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CS New Positioning Roll-out Toolkit Click to edit Master title style CS Marketing Communications | August 2012 For internal use only | Copyright © Siemens AG All rights reserved. 1 1

1 2 3 4 5 About this Toolkit Strategy
This toolkit gives you an overview of the new CS positioning campaign and the changes in our CS communication due to new approach. 2 Approach 3 Communication 4 Implementation 5 Links + Contact

About this Toolkit It provides you answers to:
Why a new CS positioning? How to communicate the new positioning? What communication means and measures are available? How to proceed?

1 Strategy Copyright © Siemens AG 2012. All rights reserved. Page 4
Siemens Healthcare / Customer Services

1 2 3 Why a new CS positioning?
4 5 Changing the way we work [Think. Feel. Do.] with CS Strategy 2015 Implementing one comprehensive + harmonized service portfolio Harmonizing in vitro and in vivo services into One Healthcare Service 1 2 3 CS Reasoning for our new branding The new CS Branding and positioning has been driven by three events: - CS Strategy highlighting the way we work (Think, Feel, Do) - New portfolio of service offerings e.g. (applications business) Harmonization of two service organizations into One Healthcare Service (in vivo & in vitro) We wanted to redefine the customer benefit that comes out of those events. This means moving away from the "Uptime Services" brand, which emphasized a focus on fixing products, to a more solutions focus including education and training services, management, and IT services. New service strategy New service portfolio New organization

Shifting the focus externally
1 2 3 4 5 The way we think and work [Think. Feel. Do.] The benefit to our customers confident that their products are reliable and producing top results and that they know how to operate the system in any given situation. Internal communication External communication

2 Approach Copyright © Siemens AG 2012. All rights reserved. Page 7
Siemens Healthcare / Customer Services

The benefit to our customers
At the heart of it: the customer benefit. 1 2 3 4 5 When people’s lives depend on getting the right diagnosis at the right time, healthcare professionals need the confidence that their equipment is performing to the highest quality possible and that their staff are trained. So that they can work quickly and effectively, and concentrate on delivering answers. For life. Whenever and wherever they are needed. The benefit to our customers Confidence Why?

The way we think and work
Communicating confidence – acting close 1 2 3 4 5 At Siemens Healthcare Customer Services we understand our customers' needs better than most because we are closer. Closer to technology. Closer to them. The way we think and work [Think. Feel. Do.] How?

What? Our new service portfolio  A truly customer-oriented offering 1
2 3 4 5 System Services IT Services User Services Management Services What?  A truly customer-oriented offering 10

3 Communication Copyright © Siemens AG 2012. All rights reserved.
Page 11 Siemens Healthcare / Customer Services

Communication The new CS positioning affects the way we communicate – both internally and externally. New communication elements are thus available: Naming Messaging Photography Colors Material 3

Siemens Healthcare Customer Services
Naming / CS 1 2 3 4 5  New harmonized name for internal and external usage and communication representing One Healthcare Service Organization Siemens Healthcare Customer Services

Uptime Service Center Manager Uptime Service Center-Call Handling &
Naming / Call Centers 1 2 3 4 5  A new name for our call centers supports the customer-centric approach Uptime Service Center Past: IN VIVO Uptime Service Center Manager Uptime Service Center-Call Handling & Dispatch (USC) Technical Solutions Center IN VITRO Center Manager Customer Care Coordinator Future: One Healthcare Service Customer Care Center Customer Care Center Manager With the transformation of the in vivo and the in vitro service organization into One Healthcare Service organization, both organizational as well as name changes had to come along: That means the formerly known “UPTIME Service Center” and “Technical Solutions Center” have begun operating as “Customer Care Center”. Our organization name is now Siemens Healthcare Customer Services. The name Uptime Services will no longer be used. Customer Care Center Operation Group

“A relationship close enough to give you the confidence you need”
Messaging / Concept 1 2 3 4 5 “A relationship close enough to give you the confidence you need” When people’s lives depend on getting the right diagnosis and therapy, you need the confidence that you can deliver the best results possible. As quickly as possible. Around the clock. At Siemens Healthcare Customer Services we understand that better than most. We are closer to technology and closer to you. Partnering with you, bringing experience and innovative service solutions that you can rely on: solutions that help you maintain uptime, improve performance and optimize workflow for sustainable healthcare while ensuring that your staff is trained to deliver the highest quality results possible. So you can concentrate on the job at hand. Siemens Healthcare Customer Services Answers for life.

