Realize

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  • Realize

    1. 1. Realize Integrated Launch Playbook Part 1 WHO ARE WE TALKING TO? Part 2 WHAT ARE WE SAYING? Part 3 WHAT DO WE WANT THEM TO THINK? Part 4 HOW WILL WE ACTIVATE THEM? Part 5 WHEN WILL WE ACTIVATE THEM? Part 6 HOW WILL WE UNIFY THEM? Part 7 EXPLORATORY CONCEPTS
    2. 2. PART 1 WHO ARE WE TALKING TO?
    3. 3. Surgeon Insight: Most patients can benefit from post-surgical psychosocial and behavioral support, and without it many will inevitably fail. I want more of my patients to succeed. Consumer Insight: I don’t want to fail again, but I don’t know how to help myself beyond getting the surgical procedure.
    4. 4. PART 2 WHAT ARE WE SAYING?
    5. 5. POSITIONING STATEMENT For bariatric surgeons and consumers, Realize offers the greatest potential for future health through long-term support in shedding weight and maintaining the weight loss versus Lap-Band, the market leader.
    6. 6. BRAND NAME
    7. 7. BRAND ARCHITECTURE Umbrella Branding Web Services Branding Procedure Branding
    8. 8. UMBRELLA BRANDING “It’s for me.” • Establishes category membership • Solves a problem
    9. 9. PROCEDURE BRANDING
    10. 10. WEB SERVICES BRANDING
    11. 11. PART 3 WHAT DO WE WANT THEM TO THINK?
    12. 12. SURGEONS BELIEFS. BENEFIT. SUPPORT.
    13. 13. CHANGING THEIR BELIEFS: SURGEONS Desired key beliefs Existing key beliefs Realize band is now available in the US Only one gastric band is available in the US Realize has technical & support advantages All bands are alike Realize gives me influence over patient behavior Patient behavior is largely out of my control With Realize, I can get better outcomes No matter what I do, many patients still fail Reimbursement is widely available I’m not sure about reimbursement
    14. 14. BENEFITS SURGEONS The Realize Advanced Banding Solution delivers unique innovations in pre-operative, inter-operative and post-operative experience, supporting your effort to keep patients on the path to consistent, long- term weight loss.
    15. 15. SUPPORT SURGEONS Sutureless port secures in one minute, minimizes bulging, and reduces operating time. Widest band available. Soft, flexible balloon creates maximum stomach contact. Lowest intra-balloon pressure tissue trauma maximizes patient comfort. No band is safer or more effective. Realize mySuccess™ provides personalized tools, guidance, and reminders to keep patients motivated.
    16. 16. CONSUMERS BELIEFS. BENEFIT. SUPPORT.
    17. 17. CHANGING THEIR BELIEFS: CONSUMERS Desired key beliefs Existing key beliefs With Realize, my surgeon and I journey together I am alone in my struggle to control my weight Personalized support improves my odds of success I’ve lost weight before but, long-term, can’t keep it off I’m scared about the prospect of surgery The procedure is quick and minimally invasive There is only one band choice Realize is now available
    18. 18. BENEFITS CONSUMERS With the Realize band system, you will not be alone on your journey. Only Realize gives you the mySuccess program, which provides support to help you successfully achieve long-term weight loss.
    19. 19. SUPPORT CONSUMERS Includes the Realize mySuccess program, available whenever you need it, until you reach your goals. You and your doctor monitor progress together—up to three years—to help keep you on track. You’ll establish a personalized plan to develop healthy new habits for activity, nutrition, and emotional well-being. No adjustable gastric band is safer or more effective.
    20. 20. PART 4 HOW WILL WE ACTIVATE THEM?
    21. 21. PUBLIC RELATIONS MESSAGE TRACK/THEMES AUDIENCE OBJECTIVE HCP's & Patients Phase I quot;FDA Approvalquot; 1. Focus on regulatory milestone news. 1. Announce FDA approval. 2. Highlight category membership and 2. Introduce Realize name. Realize availability. 3. Set availability expectations. 3. EES is expanding portfolio. Phase II quot;Launchquot; Shift focus away from band product HCP's 1. Emphasize critical nature of follow- only and start the conversation about up care for long-term success. follow-up care and patient compliance. 2. Realize delivers follow-up care. 3. Increase HCP trials. Phase III quot;National Distributionquot; HCP's & Patients 1. Realize addresses an unmet 1. Differentiate Realize from need in the marketplace. competition. 2. Payoff benefit statements 2. Build momentum (% of COE's using Realize). 3. Activate patients to request Realize.
