Our Roche Brand Narrative and Attributes Examples of

Our Roche Brand Narrative and Attributes Examples of use in writing (May 2018)

How the Brand Narrative helps us to tell our story • A powerful brand narrative provides a ready made way of presenting our story. • It also provides a valuable reference for our storytelling structure (hero’s journey) and shows how we should be addressing some of the fundamental messages about our business in terms of tone, language and vocabulary. • Refer to our brand narrative (and our purpose statement) whenever you are making any significant communication on behalf of our business. If you’re using similar language, expressing similar facts and feelings, then the tone you’re achieving is probably the right one. 2

What does our Brand Narrative really say? More than 100 years ago in Switzerland, our company’s founder, Fritz Hoffmann turned a pioneering idea into reality: namely that a partnership between business and science can improve peoples’ lives. Expanding globally, our founders tackled obstacles and worked across disciplines and cultures. They embraced risks. This is still how we transform lives, provide cures, comfort and hope today. This is what it takes to make a difference in the health of millions. We continue to learn along the way. We explore ideas, face setbacks and relentlessly pursue new approaches to make true advances against disease. And our people remain dedicated to transforming science into breakthrough medicines and diagnostics. The quest goes on to improve the life of each patient in the best way possible. In partnership with others together we spark meaningful change for the future of human health. Because a great idea is a great idea, no matter where it comes from. Our brand narrative begins by using our heritage as a positive platform for track record and our current stance, establishing authority and credibility for our transformative approach and its importance for ‘the health of millions’. As well as looking at the storytelling structure and content, check out the language and vocabulary and how it’s used to build pace, a distinctive style, tone and feeling. This too is our tone of voice. So our journey continues. The world needs better ways to prevent, diagnose and treat disease. We are committed to bringing these advances to everyone who needs them, no matter where they live. And this is our promise: to care about this generation, and the ones to come, for the next 100 years and beyond. We are a global healthcare pioneer advancing science for humanity. This is who we are. This is Roche. At the end, our firm identity: ‘This is Roche’. It addresses our dedication and tenacity, is people and patient focused, understanding our responsibilities to society and humanity, restating our commitment now and for the long term, and making a clear promise to keep pioneering. 3

How does the Brand Narrative reflect our Values and Attributes? More than 100 years ago in Switzerland, our company’s founder, Fritz Hoffmann turned a pioneering idea into reality: namely that a partnership between business and science can improve peoples’ lives. Expanding globally, our founders tackled obstacles and worked across disciplines and cultures. They embraced risks. This is still how we transform lives, provide cures, comfort and hope today. This is what it takes to make a difference in the health of millions. We continue to learn along the way. We explore ideas, face setbacks and relentlessly pursue new approaches to make true advances against disease. And our people remain dedicated to transforming science into breakthrough medicines and diagnostics. The quest goes on to improve the life of each patient in the best way possible. In partnership with others together we spark meaningful change for the future of human health. Because a great idea is a great idea, no matter where it comes from. So our journey continues. The world needs better ways to prevent, diagnose and treat disease. We are committed to bringing these advances to everyone who needs them, no matter where they live. And this is our promise: to care about this generation, and the ones to come, for the next 100 years and beyond. We are a global healthcare pioneer advancing science for humanity. This is who we are. This is Roche. At the end, our firm identity and sense of ‘oneness’. It speaks of bravery – ‘pioneering’ - and of science and empathy. We are here to ‘improve people’s lives’. It expresses tenacity, open-mindedness, commitment and integrity, addressing transformative science and relentless dedication. These messages are delivered with integrity and passion – ‘for the future of human health’ – and their intent is lasting – ‘for the next 100 years and beyond’. Courageous and brave pioneers, working for humanity. 4

Examples that show to capture Roche’s Voice • We may not be able to address all our Brand Attributes all of the time and in every communication. Still if we can capture a feeling of as many of them as possible in our speech and writing, a clear and unique Roche Voice will emerge. • While we aim for a single, united voice, it will inevitably change slightly due to differences in content and from audience to audience –this is seen in the following examples: – Materials written for World Cancer Day – Press release about a breakthrough in haematology testing – Intranet copy 5

