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0 Document Identifier Cardiac Rhythm Management AP Management Meeting 2011 Marketing Activities Marketing Activities East and South-East Asia.

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Presentation on theme: "0 Document Identifier Cardiac Rhythm Management AP Management Meeting 2011 Marketing Activities Marketing Activities East and South-East Asia."— Presentation transcript:

1 0 Document Identifier Cardiac Rhythm Management AP Management Meeting 2011 Marketing Activities Marketing Activities East and South-East Asia

2 1 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

3 2 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

4 3 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

5 4 ONGOING Messages: Engineering For the Future (Main Overarching Positioning) With Quality Engineering and the companys mission of Excellence for Life..................................... Key Marketing Messages in HK and the Region

6 5 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

7 6 Document Identifier leads are for life During a pacemaker patients 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 Ltd Suite 2, Level 4, Building 2 20 Bridge Street Pymble NSW 2073 Setrox Siello Safio Solia

8 7 Document Identifier leads are for life During a pacemaker patients 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 Ltd Suite 2, Level 4, Building 2 20 Bridge Street Pymble NSW 2073 Setrox Siello Safio Solia

9 8 Engineering For the Future Corporate Positioning Messages + ProMRI® Messages + DX Key Messages Campaign 3 Campaign 1 Campaign 2 Seize-The-Share Program Product Specific Messages Overarching Message Key Marketing Messages in HK and the Region-Framework

10 9 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)

11 10 ProMRI ® Campaign Framework ProMRI® More Access. More Options 1.The Most Complete Range of MR Conditional Products 2.Reliable and Safe MR Conditional Leads 3.Accessibility for all Patients Education Marketing Tools Physicians and Experts Panel Meetings Int. & Ext. Educational Presentations on ProMRI® 1.Materials for Sales Force 2. Training on Use of Mat. -In Planning Prof bodewei wurzburg Rolf i-

12 11 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)

13 12.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

14 13.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.

15 14.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

16 15.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

17 16 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

18 17 Medtronics TachTalk.BIOS-AP_Techforum

19 18 Seize-The-Share Program Engineering For the Future Corporate Positioning Messages + ProMRI® Messages + DX Key Messages Campaign 1 Campaign 2 Seize-The-Share Program Product Specific Messages Overarching Message Campaign 3

20 19 Seize-The-Share Program Campaign 1 Campaign 2 Seize-The-Share Program 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

21 20 Seize-The-Share Program Campaign 1 Campaign 2 Seize-The-Share Program 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

22 21 Q3 & Q4 Direction PRACTICAL selling tools 1.Field Guide Conversation starters & Qualifying questions Quick References Competitive Comparisons =FAQs/Objection Handling Admin 2.In-service presentations 3.?Lead and Device Demos

23 22 Future Direction For Marketing in Asia Pacific Marketing Activities and Campaigns to be aligned with New Corporate Branding

24 23 Questions / Comments?

25 24 Thank You


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