Healthcare Brand Reactions Website Version 052920

HEALTHCARE B R A N D RESPONSES TO COVID–19 LATEST UPDATES

§ New marketplace ad, Coors Light, Slide 15 § Updated social listening for week from May 4-11, Slide 41 § Addition of “Quick Glance” CSR round-up, Slide 42 § Minor updates to Gilead, Slides 71-72, Walgreens, Slide 110-111, Walmart, Slides 113-114 § Removal of outdated information

COPYRIGHT PUBLICIS HEALTH 2020 2 BACKGROUND TABLE OF CONTENTS: In recent years, brands have played an increasingly influential role in culture, politics, and current issues. Nearly two-thirds of consumers around the world will buy or SECTION ONE: GENERAL CONSUMER TRENDS boycott a brand based upon their position on a socio- & BRAND RESPONSES political issues.1 As the coronavirus pandemic sweeps the globe and dominates the media landscape, 77% of consumers want to SECTION TWO: HEALTHCARE CONSUMER know how brands are helping in this new normal2. It’s clear TRENDS & BRAND RESPONSES that consumers are increasingly looking to the brands and corporations they trust to respond to the crisis. SECTION THREE: CORPORATE RESPONSES What follows is a brief background on general consumer trends and brand responses, healthcare specific consumer trends and brand responses, an alphabetical appendix of healthcare corporate responses and headlines, and a SECTION FOUR: PHARMACEUTICAL PIPELINE round-up of the pharmaceutical pipeline response to RESPONSE TO COVID-19 COVID-19.

Consumers are expecting brands to help during the coronavirus pandemic, even to the point of losing money. And they will remember the brands and corporations that do not, according to an Edelman Trust Barometer special report released on 3/31. FOUR KEY HIGHLIGHTS: § 90% want to see and know that brands are protecting the well-being and financial security of their employees § 90% of respondents want brands to work with government and relief agencies § 84% want to see brands as a reliable news source § 71% say how brands reported the future of their loyalty is dependent on the company responds to COVID-19

COPYRIGHT PUBLICIS HEALTH 2020 5 COPYRIGHT PUBLICIS HEALTH 2020 6 Excerpted from the Edelman 2020 Trust Barometer Special Report BEST CONSUMER BRAND RESPONSES NEW BALANCE

New Balance, the Boston-based athletic shoe manufacturer, has announced plans to develop face masks in their US factories to respond to the significant demand for desperately needed hospital supplies. Additionally, New Balance has pledged $2 Million in support to local, regional, and global organizations responding to COVID-19. TAKEAWAY(S): § There’s a critical need for personal protective equipment (PPE) for healthcare providers on the frontlines § Look at the opportunities to deploy manufacturing facilities and expertise to create supplies necessary to fight COVID-19

Software maker QuickBooks is hitting pause on its current campaign and using their DTC TV ad buy to direct consumers to donate to a new Small Business Relief Fund. In a new 30-second spot Quickbooks salutes small businesses and urges viewers to help their local businesses by donating through the fund, which was created by QuickBooks parent Intuit and GoFundMe earlier this week. TAKEAWAY(S): § Millions of small businesses—including doctors—have been hit hard by economic fallout from COVID-19 § Potentially repurpose DTC media buys to thank HCPs, partner with patient advocacy groups/nonprofits, or raise money for much needed supplies and equipment

In response to the social distancing and shelter-in-place regulations that have caused bars to close, Miller Lite has started a campaign thanking bartenders and bar owners and starting a “virtual tip jar” as an emergency assistance program. TAKEAWAY(S): § As demonstrated by QuickBooks, businesses have been hard hit by economic fallout from COVID-19 § Physicians aren’t exempt from the economic hardship. Publicis Health research is showing that private practices are closing—or in danger of closing—as a result of lack of business related to shelter-in-place § Identify opportunities to support private practice physicians during this time of economic hardship

Unilever’s “Dove” brand has reworked their famous “real beauty” campaign into one celebrating healthcare workers marked by the protective gear they’ve been wearing during the coronavirus crisis. ”Courage is beautiful” is a new take on existing work the brand has done and has been customized globally across markets featuring healthcare workers in each region. Dove realized their messaging was no longer relevant and wanted to find a way to celebrate those on the frontlines. The campaign was completed in less than a week. Takeaway(s): § Healthcare workers continue to battle on the frontlines, COVID-19 dominates the news, and previous messaging at best is irrelevant and at worst comes across as tactless § Rework existing campaign messaging and themes in a way that is relevant and self-aware § Focus on getting messaging to market as quickly as possible—in Dove’s case, part of the campaign’s authenticity comes from it’s lack of polish