Example internet article World Cancer Day. Accessing care for millions of people At Roche, we’ve long been leaders in the fight against cancer, the second leading cause of death in the industrialised world, and so it’s no surprise that we are big supporters of World Cancer Day and its aims for tackling cancer globally. Every year, over 14 million people are diagnosed with the disease and this number is set to rise. But if they’re detected early enough, many different kinds of cancer can be treated effectively. A fact that makes people’s access to cancer treatment a vital priority. Four routes to effective cancer care For World Cancer Day 2017, we are reaffirming our commitment to speeding up access for patients in four crucial ways. Through awareness, making sure that people are aware of the disease and its symptoms. Through diagnosis, thorough and accurate detection to make sure the right treatments are given. Through healthcare capacity, ensuring that there are enough doctors, nurses, medicines and equipment. And through funding, investing in healthcare and protecting patients from the financial burden of treatment. Unmet needs and breakthrough medicines In all of these areas, we take a systematic and comprehensive approach to understand people’s needs country by country. So we can design tailormade solutions to help patients get better access to cancer care worldwide. Our essential contribution will always lie in developing ground breaking medicines and we’re working relentlessly every day to achieve this. But we’ll also be doing all we can to make sure that these medicines make it to people whose lives and welfare may well depend on them. Creating a united front against cancer Our contribution to this year’s World Cancer Day is part of a much greater effort, led by our long term partners, the Union for International Cancer Control (UICC) and hundreds of other people involved in the search for better access, care and treatment. Under the banner ‘We can. I can’, World Cancer Day represents a unique opportunity for the global cancer community to come together and make a difference to patients’ lives all over the world. It’s an exploration of how everyone, in their different ways, can play a part in beating cancer. By working 6

How does this convey our Voice? World Cancer Day. Accessing care for millions of people At Roche, we’ve long been leaders in the fight against cancer, the second leading cause of death in the industrialised world, and so it’s no surprise that we are big supporters of World Cancer Day and its aims for tackling cancer globally. Every year, over 14 million people are diagnosed with the disease and this number is set to rise. But if they’re detected early enough, many different kinds of cancer can be treated effectively. A fact that makes people’s access to cancer treatment a vital priority. This aims to bring our attributes to life through tone as much as content. It begins with bold, brave statements and quickly delivers the context for the story, the human impact of cancer, and the importance of access to care. Four routes to effective cancer care For World Cancer Day 2017, we are reaffirming our commitment to speeding up access for patients in four crucial ways. Through awareness, making sure that people are aware of the disease and its symptoms. Through diagnosis, thorough and accurate detection to make sure the right treatments are given. Through healthcare capacity, ensuring that there are enough doctors, nurses, medicines and equipment. And through funding, investing in healthcare and protecting patients from the financial burden of treatment. Unmet needs and breakthrough medicines It demonstrates commitment and what we’re doing to make treatment more accessible, describes our approach, references our enduring efforts to develop ground breaking science and medicines, and something of the excitement of that process. In all of these areas, we take a systematic and comprehensive approach to understand people’s needs country by country. So we can design tailormade solutions to help patients get better access to cancer care worldwide. Our essential contribution will always lie in developing ground breaking medicines and we’re working relentlessly every day to achieve this. But we’ll also be doing all we can to make sure that these medicines make it to people whose lives and welfare may well depend on them. Creating a united front against cancer Our contribution to this year’s World Cancer Day is part of a much greater effort, led by our long term partners, the Union for International Cancer Control (UICC) and hundreds of other people involved in the search for better access, care and treatment. Under the banner ‘We can. I can’, World Cancer Day represents a unique opportunity for the global cancer community to come together and make a difference to patients’ lives all over the world. It’s an exploration of how everyone, in their different ways, can play a part in beating cancer. By working The story has logic and pace and is eased along using subheads. Its tone is open, collaborative and inclusive, crediting our partners in the project and the whole of the cancer community, focusing on patients and concluding on an upbeat, aspirational and inspirational note. 7

How does it reflect our values and attributes? World Cancer Day. Accessing care for millions of people At Roche, we’ve long been leaders in the fight against cancer, the second leading cause of death in the industrialised world, and so it’s no surprise that we are big supporters of World Cancer Day and its aims for tackling cancer globally. Every year, over 14 million people are diagnosed with the disease and this number is set to rise. But if they’re detected early enough, many different kinds of cancer can be treated effectively. A fact that makes people’s access to cancer treatment a vital priority. Courage is expressed through a commitment to fighting disease. Empathy through a wish to improve the lives of millions. Passion through a sense of urgency. Four routes to effective cancer care For World Cancer Day 2017, we are reaffirming our commitment to speeding up access for patients in four crucial ways. Care and integrity addressed via a thoroughgoing analytical approach. Through awareness, making sure that people are aware of the disease and its symptoms. Through diagnosis, thorough and accurate detection to make sure the right treatments are given. Through healthcare capacity, ensuring that there are enough doctors, nurses, medicines and equipment. And through funding, investing in healthcare and protecting patients from the financial burden of treatment. Unmet needs and breakthrough medicines In all of these areas, we take a systematic and comprehensive approach to understand people’s needs country by country. So we can design tailormade solutions to help patients get better access to cancer care worldwide. Our essential contribution will always lie in developing ground breaking medicines and we’re working relentlessly every day to achieve this. But we’ll also be doing all we can to make sure that these medicines make it to people whose lives and welfare may well depend on them. Creating a united front against cancer Our contribution to this year’s World Cancer Day is part of a much greater effort, led by our long term partners, the Union for International Cancer Control (UICC) and hundreds of other people involved in the search for better access, care and treatment. Under the banner ‘We can. I can’, World Cancer Day represents a unique opportunity for the global cancer community to come together and make a difference to patients’ lives all over the world. It’s an exploration of how everyone, in their different ways, can play a part in beating cancer. By working Conveying open-mindedness, understanding, and science led innovation and action. Ending with collaboration and partnership, showing open-mindedness again, stressing integrity once more, and the passion and determination to find a lasting solution. 8

