0 Document Identifier Cardiac Rhythm Management AP Management Meeting 2011 Marketing Activities...

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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


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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”.....................................


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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)


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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 [email protected].

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

[email protected]

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Medtronic’s TachTalk .BIOS-AP_Techforum

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“Engineering For the Future” Corporate Positioning Messages

+ ProMRI® Messages + DX Key Messages


Product SpecificMessages

Overarching Message

Campaign 3

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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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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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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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