Pharmaceuticals Presentation

Diana Campau - Director Internal Global Communications Jane Luper - Senior Group Leader Corporate Services Ann Silvernail - Senior Manager Corporate Communications 25 th Anniversary Audience Alignment Study August 10, 2004

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INTERNAL 1 Reinforce Amgen’s heritage and history 2 Paint a picture of what the future holds 3 Thank staff for 25 years of great science, service, innovation, and dedication to improving people’s lives 4 Re-recruit and retain staff 5 Motivate staff and boost morale Numerically coded for reference EXTERNAL 6 Enhance Amgen’s image and increase brand awareness as many of our customers and constituents are “new” 7 Reach out to Amgen’s local communities. Concentrate on locations where Amgen has a presence. Promote tangible traits that define Amgen 8 Maximize opportunities for positive media coverage 9 Solidify Amgen’s position as the leader in our industry and reinforce our contributions to the birth of biotechnology

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INTERNAL Current & Potential Staff Spouses & Families EXTERNAL Patients & Caregivers EXTERNAL Healthcare Professionals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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INTERNAL Current & Potential Staff ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ We’re growing so fast, but working too hard. Too many processes.” Desired Response: “ I’m doing this for the right reasons. I feel rewarded. Amgen is all about patients and people.” Possible Existing Touchpoints: Amgen offices, factories, building dedication, New 25 th Summerfest (on-site day of celebration), Thousand Oaks Party, D&O meeting * Based on numerically-coded Anniversary objectives

INTERNAL Spouses & Families ,[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ My spouse works all the time, why?” Desired Response: “ It’s all worth while because there’s a future for us, my spouse gets recognized, and the work is fulfilling.” Possible Existing Touchpoints: Events, home, New 25 th Summerfest (on-site day of celebration), Thousand Oaks Party

EXTERNAL Patients & Caregivers ,[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ I know my drug…who/what is Amgen?” Desired Response: “ Amgen always delivers the best for me.” Possible Existing Touchpoints: Hospitals, clinics, doctors’ offices, homes

EXTERNAL Healthcare Professionals ,[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ Bio-tech or pharma? I know the drugs, not the company. They’re my patients, not Amgen’s.” Desired Response: “ Amgen will help me deliver the best care to my patients.” Possible Existing Touchpoints: Hospitals, practice offices, tradeshows, clinics

EXTERNAL Media – Top Tier ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ They’re part of biotech but we never hear much about them. Amgen is under the radar.” Desired Response: “ Amgen’s got a story here that needs to be told.” Possible Existing Touchpoints: Trade shows, analyst briefings, and press events

EXTERNAL Media – Business Perceptions to Change: “ Bloom is off the rose.” Desired Response: “ There’s a story about Amgen’s great future.” Possible Existing Touchpoints: Trade shows, analyst briefings, press events, shareholder’s meetings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

EXTERNAL Media – Medical/Scientific Journals ,[object Object],[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ Where’s the pipeline?” Desired Response: “ There’s a story about Amgen’s great pipeline.” Possible Existing Touchpoints: Trade shows, analyst briefings, press events

EXTERNAL Media – Lifestyle & Community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ Who/What is Amgen? Are they making an impact?” Desired Response: “ There’s a story about Amgen beyond the medicine. They really are about improving people’s lives.” Possible Existing Touchpoints: Local community events (local broadcast B-roll news)

EXTERNAL Industry – Partners ,[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ They’ve got a big checkbook. And they’re bullies.” Desired Response: “ Amgen’s collaborating with us and they really do put patients first.” Possible Existing Touchpoints: Tradeshows, corporate offices (Amgen’s and theirs)

EXTERNAL Industry – Peers/Competitors ,[object Object],[object Object],[object Object],Perceptions to Change: “ Amgen’s arrogant. They don’t think they need to include us.” Desired Response: “ Amgen plays fair and brings good PR to the industry.” Possible Existing Touchpoints: Tradeshows, corporate offices

EXTERNAL Industry – Bio Think Tanks ,[object Object],[object Object],[object Object],Perceptions to Change: “ Where’s the pipeline? What’s next?” Desired Response: “ Amgen…you ain’t seen nothin’ yet.” Possible Existing Touchpoints: Tradeshows, analyst briefings, Amgen on-site

EXTERNAL Financial Community – Analysts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ Where’s the pipeline? What’s next?” Desired Response: “ I understand when and from where future growth is coming.” Possible Existing Touchpoints: Corporate offices, Amgen on-site, analyst briefings

EXTERNAL Financial Community – Shareholders ,[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ When’s Amgen’s stock price going to start growing again?” Desired Response: “ I made a great long-term investment.” Possible Existing Touchpoints: Shareholders meetings

EXTERNAL Government Policymakers – United States ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ How can Amgen help my Voters?” Desired Response: “ Amgen is a valued enterprise for the health of our citizens.” Possible Existing Touchpoints: Washington DC + 10 locations (cities/states)

EXTERNAL Government Policymakers – Europe & Japan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ How can Amgen help my country?” Desired Response: “ Amgen delivers health and hope.” Possible Existing Touchpoints: Nation capitals

EXTERNAL Public ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptions to Change: “ Who’s Amgen? I don’t know enough about them to have an opinion.” Desired Response: “ Wow, Amgen’s an amazing company!” Possible Existing Touchpoints: Various TBD

Audience Alignment Overview (cont.)

Communication Channels Consumer Advertising Consumer Promotions Media Events Sponsorship & Event Marketing Public Relations Trade/Industry Communications Community Outreach Inside-Out Branding Amgen Audiences

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