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03.AnnualreportSANITAS 2011Brandand ReputationA positive imageand it’s no secretInternal and external perceptions of Sanitaswere enhanced in 2011 thanks to a number ofacknowledgements. The year saw a long list ofinnovative projects, such as the ‘Smile’ employeehealthcare project which came into effect.2011 was another excellent year for Sanitas’brand image. And we don’t believe in keeping ita secret. We know that as a healthcare specialistcompany it’s vital to transmit positive messagesto our shareholders and to public opinion overalland we go about it with energy and passion.That’s why our brand recognition is high inthe sector, we have the best reputation in thehealthcare industry and we’re among Spain’smost highly-rated companies.Our trophy cabinet is well-stocked (see table 26and 27 pages) and recognition is never short. In2011 we were particularly proud to receive theTelefonica Ability Award, which recognised Sanitasaccessible design for the “Sanitas Accessible”Network, which brings together 52 hospitals,multi-specialty centres and dental clinics. TheSanitas’ La Moraleja hospital is the standard bearerof this commitment to accessibility. The Companyalso shared its experience by publishing a manualcalled Cómo crear un centro médico accesible,[How to create an Accessible Healthcare Centre],offering practical guidelines on how to designand build medical centres based on principles ofuniversal accessibility.It also came as a great satisfaction to have LaMoraleja Hospital rated among the Top 20 and toreceive the “100 Best Healthcare Ideas” for ourSanitas Smile programme.Sanitas also tops the Merco table which ranksit the Company with the Best Corporate164

Reputation in the Healthcare category. Andthis is no fluke, because in 2012 we receivedthe same recognition for the sixth yearin a row. We also rate well in the overallclassification where we stand in 37th place interms of both reputation and responsibility.Our CEO, Iñaki Ereño, comes 76th on the listof executives with the best reputation. Sanitasalso stands among the 10 best companiesto work for in Spain, in a table compiled byActualidad Economica.Certification is another important part of ourpolicy to consolidate a quality brand image,inasmuch as it reaffirms our commitment tocarry out continuous improvement in all of ourmanagerial processes.For example, Sanitas Hospitales obtained theEuropea 500+ Seal of Excellence, awarded bythe Club Excelencia en Gestión [ManagerialExcellence Club]. And Sanitas came away withanother insurance industry first when obtainedAENOR certification for the carbon footprintof its Data Processing Centres, which houseall the resources required for processing theOrganization’s ICT needs.FOR THE SIXTH YEAR IN aROW, SANITAS IS THE MOSTHIGHLY-VALUED COMPANYIN THE INSURANCEINDUSTRYSPAIN’S ‘ACTUALIDADECONÓMICA’ BUSINESSJOURNAL RATES US AMONGTHE TOP TEN COMPANIESTO WORK FORSANITAS HOSPITALESOBATaINED THE EUROPEANEXCLELLENCE INMANAGEMENT SEALAnnual Report 2011 165

03.AnnualreportSANITAS 2011SANITAS IS THE HEALTHCARECOMPANY WITH THE HIGHESTBRAND NOTORIETY, BOTHPROMPTED AND SPONTANEOUSTHE ‘SMILE`PROGRAMME FOLLOWSA WORKPLACE HEALTHCARESTRATEGY BASED ON DIET,HYDRATION, EXERCISE AND AHEALTHY LIFESTYLeIn 2011, nine Sanitas Residencial care homesobtained ISO 9001:2008 certification for itsSistema de Gestión de Atención Integral dePersonas Dependientes [End-to-end DependentPatients Healthcare Management System].The Sanitas Residencial network is madeup of 41 care homes and 34 have obtainedthis certification, which acknowledges theCompany’s service quality for residents andtheir families.We are proud too to be a very well-known brandin the healthcare industry. In 2012, 29% of thepeople we polled had Sanitas top-of-mind whenasked to say which company they considered anindustry benchmark. Moreover, 99% was awareof the existence of Sanitas when they were166