Nike was one of the first brands to respond to COVID-19 with the launch of their “play for the world” campaign. Last week, they released a 60 second spot featuring LeBron James and other celebrity athletes, joined by regular people, all exercising in their homes and shot on their phones. Nike joins other brands like Jack Daniels, the NFL, IKEA, and Zoom to use “homemade” footage shot predominately on smartphones. Takeaway(s): § As global production shuts down—and previously shot ads lose relevancy— brands are turning to homemade footage to create spots that reach and engage their audience in an authentic way § Worry less about polish and more about authenticity—focus on communicating with empathy and heart § ”Unpolished” video content can provide opportunities to connect with patients and HCPs in new ways, telling their stories, etc.

According to the American Public Media Research Lab1, black Americans are 3.6x more likely to die from COVID-19 than their white neighbors. The PSA2 was developed by multicultural marketing agency Burrell, and features video from Jason Hargove, an African American bus driver in Detroit who died of COVID- 19. According to Burrell, the purpose is to highlight racial disparity in healthcare and the socioeconomic factors that make black Americans more at risk from contracting the novel virus. The spot—believed to be the first commercial to use the face and voice of a real-life COVID-19 victim—will air nationwide and on social beginning this week (4/20). Takeaway(s): § New data is showing that certain populations—notably African Americans and Latinos—are more at risk for contracting COVID-19, largely due to racial disparity in healthcare and other socio economic factors. § Acknowledge racial disparities and look for opportunities to direct resources and grants to communities more at risk for COVID-19—especially people of color.

Millions of American’s are getting “Zoom” fatigue as the popular video-conferencing app becomes a staple of working-from-home and dominates the 9-to-5. In response, the Coors Light “Clone Machine” allows you to record a 30-second loop of yourself looking interested and engaged for your next video call, giving Americans “just enough time to grab a cold one.” Takeaway(s): § As we adapt to the next normal, new habits, ways of working, and necessary behaviors will present new and unique challenges. The Coors Light spot and tool speaks to one of the WFH side-effects of COVID-19 in a humorous way. § We are beginning to pivot away from crisis response and into a new normal. It will become increasingly important to adapt brand messaging to speak to the new changes and challenges we face as we adapt to “life under the curve.”

To inspire viewers and support photographers and artists during the lockdown, Samsung launched “Stay Inspired #TheHomeExhibition.” Produced exclusively for owners of Samsung's The Frame TV, the campaign brings virtual exhibitions into people's homes and provides photographers with a platform to show their work. Takeaway(s): § Millions of people are out-of-work as a result of the COVID-19 pandemic, Samsung’s solution is a creative way to showcase the utility of their product while providing a unique way to give work to the unemployed.

In late March Publicis Health field a voice response study of “I mean, we're the vulnerable ones, just like patients and HCPs to understand how they are responding the elderly, so going out to the store becomes to the COVID-19 pandemic. We found patients and HCPs have areas of overlapping concerns and both are looking to a wonderful game of, you know, Hunger health brands and pharmaceutical companies to assuage Games. It's ridiculous” anxiety and speak to their healthcare concerns. ~ Multiple Sclerosis Patient TOP CONCERNS FOR PATIENTS & HCPS: § Access: Concerned about the ability to pay for medication amidst economic downturn § Telemedicine: Rapid adoption is challenging, steep implementation and learning curve, new reimbursement requirements § Misinformation: Challenging media landscape, hard to separate fact from fiction when it comes to COVID-19 § Resources: Concerned for supply chain for both medical supplies and prescriptions

In 2017, Johnson & Johnson partnered with award-winning filmmakers to produce Unseen Enemy, a film examining the threat of infectious diseases and worldwide pandemics. Released via CNN, Unseen Enemy was re-aired in March 2020 with additional commentary in partnership with J&J as a response to the COVID-19 outbreak. TAKEAWAY(S): § The public is craving, consuming, and sharing content faster than ever before § Look at archived content that could be brought back out and modified to fit a specific need (i.e. video content expressing gratitude to HCPs) § Explore new content avenues and mutually-beneficial media partnerships that emphasize and disseminate factual information

Pfizer launched “The Antigen” podcast in late 2019, with a focus on the history of vaccines and infectious disease. The podcast has now pivoted to focus on disseminating evidence-based information around COVID-19. TAKEAWAY(S): § The constantly changing nature of the pandemic has left people craving information. As people continue to shelter- in-place and work from home, content consumption is rising at an accelerated pace. § Leverage existing platforms (i.e. podcasts) in new ways— to fight misinformation, share personal stories from the frontlines, express gratitude to HCPs, and more

