1. ASTRAZENECAAA MCM ROUNDTABLE PRESENTATION PR PLAN Prepared by: UniWorld Group, Inc. July 2006

2. Background

AstraZenecas (AZ) Seroquel MCM team will conduct approximately 120 cultural competency roundtables nationally in 2006-2007 that focus on African American, Hispanic and Asian populations.

UWGs PR department has been charged with building awareness of roundtable program within the healthcare and AA communities.

3. Communications Goals

Public Relations Objectives:

Build awareness of AstraZenecas roundtable program within the medical community by promoting local events

Enhance AZs credibility and leadership position as a leader in multicultural healthcare

Increase health care awareness and literacy within the AA community

4. African American Target Audiences

• African American (AA) physicians and healthcare professionals

• Community based organizations (CBO)

• AA patient population

5. Communications Goals

Leverage roundtable program to foster ally and network building opportunities

Promote national roundtable activities on a local level

Cultivate relationships with local KOLs, community based organizations, and healthcare entitities

Disseminate information to promote AZs AA MCM initiatives

6. Positioning

• AstraZeneca, is developing innovative, health management solutions that lead to improved health outcomes in the AA community

• To be recognized as the best-in-class solutions provider within the areas of health literacy, cultural competency and new immigrant health

7. Public Relations Campaign Overview

The MCM Grassroots Outreach program is designed to support the MCM Roundtable program and its initiatives

• The multi-level PR campaign includes community and media relations efforts designed to effectively reach the healthcare and AA communities through the following strategies:

• • Ally Development

• • Healthcare Literacy Campaign

• • Speakers Bureau Program

• • Event Sponsorship Participation

• • AZ Recognition Awards program

8. Explanation

Due to budget limitation in 2006, the MCM PR program will look to execute numerous planning, development and foundation building activities in 2006, with expectations for a full program roll-out in 2007.

9. Ally Development Campaign

Develop networks to build allies within the medical community and execute a direct to healthcare professional outreach campaignthat communicates AZs cultural competence roundtable initiatives (2006-07)

• Community Relations Tactics

• • 2006

• • Leverage roundtable activity to gain valuable information about influential community based organizations and medical associations

• • Arrange meetings with AZ representative and healthcare organizations

• • Identify AA medical convention speaking opportunities for AZ representatives

• • 2007

• • Partner with medical trades and associations through sponsorships and program participation

• • Disseminate MCM outreach materials via AZs sales team, program journals, or gift bag inclusion

10. Healthcare Literacy Program

Create series of public service materials in collaboration with high profile AA organization/association, that addresses disparities in the AA community and what healthcare professionals and patients can do to improve their healthcare literacy. For distribution via events, in office, online, IVR(2006 07)

• Community Relations Tactics

• • 2006

• • Develop and secure PRA approval for all collateral materials

• • Identify partner for non-profit collaboration

• • Produce co-sponsored PSAs featuring MCM key messaging (unbranded) for radio stations

• • 2007

• • Informational brochure distribution

• • PSA copy placement (community bulletin boards, online added value)

• • Promote website

11. Local Speakers Bureau

• Create a regional speakers bureau in key AA markets to participate in AA grassroots outreach programs.These AZ sponsored events in local markets could include one or more of the following activities

• • Public Service Announcements

• • Town Hall meetings

• • Seminars/ workshops

• • On site exhibit participation

• • Media activities

• 2006 Speaker selection & PRA/eStar certification process

• Identification of speaker schedule for 2007

• Placements and event participation 2007

12. Local Speakers Bureau cont.

• Recruit roundtable participants, community doctors, healthcare professionals and other KOLs, to become certified AZ approved spokespeople whose mission will be to provide PRA approved educational messaging about key healthcare issues affecting AAs in office, during media interviews, etc. (2007)

• • What to ask your doctor

• • Understanding and dispelling myths, stereotypes that lead to health disparities

• • AA healthcare facts.

• • Early detection

• • Treatment and prevention

13. Event Sponsorship

Opportunities exist to participate as a sponsor or added value participant in high visibility events held within the AA community.

Event participation often offers sponsors such benefits as:

• Onsite presence including exhibit booths,

• Advertising space and program journal inclusion,

• Online and on-air mentions,

• Extended audience reach,

• Credibility building interactions with target, and more

• (See Appendix for chart of recommended activities and related costs for sponsorship.Activation costs are not included)

14. Industry Award Programs

Submit entries for the MCM program to be considered in healthcare award programs. This will help to position AZ as a leader in providing health care solutions.Submission categories to include:

• • Creative

• • Communications/Public Relations Programs

• • Events

• • Overall program content

*2006: Identify list of award opportunities.

*2007: Submit entries

15. Media Relations

Media Outreach

• Develop press kits with key MCM messaging and facts including:

• • cultural insights

• • disparities

• • socio-economic factors

• • Speakers bureau contact information and bios

• Collaborate with event sponsees for added value PR opportunities

• • Pre/Post media coverage via joint press releases, photo ops, media alerts

• Develop copy for physicians by-lines in local newspaper editorial pages

16. Media Relations

Media Outreach

• Pitch newsworthy story ideas to medical and consumer publications

• • Key AZ messaging

• • Event coverage

• Organize and promote the AA healthcare speakers bureau comprised of AZ representatives, PRA certified physicians and spokespeople, to participate in media interviews and AZ sponsored activities

17. Planning Parameters

Geographic coverage:

• Program to roll out nationally in major AA markets with local market media focus based on:

• • Major AA grassroots event participation

• • National added value opportunities based on media buys

• • Local high profile KOL participation

18. Media Targets

Print:

Pitch print outlets to cover health disparities, roundtable and interview with MCM spokesperson.

• Trade Publications

• Medical Journals

• Consumer Print

• • National weekly/daily newspapers & magazines

• • National monthlies

19. Media Targets

Online:

Pitch online outlets for Roundtable coverage and online discussions via live chats with MCM spokesperson.

• Medical

• • Trades

• • News wires/news groups

• Consumer Healthcare

• • AA sites (Family/Womens/Mens)

• • General Healthcare wires

• • Community bulletin boards

20. Media Targets

Broadcast

Pitch localRadio/TV/Cablestations to schedule interviews with MCM spokesperson in each region that roundtables or sponsored events will be held.

• • Local news

• • Talk shows

• • Community programs

21. PR Elements

Press Kit

• • • Backgrounder

• • • Fact Sheet

• • • Key Messages

• • • Pitch letter

• • • Press release

• • • Speakers bureau contact information

• • • Healthcare brochure

• • • Patient brochure

• • • Bios

• • • Public Service Copy

22. 2006 PR Plan Budget 23. Media Outreach

Media Relations Tactics

• Develop target media list and press release for all pre/post event publicity

• Coordinate coverage in community listings in local outlets

• Coordinate pre-event interviews with KOLs, speakers bureau participants

24. Next Steps

Timing

• Client review of proposed plan & media lists

• Secure final client approval of plan & budget

• Open P.O. for work

• Submit press kit contents for internal review

• Submit press materials for PRA approval

• Media train spokesperson

• Review final ANR/SNR/PSA media lists and submit to

• • Client

• Determine time and dates of media interviews

• Provide monthly recaps of media activity

• Submit final recap of overall Roundtable program