Voice of Industry – PR programme for 2005-6 Chairman – George Zajicek (Axis-Shield)

1. Voice of Industry – PR programme for 2005-6 Chairman – George Zajicek (Axis-Shield)

2. Awareness • Attitude • ActionA Communications Programme for BIVDA

3. An Introduction to Edelman • Founded: 1967 • Number of professionals in London: 95 • Largest independent agency • International Agency of the Year 2005, Holmes Report • Association of Professional Political Consultants • Investors in People • Public Relations Consultants Association (PRCA) Consultancy Management Standard

4. An Introduction to Edelman • Considerable experience of the health sector • Understanding of government machinery, the political environment and regulatory regime • Record of success in delivering programmes • Excellent relationships with key policy stakeholders and media • Holistic approach in bringing together public affairs, health and media teams

5. An Introduction to Edelman • Building the profile of an organisation and the leadership team • Giving organisations their share of voice : publications, politicians, media, stakeholder management • Shifting policy to create a favourable environment for business • Reputation management • Great experience building and protecting brands such as Microsoft, UPS, Proctor & Gamble • Making the news agenda work for you • Integrated communications across sectors

6. Working Together – Edelman’s role • Support the Director General – ease the pressure on Doris-Ann Williams’ time. • Ease the “bottle-neck” of work and information at BIVDA HQ – Edelman will assist with ad hoc activities when we can be of service. • Engage with members – ensure that our work is informed by member’s developments, and communicate with member companies.

7. Your Objectives • Raise the profile of and build support for in vitro diagnostics with key external audiences with an influence on the market. • Demonstrate how in vitro diagnostics can contribute to delivering the NHS modernisation agenda. • Raise the profile of BIVDA.

8. Recommended Approach • Seeing is believing: showcase your pioneering work to demonstrate the benefit to the NHS, patients and health outcomes • Know your audience: make allies and champions • Pioneering thinking: you are a legitimate player in the policy process • Use your resources wisely: exploit existing networks and activities

9. Initial activity (Sept – Oct 2005) • Edelman team briefed on BIVDA and issues in IVD • Tour of diagnostics lab at St Thomas’s Hospital (Sept 20th) • Briefing meeting with Doris-Ann Williams (Sept 29th) • Review existing media database • Review BIVDA literature – factsheets, position papers, etc. • Identify health/Government/NHS issues that BIVDA is prepared to comment on. • Develop forward features list for target media. • Identify opportunities for Parliamentary briefings.

10. End of year (Nov – Dec 2005) • Update briefing material and distribute to media contacts (consider the need for possible additional papers with case studies, and commission if necessary). • Hold messaging workshop to agree position on current healthcare issues. • Mine the media for proactive and reactive opportunities for BIVDA to comment (ongoing for the duration of the programme). • Proactive pitching of BIVDA comment with features editors. • Host first roundtable discussion event • Obtain support of two MPs to support a BIVDA exhibition in the Upper Waiting Hall.

11. 2006 Activity (Jan – Mar) • Continued maintenance of media political calendar and database. • Hold journalist outreach day. • Organise separate visits to St Thomas’s labs for journalists and Department of Health officials. • Begin “1-to-1” meetings with MPs on Health Select Committee to ensure a broad base of political champions. • Assist with organisation of 2006 dinner events. • Discuss opportunities for BIVDA to join the “Health Hotel” at Labour Conference in September (group of health organisations who exhibit and host meetings with Ministers and key policy stakeholders). • Use new relationships with Health Select Committee to engage with MPs when opportunities arise, such the anniversary of the Diabetes NSF.

12. Ongoing activity – account management • Provision of monthly activity report. • Review Doris-Ann Williams’ monthly report. • Attend review meetings. • Participation on “Voice of Industry” conference calls. • Contribute to Doris-Ann’s emails to ensure members are regularly updated on activity.

13. Communicating with members • Edelman will be in regular contact with BIVDA members: • Monthly “Key Education” email to members from DG to include update on Edelman activity. • Update from Edelman at the regular “BIVDA Voice Of Industry” conference call • Throughout the work programme, the public affairs and media campaigns will require input from member companies – Edelman will work directly with members on projects to ease pressure on the Director General. • Include us on your press release list (ben.russell@edelman.com and chris.west@edelman.com)

14. Evaluation Quantitative: Tailored Performance Indicators • Meetings with influencers and their support for key messages • Media metrics • Support for parliamentary devices such as EDM signatories, PQs Qualitative: Benchmarking • On appointment, a benchmark exercise to provide baseline qualitative measurements from which future progress can be judged. • Half yearly audit of top 10 targets Edelman Tools • Right from the Start meeting • Monthly review • E2 review

15. Awareness • Attitude • ActionA Communications Programme for BIVDA