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Medical devices positioning
- 3. • Fundamental Entity: SYNOFLEX Knee Implant • Goal: To launch a new brand with an Innovative Technology in an already existing category of knee implants • Core Competence: Innovation and building value by providing services/ education
- 4. Business Objective • To gain 1% market share by adding value to the product Current Target (AP) Long Term Aspiration $ 12 Mn $ 13.12 Mn Market Leadership
- 5. MRP - $1200 MRP - $2500 Volume – 10000 Volume – 100 Synoflex Synoflex-GenNext
- 6. Marketing Objective An Innovative Technology can influence the quality of life Focus - The existing set of customers (Stimulate Demand Vs Retention) To increase the number of Implants by optimizing the strategic marketing efforts
- 7. SOURCE OF VOLUME STIMULATE DEMAND EARN ACQUISITIO N 1 2 RETENTION 33 4
- 8. Positioning Statement An Innovative Technology for Better Quality of Life
- 9. MAIN VARIABLE: DURABILITY •Long lasting (Lower wear rate) DYNAMIC VARIABLE: INNOVATION (Quality of Life) •Release of synovial fluid after insertion •Release of anti inflammatory agents post surgery to curb the auto immune responses and enhance acceptability of the implant by the body. •Advanced bearing surfaces; designed to help avoid excessive stress in any one spot; and, are sized to better fit in patient personal anatomy. Innovation Durability
- 11. STP Top Corporate Hospitals, Premium Govt Ins. Top Corporate Hospitals, Premium Govt Ins.
- 13. Promotion Education Based • International Symposium – Product Launch • Training Induction Programs for early adopters • Engage the existing KOLs/KBLs • Engagement with MDAC – Advisory Board • Online Information System – Compendium • Aggressive Sales Promotion
- 14. Promotion Value Driven (Service Based) • OR Support • CRM Team Campaign Drive Patient Centric (How this Innovation going to improve the life of People)
- 15. 1- Multi Level - NGO Involvement 2- Post Implant – Patient Data How the surgery helped them to have a Better Quality of Life • Social Contribution • Work Life Balance Share the Insights with the HCPs (specially the Target Market)Share the Insights with the HCPs (specially the Target Market)
- 16. Place • Same Channel Partners • Advance Logistics • Inventory Management
Editor's Notes
- Synoflex NextGen – AN enhanced version of Synoflex ( new Technology
- Release of synovial fluid after insertion Release of anti inflammatory agents post surgery to curb the auto immune responses and enhance acceptability of the implant by the body. Advanced bearing surfaces; designed to help avoid excessive stress in any one spot; and, are sized to better fit in patient personal anatomy.
- The campaign will be Patient Centric .. How this innovative Technology is going to affect the Quality of Life of people. The campaign will not TALK ABOUT THE PRODUCT/ OR COMPANY.. HAS TO BE ONLY ABOUT THE NEW TECHNOLOGY..
- The different NGO will be involved to work upon to educate people about the People about the New Innovation.. Post Implant Data- We will be having a Questionare to take the insights from those patients who underwent knee implant with this new technology – Collect the same and share with the HCPs..