The Overview

2100 Main Street, Suite 250

Irvine, California 92614

949.271.1180

www.DevicePharm.com
DevicePharm is an Irvine, California-based provider of marketing strategy and integrated marketing
communications solution...
™
From opportunity to success.
Recognizing a unique opportunity takes experience. Knowing what to do
with that opportunity...
Our Clients
From analysis to tactical campaign execution, from billion-dollar companies to investor-backed start-ups,
Devi...
Medical Device

Biotech/Pharma

Abbott Medical Optics

Abbott Molecular

AcuFocus

Baxter Anesthesia

Amendia

Dxterity Di...
The experience to know.
The resources to do.
The challenge that marketers face each day is knowing how to take an opportunity and
develop it into a success. DevicePhar...
Strategy and Planning

Due to the confidential nature of our strategy and planning assignments, case studies are
available...
Digital and
Interactive
Media
Brand
Development
Is tendon pain
HOLDING YOU BACK?
Introducing the FAST procedure—a minimally invasive
treatment designed ...
Educating
and Equipping
Sales Teams
Provider
Education and
Communication

PA R A D I G M : A d v a n c e s i n h e a r t f a i l u r e t e c h n o l o g i e s...
Consumer

Traditional colonoscopy has long been considered
the best way to screen for signs of colon cancer—until
now. Wit...
Case
Studies

ReZoom

Abbott Medical Optics Baxter BioSurgery

Gary Player

MyCataractSolution.com

Tisseel eDetail

Tenex...
•  trategic Marketing
S
Strategic Marketing Plan
Development
Corporate Identity
Positioning
Brand Development
Campaign Con...
DevicePharm, Inc.

Jon Hermie

Elina T. Kingkade

2100 Main Street, Suite 250

Contact

Clay Wilemon
CEO/Chief Strategy Of...
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DevicePharm Capabilities Deck

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DevicePharm is an Irvine, California-based provider of marketing strategy and integrated marketing communications solutions for organizations serving medical professionals and healthcare consumers. As the name suggests, our clients are medical device and pharmaceutical companies along with biotech and life sciences firms ranging from investor-backed startups to established market leaders with over $30 billion in annual revenue.

Because we are focused, we understand the specific and dynamic nature of marketing medical devices, the complexities of research-useヨonly products, and the constant change in AdvaMed, PhRma, and FDA regulations. Our knowledge of these markets provides our clients with the expertise and rapid response required to strengthen their position and exceed their goals.
This distinct focus is what helps us deliver outstanding results for our clients.

The DevicePharm team of marketing, creative, multimedia, and medical professionals provides clients with award-winning professional advertising and direct marketing, practitioner and consumer-focused web and e-media design, comprehensive medical education, and
direct-to-consumer and physician-to-consumer programs. In addition, we have demonstrated success in creating new markets by generating physician and consumer demand for emerging and elective medical procedures.
Medical device, biotech, life sciences, and pharmaceutical marketers turn to our experienced and talented team to help them be more competitive and identify opportunities to achieve success.

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DevicePharm Capabilities Deck