SPONTANEOUS BRAND NOTORIETY(top of mind) (%)PROMPTED BRAND NOTORIETY(%)9933 96 979329262284826784671238989542011SanitasAdeslasSource: Milward BrownAsisaMapfreFamiliarDKV2010SanitasAdeslasSource: Milward BrownAsisaMapfreFamiliarDKVshown corporate logos or similar images. Inboth cases, we’re the industry leader.Much of Sanitas’ brand notoriety and its positiveimage in Spanish society stems from the factthat it was the Spain’s first health insurancecompany to invest in marketing and reputation,which has enabled us to convey to the greaterpublic our commitment to quality, productinnovation and sustainability. The work carriedout by our Communication, Reputation andBrand Department assures the involvementof all Company areas in an effort to transmitour values and commitments to corporateresponsibility in a cohesive manner.In 2011 we rolled out two major initiatives (withan internal and an external projection) bothaimed at the central concept of taking careof oneself. Our campaign took a two prongedapproach:1. The Cuídate [Take good care of yourself]campaign, based on the idea of overall health,including prevention and well-being, andnot stopping at healthcare assistance. It wasspearheaded by a TV spot, directed by thefamed Spanish film-maker Fernando León deAranoa and went out at Christmas, scoringa hit on the internet where it was viewed onmore than 400,000 occasions. It was Sanitas’first brand advertising campaign and shiedaway from sending out purely commercialmessages.2. In order to take the same concept into theworkplace, we launched the ‘Smile’ programme.The programme was aimed at our employeesand revolved around a healthcare strategybased on diet, hydration, physical exercise andlifestyle, all in an effort to obtained a three-foldbenefit:• For our people. Tests show that employeessee improvements in their overall state ofphysical and mental health.• For the Company. A healthier workforceperforms better.• For the health system. Healthcare costscome down.Annual Report 2011 167

03.AnnualreportSANITAS 2011Sanitas - Awards and Certifications in 2011CertificationDate Name Product / Action AwardedbyCharacteristics> 12.01.11Sanitas HospitalesImage Diagnostics Services; Billing, AdmissionsAenorextends itsand Reception; the Cancer Counselling and CareManagement SystemUnit at Sanitas’ La Moraleja and La Zarzuelacertification byhospitals; all processes (assistance and non-obtaining the ISOassistance) at the Sanitas 14 Milenium Multi-9001 StandardSpecialty centres.> 22.02.11Sanitas becomesThe Business Continuity Plan was certified toAenorThis certification enablesthe first SpanishUNE 71599 Standard.companies to strengthen theircompany to have itsresistance to contingencies andBusiness Continuityendows them with mechanisms forPlan certified bykeeping their key services functioningAenorin the event of time constraints.> 04.11EFQM in SanitasSanitas Hospitales centres obtained theClubThis recognition reaffirms SanitasHospitales‘Europea 500+’ Seal of Excellence, awardedExcelenciaHospitales’ commitment toby the Club Excelencia en Gestión [Excellenceen Gestióncontinuous improvement in all itsin Management Club], and were automatically[Excellence in managerial processes, especiallyconvalidated with EFQM Levels of ExcellenceManagementthose which minimize their impact on(Recognised for Excellence 5 Stars), recognisedClub]society and the environment.throughout the EU.> 07.11 and12.11Sanitas Residencialobtains ISOISO 9001:2008 certification was obtained for theEnd-to-end Care for Dependent PatientsLloydsRegisterISO 9001:2008 recognizes the qualityof service for seniors. This9001:2008Management System at the Sagrada Familia,LRQAinternationally recognized standardcertification for itsLa Moraleja, Vigo, Zaragoza, Guadarrama, Altanova,inspires greater trust and bolstersnew centresA Coruña, La Florida and Santander care homes,guarantees.bringing the number of certified Sanitas Residencialhomes to 34 out of a possible 41.> 05.10.11Sanitas certifies theEnd-to-end management of projects for systems.R SEIAfter becoming the first Spanishmaturity of(Softwarecompany to achieve Level 2 capacitymanagementEngineeringin this model, Sanitas scores anotherprocesses for ICTInstitute),first by obtaining Level 2 maturity.Systems, to level 2CarnegieSanitas is also the Spanish healthof theMelloninsurance industry’s first company toCMMI–ACQVersionUniversityobtain worldwide certification.1.2 model> 02.11.11Sanitas obtainsSanitas is among the insurance industry’s firstAenorAenor Carboncompanies to obtain Aenor certification for itsFootprintcarbon footprint at the Company’s DataCertificationProcessing Centres, which house the resourcesneeded for processing the Company’s ICT needs.168

