1. PETER A. WEISSMAN
Sample Product Launches
Fast-Fix 360 Smith & Nephew
All inside meniscal repair device
The only device that clicks on so many levels
• Developed value proposition, product tagline, brand identity, pricing strategy and forecasts
through voice-of-customer (VOC) surgeon interviews, sales force input and market research.
• Assembled launch team consisting of marketing managers/associates, KOL surgeons,
distributor sales managers, international marketing managers, and clinical specialists.
• Developed comprehensive launch roadmap and KPI’s designed to accelerate time-to-peak
sales and maximize early exposure. Exceeded sales forecast by 30% in year one.
• Developed and implemented physician outreach strategy including tradeshow plan, physician
symposia, podium presentations, speaker’s series, and surgeon dinner meeting initiatives.
• Partnered with national agency and digital media company to implement print, association
and journal advertising, public relations, direct mail, online strategy, marketing collateral,
practice enhancement, product animations, technique guide and surgeon procedure videos.
• Created sales incentives, enacted clinical specialist and sales training, identified sales targets
through market research (ex. IMS, Solucient/Thompson data) and sales input.
• Monitored launch weekly in product situation room. Tracked KPIs such as physician and
hospital sales, competitive and key account conversions, sales by regions and rep territories.
Solicited best practices from sales force and surgeon feedback.
Platelet Rich Plasma (PRP) RS Medical
Injection procedure for soft tissue repair and knee osteoarthritis
• Developed comprehensive launch plan with cross-functional team.
• Directed direct-to-patient campaign through select advertorials, local print, online media,
search engine marketing (SEO), patient education and practice enhancement materials.
• Co-ghostwriter on clinical white paper and patient case studies; developed physician
webinars and trade show symposiums to build exposure.
• With Medical Affairs, developed reimbursement support strategy including reimbursement
guide, support helpline, coding and billing guidelines, pre-authorization and LOMN.
• With sales management, executed interactive sales training through Greenlight/SilkRoad
online learning tool and go-to-meeting webinars and coaching calls.
• Helped design and implement IPad Prezi for product detailing and physician training.
• Monitored launch in weekly product review meeting. Tracked sales through Microsoft
Dynamics CRM. Communicated results to executive management through flash reports and
to sales force through ‘Pulse’ internal newsletter.

2. PETER A. WEISSMAN
Sample Product Launches
IDET Procedure Smith & Nephew
Novel electrothermal procedure for discogenic back pain
• Established dedicated code, payment and coverage for procedure working with Director of
Health Economics and Reimbursement, physician association KOLs, and international law
firm with access to AMA and CMS.
• Partnered with national agency to drive physician and patient awareness through
comprehensive physician enhancement materials, product website, advertisements, print
coverage, and patient education materials.
• Worked with KOL physicians and clinical colleagues to enhance clinical evidence base and
messages and to design cost-effectiveness studies to secure payer approval.