advocacy groups leaders.
Edelman also developed all the marketing materials to announce the roundtable, engaged the forum participants to
attend the roundtable and conducted media outreach, inviting journalists to cover the event.
RESULTS
• Secured high attendance to the roundtable, gathering more than a hundred people.
• Generated awareness about Lilly‟s initiatives to combat tuberculosis.
• Generated media coverage on national media outlets.

20. Brazil case study
Awareness about depression and pain - Media relations
BUSINESS CHALLENGE
• The diagnosis of depression is not always easy. It becomes very difficult when the main symptom presented by the
patient is pain. As a result, a lot of people with painful symptoms will not be relieved unless their depression is detected
and treated properly.
OBJECTIVES
• Raise awareness of the link between pain and depression
• Encourage people to detect depression
STRATEGY
• Took advantage of Dr. Stephen Stahl‟s (a global KOL on depression) visit to Brazil and arranged an exclusive interview
with Veja, Brazilian top weekly magazine. Prior to the interview, Edelman provided the journalist with comprehensive
information and background on depression and developed a compelling pitch letter. The journalist understood the
relevance of the issue and accepted the suggestion to interview Dr. Stephen Stahl personally.
RESULTS
• A two-pages story published in Veja, the top weekly magazine in Brazil, reaching around 5 million people.
• Strengthened the relationship between Lilly and Veja magazine.
• Leveraged Dr. Stahl‟s visibility, securing a very positive media coverage in a very prestigious outlet.

21. Regional/Mexico case study
PAHEF-EDELMAN – Leading the biotech debate
BUSINESS CHALLENGE
To shape the biotech regulatory framework discussions in Mexico to gain prefer market access to innovative
biotechnological medicines
OBJECTIVE
To educate physicians and patients about safe biotech medicines.
STRATEGY
Edelman Latin America designed a campaign umbrella called “The Safe Biotech Initiative” educational program (or
Biotecnologicos Seguros in Spanish) in partnership with the Pan American Health and Education Foundation to serve
as an umbrella reputable platform to create the Mexican Biotech Council to educate key stakeholders about biotech
medicines and the introduction of the regulation and its potential impact on their health and their access to safe
biotech medicines.
RESULTS
•To date, the Mexican Biotech Council has worked with the Mexican regulatory authorities to provide their
recommendations on the current draft of legislation. Additionally, drawing upon their technical expertise, the advisory
board also has produced four educational papers intended for patients and other four for educating general medical
practitioners.
•Several educational workshops and meetings with hospitals, key medical societies and patients groups in the areas
of oncology, rheumatology, endocrinology, diabetes, cystic fibrosis, transplants have taken place.
•Also, Edelman led three media workshops on the topics that have resulted in several media placements in Mexican
top-tier print, broadcast and online outlets. 21

22. Mexico case study
MSD - Changing the concept SEROPOSITIVE into "Be Positive"
BUSINESS CHALLENGE
Social stigma against HIV/AIDs patients.
OBJECTIVE
To change the concept: SEROPOSITIVE into BE POSITIVE.
STRATEGY
•Give a human face to HIV/AIDS and raise awareness about the disease under the "OK" hand
signal.
•Build alliances with NGO‟s, specialists, celebrities and activists to join the campaign and serve as
ambassadors.
RESULTS
• “Ser Positivo” campaign won the MSD Best Practice Around the World 2010
• 21 PhDs, three NGOs, 23 media outlets and nine celebrities joined the Campaign.
• Ten Billboards were located in Mexico City, Guadalajara, Monterrey and Veracruz
22

23. Argentina case study
Buenos Aires Opening
BUSINESS CHALLENGE
• Develop communication tools from a local relevance
• Create a consistent pre-engagement program to outreach key stakeholders
• Organize high-impact marketing & PR events to introduce the new Medtronic facilities in Buenos Aires
OBJECTIVES
• Supporting the leadership positioning of Medtronic in Argentina and the Region
• Establish Medtronic as a leader in the medical industry
• Present Medtronic new offices and training center
STRATEGY
• Strengthen the relationship between Medtronic and its stakeholders
• Alleviating Pain – Restoring Health – Extending Life
RESULTS
• 6 exclusive interviews
• 100% impact on target media
• 230% of ROI
• $75.000 of Ad equivalence and 300.000 impressions

24. Argentina case study
SOLACI – CACI CONGRESS 2010
BUSINESS CHALLENGE
• Coordinate the press office during the Congress.
• Work on a new experience in local events: the SOLACI Congress Newspaper “SOLACI DAILY”
OBJECTIVES
• Raise awareness, through media outreach, about the importance of the treatment and
control of the cardiologic diseases
• Promote the SOLACI – CACI Congress 2010
• Develop the SOLACI DAILY 1st edition
STRATEGY
• Edelman developed a comprehensive communications strategy divided into 3 phases: pre-
congress, congress and post-congress.
RESULTS
• 11 exclusive one-on-one interviews with the SOLACI Committee were coordinated to leverage
the event and generate media coverage
• 35 articles
• 100% impact in target media, 100% of them mentioned SOLACI speakers
• 95% mentioned the SOLACI – CACI Congress

25. Thank you…