  1. 1. The Overview 2100 Main Street, Suite 250 Irvine, California 92614 949.271.1180 www.DevicePharm.com
  2. 2. DevicePharm is an Irvine, California-based provider of marketing strategy and integrated marketing communications solutions for organizations serving medical professionals and healthcare consumers. As the name suggests, our clients are medical device and pharmaceutical companies along with biotech and life sciences firms ranging from investor-backed startups to established market leaders with over $30 billion in annual revenue. Because we are focused, we understand the specific and dynamic nature of marketing medical devices, the complexities of research-use–only products, and the constant change in AdvaMed, PhRma, and FDA regulations. Our knowledge of these markets provides our clients Who we are. What we do. with the expertise and rapid response required to strengthen their position and exceed their goals. This distinct focus is what helps us deliver outstanding results for our clients. The DevicePharm team of marketing, creative, multimedia, and medical professionals provides clients with award-winning professional advertising and direct marketing, practitioner and consumer-focused web and e-media design, comprehensive medical education, and direct-to-consumer and physician-to-consumer programs. In addition, we have demonstrated success in creating new markets by generating physician and consumer demand for emerging and elective medical procedures. Medical device, biotech, life sciences, and pharmaceutical marketers turn to our experienced and talented team to help them be more competitive and identify opportunities to achieve success.
  3. 3. ™ From opportunity to success. Recognizing a unique opportunity takes experience. Knowing what to do with that opportunity requires talent and skill. This is what DevicePharm delivers to our marketing partners. The DevicePharm tagline, From Opportunity to Success, signifies the pathway that all marketers travel from identifying opportunities to achieving their goals. We know that the right path begins with developing insightful, strategic marketing formulae, and culminates with solid, innovative implementation–ultimately leading our clients to their full potential.
  4. 4. Our Clients From analysis to tactical campaign execution, from billion-dollar companies to investor-backed start-ups, DevicePharm provides our clients with a rich continuum of marketing strategy and integrated marketing solutions. Today, DevicePharm has the privilege of serving clients in the following markets: • Medical device • Molecular biology • Biotech • Pharmaceutical • Lifesciences • Medical services Therapeutic Experience Our team has experience in a range of therapeutic areas with medical device, pharmaceutical, biotech, and lifesciences companies. In addition, our team has experience with a broad range of therapeutic areas through our history of Therapeutic Experience provider-direct work. From a manufacturer perspective only, we have developed and executed campaigns and resources in the following therapeutic areas: • Aesthetics • General surgery • Orthopedic surgery • Anesthesia • Genetic diagnostics • Pain management • Breast diagnostics • Glaucoma surgery • Pediatric nutrition • Cardiovascular surgery • Hearing • Pulmonology • Cataract surgery • Interventional cardiology • Retinal surgery • Colorectal diagnostics • euroendovascular N • Spine surgery • Critical care • Interventional radiology • Sports medicine • Dentistry • Molecular diagnostics • Vascular surgery • Diabetes • Neurology • Weight loss surgery • Diagnostics • Ocular diagnostics • Women’s health • Electrophysiology • Oncology • Gastroenterology • Orthodontics
  5. 5. Medical Device Biotech/Pharma Abbott Medical Optics Abbott Molecular AcuFocus Baxter Anesthesia Amendia Dxterity Diagnostics Avantis Medical Systems EPIC Diagnostics Baxter Biosurgery Canon Cianna Medical American Heart Association Covidien Neurovascular Crown Sterling Dallen Medical OCTANe Electromedical Products International Client Roster Providers Services Ortho2, Inc. Endologix Strathspey Crown Envoy Medical UC Irvine, Gavin Herbert Eye Institute Fresca Medical United Cerebral Palsy Hallux, Inc. VENTION Medical Kerr Dental Inspire Medical Phoenix Research Labs PneumRx ReShape Medical ReFlow Medical Sonendo Tenex Health Thoratec Corporation University Medical VertiFlex
  6. 6. The experience to know. The resources to do.