In response to COVID-19, telehealth company Roman has launched a free triage service for patients exhibiting symptoms. Historically, Roman has focused on men’s health needs but in response to the outbreak has brought on additional HCPs to provide complimentary video consultations for potential coronavirus patients. They have also created a “COVID-19 Resource Center” updated every 24 hours that presents patients with information written in patient-centric language. TAKEAWAY(S): § Lack of access to testing, misinformation, and fear means patients are often clogging 911 lines and ERs because they believe they might have COVID-19 § If you have patient portals, programs, or connected-health tools in place, explore opportunities to leverage them in new ways to fight the crisis

#FIRSTRESPONDERSFIRST is an initiative founded by Arianna Huffington’s Thrive Global and the Harvard School of Public Health. The initiative is backed by Johnson & Johnson’s Center for Health Worker Innovation. The initiative is focused on co-creating content, tools, and resources designed to improve the resilience and well- being of front-line health workers (FLHW) and provide essential supplies to FLHW. TAKEAWAY(S): § Numerous nonprofits and initiatives already exist to support HCPs and respond to the pandemic § In lieu of—or in addition to—donating funds, establish partnerships with initiatives and organizations that already exist and are in alignment with your values to amplify and support the fight against COVID-19

COPYRIGHT PUBLICIS HEALTH 2020 22 ALPHABET’S VERILY Verily, the health sciences subsidiary of Alphabet, has established testing centers throughout northern California. Over 1,000 volunteers from Google and other Alphabet companies have helped Verily ramp-up test sites throughout the region. In an interview with CNBC, Verily co-founder Jessica Mega said the company is, “considering integrating the screening process through wearables in the future.” Additionally, they are using the opportunity to understand the broader trends of how viruses like COVID-19 spread. Google, another Alphabet subsidiary, partnered with Verily and public health officials to launch a Coronavirus informational page with science-backed information related to the crisis. TAKEAWAY: § Leverage resources and influence in creative ways—whether it’s partnering with local communities to setup test sites or providing employees with healthcare backgrounds time to volunteer

In a campaign that launched Friday, March 27, Reckitt Benckiser’s Mucinex brand launched a series of informational ads promoting facts about COVID-19 in an attempt to battle misinformation. All materials direct consumers to the World Health Organization website. The campaign will run through the end of April across digital, social, print, and out-of-home media. TAKEAWAY(S): § Misinformation is a huge problem when it comes to COVID-19 § Potentially adjust DTC advertising to include messaging around COVID-19 that drives people to evidence-based information like WHO and CDC

Social media usage has increased exponentially as people quarantine, work from home, and socially distance. Instagram has added a “Donation” sticker in Instagram Stories to highlight the organizations that are fighting the coronavirus. This is a simple way for brands to leverage their social reach and have a meaningful impact on the partner organizations. TAKEAWAY(S): § Social media usage has increased exponentially since the start of the crisis § Leverage corporate social networks and partnerships with nonprofits and utilize Instagram’s new “Donate” feature to partner with your audience and engage them in a new way

App Stores are seeing an exponential rise in the number of meditation and mindfulness app downloads. One of the largest, Headspace, is providing free subscriptions for healthcare workers. Others are developing COVID-19 specific content and newsletters for advice for those struggling with depression and anxiety. TAKEAWAY(S): § Consumers are increasingly struggling to manage their mental health during COVID-19 § Explore partnerships with the apps people are already using to manage their health—like Headspace, Calm, etc.

Eli Lilly has ramped up media buying efforts for their “Lilly Diabetes Solution Center” which provides resources for patients struggling to pay for their medications. The ads will run across social and in newspapers in all major U.S. markets. They also fielded questions on Twitter about the stability of their supply chain. TAKEAWAY(S): § Many patients are worried about their ability to pay, fearful about their ability to get medication, and are often unaware that patient programs exist § Potentially repurpose media spend to disseminate information about patient assistance programs

Novo Nordisk donated 20 tons of ethanol from one of their European manufacturing facilities and donated it to a facility to manufacture hand sanitizer for eventual distribution to hospitals and healthcare workers.

