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Our strategy

Our strategy is to strive for excellence in the following five key areas of our business:

Optimising the performance of key products

Both our Pharmaceutical and Consumer Healthcare businesses focus on ways to improve the return from our intellectual property by maximising sales of key products. Our activities include:

• achieving worldwide sales force excellence
• achieving Pharmaceutical and Consumer Healthcare marketing excellence
• maintaining the highest ethical standards
• improving the cost-effectiveness of operations

Delivering the product pipeline for patients

We aim to create the best product pipeline in the industry for the benefit of society. This includes developing a focused strategy to support the pipeline and manage the full life cycle of compounds from launch as prescription medicines through to potentially becoming over-the-counter products.

We measure R&D productivity by the number and level of innovation of the products it creates, and by the ability to address unmet patient needs.

Being the best place for the best people to do their best work

We are committed to creating the best place for the best people to do their best work by:

• recruiting and developing the best people in the industry
• supporting a culture of high reward for high performance
• ensuring good communication and employee involvement
• maintaining a diverse and healthy workforce

Improving access to medicines

We are finding innovative ways to bring medicines, vaccines and health education to patients in all countries, including those suffering from epidemics and neglected diseases.

Maximising total shareholder return (TSR)

We continue to work to maximise TSR through EPS growth,dividend increases and share repurchases.

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