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Example SummaryDoctor, in summary we have discussed that your largest concerns were…. You mentioned that this was impacting your…. You stated that a particular challenge was… etc. Is this correct or have I missed anything?

Trial CloseIf there were a way to take care of these issues we have discussed, is this something you would be interested in exploring?

Advance to Presentation of Product and How Its Value Proposition Solves the Problems SummarizedDoctor, I believe that we may have a solution for these issues. With that in mind, here is what I would like to recommend…etc.

Be sure to link the benefits of the product and its Value Proposition directly to the issues you have uncovered.

Button DownDo you see how the Lima Modular Revision Hip System alleviates the issues you have told me about and how it is the perfect system for any revision surgical scenario you might encounter?

Final CloseWhen would be the best time to arrange a trial/attend a lab/schedule an in-service, etc.?

Summarize everything that is uncovered by the question and drill-down strategy. This should naturally lead to the product Value Proposition as being the solution for the Surgeon.

Findings Summary

Sample Response Drill-Down Questions CBE Pain/Gain Development

How specifically does post-operative thigh pain impact the patient? pain

How does this issue challenge the patient over the long-term? pain

What are the major obstacles associated with meeting the expectations of the high-demand, more active revision hip patient? pain

If you had the opportunity to describe the perfect hip revision system, what would it look like? gain

How would it benefit you and your patient to have a revision hip system that offered the modularity, configurations and sizing that would allow you to tackle even the most challenging of surgical scenarios? gain

2CBE Issue Discovery Questions

How do you assure the best post-operative revision performance?

What issues are associated with patients who experience thigh pain post-operatively?

How do you assure the “ideal fit” when performing a hip revision?

How specifically do you deal with bone loss in a revision hip?

What level of implant survivorship are you looking for when you consider a revision?

Considering revision hip surgery, how do you deal with differing patient anatomies?

Getting Started

1

• Primary and revision hip surgeons and/or fellowship trained in adult reconstructive/revision surgery who, concerning hip revision, want sizing, configurations, options and solid clinical results

• Wagner type stem users

Target Surgeon Identification

• Surgeons using a different type of revision stem and have experienced issues with bone loss and thigh pain

• Surgeons that are often referred patients for revision surgery• A surgeon that is considered a hip revision specialist• Practice geared toward specific needs of hip revision surgery

Selling GuideLima Modular Revison Hip

Sales Representatives should complete a thorough CBE Sales Call Planner with Surgeon Background, Logistics, and Current Situation information prior to engaging the Target Surgeon. To aid in the development of a solid question strategy, use the question leads suggested below. An example CBE Sales Call Planner is on the back page of this guide.

Clinically Successful Design

Wagner Type Stem

Freedom to position the implant for increased offset or anteversion

4o Taper Angle

Documented Success

Number of Published Articles

Intraoperative Flexibility

Modular

Intraoperative Ease

Number of Modular Components

Surface Optimized for Bone Ongrowth

Grit Blasted

Reduced Poly Wear

Highly Polished Neck

Ideal Implant Position

Proximal Body Configurations

Ideal Implant Fit

Extensive Stem Diameters

Implant Stability

Multiple Implant Lengths

Lima Modular Revision DJO Surgical X X X X

3 Pieces – Proximal body, Distal stem, Locking screw

Grit Blasted X 131° and 135° 14mm – 24mm 190mm – 310mm

Wagner SL Revision®

Zimmer X 1 Piece – Stem Grit Blasted 145° 14mm – 25mm 190mm – 385mm

ZMR®

Zimmer X X 3 Pieces – Proximal body, Distal stem, Locking screw

Distal stem – grit blasted; Proximal body – porous plasma spray

135° 14mm – 22mm 210mm – 335mm

Restoration®

Stryker X X 3 Pieces – Proximal body, Distal stem, Locking screw

Distal stem – highly polished, HA coated, grit blasted; Proximal body – HA coated

132° 11mm – 26mm 285mm – 405mm

Mallory-Head® Modular with STS Stem Biomet

X X X3 Pieces – Proximal body, Distal stem, Locking screw (Claw, Bolt, and second Locking screw available for reconstruction)