Messaging / Concept  Giving confidence – communicating confidence.
1 2 3 4 5  Giving confidence – communicating confidence. trust Siemens Healthcare Customer Services draws on a wealth of experience, knowledge and understanding that is reflected in everything that we think, feel and do to give our customers the confidence they need to deliver the highest quality results possible. From developing high quality, innovative services and solutions that they can rely on, to training and supporting them, working closer with them so that they can deliver sustainable healthcare. confidence closeness

Messaging / Content 1 2 3 4 5 benefit driven The tonality is relatively informal but not disrespectful, as it would be in a close relationship between two people. The headlines use a question and answer mechanism. The question is based around a business case, i.e. the customer’s need that they are looking to fulfill; the answer conveys the message that you can rely on Siemens Healthcare Customer Services to help you. The tonality reflects the closeness. The texts explain the features of our services and the benefits to the customer while also reflecting our corporate values innovative, excellent, responsible. Texts are based on our way of working: Think. Feel. Do. friendly informal

Style / Photojournalistic concept
1 2 3 4 5 candid not posed Showing personnel from Siemens Healthcare Customer Services as they go about their normal daily routine and capture them together with their medical counterparts in situations that convey trust, confidence and closeness. The concept relies on a strong combination of visual and accompanying storyline and demonstrates “aha moments” – the split second of realization where, thanks to Siemens personnel, a puzzle suddenly gets solved, a question is answered or a problem resolved – and, in this way, illustrate that the people from Siemens Healthcare Customer Services are not just close to their clients, but closer. honest credible authentic emotional

visuals Style / Photography Generic candid credible authentic
1 2 3 4 5 candid credible authentic not posed honest emotional visuals CS key visual The concept relies on a strong combination of visual and accompanying storyline and demonstrates “aha moments” – the split second of realization where, thanks to Siemens personnel, a puzzle suddenly gets solved, a question is answered or a problem resolved – and, in this way, illustrate that the people from Siemens Healthcare Customer Services are not just close to their clients, but closer. And here’s the proof. These are the real relationships we have with our customers. These are the smiles you see when you walk through their doors. These are the relationships we form with them. We are not just another vendor—we are their partner, working alongside them every day to give them confidence.

visuals Style / Photography Customer Care Center candid credible
1 2 3 4 5 candid credible authentic not posed honest emotional visuals CCC key visual Page 20 Siemens Healthcare / Customer Services

Colors / Concept 1 2 3 4 5 Colors support the emotional communication philosophy. The primary color “Siemens Stone” is completed with warm and natural accent colors. The combination of those conveys the friendly, informal and close relationship that we strive to create to our customers. Dedicated accent colors are allocated to each service portfolio cluster  Natural Green dark 575C  Natural Blue light 7459C  Natural Yellow dark 138C  Natural Gray light 431C Stone CS Generic Green dark System Services Blue light IT Services Yellow dark User Services Gray light Management Services

Communication / Levels
1 2 3 4 5  Visuals, color and messaging defined on overall CS and each portfolio cluster level CS Generic The following slides show for CS overall and each portfolio cluster: Color name Main visual Headline and copytext messaging Sample realization (poster) System Services IT Services User Services Management Services

Communication / Generic
1 2 3 4 5 visual content example Stone 5425 C

1 2 3 4 5 Headline/ Looking for maintainable healthcare? Rest assured, we’re with you there. Copy/ Providing viable healthcare economically means delivering the highest quality care possible, efficiently and productively, something that we understand. Which is why we work closely with you, bringing our experience and innovative solutions to help you maintain uptime, improve performance and optimize workflow for maintainable healthcare while delivering quality results. Which means raised quality, better productivity, and greater cost effectiveness – as we will help you to get more out of your investment, year-on-year. You can depend on us as a trusted partner. Elevator pitch/ Siemens Healthcare Customer Services draws on a wealth of experience and knowledge to provide innovative services that help you deliver maintainable healthcare, and get more from your investment. visual content example Stone 5425 C

1 2 3 4 5 visual content example Stone 5425 C

Communication / System Services
1 2 3 4 5 visual content example Natural Green dark 575C 26

1 2 3 4 5 IN-VIVO Headline/ Looking for peak performance? We hear you. Copy/ Top performance, improved uptime, higher reliability: with today’s medical systems, availability is more than simply replacing parts, it’s about being proactive. Something we know well, because we are not just closer to technology, we are closer to you – listening and understanding, supporting you with a range of innovative services that you can rely on to give you higher system availability, and performance. So that you can concentrate on providing better healthcare. That’s loud and clear. Elevator pitch/ Achieve peak performance and higher uptime by proactively ensuring systems are always technically up to date and optimized for better output and availability. visual content example Natural Green dark 575C 27

