1. Our story The Association of the Pharmaceutical Industry in Norway (LMI) 2013

3. Agenda  What is a strategic story?  Why do we need a strategic story?  How was the story created?  How should the story be spread?

4. “If you take care of the inside, the inside will take care of the outside” Harold Burson

5. Why a strategic story?  Internal process > reinforces external communication  Dynamic story > who we are and what we do  A solution > not a problem  Including and positively charged > recognise opportunities  Justify our position  Display our contribution to meeting social challenges  "Elevator story" > must be told in 1 minute

6. Why a strategic story?  Different participants in many occupational groups throughout the country  Shared understanding of who we are and how to communicate it  Don't have to go at the same pace, but must go in the same direction  Managing expectations of us as an industry  Internal pride in the industry will ensure robust external communication

7. How was our story created?  June 2011 - The Board of LMI decides to record our strategic story  Autumn 2011 - An LMI working party and First House define the main elements  November 2011 - The story is the main topic at the strategy meeting  February 2012 - The "final" version is presented to the member companies  May 2012 - The work of spreading the story with all employees starts

8. How is the story being spread?  The story itself

10. How is the story being spread?  The story itself  The film

12. How is the story being spread?  The story itself  The film  Pharmaceutical industry day 5 June 2012

14. How is the story being spread?  The story itself  The film  Pharmaceutical industry day 5 June 2012  http://historie.lmi.no/

16. How is the story being spread?  The story itself  The film  Pharmaceutical industry day 5 June 2012  http://historie.lmi.no/  This presentation

18. How is the story being spread?  The story itself  The film  Pharmaceutical industry day 5 June 2012  http://historie.lmi.no/  This presentation  Fact sheets illustrating elements of the story

20. How is the story being spread?  The story itself  The film  Pharmaceutical industry day 5 June 2012  http://historie.lmi.no/  This presentation  Fact sheets illustrating elements of the story  Social media

22. How is the story being spread?  The story itself  The film  Pharmaceutical industry day 5 June 2012  http://historie.lmi.no/  This presentation  Fact sheets illustrating elements of the story  Social media  Special brochure for distribution to all employees