Consistent Approach to PR Programs Measurement and Evaluation Essential corporate tools

1. Consistent Approach to PR Programs Measurement and Evaluation Essential corporate tools PR Days/Polina Denisenko/PR-manager AZ Russia 16 December 2011

2. PR Measurement global approach Various Levels for Measurement: LEVEL 1: PR Measurement Score System • Qualitative: • Key Message Analysis/Tone/Credibility • Importance of Outlet • Media Type/Intended Audience • SoV v. Competitors • Visual Assets PR outputs • Quantitative: • # of Clips • Length/Source of Article • Total Impressions/Audience LEVEL 2 Leverage assets to demonstrate impact of PR (surveys re Corporate Positioning, Relationship Building, Customer Access, Influencer Mapping) PR outcomes 2

3. Measurement tools used in Russia

4. 1 to 5 POSSIBLE POINTS KEY MESSAGE DELIVERY 5 = Delivers all agreed upon key messages and/or the brand idea accurately 4 = Delivers majority of key messages (e.g., 2 out of 3 of agreed to messages) 3 = Delivers at least one key message 2 = Mentions product or brand and complimentary/supportive messaging 1 = Includes a brand mention but no additional messages -1 to 1.5 POSSIBLE POINTS EDITORIAL PROMINENCE/INFLUENCE ADD ONE HALF (.5) POINT Visual of the product, event, campaign, communication, logo, etc. ADD ONE HALF (.5) POINT Endorsement by host/editor, celebrity, etc. or Quote from or reference to spokesperson (brand, celebrity, etc.) Prominence of placement (e.g., lead story, homepage, significant photo, size of story relative to page) ADD ONE HALF (.5) POINT No competitor mention or favorable tone compared to competitor mention SUBTRACT ONE (-1) POINT Negative commentary (as part of proactive efforts, not involving a recall, crisis or extenuating circumstances) 1 to 3 POSSIBLE POINTS MEDIA OUTLET SIGNIFICANCE 3 = Top tier outlets, A-list, most highly desirable outlet 2 = Mid-tier outlets, B-list, e.g. reach core target and are key to brand/programme success 1 = All other, not in core target media list (e.g., press release wire pick up) -1 to 2 POSSIBLE POINTS IMPRESSIONS/AUDIENCE REACH 2 = Exceeded expected impressions 1 = Achieved expected impressions -1 = Failed to achieve expected impressions PR Measurement Score System PR Measurement Score System Adjusted appropriately based on branded or unbranded nature of campaign 4 FOR A TOTAL POSSIBLE SCORE OF 10+ POINTS

5. PR Measurement Scorecard BRAND/MARKET: Russia DATE RANGE: September 29 – November 9 PROGRAMME: The Press-сlub ‘ABC of Pharmaceutics’ Media Measurement Score: 9.4 Additional Measures: What else was achieved? Global Strategic Alignment : Which driver does this align to? • 27 mentions were found in printed media editions, on radio, information agencies’ newslines and online media titles • 67% of publications were posted by target media • 59% of publications quoted Mikhail Morozov, Public Affairs Manager at AstraZeneca Russia • Increase recognizability and significance of projects conducted by the company • Create positive media image of AstraZeneca as a company that is ready to share its global experience and contribute to increasing efficiency of healthcare in Russia • Attract interest to the problem of Russian drug insurance and availability of high-quality medical supplies Anecdotal Feedback: What did internal and external stakeholders say about the programme? • “AstraZeneca, being socially responsible company, is interested in supplying the Russian citizens with high-quality and efficient drugs and is prepared to render support in studying global practices, which could be useful while choosing an optimal scheme for drug insurance system implementation in Russia,” – Mikhail Morozov says. • “Population drug coverage in modern Russia requires considerable reforms; however, much have been done for the last few years <…> Today we are at the key stage of reform – the stage of calculations, forecasts and risks, which are necessary to take into account before the beginning of far-reaching reforms,” – says David Melik-Guseynov, head of Cegedim Strategic Data analytical agency. 5

6. Key journalists’ opinion survey (2009 - 2011)

7. GRMT: Methodology Quantitative survey methods: • Computer Assisted Web-Based Interviews (CAWI), also known as internet or online interviews. • Computer Assisted Telephone Interviews (CATI) • Face-to-face, pen and paper interviews Qualitative survey method: one-on-one in-depth interviews conducted in person (IDIs). Participants for quantitative research: • PC Physicians/specialists Participants for quantitative research: • Pyers/Regulators/Gos • TPOs, incl. patient organisations • KOLs Recruitment method: • Respondents were not aware of who was commissioning the study Companies included are AstraZeneca + global/local competitors