Distal stem – grit blasted and porous plasma spray; Proximal body – porous plasma spray

135° 14mm – 20mm 234mm – 295mm

Link® MP™

Wright Medical X X X

4 Pieces – Proximal body, Distal stem, Spacer, Locking screw

Grit Blasted 126° and 135° 12mm – 25mm 245mm – 425mm

Profemur® RWright Medical X X 3 Pieces – Proximal body,

Distal stem, Modular neck Grit Blasted X 135° 10.5mm – 22.5mm 160mm – 230mm

S-Rom®

Depuy X X 2 Pieces – Stem, Proximal sleeve

Distal stem – highly polished; Proximal sleeve – porous and HA coated

135° 9mm – 19mm 180mm – 217mm

Benefits Matrix

Rebuild performance...your way

Clinically Successful Design

Wagner Type Stem

Freedom to position the implant for increased offset or anteversion

4o Taper Angle

Documented Success

Number of Published Articles

Intraoperative Flexibility

Modular

Intraoperative Ease

Number of Modular Components

Surface Optimized for Bone Ongrowth

Grit Blasted

Reduced Poly Wear

Highly Polished Neck

Ideal Implant Position

Proximal Body Configurations

Ideal Implant Fit

Extensive Stem Diameters

Implant Stability

Multiple Implant Lengths

Lima Modular Revision DJO Surgical X X X X

3 Pieces – Proximal body, Distal stem, Locking screw

Grit Blasted X 131° and 135° 14mm – 24mm 190mm – 310mm

Wagner SL Revision®

Zimmer X 1 Piece – Stem Grit Blasted 145° 14mm – 25mm 190mm – 385mm

ZMR®

Zimmer X X 3 Pieces – Proximal body, Distal stem, Locking screw

Distal stem – grit blasted; Proximal body – porous plasma spray

135° 14mm – 22mm 210mm – 335mm

Restoration®

Stryker X X 3 Pieces – Proximal body, Distal stem, Locking screw

Distal stem – highly polished, HA coated, grit blasted; Proximal body – HA coated

132° 11mm – 26mm 285mm – 405mm

Mallory-Head® Modular with STS Stem Biomet

X X X3 Pieces – Proximal body, Distal stem, Locking screw (Claw, Bolt, and second Locking screw available for reconstruction)

Distal stem – grit blasted and porous plasma spray; Proximal body – porous plasma spray

135° 14mm – 20mm 234mm – 295mm

Link® MP™

Wright Medical X X X

4 Pieces – Proximal body, Distal stem, Spacer, Locking screw

Grit Blasted 126° and 135° 12mm – 25mm 245mm – 425mm

Profemur® RWright Medical X X 3 Pieces – Proximal body,

Distal stem, Modular neck Grit Blasted X 135° 10.5mm – 22.5mm 160mm – 230mm

S-Rom®

Depuy X X 2 Pieces – Stem, Proximal sleeve

Distal stem – highly polished; Proximal sleeve – porous and HA coated

135° 9mm – 19mm 180mm – 217mm

Benefits Matrix

Rebuild performance...your way The Lima Modular Revision Hip gives hip

surgeons the freedom to rebuild performance their way for even the most challenging revision scenarios. The tapered, fluted titanium design is backed by sizing and configuration options and documented long-term clinical results.

Start >>> Drill >>> Summarize >>> Close

Start >>> Drill >>> Summarize >>> Close

Start the Conversation

Rep Doctor, how do you currently assure the best post-operative revision hip performance?

SurgeonWell, it all depends on the type of patient of course; age, activity level, what their anticipated quality of life expectations are post-operatively, and why the hip is being revised in the first place. Is there bone loss? Degeneration? Implant failure? Those are the issues I have to understand up front that can affect the performance of a revision hip post-operatively. Assuring great performance after revision surgery I think has to be tempered with realistic post-op expectations; both the patient’s and mine.

Drill Down for Pain/Gain

Rep Are those mutual expectations sometimes difficult to manage?

SurgeonThey can be. Especially when you are dealing with a patient that is used to being pretty active and they want that lifestyle to continue.