TAKEAWAY(S): § There is a massive shortage of key supplies that hospitals and healthcare providers need in order to provide care § Identify opportunities in your supply chain to partner with organizations to donate the materials necessary to manufacture critical supplies

CVS has immediately started rolling out free home delivery to ensure patients have access to medications when they need them, while maintaining social distancing. Patients will be able to request refills and home deliveries directly through the CVS app or by calling their local pharmacy. Additionally, Aetna—a CVS company —is waiving 30 day copays on medications typically needed to address chronic conditions like hypertension and asthma. Patients will also be able to get 90 day prescriptions at no charge. TAKEAWAY(S): § Consumers are increasingly isolated and fearful about going out to get their prescriptions and their ability to pay § Work with payers and patients to provide financial assistance § Patient insights are valuable to retail organizations like CVS, as you continue to do research, consider providing them to retailers

Walgreens (as well as Albertsons, Amazon, and CVS) is partnering with Hilton Hotels to hire employees disrupted by a drop in travel as a result of COVID-19. TAKEAWAY(S): § Thousands of people are out of work as a result of coronavirus’s effect on the global economy. § Are there cross-industry partnerships that you could implement to provide employment opportunities somewhere in your supply chain?

St. Jude’s Children’s Hospital has developed a coloring book to help pediatric patients understand what coronavirus is, how to prevent it, and also explain why St. Jude’s is reducing the number of visitors and cancelling activities.

TAKEAWAY(S): § Patients with certain conditions, like children fighting cancer, are at increased risk of COVID-19 and may have a hard time understanding the virus and how it will change their care § Think creatively about new ways to communicate complex information using patient-centric language that meets them where they are.

The American Cancer Society launched the Cancer Won’t Stop and Neither Will We PSA campaign on April 3. The campaign features ACS staff, patients, and volunteers and is designed to make patients aware of the resources available to them during this time of crisis.

TAKEAWAY(S): § Immunosuppressed patients are at higher risk for COVID- 19 and are looking to advocacy groups to find vetted, relevant information relating to the virus, their condition, and their treatment § Partner with advocacy organizations to sponsor research, PSAs, and information related to your TA

In early April, Saatchi & Saatchi developed a pro-bono PSA for British nonprofit, Marie Curie. Marie Curie provides end- of-life care across the UK and relies on donations. The ad was designed remotely with stock footage and a patient iPhone video. It seeks to remind people that “not everything is on hold” and ultimately raise money for an organization struggling to fundraise in the current climate.

TAKEAWAY(S): § Nonprofits are struggling to raise funds and with COVID- 19 coverage dominating the media, most are forgetting about patients with other conditions § Look for simple ways to work with nonprofits to raise money and remind the public that many patients are not “on hold”

Coinciding with Friday’s National Youth HIV & AIDS awareness day, Gilead announced a new $20M fund to keep struggling LGBTQ nonprofits open during the COVID-19 crisis. Gilead’s HIV drug Truvada prevents infection and Gilead’s products are frequently used by the LGBTQ community. The funds will be used to support nonprofits already supported by Gilead. TAKEAWAY(S): § Nonprofits continue to struggle throughout the COVID-19 crisis § Continue to support COVID-19 relief efforts, but ensure you aren’t doing it at the expense of established nonprofit/CSR relationships § Deepen your partnerships with the advocacy groups and nonprofits during this critical time, especially ones within your therapeutic area of focus

In mid-April, Pfizer launched two television spots. The DTC prescription spot details Pfizer’s medicine assistance program, income guidelines, and available resources1. The second features footage from Pfizer’s labs and thanks scientists for their efforts in fighting COVID-192. Together, Pfizer says the goal is for the message of hope (Science Will Win) and help (Pfizer RxPathways) to land with consumers in a meaningful way during a challenging time. The spots will air on national television and on social media. TAKEAWAY(S): § As the pandemic drags on into late April and the economy contracts, patients are increasingly concerned about their ability to pay for medications and are often unaware of patient programs § It is not enough to simply offer patient programs if patients and HCPs don’t know they exist. Leverage media to inform patients and their HCPs of the options available to continue treatment while enduring financial hardship

Johnson & Johnson launched a new online web series, “Road to a Vaccine” led by producer and journalist Lisa Ling. The show will interview scientists, public health experts, frontline healthcare workers, and more—providing a behind-the-scenes look into how a vaccine is developed. The weekly livestream will be available on social media, the J&J website, and on demand. Each episode concludes with a tribute to healthcare professionals. The social first, digital content series is a first-of-its-kind concept for J&J. TAKEAWAY(S): § Consumers are following breaking news around COVID-19, seeking science-backed information, and closely watching the efforts of Pharma to combat the disease. § Road to a Vaccine is an out-of-the-box way to provide consumers with timely information on a highly relevant subject. The project demonstrates that there are unique opportunities to showcase the work of your organization, while providing the public with factual information directly to their homes.