    22. 22. TRIAL GENERATION MESSAGE TRACK/THEMES AUDIENCE OBJECTIVE 1. Safe & effective product. 1. Build awareness of Realize and its Bariatric Surgeons 2. Reassure surgeons about EES' benefits. intentions: quot;Rounding out our 2. Get surgeons into training. offering.quot; 3. Develop a community within 3. Generate excitement & anticipation surgeon audience. for full launch. 4. Excite surgeons and make them 1. Strengthens your commitment to long- want to be part of the first group of Bariatric Surgeons term patient success. Realize surgeons. 2. Technical advantages: low-profile injection port; lowest balloon pressure, etc. 3. Realize mySuccess allows you to continuously monitor patient progress. 4. No adjustable band is safer or more effective. Create call to action of surgeons Bariatric Surgeons wanting training: primary surgeon Similar message track to above but targets that are trial rejecters begin new with a focus on introducing GEN II. trial; secondary surgeon targets that haven't been trained sign up for training
    23. 23. LOCAL PATIENT ACTIVATION MESSAGE TRACK/THEMES AUDIENCE OBJECTIVE Patients interested 1. Create name recognition and You will not be alone in your journey. in band surgery activate patients that are With Realize mySuccess, you will interested in band surgery to ask have the support you need to achieve for Realize. long-term weight loss. 2. Focus on key localities.
    24. 24. NATIONAL PATIENT ACTIVATION MESSAGE TRACK/THEMES AUDIENCE OBJECTIVE 1. Create name recognition and You will not be alone in your journey. Patients interested activate patients that are With Realize mySuccess, you will have in band surgery interested in band surgery to ask the support you need to achieve long- for Realize. term weight loss. 2. Move a from local to national level.
    25. 25. PRACTICE SUPPORT MESSAGE TRACK/THEMES AUDIENCE OBJECTIVE 1. Win the hearts and minds 1. EES provides balanced Patient Ed Bariatric Surgeons of surgeons. materials and will educate your and Support Staff support staff. 2. Create optimum patient environment in surgeon's practice. 2. Continuously monitor your patients' progress with Realize mySuccess. 3. Motivate surgeons to discuss Realize with patients.
    26. 26. PART 5 WHEN WILL WE ACTIVATE THEM?
    27. 27. SURGEONS CAMPAIGN ROLLOUT NOV 07 DEC 07 JAN 07 FEB 07 MAR 07 APR 07 MAY 07 JUN 07 National Distribution FDA PR “Launch” Publication Testimonials & Efficiency /ROIData Approval TRAINING Surgeon Training Proctor Training Epic Training TRAINING Web Training EPIC Invites EPIC Followup SUPPORT kit WEB mySuccess 1.0 Launch mySuccess 1.0 mySuccess 2.0 SERVICES ONLINE Online Ads Realize.com LP Print Advertising (Spastics TBO) PRINT Teaser / Journal Ads Allied Health Practice Support & COLLATERAL Materials Patient Ed Material EVENTS AMSEIS MISS Allied Health BAM/SALES Sales Material BAM Training Material
    28. 28. CONSUMER CAMPAIGN ROLLOUT NOV 07 DEC 07 JAN 07 FEB 07 MAR 07 APR 07 MAY 07 JUN 07 DIRECT TO drtv, dm, etc. CONSUMER WEB Launch mySuccess 2.0 mySuccess Version 1.0 mySuccess 1.0 SERVICES Banners, Realize .com LP ONLINE Emails PRINT Print Advertising (Specifics TBD) LOCAL Local Media Available / Begins MEDIA Brochure & Patient Ed COLLATERAL Materials Available Surgeon Seminar SEMINARS Surgeon Sponsored Seminars Materials Available FDA Approval “Launch”
    29. 29. PART 6 HOW WILL WE UNIFY THEM?
    30. 30. It begins with hope. And commitment. And confidence.
    31. 31. And then slowly It begins to fade.
    32. 32. Let’s Keep hope alive.
    33. 33. To discover. explore. dance. dream. love.
    34. 34. To
    35. 35. Realize everything’s possible.
    36. 36. PART 7 EXPLORATORY CONCEPTS
    37. 37. APPENDIX
    38. 38. CHARACTER OF THE SURGEON We are a clinical partner committed to your patient’s health and success.
    39. 39. CHARACTER OF THE CONSUMER We are an experienced hand to guide at every step of the journey.
    40. 40. COMPETITIVE BRAND Generic • Describes a device vs. a procedure PLUS a plan Clinical, Unemotional
    41. 41. TACTICAL DETAIL SLIDES
    42. 42. WEB SERVICES mySuccess Version 1.0 This section is only an example of how we would “expand” on sections in the Campaign Rollout timelines.

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