To achieve buy-in, budget approval, or a project green light you must first engage. As marketers we study the art of engagement. We develop programs, content, and analytics to maximize engagement with HCPs, patients, KOLs, POLs, payers, and policy makers. We recognize that we must deliver content that educates, nurtures, and motivates. As marketers we recognize that we must deliver the right content, to the right people, at the right time, and through the right channel. And as marketers we understand that the most effective form of engagement results from storytelling. So why do we fail so miserably at engaging our internal audience? More than any business unit, marketing should have perfected the business presentation. And yet, we often fall back into the bad habit of bullet-point heavy PowerPoint presentations, charts and graphs, and messaging that focuses on what’s missing versus what is possible. In order to succeed you must create an internal environment for success. To do this you must guide the company to the realization that the initiative is a change for the better and that they are a part of that positive change. And much like engaging with your external audience, engaging with your internal audience requires preparation, analysis, relevant content with context, and storytelling.

1. Life Sciences Project
Green Light
How to Gain
Corporate Buy-In

2. To achieve buy-in, budget
approval, or a project
green light you must first
engage.

3. You must guide the
company to the
realization that the
initiative is a change for
the better and that they
are a part of that positive
change.

4. Engaging with your
internal audience
requires preparation,
analysis, relevant content
with context, and
storytelling.

5. So let’s build a story ….

6. Audience Pre-education
Questions to be
answered before the
presentation is
developed

7. Exercise #1: Define who will be in the room.
Who is the target audience for the
presentation?
Example: CMO, CEO, CFO, Brand Manager,
Corporate Communications Director,
Product Management Team, Global
Marketing Team

8. Exercise #2: Define the benefits of the
presentation to the individuals attending.
Example: Gain power, improve the lives of
patients, gain influence, gain accessibility,
earn a promotion, earn a bonus or pay
increase, develop my skill set and/or
experience, love my job, contribute to the
success of the company

9. Exercise #3: Define the benefits of the
presentation to the company.
Example: Develop patient intimacy, improve
the lives of patients, reach hard-to-see
physicians, develop HCP loyalty, drive KOL
advocacy, increase productivity, increase
lifecycle revenue optimization, grown
brand awareness, and deploy approved
messaging.

10. Exercise #4: Define the return for the company with
this type of initiative. Consult which metrics are on
the manufacturing executive dashboard.
Example: Improvement against net income, return on
equity, return on assets, sales by product category,
sales by customer segment, cost of drug discovery,
trial statistics and status, performance level of new
prescriptions, patient demographics, shipment and
inventory, satisfaction and effectiveness, quality
metrics, efficiency metrics, inventory metrics,
regulatory and compliance metrics, maintenance
metrics, new product innovation metrics, brand
loyalty

11. Exercise #5: What are you asking for
the company to invest? Define your
ask.
Example: Money, people, time, tools,
awareness

12. Now, let’s build the
presentation

13. Capture this conversation
in 18 minutes

14. Remember to
communicate your origin
story (where did you
start?).

15. Paint a mental picture
with multi-senses

16. You must take numbers
on a page and turn them
into something tangible

17. Define what the audience needs
to know during the
presentation to keep them
focused and what they need to
know by the time they leave.

18. Exercise #1: Define your passion behind your
marketing programs. Is it supporting
sales, helping the customer, driving
revenue, etc? Consult your marketing
charter and define the passion within it.
Example: We apply science and our global
resources to improve health and well-
being at every stage of life. We strive to
set the standard for quality, safety and
value in the discovery, development and
manufacturing of medicines for people
and animals.

19. Exercise #2: Define the Origin Story
Example: Through the years, our researchers have helped to
find new ways to treat and prevent illness - from the
discovery of vitamin X, to the first X vaccine, to cold
remedies and antacids. Each of these achievements was
inspired by improving the lives of patients. While we are
proud of our past, we are enthusiastic about the future
of this company and we are excited to help create a
healthier, brighter future for people around the world.
This will only be possible by investing in tools and
technologies to better engage and support our patients
and gain knowledge about symptoms, self care, and the
lives of patients over time to more clearly discern how
people use medications. This will ultimately help us
achieve our goal towards informing the development of
future treatment.

