Finding common ground: the key to successful partnership

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Finding common ground the key to successful
partnership
Ginny Valenze Roche USA
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Finding Common GroundThe Key to Successful
Partnership

• Virginia Valenze
• Director, US Public Affairs
• Buildling Partnerships in Breast Cancer 2005
• November 2, 2005

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Defining Advocacy Partnership Criteria

• Roche Advocacy partnerships include those
  resources that support the principles of Roche
  by
• Building valuable relationships with key opinion
  leaders, customers, patients, healthcare
  professionals, employees and communities
• Supporting solutions to issues facing our
  customers, internal business needs
• Directing funds to qualified charitable,
  educational, patient and health organizations

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Advocacy Objectives

• Develop and implement strategies and proactive
  programs that
• Create strong partnerships and alliances with key
  opinion leaders and stakeholders
• Provide platforms for optimum media exposure
• Enable access to key thoughtleaders,
  decisionmakers
• Demonstrate our corporate citizenship commitment
• Partner to leverage advocacy and corporate
  resources

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Advocacy Program Drivers

• Leadership through distinctive and unique
  programs with impact
• Business alignment
• Innovation
• Integrity
• Partnerships and teamwork
• Diversity
• Employee involvement where appropriate

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Build relationships earlyAdvocacy growth cycle
3 Years Pre-Launch
2 Years Pre-Launch
1 Year Pre-Launch
Product Launch
Post Launch
Begin Relationship Building
Activity Planning
Activity Implementation
Evaluation
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Public Affairs Advocacy Touch Many Audiences
Support Public Policy Legislative Initiatives
Media Relations Outreach
Create Patient Education Programs Materials
Public Affairs Advocacy
Communicate Key Issues to Key audiences
Build Patient Professional Relationships
POSITIVELY IMPACT PATIENTS LIVES
Leverage Medical Meetings Congresses
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Trans-Atlantic Advocacy in Action
We took a popular American abroad
and
gave her an English voice!
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Cosmetic Executive WomenCancerandcareers
Carlotta Jacobson President CEO Cosmetic
Executive Women
A Letter from the UK
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Birth of the US Roche Oncology Advocacy Advisory
Board at ASCO

• Provides needed forum for open discussion and
  frank dialogue on relevant issues
• Take advantage of leading global oncology meeting
  environment
• Opportunity for critical feedback to assess value
  of future investments
• Confirms true partnership on behalf of patients
• Most importantly, provides platform to inform,
  educate and subsequently forge and enhance
  alliances prior to major announcements

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ASCO Advocacy Advisory Board Specific Objectives

• Learn the best ways to disseminate breaking news
  and important updates to advocacy members,
  patients and caregivers
• Seek comments on existing patient information in
  order to improve effectiveness and use/uptake in
  advocacy community
• Gain insight to advocacy perspective and
  expertise with regard to key issues that might be
  critical to cancer patients
• How to best communicate information on clinical
  trials

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Metastatic Bone Pain Often Viewed As a Death
Sentence
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The Advocacy Attendees
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The Attendees

• 10 Major US Advocacy Leaders
• 5 Roche personnel
• 3 Uninterrupted Hours
• 1 Internationally renowned KOL
• 1 Room

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The Way We Help Each Other

• Media CRPF CEO advocacy spokesperson quoted
  worldwide in press coverage
• Public Policy Colon Cancer Alliance panel
  participant in critical US Congressional Briefing
  on CRC
• Marketing Patient Material Development Advisory
  Board to participate as editorial board for
  second printing of Cancer Companion (patient
  education kit originally)
• Medical KOL Thoughtleader Involvement Howard
  Burris (lead clinical investigator) featured in
  CancerCare teleconference workshop on new
  adjuvant treatment options for CRC attended by
  more than 700 healthcare professionals
• Trial Information Disseminated Eleven leading
  national advocacy groups will list information on
  MBP clinical trial on their websites and
  disseminate recruitment information-reaching
  significant patient numbers

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Next Steps

• Integrate learnings into future strategic Roche
  plans
• Ensure ongoing two-way communication with
  advocacy partners on advisory board
• Continue to evaluate/leverage feedback
• Expand to twice yearly meetings

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• Questions?

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