New York City has emerged as the epicenter of COVID-19 in the United States and as part of the movement to #StopTheSpread, NY Gov. Andrew Cuomo held an open contest for a 30 second PSA encouraging New Yorkers to wear masks. The contest received over 600 submissions. The winner, titled “We Love NY” was created by female-founded production company Bunny Lake Films and features a number of accents typically heard on the streets of New York. TAKEAWAY(S): § The film showcases the diversity of New York City and represents a variety of communities. COVID-19 has impacted everyone and brands can adopt a “direct to everyone” approach in their messaging and brand strategy § As the pandemic drags on, people are increasingly tired by the somber nature of COVID-19 advertising. Explore opportunities to adopt a more upbeat tone in your media.

§ Explore partnerships with apps people are already using to § Where appropriate, make donations of critical equipment and manage their health—like Headspace. pledge financial resources to at risk communities and partners. § For companies with telehealth capabilities or portals, explore § Identify opportunities in your supply chain to partner with opportunities to add COVID-19 related content. organizations to donate the materials necessary to manufacture critical supplies; or manufacture yourself. § Look for already existing, archived content that can be brought back out and adapted to fit a specific need (i.e. video content § Update your DTC advertising to reflect any new patient expressing gratitude to HCPs) programs launched in response to COVID-19 § Adapt DTC advertising to include messaging around COVID-19 § As NPs/PAs increasingly step-up to serve patients in new ways that drives people to evidence-based information like WHO. (especially via telemedicine) ensure the language of your DTC & HCP communications is inclusive of all prescribers § Leverage corporate social networks to use Instagram’s new § Explore new content avenues and mutually-beneficial media “Donate” feature and raise money for corporate partners. partnerships that emphasize and disseminate factual information § Use existing platforms (i.e. podcasts, webinars, etc.) to fight § Partner with initiatives and organizations that already exist and misinformation and share personal stories of those on the are in alignment with your values to amplify and support the fight frontlines. against COVID-19 § Develop assistance programs for private practice HCPs facing § Potentially repurpose DTC media buys to thank HCPs, partner economic hardship. with patient advocacy groups/nonprofits, or amplify patient assistance programs

§ Most pharmaceutical companies are focused on communicating about § Most pharmaceutical companies have publicly expressed gratitude COVID-19 prevention, their CSR/relief efforts, COVID-19 related for HCPs to varying degrees both through original content and the research, and supply chain resiliency. amplification of user-shared content.

§ When communicating about COVID-19 prevention, most § Some healthcare brands (most notably J&J) have leveraged video pharmaceutical companies are amplifying major health organizations as a tool, expressing gratitude to HCPs with original content and (WHO, CDC, etc.) while a handful are communicating about best repurposing a pandemic documentary and partnering with CNN. practices for at-risk (i.e. diabetic) populations that correlate with their § Nearly all major pharmaceutical companies are involved in treatments (without mentioning any potential treatment interactions). research that would accelerate testing, identify a vaccine, or § At least one pharmaceutical company (Novo Nordisk) is asking the identify and get approval for treatment. public to contribute to their research on how COVID-19 affects a § When communicating about treatments or conditions, most specific disease state. pharmaceutical companies are referring patients to discuss with § Most major payers are, to varying degrees, waiving co-pays, OOPs, their HCP. and deductibles. § Some pharmaceutical companies are using social media to § Retail healthcare outlets are offering drive-thru testing, introducing respond to patient questions about supply chain and medication contactless payments, and expanding online offerings. assistance.

DISCLAIMER: The following information has been collected from a variety of publicly available sources and relates to the top twenty pharmaceutical companies based on 2019 revenue, presented in alphabetical order. Every effort has been made to be as comprehensive as possible and bi-weekly updates will be made. However, due to the rapidly changing nature of COVID-19, some company-specific information may have evolved since publication and this list of corporate responses is not exhaustive.