20. Exercise #3: Create your twitter
headline. What’s the one thing you
want your audience to know?
Example: How We Can Leverage
Scientific Excellence to Improve the
Life and Care of Our Patients

21. Exercise #4: Build in the Rule of 3. People can
remember 3 things at once. Define those 3
points that support your Twitter headline.
Example:
– We’re developing an understanding of
the patient
– We’re building a consistent branded
experience for the patient
– We’re providing proactive support and
resources to our patients

22. Exercise #5:
Support each of the 3 points with a story.
Tell a story.
Have a conversation.

23. Example Story for Point #1:
We’re developing an understanding of the patient.
Through medication adherence programs including
helpful newsletters and educational patient portals,
we’re capturing and analyzing patients’ digital
body language. And we’re using the information
to better support and educate the patient and the
drug discovery process. Through our community
platform we drove greater patient support and
resources for those patients. We also learned that
insomnia was a common issue for those with
disease X and we can now work to overcome
those challenges.

24. Example Story for Point #2:
We’re building a consistent branded experience for the
patient. We’ve standardized, across the global
organization, digital brand guidelines, global email
policy, and privacy policy across all digital channels,
including our social media channels. We’ve aligned with
healthcare provides to provide the best care and support
to the patient while meeting compliance and regulation
guidelines while also keeping consistent with brand
guidelines. For example, we’re focusing on 20
comprehensive cancer hospitals across the United States
to. Using a key account management approach, we’re
executing branded educational workshops to educate
the entire treatment team from HCPs to hospital
administrators on safety and technology. These HCPs
have aligned with us to deliver the content required for
patient support.

25. Example Story for Point #3:
We’re providing proactive support and resources to our
patients. We’ve aligned with Healthcare providers to
communicate to the patient the right information at the
right stage of disease progression. We’ve ensured that
our message meets the needs of the patients at each
specific point in their disease progression. For example,
recently diagnosed prostate cancer patients receive
support through our patient advocacy network. When
the patient begins radiation and chemotherapy
treatments they receive informative content developed
by compatible POLs as well as recipes for meals that will
alleviate nausea.
registrations.

26. Exercise #6:
Support each of the 3 points with
data that has context.

27. Example Supporting Data for Point #1:
We’re developing an understanding of the patient.
We’ve discovered that 66% of patients are engaging
in the email medication adherence program, 26%
are utilizing the medication adherence app, and 8%
are participating in the patient community
discussions. This data is justifying our pursuit of a
more comprehensive patient strategy to address
the needs of patients throughout the patient
experience. This is allowing us to better support
the patients, improve the patient experience, and
drive future drug discovery initiatives.

28. Example Supporting Data for Point #2:
We’re building a consistent branded experience for
the patient. 80% of our high decile prescribers are
directing patients to our patient portal. 70% of
known patients research their disease on our
patient portal. 57% of patient that engage on our
social channels convert to our patient portal. These
data points have allowed us to identify what
channels and content offerings are most engaging
for the patient community. We can now work to
provide more informational, dietary, and “what to
except” content to those patients who are self-
educating. This will contribute to incremental
increases in patient engagement and prescriptions.

29. Example Supporting Data for Point #3:
We’re providing proactive support and resources to
our patients. Patient engagement has increased by
43%. Prescriptions have increased by 18%. These
stats support our digital marketing and patient
investment thus far. But given the digital patient
behavior defined earlier, we must continue to
invest in our digital initiatives if we’re going to
continue building our patient communities to drive
revenue and drug discovery, and more importantly
improve the lives of patients.

30. Now, REHEARSE!

31. REMEMBER …..

32. ENGAGE

33. Deliver content that
educates, nurtures, and
motivates

34. Deliver content that
educates, nurtures, and
motivates

35. Define your target
audience.

36. Define the benefits to the
individual.

37. Define the benefits to the
company.

38. Define the return for the
company.

39. Define your ask.

40. Define your passion.

41. Define your origin story.

42. Create your twitter
headline.

43. Define your 3 points to
support your twitter
headline.

44. Define your supporting
story.

45. Define the supporting
data and include context
for each data point.

46. Define the supporting
data and include context
for each data point.

47. Tell Your Story in 18
Minutes.