1 2 3 4 5 IN-VITRO Headline/ Looking for peak performance? We hear you. Copy/ Higher performance, improved uptime, and greater reliability. For today’s diagnostics systems, availability is about more than simply replacing parts—it’s about being proactive. At Siemens Customer Care, we know this well, because we’re not just closer to technology, we’re closer to you. We listen, understand, and support you with innovative services and technical expertise you can rely on to deliver higher system availability and improve operational efficiency. Partnering with us frees you to concentrate on providing better healthcare. That’s loud and clear. Elevator pitch/ Achieve peak performance and higher uptime by proactively ensuring systems are always technically up to date and optimized for better output and availability. visual content example Natural Green dark 575C 28

1 2 3 4 5 visual content example Natural Green dark 575C 29

Communication / IT Services
1 2 3 4 5 visual content example Natural Blue light 7459C 30

1 2 3 4 5 IN-VIVO Headline/ Looking for protection of your IT investment? You can count on us. Copy/ Our IT software related services are designed to maintain and optimize system productivity, performance, and security. In a rapidly developing IT software environment, we help you to keep your system always up-to-date, and thus to protect your investment. Our comprehensive technical and application support ensures fast response, in order to facilitate your clinical processes. There for you, whenever and wherever you need us. Elevator pitch/ Ensure faster results, continuous innovation, and availability through comprehensive and professional IT services that optimize clinical and business processes. visual content example Natural Blue light 7459C 31

1 2 3 4 5 IN-VITRO Headline/ Looking for protection of your IT investment? You can count on us. Copy/ Better system utilization and efficiency with improved productivity and performance. At Siemens Customer Care, our IT services support you with a range of innovative products and experienced technical and application-support specialists you can rely on. We help you keep pace with rapidly developing technological advances. Upgrades ensure higher workflow efficiency and create a basis for implementing innovative diagnostic applications. IT services, there for you, whenever and wherever you need them.. Elevator pitch/ Ensure faster results, continuous innovation, and availability through comprehensive and professional IT services that optimize clinical and business processes. visual content example Natural Blue light 7459C 32

1 2 3 4 5 visual content Similarly, the tonality of copy should be consistent. Because there is only one Siemens Healthcare Customer Services. Regardless of culture or continent.. example Natural Blue light 7459C 33

Communication / User Services
1 2 3 4 5 visual content example Natural Yellow Dark 138C 34

1 2 3 4 5 IN-VIVO Headline/ Looking for more expertise, efficiency and productivity? We know what it means to deliver more. Copy/ Enhanced expertise, greater efficiency and high productivity are key for best diagnostic quality, faster patient throughput and optimized resource management. We understand the importance of regular training and consulting, tailored to you and your staff’s needs. Our global team of Siemens certified clinical education and application specialists are experienced healthcare professionals, who understand your clinical needs. Our dedicated User Services portfolio uniquely positions us as a partner of choice when it comes to wanting more out of your investment, maintainable – year-on-year. Because we deliver more. Elevator pitch/ Gain more from your investment in the form of enhanced expertise, greater efficiency, and higher productivity through personalized education and training. visual content example Natural Yellow Dark 138C 35

1 2 3 4 5 IN-VITRO Headline/ Looking for more expertise, efficiency and productivity? We know what it means to deliver more. Copy/ Maintaining staff competency and a better understanding of your equipment and evolving clinical trends results in higher diagnostic quality, increased customer satisfaction, and greater productivity. At Siemens Customer Care, we understand the importance of personalized education and training and the lifelong educational needs of every member of your staff. Because many of our education specialists are experienced healthcare professionals, they not only understand your needs, they speak your language. They are committed to providing expert support where and when it’s needed to help you make more of your investment. We know where you’re coming from. Elevator pitch/ Gain more from your investment in the form of enhanced expertise, greater efficiency, and higher productivity through personalized education and training. visual content example Natural Yellow Dark 138C 36

1 2 3 4 5 visual content example Natural Yellow Dark 138C 37

Communication / Management Services
1 2 3 4 5 visual content example Natural Gray Light 431C 38

1 2 3 4 5 IN-VIVO Headline/ Looking for improved utilization? We will take a closer look for you. Copy/ Increased system utilization, better scheduling, improved financial planning. Our support does not stop with repair and maintenance. Our consultants are available on demand, with a wealth of experience and knowledge. Offering a range of innovative services, such as system benchmarking or online performance analysis, they work with you to ensure that the equipment and processes you rely on are being used in the best, most economical way possible. The benefits are clear to see. Elevator pitch/ Increased workflow optimization and better productivity through process optimization and consulting help you improve workflow efficiency, system utilization, and return on investment. visual content example Natural Gray Light 431C 39