Example press release The Roche cobas m 511 analyser. The launch of a new era in haematology testing. With over 150 identified haematology related diseases and an estimated 80 million sufferers in Europe alone, it’s becoming increasingly important to speed up and simplify accurate and consistent haematology testing. So the launch of the Roche cobas m 511 analyser, which does exactly that, couldn’t be more timely. Currently, testing requires a large blood sample to be run through a number of different systems to get a full set of results. This is both labour and time intensive and has a significant potential for inconsistent results as slide images are difficult to interpret. Marking Roche’s entry into the new field of digital haematology, the cobas m 511 analyser uses patented Bloodhound technology to address these challenges. Using only 30 ul of blood, it combines the three components of the testing process – a digital morphology analyser, cell counter and classifier – to create a single, streamlined solution for preparing, staining and analysing microscopy blood slides. By saving time and increasing accuracy and consistency, this frees up medical technologists to concentrate on finding and classifying abnormal cells, and thanks to digitisation, also reduces the need for manual microscope reviews, supports clinicians in sharing challenging cases, and delivers faster results to increase the pace of accurate diagnosis. ‘Roche is a pioneer in new technologies’ says Roland Diggelmann, CEO of Roche Diagnostics, ‘and we believe that this development is the beginning of a new era in haematology testing, bringing big benefits to patients by ensuring faster, more 9

How does this convey our Voice? The Roche cobas m 511 analyser. The launch of a new era in haematology testing. With over 150 identified haematology related diseases and an estimated 80 million sufferers in Europe alone, it’s becoming increasingly important to speed up and simplify accurate and consistent haematology testing. It explains the problem that it’s our purpose to resolve and it clearly sets out how we’ve done this by embracing and applying new technology. So the launch of the Roche cobas m 511 analyser, which does exactly that, couldn’t be more timely. Currently, testing requires a large blood sample to be run through a number of different systems to get a full set of results. This is both labour and time intensive and has a significant potential for inconsistent results as slide images are difficult to interpret. Marking Roche’s entry into the new field of digital haematology, the cobas m 511 analyser uses patented Bloodhound technology to address these challenges. Using only 30 ul of blood, it combines the three components of the testing process – a digital morphology analyser, cell counter and classifier – to create a single, streamlined solution for preparing, staining and analysing microscopy blood slides. By saving time and increasing accuracy and consistency, this frees up medical technologists to concentrate on finding and classifying abnormal cells, and thanks to digitisation, also reduces the need for manual microscope reviews, supports clinicians in sharing challenging cases, and delivers faster results to increase the pace of accurate diagnosis. ‘Roche is a pioneer in new technologies’ says Roland Diggelmann, CEO of Roche Diagnostics, ‘and we believe that this development is the beginning of a new era in haematology testing, bringing big benefits to patients by ensuring faster, more It says that we understand the issue that our new technology is addressing. It demonstrates our business’s bravery and confidence in entering a new field of endeavour. It highlights the benefits, reminds readers of Roche’s long term role as a pioneer, makes a big claim – but not an overclaim in this context –and reinforces the patient and healthcare benefits with the exciting therapeutic potential of faster, more accurate diagnosis. 10

How does it reflect our values and attributes? The Roche cobas m 511 analyser. The launch of a new era in haematology testing. A brave headline; empathy with people. With over 150 identified haematology related diseases and an estimated 80 million sufferers in Europe alone, it’s becoming increasingly important to speed up and simplify accurate and consistent haematology testing. So the launch of the Roche cobas m 511 analyser, which does exactly that, couldn’t be more timely. Currently, testing requires a large blood sample to be run through a number of different systems to get a full set of results. This is both labour and time intensive and has a significant potential for inconsistent results as slide images are difficult to interpret. Marking Roche’s entry into the new field of digital haematology, the cobas m 511 analyser uses patented Bloodhound technology to address these challenges. Using only 30 ul of blood, it combines the three components of the testing process – a digital morphology analyser, cell counter and classifier – to create a single, streamlined solution for preparing, staining and analysing microscopy blood slides. By saving time and increasing accuracy and consistency, this frees up medical technologists to concentrate on finding and classifying abnormal cells, and thanks to digitisation, also reduces the need for manual microscope reviews, supports clinicians in sharing challenging cases, and delivers faster results to increase the pace of accurate diagnosis. ‘Roche is a pioneer in new technologies’ says Roland Diggelmann, CEO of Roche Diagnostics, ‘and we believe that this development is the beginning of a new era in haematology testing, bringing big benefits to patients by ensuring faster, more Commitment and understanding. Pioneering courage and openmindedness. Science explained accessibly. Focus on improved diagnosis for the benefit of patients and healthcare staff. Integrity and passion to deliver for the greater good. 11

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