July 20, 2006

1. July 20, 2006

2. Who we are • A full service, integrated communications firm in business for 20+ years • A seamless, multiple-office firm • Waukesha, Wisconsin • Minneapolis, Minnesota • Waterloo, Iowa

3. Integrated Marketing Communications • Corporate Affairs • Branding • Advertising • PR • Direct marketing • Events • Collateral • CSR • Reputation management • Issues management • Coalition building • Employee communications/training • Stakeholder engagement/mobilization • Research • Interactive/database Strategic planning What we do best

4. Morgan&Myers clients

5. CSR experience

6. Rural Health OpportunityListening for needs.

7. Q: Is there a unique healthcare need in rural America? A:Yes. Q: Are there opportunities for Schering-Plough to make a difference? A:Yes. Not only can Schering-Plough improve the health of rural communities, but it can do so in a way that builds trust with doctors, patients and customers By earning their trust, we will achieve a competitive edge, positively differentiate our brand, and drive long-term high performance

8. Environmental Scan Methodology • Secondary research • Review of healthcare studies, articles, research documents and newsletters • Primary research • In-depth interviews: 28 rural healthcare thought leaders • Rural health research center directors • Rural health thought leaders • Farm organization leaders • Media

9. The Lay of the Land • What is rural? • Definitions vary • 17% +/- of the U.S. population • 75% of nation’s land mass

10. The Lay of the LandHow do rural and urban populations compare? • Higherrates: • Chronic illness and disability • Heart disease • Asthma • Diabetes • Cancer • Occupational illnesses • More severe, injury-related deaths • Less likely : • To receive medical checkups • To receive preventative screen • Exercise regularly • Rural people: • 25% lower income • 28% more poverty • More Medicare beneficiaries • More likely to smoke • Higher obesity • Less active • More motor vehicle deaths • Poorer health status

11. Schering-Plough leadership opportunities Asthma Heart disease, stroke Healthcare literacy Community based education, prevention Rural pharmacies Other stakeholder-driven issues (less overlap) Access to primary healthcare services Access to insurance Access to emergency medical services Local healthcare infrastructure Diabetes Rural Healthcare PrioritiesKey insights and opportunities Identify leadership opportunities by finding the intersection of stakeholder needs and Schering-Plough expertise

12. Rural Healthcare PrioritiesSchering-PloughLeadership Opportunities • Asthma • Environmental, socioeconomic, family factors predispose children to chronic conditions (including asthma) • Education, evaluation focused on urban populations • Under-diagnosis of asthma common in rural areas • Farmers have higher-rates of respiratory symptoms • Lack of information addressing unique needs of asthma information and education for rural school children

13. Rural Healthcare PrioritiesSchering-PloughLeadership Opportunities • Heart disease and stroke • 30-year cardiovascular disease reduction escaped rural areas • High cerebrovascular disease, hypertension, ischemic heart disease • Rural behaviors, attitudes, economics are problems • Low perception of risk • Screening: less available, low participation • Higher prevalence of risk factors: smoking, diet, sedentary lifestyles • Treatment procedures and technology limited • Fewer follow-up services: cardiac rehab, dieticians, exercise physiologists, social workers

14. Rural Healthcare PrioritiesSchering-PloughLeadership Opportunities • Health literacy • Inability to read, understand and act on health information • Low health literacy acute in rural areas • Compounded by low levels of education, higher unemployment, low salaries, lack of insurance • Information is not “culturally sensitive” • Recent study: • Nearly half can’t read most patient education materials • Institute of Medicine: • 90 million have difficulty understanding, using healthcare information • Contributes to delay mentality

15. Rural Healthcare PrioritiesSchering-PloughLeadership Opportunities • Community based education, prevention • Rural barriers to healthcare access: • Program cost – smaller populations share burden • Transportation availability/cost • Long distances • Time off of work • Rural social structures essential to promote healthy lifestyle and prevention • Schools • Worksites • Churches • Healthcare facilities • Communities

16. Rural Healthcare PrioritiesSchering-PloughLeadership Opportunities • Rural pharmacies • Pharmacists, services lacking in rural areas • High rural populations of older, chronically ill patients need more pharmaceutical advice • Rural people face financial barriers, lack of transportation • Rural working conditions hard for pharmacists • Rural hospitals face challenges implementing medication safety practices, lack staffing • Pharmacies, pharmacists lack technology

17. Competition “I don't think the drug reps are often asked to help with community education; the one I asked was so anxious to participate, like it was a totally novel idea.” - Harrolyn Johnson, KS rural county fair asthma screenings

18. Work that’s been done Where efforts fall short • Studies, reports & data gathering • Isolated tests • National programs • Community coordination • Leadership • Sustainability & replication • Lack of sharing and dialogue • No “rural lens” Schering-Plough & Rural HealthDefining the opportunity Work we can do • Acknowledge our commitment • Create collaborative partnerships • Act as a catalyst • Make a difference • Share prototypes & pursue sustainable approaches

19. Schering-Plough & Rural HealthObjective Become known as a champion of rural healthcare that effectively engages stakeholders and collectively creates and shares replicable proven programs that make a difference in improving the health of rural Americans • Accomplished by: • Doing the right thing • Be seen doing the right thing

20. In-tune with stakeholder expectations Earns trust Differentiates Schering-Plough in marketplace • Research driven approach • Broad scan to identify rural stakeholder issues and Schering-Plough opportunities • Focused research in pilot geographies to identify specific needs • Advisory Council shapes the effort • Engaging, and partnering with, leading local authorities and organizations • Excellence in pilot program execution will demonstrate progress where there is a need • Contributions show a commitment to the cause • Rural commitment and Advisory Council showcase leadership behavior responding to stakeholder needs • Being seen making a difference by promoting efforts • Condition specific pilot programs reflect Schering-Plough’s business • Developing and driving replicable approaches Schering-Plough’s Rural Health InitiativeStrategic alignment

