1. 1. Inspire Medical Systems, Inc. 2014 All Rights Reserved Introducing Inspire Therapy Therapy Launch Best Practices January 2015 1
2. 2. Inspire Medical Systems, Inc. 2014 All Rights Reserved Inspire Therapy Overview Inspire therapy: Works inside the body - fully implanted Monitors breathing patterns during sleep Delivers mild stimulation to key airway muscles to keep airway open during sleep Turned on and off with a handheld sleep remote 2 Sleep Remote
3. 3. Inspire Medical Systems, Inc. 2014 All Rights Reserved Sleep Apnea Treatment Options 3 Lifestyle Changes CPAP (Continuous Positive Airway Pressure) Oral Appliances Inspire Therapy Anatomy Altering Surgery Inspire therapy is a good, evidence-based option for many OSA patients who are unable to use CPAP
4. 4. Inspire Medical Systems, Inc. 2014 All Rights Reserved Sleep Apnea Conducive to public outreach and education 4 Dissatisfaction with current treatments Large & symptomatic patient population
5. 5. Inspire Medical Systems, Inc. 2014 All Rights Reserved Patient Website Traffic to Inspiresleep.com - Over 100,000 unique visitors Aug Dec 2014 - Media Ordered
6. 6. Inspire Medical Systems, Inc. 2014 All Rights Reserved $307 $255 $191 $189 $138 $135 $131 $118 $106 $102 $101 $91 $51 $43 $27 $23 $22 $20 $18 $0 $50 $100 $150 $200 $250 $300 $350 Parkinsons Ankle Fusion Gait Disorder Migraine Heart Failure Gout Prostate Cancer Back Pain Erectile Dysfunction Obesity Uterine Fibroids Stroke, Hemiparesis Hypertension Sensorineural Hearing Loss Epilepsy RLS OSA OSA OSA - STAR trial 6 Direct to Patient (DTP) Outreach Clinical Trial Recruitment Media Cost Per Patient Record Motivated sleep apnea (OSA) patients can be reached in a highly cost effective manner Source: Three Wire, Inc.
7. 7. Inspire Medical Systems, Inc. 2014 All Rights Reserved Medical Center Best Practices - First 90 days to launch new therapy - 7 Medical professional education Direct to Patient Outreach Issue press release announcing first Inspire therapy implant Reach out to /pitch local health writers Inspire has sample press releases to share Send email blast announcing program to all hospital / clinic employees They all know people with sleep apnea Write short article in hospital community newsletter Provide a central call center line Create some radio and newspaper ads Provide a central call center line or voicemail Activate social media channels Therapy now available First implants First therapy success stories Personal visits with high potential referring physicians (sleep, sleep dentist, cardiology, primary care) Educate HCPs that work with CPAP struggling patients. Set up screening processes Email blast to physician and allied health professional staff Announce Inspire therapy on hospital home web page Mail intro letter and indications card to several hundred primary care / IM docs Incorporate sleep apnea / Inspire Tx into next primary care CME program
8. 8. Inspire Medical Systems, Inc. 2014 All Rights Reserved Announcement to referring MDs 8
9. 9. Inspire Medical Systems, Inc. 2014 All Rights Reserved 1. Introducing Inspire Therapy 9 Announcement on homepage under news Includes phone number for those interested
10. 10. Inspire Medical Systems, Inc. 2014 All Rights Reserved 2. First Implant 10 Excitement around first patient Excitement about the therapy from the center Includes phone number for those interested
11. 11. Inspire Medical Systems, Inc. 2014 All Rights Reserved 3. Success Story about Inspire Therapy 11 Identify happy patient Highlights life-changing benefits Life before Inspire therapy 3 minute TV network news story featuring actual patient; includes part of animation video Again, link to learn more
12. 12. Inspire Medical Systems, Inc. 2014 All Rights Reserved12 Sample Medical Center Ads Pomona Valley, CA Thomas Jefferson, PA Middlesex, CT University Hospital, OH
13. 13. Inspire Medical Systems, Inc. 2014 All Rights Reserved Hospital Home Page
14. 14. Inspire Medical Systems, Inc. 2014 All Rights Reserved14 Community Health Talk Ad Template
15. 15. Inspire Medical Systems, Inc. 2014 All Rights Reserved Excellent Resources on InspireSleep Web Site 15 http://www.inspiresleep.com/health-care-professionals/our-company/education-resources/ Images Animations Patient Testimonials Sample Press Release and Talking Points http://www.multivu.com/mnr/7169651-fda-approves-inspire-upper-airway-stimulation-therapy-sleep-apnea Media tools link
16. 16. Inspire Medical Systems, Inc. 2014 All Rights Reserved Key Execution Considerations Always incorporate clear call to action What is the next step if I am interested Phone number call to action Web site call to action Establish 1 phone number to take calls - Staff with people knowledgeable on Inspire - Scripts and FAQ documents can guide conversations - Have 1 go to AHP who is an expert in talking to patients 16