Driving European Healthcare: Role of EUROMEDLAB

1. EUROMEDLAB 2015 April 2014

2. Why should EUROMEDLAB care about the EU? • It is estimated that the EU is responsible for 70 - 80% of national legislation in Member States. • EU has competency to legislate on health in order to ensure a high level of human health protection in the definition and implementation of all Union policies and activities. • Through binding and non-binding activities, the EU impacts on healthcare in the following areas: • Health strategy • Health in all policies • Health security • Blood, tissue, organs • Medicinal products • Communicable/non-communicable diseases • Vaccination • Rare diseases • Social determinants • Ageing • Healthy environments • Cross-border care • Health workforce • eHealth • Patient Safety • Antimicrobial Resistance • Health technology assessment • eHealth • Data collection/indicators for health • Scientific committees • Genetics and screening • Medical devices

3. Sphere of influence at EU level PR Events Speakers Speeches Petitions Sponsorship MEDIA Interviews OpEds Advertising Press Releases Briefings Letters Monitoring Companies Associations Family/friends Cabinet Agencies MEPs Consumer Groups EU Legislator Experts Political Assistants NGOs National Governments Committees CORPORATE COMMS Messaging Brochures Position papers Website Video Training Markets Industry SOCIAL MEDIA Blogs, twitter, Linkedin, Facebook, Youtube, etc. MEETINGS

4. Raising the political profile of EUROMEDLAB • EUROMEDLAB is the premier event for exchange of information on science and technology of clinical chemistry and laboratory medicine in academic, clinical and industrial settings. • Why do things differently? • However, the success of past events have not coincided with a rise in political profile or engagement with policymakers on the topics of high scientific importance to clinical and laboratory scientists (i.e. integrated personalized medicine, stem cells, diagnostic education, information systems and connectivity, patient safety, blood collection, etc.). • Why now? • Given the European elections in 2014, this is an ideal time for EUROMEDLAB to identify and include key policies and policymakers in EUROMEDLAB to demonstrate the critical role the sector plays in the delivery of European healthcare. Establishing a side political programme will not only raise the profile of laboratory science with policymakers, it will also expand the profile of the event and the sector with key stakeholders such as patients and nurses.

5. How we can help • Public Affairs Programmme • Objective: To enlist a diverse political programme of speakers and content which will facilitate broader EU awareness of EUROMEDLAB and its issues, as well as draw a wider audience of participants to the event. • Key message: The importance of clinical and laboratory medicine for driving safe, effective and rapid diagnoses for patients in Europe. • Target audience: EU policymakers, nurses, patients and specific industry actors in mHealth and eHealth. Strategy: Identify key policy decision-makers for raising the EU profile and status of EUROMEDLAB. Outreach to include bi-lateral meetings to discuss EUROMEDLAB 2015, potential topics for discussion in programme and participation in event to raise profile and diversify attendance.

6. Public Affairs programme – details • Stakeholder mapping (May/June 2014) • Aim: to determine speakers for political programming and enhance list of invitees for participations at EUROMEDLAB for communication and public relations purposes. Desk research and phone calls to identify key participants from: • European Commission (DG SANCO, DG EMPL, DG CONNECT) • European Council (attachés from upcoming presidencies/key Member States) • International/European/French nursing associations • International/European/French patient associations • Industry (companies/associations) • World Health Organization • OECD • MEPs – will be of particular importance following European elections 22-25 May 2014

7. Public Affairs programme - details • Action Plan for Outreach (June 2014) • Aim: Once the mapping is completed, this will feed into the action plan to narrow the focus for both speaker outreach and delegate outreach to specific individuals/associations for participation in the political programme of EUROMEDLAB 2015. The plan should pivot off of the EUROMEDLAB scientific programme and objectives, but consider key issues at EU level such as: • In vitro diagnostics • Cross border healthcare • Personalised medicine • European health workforce • Patient safety • Horizon 2020 • Genetics testing • Cancer screening

8. Public Affairs programme - details • Action Plan implementation • After agreeing Action Plan with the Organizing Committee, Instinctif Partners would support in meetings with organizations identified to build relationships, collect feedback and drive political programming. Meetings would be key to fostering relevant political programming and speakers. For example: • Meeting with Luxumbourgish perm rep could drive Presidency endorsement of a session at EUROMEDLAB on patient safety; and/or • Meetings with the European Federation of Nurses could facilitate a speaker on the importance of blood collection for patient safety, provide a new channel for advertising EUROMEDLAB 2015 with nurses in Europe and potentially create an incentive for nursing participation (i.e. certification); and/or • Meetings with targeted MEPs could be catalyst for champions of the sector in the next term

9. Public Affairs programme - details Political Programme Development (January/February 2014) Following the implementation of the Action Plan, Instincitif Partners would together with the Organizing Committee determine the most relevant political programme for the event including speakers, topics, sessions, timing to garner a higher political profile for EUROMEDLAB 2015, an EU angle and a more diverse audience.