**Notes: Though BMS closed its Celgene deal in late 2019, its position will not change until combined 2020 figures are released.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Allergan is using its social channels to § Allergan built a dedicated patient § The Allergan Foundation pledged $4M share CSR efforts, gratitude to HCPs, services center that outlines support in COVID-19 relief. disseminate information, and focus on options for patients on Allergan Mental Health Awareness month. treatment as well as how the brand is responding to COVID-19.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Amgen has been frequently featured in § Amgen created a COVID-19 Information § In partnership with the Amgen the media due to a potential treatment Center stating the brand’s COVID-19 Foundation, Amgen committed up to of COVID-19 with Otzela drug. priorities, updates on COVID-19 $12.5 million for COVID-19 relief efforts research and potential treatments, in early April. § Amgen stays active on social channels resources for staff, charitable initiatives, and updates the website for media and more. response.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § AZ received coverage for its partnership § AZ built a dedicated information hub for § AZ donated 9 million face masks to with Oxford University and the pursuit of COVID-19 with resources for HCPs and support healthcare workers in the fight a coronavirus vaccine. patients. against coronavirus. § AZ uses social media to share its multi- § AZ published extensive guidance for pronged approach to COVID-19, asthma patients and the HCPs including how AZ is investigating supporting them, offering effective self- potential treatments, donating PPE, and management solutions during COVID- supporting R&D. 19.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § From LinkedIn articles authored by § Through Bayer’s coronavirus ticker, § Bayer donated more than 1 million senior leaders to its active Twitter Bayer highlights ways its contributing to multivitamins and over-the-counter account, Bayer Pharma remains active the global fight against COVID-19 products to Americans in need. on social media with COVID-19 through donation of products and § Bayer donated chloroquine for free use updates. expertise in health and nutrition. in select markets. § Bayer received media coverage regarding its partnership with PHRI for global analysis on COVID-19.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § After a Biogen meeting in February § Biogen developed a website landing § Biogen committed $10M to help which the CDC cited as playing a page that highlights its responses to address the immediate needs of notable role in the spread of COVID-19, COVID-19. hospital systems and communities. Biogen has been covered extensively § Biogen asked employees exposed to by the media. COVID-19 to donate to a biobank, § Biogen continues to use its social where their blood can be studied and channels to host fireside chats with potentially used to inform vaccines or executives, as well as communicate key treatments. information about the virus and CSR efforts.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § BI received press for granting § BI built a robust COVID-19 resource § BI is offering paid leave of up to 10 days employees 10 days of paid leave to center on its website outlining the for employees who volunteer with volunteer with organizations responding company’s response and resources approved external organizations fighting to COVID-19. available for patients and HCPs. COVID-19. § BI communicates extensively about key § BI pledged EUR 5.8M in emergency TAs most at risk for COVID-19, financial aid to communities. including pulmonology and cardiology. § BI donated tablets to hospitals for patients to remotely communicate with loved ones.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § BMS gained media coverage on its § BMS communicates about the § BMS donated $6M to support expanded Patient Support Program due coronavirus pandemic to four specific communities most impacted by COVID- to COVID-19. communities: the global community, 19. clinical trial investigators, patient § BMS made targeted donations of PPE advocacy groups, and the media. across multiple markets.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Lilly has been active on external media, § Eli Lilly launched a print and social ad § Eli Lilly is offering free drive-thru testing communicating with patients on social campaign to offer diabetes medication to healthcare providers in Indiana at its media, amplifying its CSR efforts, and help for those struggling with the headquarters. assuring the public about supply chain. COVID-19 shutdown. § Pledged support through partnership § The brand fielded patient questions on with Bill & Melinda Gates Foundation. Twitter about supply chain and patient § programs. Donated $15M through the Eli Lilly Foundation to the Central Indiana COVID-19 Community Economic Relief Fund.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Gilead has had a prolific media § Gilead communicates across channels § Gilead adopted three pillars of COVID- presence during the coronavirus about the resiliency of the supply chain 19 support: supply of approved drugs, outbreak due to the potential of of HIV medications, including Truvada, Remdesivir trials, and ongoing support Remdesivir as a treatment for COVID- Descovy, Biktarvy, as well as Hepatitis of community organizations 19. treatments. § Gilead has launched the “Gilead Cares § External communications on social have Grantee Fund” which will provide up to been focused on Gilead’s Remdesivir $20M to community organizations efforts and associated pricing facing hardship because of COVID-19 controversy. § They have pledged1.5M donated doses § Gilead CEO, Daniel O’Day continues to of Remdesivir in the coming year comment publicly and engage in interviews.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § GSK’s external communications have § GSK communicates about conditions § GSK is allowing staff with medical focused on amplifying its COVID-19 that might be especially at risk for expertise to volunteer and support efforts, as well as partnerships with the COVID-19 (specifically Lupus). frontline health workers. Lupus Research Foundation and the § The brand has also prioritized its supply § Donated $10M to the COVID-19 WHO, among others. chain to manufacture supplies and Solidarity Fund to assist the hardest hit § CEO Emma Walmlsey has spoken products most in demand in the fight communities. publicly about the crisis. against COVID-19 § GSK announced a partnership with Sanofi to develop a COVID-19 vaccine.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § J&J has been featured in the media § Adapted social content to express § Donated $3.7M in PPE equipment. regarding the development of a COVID- gratitude for HCPs on the frontlines. § Pledged $50M in cash donation for 19 vaccine, backed by the U.S. § government and slated to begin trials in Partnered with a nonprofit (Nurse communities hit hardest by COVID-19. Association) to host a live Q&A about September 2020. COVID-19 on Twitter. § Across divisions J&J has been active on § social media, with a focus on thanking Sponsored updated airing of CNN documentary on pandemics. HCPs and others in healthcare.