medical devices positioning
TRANSCRIPT
• 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
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
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
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.In
nova
tion
Durability
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
Promotion Value Driven (Service Based)• OR Support • CRM Team
Campaign Drive
Patient Centric (How this Innovation going to improve the life of
People)
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)