Primary Care Communication Plan

Public Affairs and Communications

20 April 2010

Business Objectives

*Objectives from Sales point of viewInternal stakeholders:All players in this line are selected on ambitious criteria like being open minded, successful in sales, visionary, hard working etc.we will be the experts in knowing our customers we will be the first appliers of digital customer services as a full packageExternal stakeholders:To emphasize the customers that approaching them by 1 rep instead of 3 which was in the past is to provide them better service with one contact respecting their time restrictionsWith a wide range of products we give the customer the option to chose which products to promote him/her based on his prescription habits instead of reinforcing them all we will be the first appliers of digital customer services as a full package

*Objectives from Marketing point of viewInternal stakeholders:Being a leader in transforming ourbusiness model to be more customer focused, through a partnership in particularFPs, actors increasingly keyDevelop strong primary care customers knowledge to leverage our entire and unique PC portfolioDevelop initiatives centered on customers needs and environmental changes- Increasedusage of complementary channels, development of added-value servicesExternal stakeholders: Being a leader in transforming ourbusiness model to be more customer focused, through a partnership in particularFPs, actors increasingly keyTo be perceived as the best pharma company and sales line bringing value added services to primary care in TurkeyTo ensure that our customers have an optimal knowledge of our unique and broad portfolio

*Objectives from Medical point of viewInternal stakeholders: To align all employee about the importance of FP system;To emphasise the unique PC portfolio of SAG,To ensure integration of family physicians unmet Medical needs with Patient-centric approach;External stakeholders: To be perceived as a proactive pharma company closely follow-up the changing healthcare environment; focused on PC system and restructured his sales, medical and marketing teams accordingly.To be accepted as a partner of FPs that has a whole range of portfolio for "disease management" from prevention to treatment.To be perceived as the best pharma company organized to bring value added services to PC system via sales reps and other initiatives like a-hekim.tv educational platform designed according to customers' needs.

Stakeholder Analysis

*Internal Stakeholders

Internal StakeholdersTouchpointsBrief MessagesToolsPlatformsPC Team(S-a and Z)MotivationBuy-inProviding bottom-up feedbackConveying messages to external stakeholders effectivelyOpenness to technology solutionsPerfect alignement between s-a and ZentivaKnow-how, experience, capability of managing changeQuick adaptation skillsWide portfolio with effective and safe products Technologic solutionsMeet customer needs Sector pioneer and leader with customer centric approachBranding (logo application, catchphrase (through vision of the business model)) PresentationsTool kit (information about s-a Group, PC, products and services)Sample scenes on video for physician engagement SolarisIntranetE-newsletterInstant messaging for information sharingSMSIdea generation tool to collect feedbacksCycle meetingsRegion Rendezvous

All EmployeesBuy-inUnderstanding the FP system and PC business modelProduct knowledgeMindshift to customer focusCreating advocacyNew customer focused organization structure adapted to changesWide portfolio with effective and safe products Technologic solutionsMeet customer needsSector pioneer and leader with customer centric approachE-newsletterZoom magazineIntranetPostersLCD plasmas in HQHQ SummitBiz Bize Meetings

*Internal Stakeholders continued

Internal StakeholdersTouchpointsBrief MessagesToolsPlatformsMCProviding support through feedbacks from FFMotivating the teamCreating advocacyEmphasizing leadership on PC

Trust in teamSector pioneer and leader with customer centric approachOral communicationManagement MeetingsCycle MeetingsImpact MeetingsCCMProviding support through feedbacks from FFMotivating the teamCreating advocacyEmphasizing leadership on PCTrust in teamSector pioneer and leader with customer centric approachOral communicationCycle Meetings