  7. 7. The challenge that marketers face each day is knowing how to take an opportunity and develop it into a success. DevicePharm’s ability to help marketers achieve this is rooted in the experience of our senior executive and consulting teams. Our executive leadership team has: • Launched 400 healthcare brands • Sold medical devices and pharmaceuticals • Founded an internet health information company • Directed a roll-up of web strategy and design firms • Founded a celebrity-model healthcare PR firm • Developed marketing programs for over 450 medical practices • Founded medical device companies The experience to know. The resouces to do. • Served on medical device and biotech company boards Knowing what to do is only half the equation. At DevicePharm, we have the proven resources to help our clients deliver marketing success. We’ve developed and launched hundreds of healthcare brands throughout the world targeting medical and scientific professionals as well as patients and consumers. Our clients’ successful integrated marketing solutions have been featured in The Wall Street Journal and recognized for creative excellence in dozens of national and international awards for: • Advertising campaigns • Brand naming and design • Integrated marketing campaigns • Corporate identity • Interactive sales resources • Exhibit content and design • Collateral materials • Multimedia exhibit experiences • Professional websites • Medical educational programs • Consumer websites • Sales training programs • DTC campaigns • Public relations • PTC campaigns • Sales meeting programs
  8. 8. Strategy and Planning Due to the confidential nature of our strategy and planning assignments, case studies are available for live presentations only.
  9. 9. Digital and Interactive Media
  10. 10. Brand Development Is tendon pain HOLDING YOU BACK? Introducing the FAST procedure—a minimally invasive treatment designed to remove the source of pain. • Elbow • Plantar Fasciitis • Achilles • Knee (patellar tendonosis) R eg a in your a ctive lifestyle–FA S T. FAST PROCEDURE Minimally invasive tendon treatment. The FAST™ procedure–Focused Aspiration of Soft Tissue–is a percutanteous ultrasound guided tenotomy and bone debridement system that restores natural tendon and soft tissue function in the elbow, knee, shoulder, Achilles, and plantar fascia. Only with FAST: minimally invasive percutaneous insertion, cutting and removal of diseased tendon tissue and bone spur debridement, procedure time of 15 minutes or less under local anesthesia, and quick recovery time for your patients. Call 855.2TENDON • Visit TenexHealth.com Find a doctor at www.FASTprocedure.com Scan this QR code with your smartphone. Visit your app store and download a QR code reader. FAST is a trademark of Tenex Health Inc. ©2012 Tenex Health Inc. All rights reserved. MKT041 FAST Partial Tear + Calcification Patellar Normal Tendon Patellar TM Pre Procedure Post Procedure (3 months) PROCEDURE The TX1 Tissue Removal System is indicated for use in surgical procedures where fragmentation, emulsification, and aspiration of soft tissue are d esirable including general surgery, orthopedic surgery, laparoscopic surgery, and plastic and reconstructive surgery. FAST and the Tenex Health logo are trademarks of Tenex Health Inc. ©2012 Tenex Health Inc. All rights reserved.
  11. 11. Educating and Equipping Sales Teams
  12. 12. Provider Education and Communication PA R A D I G M : A d v a n c e s i n h e a r t f a i l u r e t e c h n o l o g i e s Vo l . 1 Advances in LVAD Design: Improving Reliability and Minimizing Risk of Stroke and Thrombosis Steve Reichenbach, PhD Senior Director, Technology Development Thoratec Corporation Dr. Reichenbach has more than two decades of cardiothoracic experience and oversaw the development of the HeartMate II . He is a published author of more than 20 peer-reviewed journal articles. ® Left ventricular assist devices (LVADs) have become an established treatment for patients with advanced heart failure either as a bridge-to-transplantation (BTT) or as a long-term option for those who do not qualify for cardiac transplantation (destination therapy or DT). The addressable population is growing: nearly 100,000 people in the United States alone are currently estimated to be potential VAD candidates, although only a tiny fraction of that number have received them. The HeartMate II is Thoratec’s first-line continuous flow chronic LVAD. It was approved as a BTT therapy in the United States in April 2008 and as a DT for patients ineligible for transplantation in January 2010. The device is also approved and being distributed in Europe, Asia, Australia, and Canada. While early LVADs were large pulsatile volumedisplacement devices, we have seen a recent dramatic switch to miniaturized continuous flow devices, with 98% of LVADs implanted between January 2010 and June 2010 being of the latter design. Continuous flow devices are not only smaller, but also more reliable, offer better long-term survival, and present a better adverse event profile. HeartMate II, the most widely used continuous flow LVAD, embodies unique and elegant design features that offer efficacy, safety, and reliability while minimizing the risk of complications. 