21. Our Commitment • We aspire to … improve the health and well-being • of people in rural America. • Given rural communities often face unique healthcare limitations, which result in rural populations generally being of poorer health status, we will take a Listen, Learn and Lead approach to make a difference in: • Health Literacy: Unlock rural America’s power to take charge of its health • Education and Prevention Programs: Bring needed insights and resources to help rural communities prevent diseases more prevalent in rural America • Heart Disease and Stroke Prevention Campaigns: Provide the necessary information and treatments, which seem to be more limited in rural America • Asthma Screenings: Unmask asthma in rural children and adults who may not be aware of their condition or solutions • Rural Contributions: Spark new ideas and enthusiasm in a local community to find sustainable solutions to rural healthcare challenges

22. Internal Steering Committee Schering-Plough’s Commitment to Rural Health Rural Health Initiative Rural Advisory Council Rural Community Pilots Research Roundtables Contributions Be seen doing the right things

23. Internal Steering CommitteeCreates advocates and message multipliers • Promote Rural Health Commitment to internal audiences • Leverage employees who originally are from rural communities or serve rural communities • Engage internal resources in pilot development, stakeholder dialogues and opportunity identification

24. Rural Health InitiativeBuilds trust and innovative leadership position • Brings the Rural Health Commitment to life • Guided by a cross-section of experts • Multi-faceted approach • Education • Prevention • Intervention • Direct reflection of the business • Focus on sustainability • Be a catalyst for community alignment and change • Share and promote proven prototypes • Encourage innovative healthcare solutions

25. Rural Health Initiative Rural Advisory CouncilEstablishes credibility and builds trust Engage key thought-leaders to help shape and implement community health improvement programs

26. Rural Community PilotsCreate and share replicable prototypes

27. Schering-Plough Rural Initiative American Lung Association Farm Bureau Rural Community PilotsCreate replicable prototypes • Focus areas • Health literacy, education and disease prevention • Asthma • Heart disease/cholesterol • Form local coalition with community and experts • American Heart Association • American Lung Association • Association of Asthma Educators • Farm Bureau – arms and legs

28. Rural Community PilotsCreate replicable prototypes • Deliver programs through existing rural community social structures • Schools, worksites, healthcare facilities, churches • Focus on children • Easiest to educate and shape healthy lifestyle choices • Work through parents for double exposure • Phased approach with geographic focus • September, October, November: Cholesterol focus in Southern community • June, July, August: Asthma focus in Northeast community • Sustained: health literacy, healthy lifestyle education, prevention

29. Rural Community PilotsCreate replicable prototypes • Schering-Plough’s Rural Health Resource Center • Web-based information resource • Culturally sensitive health literature • Repository for successful programs • Ours and others • Screening checklists • Track progress of pilot program • Recognition for collaborators • Grant application forms • Progress Blog • Calendar of events • Links to other resources • Stakeholder Engagement and Management System • Stakeholder database and communication system

30. Rural Community PilotsCreate replicable prototypes • Merchandise Schering-Plough programs to rural audiences, including school nurses • On-line Rural Health Resource Center • SP Cares, SP Commitment to Care • Streamline PDAP application process • schoolasthmaallergy.com • Work with state and local Farm Bureau affiliates to sponsor and coordinate community screenings

31. Rural Community PilotsCreate replicable prototypes • Develop “Healthy Rural Lifestyle” integrated communications campaign • Increase awareness and understanding • PSAs, advertising, media relations, advertorials, op-eds • Drive interventional behavior • Asthma, cholesterol focus

32. ResearchUses science-based approach Steering committee Pilot Proven Prototype Rural advisory council • Guides the development and implementation of the Rural Health Initiative • Necessary for alignment and engagement • Primary research, as needed

33. Roundtables Facilitating dialogue • Presence and sponsorship at key events • Rural health • Ag • Community • Moderated discussions regarding issues and solutions • Opportunity to share research findings • Panel discussions • Media • Webcasts • Stakeholder communications

34. ContributionsFacilitates replication of proven programs • Establish a modest grant program and application process for rural health stakeholders who engage and create change • Fund proven approaches that are in lock-step with Schering-Plough’s Commitment to Improving Rural Health • Focus on grant matching for proven programs to improve sustainability • Enlist an advisory council to help review grant applications

35. Being seen doing the right things Showcasing leader behavior and executional excellence to build trust • Integrated into overarching Listen, Learn & Lead effort • Advertorial issue pieces and success stories • Support pilot programs with Schering-Plough respiratory communications campaign

36. Schering-Plough’s Rural Health InitiativeValue to the business • Demonstrates Schering-Plough’s commitment to improving rural health through the application of Listen, Learn, Lead Listen Learn Lead • Focused scan for rural asthma pilot opportunities that are in strategic alignment with LL&L • Identify, contact and establish partnerships with appropriate stakeholders • Perform necessary research • Develop a tactical plan for pilot geographies • Executional excellence • Do the right thing and be seen doing the right thing • Sustain commitment by sharing and merchandising proven prototypes • Integrate efforts with overarching LL&L dialogues

37. Next Steps • Determine relevancy to Listen, Learn and Lead • Refine approach, as applicable, for Listen, Learn and Lead • Identify information gaps • Develop recommendations, timelines and budgets for execution