In this presentation I look back on my career and summarize the most important insights in a number of statements. I illustrated my statements with cases from my communication practice for a group of internationals students in a guest lecture.

1. THE POWER OF CORPORATE
COMMUNICATIONS IN CHANGING
ORGANIZATIONS: 9 STATEMENTS
University of Amsterdam, 22 January 2021

2. Celia Noordegraaf
Education
 MA Dutch Language & Literature (Groningen, Amsterdam)
 MA Marketing Strategy
Experience, a.o.
 Academy of Expression and Communication
 Vrije Universiteit Amsterdam
 Hogeschool INHOLLAND
 CUMAR
 Jeroen Bosch Ziekenhuis
 Roche Netherlands

3. Communication develops innovative strategies
contributing to the vision, mission and ambitions of
the organisation.

4. From introvert to extravert

7. Corporate communications must be at the heart of
the organisation

8. Innovative strategies, f.e. invent healthcare
marketing

9. Jheronimus Bosch – The garden of earthly
delights

10. Corporate Communication translates the brand
image in experiences: ‘first pole’ week

11. Corporate Communication needs to be
visual
Images need to
have front page
quality

12. But words do matter…
Framing

13. Corporate communications is the driving force
behind the vision and mission

14. Corporate Communications deals with anything that
affects your corporate identity or brand image

15. Corporate Communication covers every aspect of
how an organisation engages and connects with its
audiences

16. She is testing your medicine

17. Wish to be seen as
an innovative,
patient oriented
health care partner
Mistrust, enemy-
thinking, bad image
of the sector, low
brand awareness

18. Communication Challenge in the pharmaceutical industry in
NL
Demand for
transparency
Fear to break
the law

19. Interaction & Dialogue
Roche Dialogues about Personalised Healthcare

20. Format Roche Dialogues
Connecting five stakeholder groups
• 5 speakers from 5 groups of
stakeholders (patients, HCP’s, health tech
companies, insurance companies,
governmental institutions)
• Each speaker gets 10 minutes to express
his view, ends with a question
• 5 cocreation sessions about these 5
questions
• Ca 70 participants
• Roche colleagues moderating the
sessions
• Wrap up & Follow up

21. NL Times: Pharmaceutical vandalized after
coronatest criticism

22. Reconstructions in newspapers: Roche as
scapegoat

23. Celia Noordegraaf - info@cumar.nl - 0031 6 21 51 79 56
linkedin.com/in/celianoordegraaf/
Corporate communications is about staying connected