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Document Identifier
Cardiac Rhythm Management
AP Management Meeting 2011
Marketing Activities
Marketing ActivitiesEast and South-East Asia
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Agenda
Prioritization of Regions for Marketing Activities
Key Marketing Messages in HK and the Region
Current and Upcoming Initiatives in the Pipeline
Hong Kong ProMRI® Campaign
Seize-The-Share Program
.BIOS-AP_Techforum
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Regional Marketing Activity
Current focus is on East and South East Asia
Currently working closely with marketing teams in Australia and head office in Berlin
Looking at establishing similar links with other teams in Asia Pacific
Biotronik subsidiaries in Hong Kong and Singapore
Hong Kong as top priority
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Planned Campaign Topics in Rank of Priority:
– ProMRI ®
– DX
– Home Monitoring/Simplicity
=>Always a high power and low power campaign running
concurrently
=>Planning the same for Singapore as well as the rest of the
region
Key Marketing Messages in HK and the Region
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ONGOING Messages:
Engineering For the Future (Main Overarching Positioning)
With “Quality Engineering” and the company’s mission of
“Excellence for Life”.....................................
Key Marketing Messages in HK and the Region
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1. Biotronik manufactures Quality products that can withstand the test of time
(“Leads are For Life” and “Superior Longevity/ Industry
Leading Guarantee in Evia/Entovis” Message)
2. Biotronik constantly innovates to address unmet needs
( ProMRI® Portfolio-Most Complete Range of MR Conditional Products
Or the “Simplicity” of home monitoring)
Key Marketing Messages in HK and the Region
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Document Identifier
leads are for
lifeDuring a pacemaker patient’s lifetime, their medical demands will change. Every # years, they will need to have their pacemaker device explanted and replaced. Their device will need to be monitored, interrogated and reprogrammed. Their pharmaceutical requirements will also need to adapt.
Most things will change. But pacemaker leads are for life.
BIOTRONIK leads are designed to last:
Lifetime warranty on all leads
No recalls for any BIOTRONIK lead
Over 200,000 implants worldwide and growing
BIOTRONIK. Leads are for life.
For more information regarding BIOTRONIK leads for your pacemaker patients, please contact your local representative.
BIOTRONIK Australia Pty LtdSuite 2, Level 4, Building 220 Bridge StreetPymble NSW 2073
Setrox
Siello
Safio
Solia
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Document Identifier
leads are for
lifeDuring a pacemaker patient’s lifetime, their medical demands will change. Every # years, they will need to have their pacemaker device explanted and replaced. Their device will need to be monitored, interrogated and reprogrammed. Their pharmaceutical requirements will also need to adapt.
Most things will change. But pacemaker leads are for life.
BIOTRONIK leads are designed to last:
Lifetime warranty on all leads
No recalls for any BIOTRONIK lead
Over 200,000 implants worldwide and growing
BIOTRONIK. Leads are for life.
For more information regarding BIOTRONIK leads for your pacemaker patients, please contact your local representative.
BIOTRONIK Australia Pty LtdSuite 2, Level 4, Building 220 Bridge StreetPymble NSW 2073
Setrox
Siello
Safio
Solia
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“Engineering For the Future” Corporate Positioning Messages
+ ProMRI® Messages + DX Key Messages Campaign 3
Campaign 1 Campaign 2Seize-The-ShareProgram
Product SpecificMessages
Overarching Message
Key Marketing Messages in HK and the Region-Framework
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Current and Upcoming Initiatives in the Pipeline
CURRENT Initiatives Q3 and Q4:
1. ProMRI® Campaign in Hong Kong (To be Launched Next Mon)
2. .BIOS-AP_Techforum (Soft Launch Started)
UPCOMING Initiatives in the order of execution
1. Seize-the-Share program (Planned Q1 2012)
2. “Engineering for the Future” campaign for the distributor-led regions
(Planned Q1 2012)
1. Think DX Campaign (Planned Q1 2012)
2. Home Monitoring Campaign (Planned Q3 2012)
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ProMRI® Campaign Framework
ProMRI®
More Access . More Options
1.The Most Complete Range of MR Conditional Products2.Reliable and Safe MR Conditional Leads
3.Accessibility for all Patients
Education Marketing ToolsPhysicians and Experts
Panel Meetings
Int. & Ext. EducationalPresentations on ProMRI®
1.Materials for Sales Force2. Training on Use of Mat.
-In PlanningProf bodewei
wurzburgRolf i-
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ProMRI® Campaign Deliverables
1. Attend internal education and marketing training and pass exam
2. Conduct in-service external presentations to allied professionals with 100% of target accounts by end of Q2 2012
3. Team Target: Secure 2 new ProMRI® pacemaker implanters by Q2-end
4. Call on 100% of target customers by Q2 2012 and present to them information on the card-sized brochures; record down their response
5. Conduct one Physicians and Experts panel meeting in partnership with key physicians locally to drive education and the local referrer base for ProMRI device implants
(To be Confirmed)
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.BIOS-AP_Techforum
WHY the need?
How it works?
Getting Started
Timely information is critical for our business. However, there are limitations to the amount of resources we are able to obtain locally. See how Bill gets his problem solved
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.BIOS-AP_Techforum
WHY the need?
How it works?
Getting Started
Employee A anywhere in the region could send an email to the forum asking for a certain resource or update the region on competitor activity.
The email gets redirected to every subscriber in the region and the person/persons with the available resource or who wants to add on to competitive information can simply reply to the forum list address. All subscribers are kept in the information loop.
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.BIOS-AP_Techforum
WHY the need?
How it works?
Getting Started
To subscribe to the list, send an email to gary.kiew@biotronik.com.
Add the forum list address to your lotus notes contact list and start sending. Set up rules to automatically channel all forum emails to a folder to prevent clogging up your inbox. Its that easy!
For detailed information, do refer to the document in this link:
http://dl.dropbox.com/u/21735940/Email%20%26%20Distrubution%20Groups.doc
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.BIOS-AP_Techforum
Information
System
Architecture
Corporate -Employee A Lotus Notes -Employee B
Mail Server -Employee C
Employee A
Employee B
Employee C
Distribution List.BIOS-AP_Techforum
To receive mails sent out to the forum, just add email to distribution list stored on server. Only biotronik.com emails allowed
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Soft Launch Email
Purpose:
-To resolve any potential technical issues
-To resolve inadequacies of instructions to set up an account
For those who would like to be involved in this soft launch, do send an email to
gary.kiew@biotronik.com
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Medtronic’s TachTalk .BIOS-AP_Techforum
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Seize-The-Share Program
“Engineering For the Future” Corporate Positioning Messages
+ ProMRI® Messages + DX Key Messages
Campaign 1 Campaign 2Seize-The-ShareProgram
Product SpecificMessages
Overarching Message
Campaign 3
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Seize-The-Share Program
Campaign 1 Campaign 2Seize-The-ShareProgram
Campaign 3
An Encompassing Structure for Campaign Series
Ipad App as a delivery Platform
One stop access to all campaign materials
Campaign Delivery System
Additional Functions Could Be Explored
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Seize-The-Share Program
Campaign 1 Campaign 2Seize-The-ShareProgram
Campaign 3
An Encompassing Structure for Campaign Series
Ipad App as a delivery Platform
One stop access to all campaign materials
Campaign Delivery System
Additional Functions Could Be Explored
23
Future Direction For Marketing in Asia Pacific
Marketing Activities and Campaigns to be aligned with ‘New’ Corporate Branding
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Questions /
Comments?
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Thank You
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