*External Stakeholders

External StakeholdersTouchpointsBrief MessagesToolsPlatformsPhysiciansAwarenessBuy-inCommitmentOpen and continious communicationWide portfolio with effective and safe productsAdding valueNew organization for changing needsTechnologic solutions for their needsBranded information tool kit (profile, brochures etc.)Promotion materials PresentationsEducational DVDsA-hekim TV websiteA-hekim magazineVisitsCongressesEducation programs such as a-hekim.TV and/or new platformsDigitlal PlatformsFPsAwarenessBuy-inCommitmentOpen and continious communicationWide product range with effective safe drugsValue addNew organization for changing needsTechnologic solutions for their needsBranded information tool kit (profile, brochures etc.)Promotion materials PresentationsEducational DVDsA-hekim TV websiteA-hekim magazineVisitsCongressesEducation programs such as a-hekim.TV and/or new platformsDigitlal Platforms

*External Stakeholders continued

External StakeholdersTouchpointsBrief MessagesToolsPlatformsRelevant SpecialistsAwarenessBuy-inCommitmentOpen and continious communicationWide product range with effective safe drugsAdding valueNew organization for changing needsTechnologic solutions for your needsBranded information tool kit (profile, brochures etc.)Promotion materials PresentationsEducational DVDsA-hekim TVA-hekim magazine

VisitsCongressesEducation programsDigital Platforms

PharmaciesAwarenessBuy-inBusiness partnerBusiness partnerBranded information materialsTEBEOSVisitsNGOs (FP Association, TEB )AwarenessBuy-inOpen and continous communicationSupport the development of primary care systemsBranded information tool kit (s-a Group profile, brochures etc.)High Level VisitsHealth authorities (SSI, MOH.)AwarenessBuy-inOpen and continous communicationSupport the development of primary care systemsBranded information tool kit (profile, brochures etc.)High level Visitis

Communication Messages

*Internal MessagesPrimary Care Team, with its know how, experience, capability to manage the change and professionalism strengthens sanofi-aventis Groups reputation. We trust our team.

Primary Care Team is built of members with quick adaptation skills who are ready and willing to share their expertise and experience with the healthcare professionals.

We are taking leader steps in the primary care by combining our wide portfolio of effective and safe products for all therapeutic areas and services tailored for our customers needs with technologic solutions.

With our new organization structure and customer centric approach parallel to the developments in our environment, we are going to be the pioneer in the sector.

With our leader employees, we are going to build on success in primary care and family practitioners system.

Sanofi-aventis Group, Primary Care Team will meet the needs of the family practitioners with the most accurate and quickest solutions.

*External Communication Messages Sanofi-aventis Group, with its wide product portfolio and experienced and committed team offers solutions for the changing needs of the family practitioners.

Sanofi-aventis Group offers added value to the healthcare professionals by combining its wide portfolio of effective and safe products for all therapeutic areas and customer focused services with technologic solutions.

Sanofi-aventis Group is a business partner who increases the quality of the service given by the healthcare professionals mainly by family practitioners.

Sanofi-aventis Group has been restructured in order to provide the support the healthcare professionals, mainly the family practitioners, need and to offer value added solutions.

Sanofi-aventis Group contributes to expanding and developing the primary care system in Turkey.

*External

*Internal

*Internal newsletterCrucial tool for a better communication knowing the new projects & changes happening on the PC line

Monthly (but one for July & August)Last issue just releasedon Aug 31st to the sales reps - cycle meetingon Aug 27th to Istanbul HQ

Upcoming issue main topics:

Sep-10Topics:Cycle meeting in August with photos and agenda Tablet PC traininga-hekim TV program boxField Force: Rep TBD

*Emailing campaign GazetemTwice a monthFirst issue:sent on Aug 30th to almost 6000 physiciansopening rate: 17% after 2 days (700 physicians)20% of them clicked on a link (f.e A-Hekim TV) (200 physicians)

Second issue:First draft under revision by BMs

Brand rotation schedule:

Brainstorming about customizing the newsletter for each physician with the picture of his sales rep.

AustEyll #1Eyll #2Ekim #1Ekim #2Kasm #1Kasm #2DelixNasacortNasacortNasacortNasacortSurgamDelixAmarylMuscoMuscoKetekKetekKetekKetekTrentalSurgamSurgamDelixMuscorilMuscoNasacort

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