10. Public Relations programme • Objective: To increase attendance of a wider range of audience groups and to expand attendance numbers of previous delegates. • Key message: The importance of clinical and laboratory medicine for driving safe, effective and rapid diagnoses for patients throughout Europe. • Target audiences: Clinical laboratory scientists, nurses, patient advocacy groups, and specific industry representatives in mHealth and eHealth. • Strategy: to raise awareness of the event through public relations (primarily) and marcomms activities (secondary) with the target audiences to drive new delegates to attend.

11. Public Relations programme - details • Communications strategy and planning (May/June 2014) • Based on the stakeholder mapping as well as the agreed communications goals and objectives of EUROMEDLAB, Instinctif Partners would work with the EUROMEDLAB team to create a communications strategy and plan to target all of the identified key stakeholders in Europe.

12. Public Relations programme - details • Pre-event publicity and marketing (June 2014 – May 2015) • Creation of set of key messages & unique selling points • Produce and distribute series of press releases • Set up of 1-2-1 media interviews to be conducted at event with key conference spokespeople • Invitations created, sent and followed up on with key journalists • Promote event to key industry journals for inclusion in their online diary dates/calendar sections • Creation of html emailer to be sent by EUROMEDLAB to previous delegates regarding event • Creation of separate html emailer for prospective delegates • Post event details on Instinctif Partners Life Sciences website • Include event details in e-newsletter issued to our database of approx. 10,000 relevant contacts • Provide engaging copy for an event homepage (if one is created) that communicates key differentiators and includes a call to action to encourage registration

13. Public Relations programme - details • Media activities at the event (June 2015) • A member of Instinctif Partners team would staff the press room for the duration of the event, acting as the main point of information for attending journalists. This includes organising interviews with conference spokespeople as suggested.

14. Public Relations programme - details • Post event promotion (July 2015) • Draft and distribute post-event press release and html emailer to all attendees detailing the highlights and outcomes of events.

15. Public Relations programme - details • There are additional marcomms activities that Instinctif Partners can provide which could be leverage to promote EUROMEDLAB. There activities are intended to be part of an integrated campaign, complimenting both the public affairs and public relations programmes in the run up to, and after, the event. • Launch event at IFCC WorldLabInstanbul • Brochures • Print advertisement • Exhibition banner • Web presence • Social media engagement • Twitter feed – kick off • Twitter account support/content

16. Costs • Public Affairs programme • Stakeholder mapping: 7,265 euros • Action plan for outreach (development and implementation): 15,965 euros • Political Programmedevelopment: 4,735 euros • Public Relations Programme • Communications and planning: 2,820 euros • Pre-event publicity and marketing: 13,080 euros • Media activities at event: 5,400 euros • Post-event promotion: 2,800 euros • Potential additional marcommsactivities • Lunch event at IFCC WorldLab2014 • Brochures: 6,250 – 12,750 euros • Print advertisement (per ad): 2,500 – 6,250 euros • Exhibition banner: 1,500 – 2,500 euros • Website: Completely dependent on size, functionality, and search engine optimization • Social media • Twitter feed – kick off: 1,250 – 3,125 euros • Twitter account support/content: 1,875 – 3,125 euros (per month)

17. Why us? Public Policy • We have extensive expertise across the healthcare sector, from patients and healthcare professionals, to medical device and pharmaceutical companies. • This has included the association management for Health First Europe, as well as advising diverse clients from the European Federation of Nurses, to Novartis, Johnson & Johnson and Eucomed. • Our clients operate at the national, EU and global levels. We deliver public affairs and communication strategies tailored to each clients’ need. • Services • Association management • EU event management/support • Strategic Advice • EU and MS legislative monitoring • Public Affairs Advice and Advocacy • Project management • Sectors • Medical Devices • Diagnostics • Pharmaceuticals and Healthcare • Tools, Technologies & Services • Healthcare professionals • Patient advocacy

18. Why us? Life Sciences • We are experts in the life sciences sector with significant expertise in medical devices. We deliver creative and effective communications programmes and aim to make a difference through the strategic counsel and communications services we offer. • Combining specialist sector experience with expertise across channels including corporate, financial, healthcare and marketing communications, we craft and execute programmes to the media, industry, professional, public, financial and investment communities. • Our clients range from start-ups to multi-nationals, and have included PR and marketing support for many events and conferences at the National, EU and Global level. We also support trade associations including, for example, EPEMED. • Sectors • Biotechnology • Medical Devices and Diagnostics • Pharmaceuticals and Healthcare • Science, Education and Not-for-Profit • Tools, Technologies & Services • Venture Capital and Professional Services • Services • Corporate Communications • Design and Branding Consultancy • Financial Communications • Healthcare Communications • Marketing Communications • Social Media and Online Communications

19. We are experts…