RepSo if you run across a patient where bone stock is not that great, or some of the other anatomical issues you mentioned are present, how does that impact this patient who anticipates that they are going to be able to continue with gardening or eventually get back on the golf course?

SurgeonDepends on the defect, but if you cannot get the reconstruction you would like to see, those post-operative expectations may be out the window.

RepI bet that impacts them pretty hard emotionally.

SurgeonIt does. Especially when you tell them that their quality of life is going to change and not for the better, as they see it.

Putting It All Together

RepTo utilize a revision system that could potentially alleviate these issues, what would that look like?

SurgeonThat is a good question. I think an implant that would allow me to adjust for offset and anteversion in rebuilding as anatomically as possible.”

RepSo you would like to see a system that would allow you be able to position the implant as you feel is needed to get as close to the natural anatomy as possible.

SurgeonThat is correct.

RepI can certainly see why you would consider such a system. If it is okay with you, I would like to quickly summarize what we have discussed today to make sure that I have fully captured everything.

SurgeonSure, that is fine.

Sales Representative now goes into the Lima presentation, linking the benefits of the product that are relevant to the surgeon’s expressed concerns. Close.

Buttoning Down with a restatement of the Value Proposition

Rep Do you see how the Lima Modular Revision Hip System could offer you the advantages and provide you with an implant that can take care of the issues and the surgical challenges we have discussed?

SurgeonWell I would certainly like to learn more and see the clinical data on the system.

Start >>> Drill >>> Summarize >>> Close

Lima Modular Revision Hip Sales Call Example

Summarize concerns and button down the commitment with the Lima Modular Revision Hip Value Proposition.

RepEarlier you mentioned a number of issues that could affect post-operative revision hip performance and you said that it was important for everybody’s post-operative expectations to be on the realistic side; is that correct?

SurgeonIt is.

RepYou told me that sometimes these expectations were difficult to manage in patients who were used to being pretty active their whole life, only now to be told that this was potentially not going to be the case after revision surgery.

SurgeonThat is right.

RepYou also told me that for someone who was used to gardening or playing golf, this could impact them pretty negatively, emotionally speaking.

SurgeonThat is correct.

RepFinally, you mentioned that you would like to see a revision hip system that could compensate more for offset and anteversion, allowing you to really rebuild as close to anatomically correct as possible, is that correct?

SurgeonThat is correct.

RepWell, let me ask you. If there were a hip revision system out there that potentially could achieve what you wanted and possibly alleviate some of the issues we have discussed, would this be something you might be interested in looking at?

SurgeonSure, I would at least want to see it.

RepDoctor, I believe we do have a revision hip system that I would like to recommend. A system that I believe can offer you not only full modularity, configurations and sizing necessary for you to achieve a better performing outcome for even the most challenging revision scenarios, but also one that could potentially alleviate the issues we have discussed today. All this to allow you to Rebuild Performance…Your Way. It is called the Lima Modular Revision Hip System.

Target Surgeon:____________________________________ Date: ______________

1. Personal

2. Practices

3. Product

4. Patients

5. Outcomes

6. Vendor

7. Sales Representative

Challenge

Impact

Consequence

Cost

Improvement

Benefit

Targeted Result

Cost Saving

DJO Surgical9800 Metric Blvd.

Austin, Texas 78758www.djosurgical.com

© 2010Cat. #0020224-003

Download a CBE Sales Call Planner at DJONOW.com

How do you currently assure the best post-operative revision hip performance?

What features of a hip revision system do you look for to help rebuild a patient’s anatomy?

How does revision hip surgery impact your patients that anticipate they are going to be able to continue with gardening or eventually get back on the golf course?

In difficult revision cases, how important is modularity of the stem and proximal body?

How does this issue impact what you are wanting to achieve?

What do you feel the benefits would be for a surgeon in using a revision system that allowed you the freedom to increase the offset and/or anteversion?

What improvements in revision hip implants on the market today would you make if you had the opportunity to do so?

CBE Sales Call Planner Below is an example of page two of a CBE Sales Call Planner filled out before the sales call.

Potential Drill-Down Questions Emerging from Responses

Below are examples of drill-down questions.NOTE: You cannot always plan drill-down questions in advance.