M And C Presentation

14thh October 2010

MISSION STATEMENTThe M+C Group is committed to harnessing specialist knowledge, outstanding creativity to deliver

innovative solutions characterised by excellence and value.

Healthcare• How to optimally communicate key messages?• Marketing mix usually involves a range of different

marketing services• Advertising campaigns• Detailing tools• Digital media• Direct mail initiatives• Public relations• Meetings

Evolution of the M+C Group• Publishing – 1995• Detailing Materials – 1997• Creative – 2001• Public Relations – 2002 (but separate business)• Events – 2003

Recent Developments• Irish Press PLC investment – 2008• Development of digital division – 2009• Sale of publishing titles – 2010• Aquisition of Kanvas creative agency – 2010• Incorporation of First Medical Communications – 2010• HME-Kanvas joint Media venture – 2010

The M+C Group

• Now provides clients with pioneering, award-winning healthcare marketing and communications solutions across…

• Creative →• Public Relations →• Events →• Media Planning & Buying →• Emerging new platforms(digital)• Internal Communications

Knowledge Resource

• The best outcomes are reliant on an understanding of what motivates your customers’ actions and influences their behaviours

• Each of the M+C divisions represents a unique specialist resource within the Irish healthcare setting

• All our senior staff have three decades of award-winning service provision and in the healthcare setting

Strengths

• Strategic Marketing• Understanding • Creativity• Excellence• Innovation

Unlike many other agencies, where media is managed separately from creative, we believe in the benefits of integration.

Consequently, we created hme+kanvas to provide collective strength, strategic excellence and great value in these

demanding times

Best in class, joined-up thinking

This is powered by the integration of media thinking with creative strategy

Our aim is to deliver outstanding results to our clients through our unique combination of local media knowledge and international media expertise

Our Vision

50%50%

Strong in Irish media for 5 years

Established in Ireland more than 15 years ago...30+ years of UK and European media experience

hme+KANVAS: a joint venture

Our media clients in Ireland include…

• Established in major European Countries

Chris Goodey IrelandGuy Jeynes-Ellis UKMarcus Leimeister GermanyDamien Harnist FranceAilene Thiel SpainFabio Ferrara ItalyAndre Andrade PortugalRoland Teerenstra Holland

hmehme

hme

hme Ltd

hme gmbh

hme+KANVAS

The hme network

Media – moves upstream• It’s rapidly becoming a cliche, but nevertheless true – consumers are now

firmly in control of their media consumption• It’s more important than ever before that we have a strong insight into

consumer behaviour• But – these insights are no use if we can’t fully capitalise on them• Therefore we believe that media must move upstream in the

communication planning process By doing this, we give ourselves the opportunity

to become more strategic in our thinking

Understanding consumers

• Everything starts, and finishes, with the consumer. • In order to plan the best campaign for you, we want to

know what makes them tick; what are their media consumption habits – including digital media of course; what’s the trigger that will make them purchase your product?

• We glean the information from many sources: Your research; our research; industry research; talking to them!

hme+KANVAS negotiates with €2 million in Ireland• An expert negotiator and buyer, skilled in getting the most

from your budget. Money talks - big spenders get better deals

• hme+KANVAS are continually benchmarked by their clients. hme win MSD/Schering Legacy Brands in two way pitch. Rates were 13% cheaper on a like for like basis.

• In two other recent account wins hme+KANVAS rates were between 10% and 28% less for the following year on a like for like basis

Our Service CommitmentService• Creation and sharing of media planning• Drive consistent & quality servicing (best in class, best practice)• Reviews, results & recommendations (Minimum 2 per year)• Reporting rollout, ie. media plans and competitive (monthly &

quarterly rollup)• Training in media – media workshops

Productivity• Productivity tracking v Targets (£ and Quality), monthly v plan

Performance Review• Review execution. Rollout learning and deploy via media plans

BIGBIG

POWERFULPOWERFUL

• Leverage• Staff Skill & Knowledge pool

• Leverage• Staff Skill & Knowledge pool

• Prices• Positions

• Prices• Positions

EXPERIENCEDEXPERIENCED

• We know the media market• We know your market• We know your brands

• We know the media market• We know your market• We know your brands

First Medical Communications: Credentials

• Formed in 2002, FMC are Ireland’s only specialist healthcare communications company

• Worked with ten top pharmaceutical companies in Ireland and many consumer brands

• We’re the Irish affiliate of Chandler Chicco Companies (CCC) – the world’s largest independent healthcare public relations agency

