On 10 October 2019 I presented a case about reputation management at the 4th PR&Communication Summit in Düsseldorf. Nowadays the general public expects transparancy from corporates. People want to know how companies take their social responsibility. In a regulated sector like the pharmaceutical industry you have to deal with rules about what to say and what to say not. That means that you have to be very creative. In this presentation I show how Roche Netherlands is trying to restore trust so we are seen as a healthcare partner in the change for a sustainable healthcare system: personalised health.

1. How to build a sustainable reputation
Celia Noordegraaf, Head of Corporate Communications

2. Roche is a global pioneer in personalised healthcare
Innovation: it’s in our DNA
CHF 11.0 billion R&D investment
30 R&D sites worldwide *
CHF 56.8 billion sales
26 manufacturing sites worldwide
3
*Pharmaceuticals and Diagnostics ** Strategy & Global Innovation 1000, Winter 2017
94,442employees worldwide
#1 R&D investor in healthcare**
Among top 10 R&D investors across industries
10-10-2019

3. • 32 Roche medicines on the WHO Model
List of Essential Medicines
• 20 billion tests conducted with
Roche Diagnostics products
• 127 million patients treated with
Roche medicines
• 10 years in a row ranked as
sustainability leader by DJSI*
* Dow Jones Sustainability Index
Founded 1896 in Basel, Switzerland
Founding families still hold majority stake
Clear focus on unique innovation model
In the Netherlands since 1968
10-10-2019

4. The woman shown here was in
the midst of receiving treatment
for her cancer when
photographed for the Roche
Annual Report 2017 last year.
Today, thanks to modern
medicines and diagnostic tests,
she is cancer-free and enjoying
life again.
10-10-2019

5. Our purpose:
Doing now what patients need next
Working together with our stakeholders to bring our
innovative medicines and personalized treatment
to more patients faster than ever

6. What’s the problem?
10-10-2019

7. When it comes
to medicine,
one size does
not fit all.
Benefit No benefit Side effects
Treatments that help some patients
are ineffective for others, and the
same medicine may cause side
effects in certain patients.

8. Roche as a pioneer in Personalised Healthcare
Evolving synergies across Pharma and Diagnostics
Companion diagnostics
Meaningful data and
advanced analyticsPast
“One-size-fits-all” drugs
Present
Targeted medicines
Future
Individualised treatments
• Smarter, more efficient R&D
• Improved access and truly personalised care

9. Challenge
Wish to be seen as
an innovative,
patient centred
health care partner
Mistrust, enemy-
thinking, bad image
of the sector, low
brand awareness
10-10-2019

10. 2018: opinion 80 communication professionals entering the firm
10-10-2019

11. Communication Challenge in the pharmaceutical industry in NL
Demand for
transparency
Fear to break
the law

12. Insight: communication focuses on the wrong things

13. There is a lot to tell …..
Five topics to brand Roche
• Personalised Healthcare
• Innovation for life
• Collaboration
• Beyond medicine
• Future of healthcare

14. Thought leaders share their knowledge, dare to ask questions, develop
alternatives and take the lead in transformations. Thought leaders
are frontrunners and leaders in their industry and succeed in
translating their vision into result-oriented programs and actions.
Roche as a thought leader in
personalised healthcare

15. Multichannel approach
Infographic: Diederik Heinink, Redsnap

17. Patients
Multi-stakeholder approach

18. PR-strategy: 3 pillars
Higher
share of
voice
Interaction &
dialogue
Visibility

19. More visibility: PR goal I
roche.nl as a content platform, social media
10-10-2019

20. Higher share of voice in the public debate: PR goal II
mediapartnerships print & online
social media
10-10-2019

21. Interaction & Dialogue: PR goal III
Roche Dialogues about Personalised Healthcare in several cities
important role for social media
10-10-2019

22. Format Roche Dialogues
Connecting five stakeholder groups
• 5 speakers from 5 groups of
stakeholders (patients, HCP’s, health tech
companies, insurance companies,
governmental institutions)
• Each speaker gets 10 minutes to express his
view, ends with a question
• 5 cocreation sessions about these 5
questions
• Ca 70 participants
• Roche colleagues moderating the sessions
• Wrap up & Follow up

23. #personalised healthcare
Influencer Jeske Timmermans
Blog Skipr.nl
Guest in podcast BNR-newsradio
Blog NRC-live
Speaker NRC Live
Speaker Mobile Healthcare
Interview NRC
 Asked to speak in webinar about Big Data & AI
 Asked to partner in three Health Care
Masterclasses

24. Value-based healthcare #future of healthcare
influencer Wendy Maas
More than 1000 followers in 6 months
• Vlog on website Association
• Article in Mens, Medicijn, Maatschappij
(online, print)
• Training social media & personal branding
• Update personal LinkedIn-profile
• Interview NRC supplement (+ 100 LinkedIn
contacts)
• Blog Skipr.nl
• Speaker Your Future in Health
=> Asked for an interview in quality newspaper
(free publicity)

25. Alzheimer Challenge: #beyond medicine
10-10-2019

26. Patient Innovation Award #innovation for life
10-10-2019

27. Partnership Alliance for a Non Smoking Netherlands –
#collaboration
10-10-2019

28. Winning outside is starting inside …..

29. Our internal Journey
In 2017 started our journey to meet the current challenges and to
realize the Vision 2020
• November 2017 Inspirational Tour of the
Leadership Team to San Francisco
• Impressed by the speed of change, the need
for agility, new ways of work, design thinking
• 2018 2 inspirational tours for employees,
a.o. to Daan Roosegaarde in Rotterdam
• June 2018 Go Out Of the Building (GOOB)
• Innovation Wall
• Dragon’s Den Pitching new ideas
• September 2018 4 Design Teams start
developing the new agile Organization

30. June 2018: CEO Severin Schwan visits the
Netherlands

31. Impressed by our new way of work

32. Roche goes agile
• Our GM Sheri Morin leads the global transformation
• The world comes to us to learn

33. Impact
We are more and more seen as part of the health care community
• Growing network in social media
• New interesting people who want to collaborate with us,
• Talented people who want to become an employee at Roche
• Positive comments in the inner circle. Roche as an example for the sector
• Roche colleagues often asked to speak on important meetings
• Good relationships with journalists
• Quality press comes to us for new mediapartnerships
• December 2019: Reputation Measurement

34. Doing now what patients need next
10-10-2019