1 2 Open pathways, smooth flow The HeartMate II has only one moving part: the rotor that spins on blood-immersed ruby bearings located at either end of the assembly. Blood enters the pump from the apex of the left ventricle via an inflow conduit; the spinning rotor moves the blood through the pump to an outflow graft and ultimately back to the native circulation via the ascending aorta. The pump is axially configured, with blood flowing past the rotor parallel to the axis of rotation, allowing for a smaller size and weight compared to earlier devices and eliminating the need for a blood reservoir. Open-flow paths also help to maximize washing of the pump and conduits, contributing to the lowest published stroke and thrombosis rates among continuous flow LVADs. 3 In the HeartMate II, large channels passing through the inlet stator, rotor, and outlet stator work synergistically to provide a smooth flow path, minimizing shear stress and turbulence. By maintaining low shear stress and shear exposure time, the risk of damage to cellular components of the blood is reduced. With shear stress controlled appropriately and the inner walls of the LVAD continually washed, platelet aggregation is avoided and thrombosis risk is also reduced. In a recent study of patients who received the HeartMate II as destination therapy, plasma-free hemoglobin values remained low 12 months postimplantation, an indicator of low rates of shear and hemolysis. 4 Textured surfaces Many LVADs have been designed with smooth interior surfaces to minimize sites for thrombus nucleation. Despite this, the incidence of thromboembolic complications associated with some LVADs has been reported to be as high as 29%. More than 20 years ago, Thoratec began experimenting with textured surfaces in the wider, open-flow areas of their LVADs. This novel approach to minimizing thromboembolism was quickly found to reduce the risk of complications in HeartMate recipients and has been refined and customized further for inclusion in the HeartMate II. A sintered titanium 5 ® 5
  13. 13. Consumer Traditional colonoscopy has long been considered the best way to screen for signs of colon cancer—until now. With the advanced Third Eye® colonoscopy, our physicians can more easily detect polyps hidden behind the folds and curves of the colon—which can be a real relief. In fact, a recent study shows that the Third Eye technology increases the overall detection of precancerous polyps by over 23%. What’s more, this detection rate was shown to be even higher at over 40% for patients at greater risk for colon cancer.2 www.ThirdEyeColonoscopy.com To schedule a Third Eye Colonoscopy at Norwalk Hospital, call 1-866-NHB-WELL. References: 1. Rex DK, Cutler CS, Lemmel GT, Rahmani EY, Clark DW, Helper DJ, Lehman GA, Mark DG. Colonoscopic Miss Rates of Adenomas Determined by Back-to- Back Colonoscopies. Gastroenterology. 1997 Jan; 112(1):24-8. 2. Leufkens AM, DeMarco DC, Siersema PD, et al. Effect of a retrograde-viewing device on adenoma detection rate during colonoscopy: the TERRACE study. Gastrointest Endosc. 2011;73:480-9.
  14. 14. Case Studies ReZoom Abbott Medical Optics Baxter BioSurgery Gary Player MyCataractSolution.com Tisseel eDetail Tenex Health MindFrame Abbott Medical Optics iPad Application MindFrameInc.com Interactive Exhibit
  15. 15. • trategic Marketing S Strategic Marketing Plan Development Corporate Identity Positioning Brand Development Campaign Concepts Product Launch Services • ollateral / Graphic Design C Logo Development Brochures Print Ads Patient Education Clinical Education – Whitepapers – Monographs Sales Training Materials Selling Systems Displays Interactive PDFs • arket Research M Product Sampling Phone Interviews Focus Groups • edia M Media Research Planning Buying Post-Buy Analysis • ublic Relations P Buzz Marketing PR Development Media Advisories Media Relations New Product Introduction Company Launch Press Releases Fact Sheets B • roadcast TV/Cable Radio Terrestrial Satellite Syndicated Programs V • ideo Script Development – Physician Testimonials – Patient Testimonials Video Editing and Effects Corporate Video Production Product Video Production Medical Animation Illustration • irect Marketing D Direct Mail Strategy Direct Mail Design Mail Tracking / Analytics Production and Mailing List Brokerage Services Mobile Marketing • Tradeshows Booth Design Pre Post Show Marketing Promotional Items • Promotions On-Air Promotions Cross Promotions Event Marketing Co-op Advertising • Online / Digital iPad Apps Mobile Sites Social Media Strategy Search Engine Marketing Search Engine Optimization E-mail Marketing E-mail Drip Campaigns Physician Forums Blog Development Social Networking Viral Marketing Campaigns Website Strategy Website Design Web Video Website Programming PURLs/GURLs Variable Data Printing Dynamic Imaging Landing Pages Web Analytics Banner Ads Display Ads
  16. 16. DevicePharm, Inc. Jon Hermie Elina T. Kingkade 2100 Main Street, Suite 250 Contact Clay Wilemon CEO/Chief Strategy Officer President Director, Industry Relations Irvine, CA 92614 949.271.1180 949.271.1182 949.271.1788 949.271.1180 ClayW@DevicePharm.com JonH@DevicePharm.com ElinaK@DevicePharm.com Fax: 949.271.1198 www.DevicePharm.com

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