AWARDSDate Name Product / Action AwardedbyCharacteristicsCategory> 18.01.11TelefónicaAward for the Sanitas AccessibleTelefónicaAccessible design brought improvements to facili-AccessibilityAbility AwardsNetwork, comprising Sanitas’ hospi-ties at 52 hospital and medical centres.tals medical and dental clinics acrossSpain, which meet international accessibilitystandards.> 26.10.11Sanitas LaThe hospital obtains the Top 20IasistSanitas La Moraleja Hospital is recognised for itsMoraleja HospitalAward for hospital management inhigh score in the Top 20 Hospitals Programmeobtains thethe Mid-Sized Hospitals category.Indicators: quality (mortality rate, complications,Mid-SizedTop 20 Awardre-admissions), functioning (non-stay surgery andHospitalsfor hospitalavoidable admissions) and economic efficiencycategorymanagement(stays, productivity and costs).> 28.09.11 1st AnnualFirst Prize went to Sanitas Dental’sINESE yRecognition of the campaign’s creativity and in-Non-Con-Insuranceadvertising campaign Todo es másMarketing-novationventionalIndustry MarComfácil con una sonrisa [A smile makesSiteMarketingAwardseverything easier].> 07.11.1113th EfficiencyThe Gold Medal went to SanitasSpanishRecognised the overall excellence and results ofSpecialin CommercialSport’s advertising campaign.Advertisers’the Sanitas Sport campaign in Madrid, where it wasRegional/CommunicationsAssociationcarried out.LocalAwards> 08.11.11ActualidadSpain’s specialist publication DiarioDiarioSanitas Smile is a programme that sets out to helpSolidarityEconómicaMédico included the Sanitas SmileMédicoSanitas employees to lead a more active and healthi-and100 Ideas inprogramme among The 100 Bester life and turns the workplace into an environmentPatronageHealthcare 2011Healthcare Ideas 2011, in the Solidar-that cares for people’s health. The programme turnsity and Patronage category.on four axes: diet, hydration, physical exercise anddoing away with negative habits.> 01.04.11 ActualidadHealth Dialog España, the firstActualidadImprovement in the management of resourcesEconómicaSpanish company dedicatedEconómicafor the chronically ill. Tailored healthcare advice as100 Best Ideasto the efficient managementa differentiating feature that fosters patients andof chronic illness.doctors making shared decisions.rankingSDate Name Product / Action AwardedbyCharacteristics> 20.07.11The Best CompaniesInternal ReputationActualidadSanitas was ranked 10th out of 172 companies as the Best Com-to Work ForEconómicapany to Work For, in a table compiled annually by the businessMerco Peoplenews magazine Actualidad Económica.Merco Companies> 19.12.11Merco PeopleInternal ReputationMercoSanitas came in at 21st place (climbing four places) and toppedthe healthcare industry table.> 23.04.12Merco CompaniesReputationMercoSanitas tops the healthcare industry table for the 6th year in a row.The Company also has the 37th best corporate reputation in Spain.It is also 37th placed in the Most Responsible Companies table(57th place in 2011). Sanitas CEO Iñaki Ereño stands 76th in theCorporate Leaders table (77th in 2011).Annual Report 2011 169