all global brand essence & elements

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All Global

Using brand

essence to inform

content marketing

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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 ”

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Brand Essence Framework

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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!

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Brand Essence

“Considered Clarity”

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Positioning headline (external focus)

“We know; we are All Global”

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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.

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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.

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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 recognisedprocesses in a ground breaking way to deliver high end dresults

Focus on global aspect of people

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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

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Essence as content –moodboards

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Essence as content –moodboards

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Essence as content –logo

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Essence as content – colours

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Essence as content – fonts

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Essence as content – biz cards

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Essence as content – website

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Essence as content – exhib panels

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Essence as content – book

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Essence as content – book

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Essence as content – enewsletter

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Essence as content – PPT

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Essence as content – PTT

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Essence as content – gifts

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Essence as content – gifts

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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’?

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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

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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, pediatricvaccines, 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

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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 beforeVideo 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 siteSEO, search, all

services on site

Looks for capability presentation on the site – can’t find anything

immediately

Search; navigation

improvement

all content

searchable.

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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

http://www.quirks.com/

http://futuresgroup.com/

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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 webcastForum, 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

all global brand essence & elements

Documents