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Merck continues to be active on social § Merck has published information § Donated 300,000 N-95 masks to New media, with a mix of COVID-19 content targeting those with chronic medical Jersey’s first responders. as well as tweets about key executives conditions, including heart disease, lung § inducted into HBA and an ongoing cancer, and diabetes and increased risk Donated 500,000 N-95 masks to New York’s first responders. campaign highlighting women’s for COVID-19. leadership. § Kenneth Frazier, CEO and Julie Gerberding, Chief Patient Officer have been interviewed and/or publicly commented on COVID-19.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Novo Nordisk has used its social § Novo Nordisk has published evidence- § Donated diabetes kits to be distributed channels to amplify accredited based information on its social channels in local communities. information from the WHO & U.N. related to COVID-19 and diabetes; an at § Donated ethanol from manufacturing risk community. § The brand is also using social media to facilities for the production of hand amplify its CSR efforts. § Issued statements reassuring the public sanitizer. on the stability of its supply chain. § Donated medical supplies, including § Soliciting research on COVID-19’s effect PPE, ventilators, hospital beds, and on diabetes patients. disinfectant across 10+ countries.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Novartis has frequently been in the § Novartis has frequently updated its § Novartis has pledged $20M to the media for the potential use of corporate site with COVID-19 related communities most impacted by COVID- hydroxychloroquine as a treatment for news, addressing CSR efforts, WFH 19 through a new relief fund. COVID-19. policies, and efforts related to § Novartis has donated 130 million doses hydroxychloroquine. § Vas Narasimhan, CEO, has been of generic hydroxychloroquine through interviewed by CNBC and commented its Sandoz business unit to support the publicly about the outbreak and the treatment of COVID-19. potential for hydroxychloroquine to be a § treatment. Pledged support through partnership with Bill & Melinda Gates Foundation.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Pfizer uses social media to amplify a § Pfizer sponsored and leveraged the § Developed a patient-assist program for wide-range of produced content podcast ”The Antigen” to disseminate patients concerned with the ability to including a podcast and thought evidence-based information. pay. leadership. § Pfizer developed written content and § Offered up manufacturing facilities, resources for consumers, including talent, and resources to fight COVID-19 “How to talk to your child about COVID- alongside other healthcare 19” and “How to manage anxiety during organizations. a pandemic.” § Pfizer has pledged $40M in both cash § Pfizer publicly launched two new and grants for medical and community television spots, one thanking scientists needs around the globe. researching treatments and one informing patients of financial assistance programs.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Roche is highly active online and uses § Roche has spoken publicly about the § Roche is sponsoring free access to its social channels to disseminate a sustainability of its supply chain mySugr Pro, a connected health tool range of content, including: CSR efforts, that helps patients connect with HCPs § patient resources, information on Roche created a campaign on its and manage diabetes. website and social, #StrongerTogether, COVID-19, and more. a collection of COVID-19 information § In early May, Roche received FDA and related stories sourced from approval for its COVID-19 antibody test. employees.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Sanofi has remained active on its social § Sanofi has a dedicated patient resource § Sanofi provided employees with medical channels, thanking healthcare workers center on its site which directs patients backgrounds to volunteer on the and assuring the public of stable supply to accredited sources (CDC/WHO) as frontlines if they so choose. chain. well as credible, disease-specific § Sanofi has joined other pharmaceutical advocacy groups. § Sanofi has been featured prominently in companies in the Bill & Melinda Gates the media as the brand pursues Foundation consortium to accelerate the treatments and a vaccine for COVID-19. development, manufacture, and delivery of vaccines, diagnostics, and treatments § Sanofi has announced a partnership to fight COVID-19. with GSK to develop a COVID-19 vaccine.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Takeda has primarily used social media § Takeda has developed a COVID-19 § Takeda collaborated with other top to communicate about their COVID-19 resource center with resources for plasma companies to form the CoVIg- plasma research, CSR efforts, and patients and HCPs. 19 Plasma Alliance as the companies information related to their treatments work together to fight COVID-19 with Immunoglobulin (Ig) Therapy.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Teva has used social media to primarily § Teva has outlined a short COVID-19 § Teva donated more than 10 million communicate about the resiliency of its response on its website, mostly doses of experimental coronavirus business and supply chain, with focusing on the continuity of Teva’s treatment hydroxychloroquine. occasional CSR and people-related operations. posts. § Teva has received press coverage for its donations of hydroxychloroquine.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § LabCorp has been in the media for § LabCorp has initiated a “Wait Where § While they still have to pay for testing, receiving FDA for the first home You’re Comfortable” program that allows LabCorp has prioritized testing collection test kit for COVID-19. patients to check into testing sites from healthcare workers and frontline their cars instead of in the waiting room employees and is reserving their initial § LabCorp’s CEO has given a number of of LabCorp centers. tests for them. media interviews on its new test kit, including CNBC and CNN, among § LabCorp has designated certain hours others. for at-risk populations to get tested.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Walgreens is using media channels to § Introduced expanded drive-thru § Introduced relief fund for hard-hit disseminate science-backed information offerings and no contact payments. communities. regarding COVID-19 as well as § § announce policy changes and stories Provided ”senior hours” for elderly Announced bonuses for employees patients most at risk for COVID-19. working throughout the duration of the from customers and communities. crisis. § Joined Walmart and others in creating drive-thru test sites at select locations. § Partnered with Hilton hotels to hire employees laid off due to decline in § Wa travel.