First Medical Communications: Credentials

2009 Irish Healthcare AwardsWinner of the Best General Practice Project

Winner of the Best Educational Meeting

2009 Allianz Business to Arts AwardsWinner Best use of Creativity

2009 PRCA Awards for ExcellenceCommended in Best Consumer Healthcare category

2008 Irish Healthcare AwardsWinner of the Best Consumer Health Campaign

Winner of the Best Educational Meeting

2007 PRCA Awards for ExcellenceCommended in Best Consumer Healthcare category

2006 PRCA Awards for Excellence Winner of the Best Media Relations

Winner of the Best Charity /Not-for-Profit

Danone Activia• Challenge was to drive awareness

of acute digestive disorders • Explain how Activia can promote

better digestive health• Solution involved organising a

photo shoot and press release • Media event – press conference• Recruiting a prominent Irish

nutritionist, recognised TV celebrity and leading medical expert

Outcomes

• 70+ articles in national and regional press

• 17 radio interviews with nutritionist Paula Mee and Prof Eamonn Quigley of the World Gastroenterology Organisation

• Leverage awareness in the medical press for the first time of the science behind pro-biotic products

• Copy-write radio ads; interactive radio competitions

Sculptra • A digital strategy was central to the success

of this campaign • Invigorating awareness and use of the

Sculptra product one year on from its launch

• Both physician and consumer-directed activities

• PR campaign was linked to a new online fashion and beauty resource

• Advertorials in carefully selected publications leveraged celebrity endorsement and testimonials

• Driving public to online resource containing product information and clinic details

Outcomes• Extremely cost-effective• 3,000,000+ opportunities to see• High impact TV segment• Numerous complementary editorial

product references across a range of print outlets

• Thousands of website hits • Average visit lasted more than five

minutes.• Doctors also saw a huge increase in

Sculptra awareness• Sales increased in multiple terms

Alka-Seltzer ‘Oxegen Challenge’• Limited budget• A complementary online

competition & prize • Ask people to create a video

showing why they deserve to ‘Get Fizzical at Oxygen’

• Linking to Alka-Seltzer site and YouTube Channel

• Over 40% of funds were assigned to the drafting, design and placement of advertorials selling competition

• Delivering strong brand awareness amongst the target audience – specific brand mentions (x12) and pack shot

Outcomes• 44,000 students and college staff

reached via targeted and controlled advertorials in student press

• Over 4,000 Alka-Seltzer website visits during the campaign, one third of page views related to the competition page

• 6,061 video views on the YouTube site• 212 people commented on the

videos on the site,• 1,488 people clicked to ‘like’ a video

on the channel• The Alka-Seltzer channel was amongst

the top viewed in Ireland on a number of occasions (reaching number 58 in the overall internet rankings)

M+C Events: Credentials• Only event service provider

catering exclusively for the pharmaceutical and healthcare industry

• Meetings range from national events such as Doctor and Pharmacist Awards attracting hundreds of attendees to focus groups

• Winners of the Medical Event of the Year accolade at the Irish Healthcare Awards

Recent events• Astellas Run for a Life• Innovation in Cancer Care• MAJORS in Endocrinology & Cardiology• Pain Medicine Consensus Symposium• Multaq product launch• Psychiatry – the times we live in• Male & Female Healthcare• Pain in Women • IJMS Doctor Awards• Irish Menopause Society AGM• Asthma – Beyond the Guidelines• Prevention is the Cure• Cancer at a Crossroads• Arthritis in Motion• Pain in the 21st Century• Diabetes in Crisis• Grunenthal Pain Matters meeting• Gardasil – achievements and challenges 2 years on• Mundipharma – team building/corporate day• MSD – Januvia product launch

Kanvas Credentials

• Founded in 2005, Kanvas Creative is a full service creative consultancy working within a range of client sectors in the local, national and international marketplace.

• Our strength lies in helping organisations communicate clearly and effectively with stakeholders, guiding them as they work to change behaviour, to enhance perceptions and deliver success.

• With a team comprising highly-experienced graphic designers, copywriters, web designers, programmers, Kanvas offers a complete range of services to include design for print, web and multi media.

Creative Services• Creative Communications strategy and planning• Marketing plan development• Conceptual development of pharmaceutical marketing campaigns• Localisation of global campaigns• Sales aids and presentations• Patient support programmes• Healthcare information pieces – reports, public information and patient

advocacy campaigns• Medical education• Public awareness campaigns• Integrated marketing communications• Scripting and production of advertising across all media

Case Study – Rowex OTC Marketing Campaign• Management of a single marketing budget to cover 6 OTC products. • Create 12 month marketing plans for each product• Conceptual development of materials

• Point of Sale materials• Information leaflets for consumers

• Campaign to Pharmacies• Direct mail pieces showing marketing plan and media activity over each quarter• Sales materials for reps• Special offer promotional packs

• Consumer campaigns• Radio advertising (conceptual and scripting)• Ambient campaign (shopping centres, Luas, Dart)

Award winning Consumer Campaign Water-Works.ie

Website, patient information leaflets, point of sale, over 50’s Show

Pharmacy campaign for OAB

• Conceptual Development

• Point of Sale materials

• Patient information leaflet

19th October 2010.