1 2 3 4 5 IN-VITRO Headline/ Looking for improved utilization? We will take a closer look for you. Copy/ Increased system utilization, process optimization, and return on investment. Our Siemens Customer Care consultants bring you a wealth of experience and knowledge. Offering a range of innovative services, including system benchmarking, online performance analysis, and e-commerce, our consultants work with you to ensure that the equipment and processes you rely on are being used as effectively and economically as possible. The benefits are clear to see. Elevator pitch/ Increased workflow optimization and better productivity through process optimization and consulting help you improve workflow efficiency, system utilization, and return on investment. visual content example Natural Gray Light 431C 40

1 2 3 4 5 visual content example Natural Gray Light 431C 41

Material / CS 1 2 3 4 5  Comprehensive communication material is available for local adaptation and roll-out implementation Internal communication Internal Roll-out presentation CS Internal Presentation Master Event Idea Presentation Give Away Idea Presentation Give Away Flyers One Pager/Flyer Corporate Clothing recommendation Customer Care Center Communication Package External communication Communication Package available by September 14 42

 Internal Roll-out presentation
Material  Internal Roll-out presentation 1 2 3 4 5 Internal Roll-out presentation, providing further information on: _strategy _approach _communication _roll-out _outlook To be used by management to communicate and roll-out new positioning internally Where to find CS_Positioning_Internal Rollout Presentation 43

 CS internal presentation master
Material  CS internal presentation master 1 2 3 4 5 New CS presentation master for internal presentations Template includes _new Siemens color screen (basic and accent colors, incl. CS portfolio colors) _new CS images for CS and each portfolio area (CS generic, System Services, IT Services, User Services, Management Services) _new slide layouts Where to find CS_Internal_Presentation_Master 44

Material  Event Ideas Where to find 1 2 3 4 5
Presentation for internal roll-out event, including _ideas and recommendations _useful hints _support information Where to find CS_Event_Ideas 45

Material  Give Away Ideas Where to find 1 2 3 4 5
Presentation with ideas and recommendations for internal give aways Details on accompanying promotion material included Where to find CS_Give Away_Ideas 46

Material  Give Away Flyers Where to find 1 2 3 4 5 1/ Leporello
Corresponding promotion material to give along with the give aways, in two versions depending on packaging layout Material available: _raw data for localization and implementation _pdf versions to view _Overview pdf detailing the folding and finishing concept _Details for print agency in Internal Give Away Idea presentation 2/ Fan Where to find CS_Give Away_Flyer_Overview/explanation Leporello pdf Leporello printing data (indd) Fan pdf Fan printing data (indd) 47

Material  One pager / flyer Where to find 1 2 3 4 5
Flyer summarizing new CS positioning, messaging and new service portfolio For distribution to staff, e.g. on internal roll-out event Layout: 100x210cm, DIN Long format Where to find CS_Flyer 48

 Corporate Clothing recommendation
Material  Corporate Clothing recommendation 1 2 3 4 5 Name on our shirts/blouses: Healthcare Customer Services Position on long-sleeve shirt: on the cuff Position on short-sleeve shirt: on the arm Siemens logo should not be at the pocket Order guidelines: Countries should choose a local agency that can produce the shirts and order them locally If this is not possible locally, please reach out to headquarters, and we will arrange a solution. 49

 Customer Care Center communication package
Material  Customer Care Center communication package 1 2 3 4 5 The following communication material is already available on the CS Intranet for the CCCs: _Communication concept presentation _Naming guidelines _Customer letter _Customer flyers _PowerPoint template _Wall banners _Roll up templates _Website banner _Posters _Lanyards _Stickers _Contact booklet This implementation depends on the One Healthcare Service transformation. Please check with your OHS project manager the timeline for the Customer Care Center communication. Where to find CCC Communication Package 50

Roll-out plan 1 2 3 4 5 Internal roll-out recommendation delivery to countries Start of internal country roll-out External roll-out recommendation delivery CC cluster communication telco (tbd) Start of external country roll-out HAKM 10./ HC Leadership Conference RSNA [August 2012] Global internal rollout 08 [October 2012] Global external rollout 10  Continuous status updates will be provided via webcasts and Intranet platform!

Your country roll-out 1 2 3 4 5 Please use the feedback paper on the Intranet platform and let us know: your overall feedback to the campaign and materials your roll-out activities. We are looking forward to receiving your feedback and first plan by end of September!

More information and support
1 2 3 4 5 All communications material is available on the CS Intranet at: CS New positioning Intranet intranet.healthcare.siemens.com/cs- new-positioning All pictures are available in the Healthcare image database:

Your contacts 1 2 3 4 5 For questions and support please contact your CS headquarters communications team – H CX CS MK CC: Andra Kirchner Phone Janine Krebs Phone Petra Schmid Phone

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