MEDIA & EXECUTIVE PRESENCE: BRAND MESSAGING: CSR EFFORTS: § Walmart has used its platforms to share § Introduced contact-less payments, § Announced bonuses to employees in store changes to prevent the spread delivery & pick-up options, and totaling $550M. of COVID-19 as well as related CSR communicated about enhanced § Announced $25M fund for COVID-19 efforts. cleaning procedures in stores. impacted communities. § Several Walmart executives have been § Walmart is one of the first retailers to interviewed on issues related to COVID- offer drive-thru coronavirus testing at 19. stores, initially focused on first responders. § Walmart continues to open testing sites across the country—aiming to add 100 § Heavily focused on thanking team additional sites by the end of May. members that continue to work in stores.

COPYRIGHT PUBLICIS HEALTH 2020 111 ADDITIONAL HEADLINES COPYRIGHT PUBLICIS HEALTH 2020 113 PHARMACEUTICAL PIPELINE RESPONSE TO COVID-19 PHARMA PIPELINE ROUND-UP

§ Abbott Laboratories: Obtained emergency FDA § Johnson & Johnson: The company’s pharma unit, authorization for its 5-minute coronavirus testing kit on Janssen, will start manufacturing its vaccine — March 27, with plans to start manufacturing 50,000 kits developed with the Department of Health and Human a day. Services — this month, with human trials set to begin by September and a public rollout hoped for early § Eli Lilly: Partnering with Vancouver-based biotech 2021. The company and the federal government outfit AbCellera to develop antibody-based treatments are investing more than $1 billion in the vaccine effort. for COVID-19. § Merck KGaA: Darmstadt, Germany-based pharma § Gilead: Initiated clinical trials in March for its antiviral multinational donated a supply of its multiple sclerosis drug remdesivir on patients in the U.S, granted FDA drug interferon beta-1a to the French National Institute emergency-use authorization in May. of Health and Medical Research in Paris for clinical § GlaxoSmithKline: Partnering with CEPI and Chengdu, trials on COVID-19 patients. The company’s North China-based Clover Pharmaceuticals to use its American life sciences arm, MilliporeSigma, pandemic vaccine adjuvant platform — which boosts is supplying several vaccine efforts with reagents and the immune response in patients receiving a shot — to other essential raw products for vaccine development. speed up development of COVID-19 vaccines. § Mylan: Restarted production of hydroxychloroquine, a drug used to fight lupus, malaria and arthritis, at its West Virginia factory; the drug is being tested as a treatment for COVID-19 in human trials in New York.

§ Regeneron Pharmaceuticals: Currently conducting clinical trials of its rheumatoid arthritis drug sarilumab, developed with French firm Sanofi, on patients in New York. § Roche: Swiss pharma titan, part-owned by billionaire Maja Oeri, is testing its arthritis drug tocilizumab to treat patients in China and received FDA approval to begin U.S. trials. § Sanofi: French medical firm is working with the federal government and Massachusetts-based Translate Bio to expedite its coronavirus vaccine, using technology previously used to develop one for SARS. § Takeda: Japanese medical firm is working on hyperimmune therapy using blood plasma from previously infected patients.