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Sacral Neuromodulation Style Guidelines November 2013.

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Presentation on theme: "Sacral Neuromodulation Style Guidelines November 2013."— Presentation transcript:

1 Sacral Neuromodulation Style Guidelines November 2013

2 Table of Contents Defining SNM Positioning Target Audiences Discussing SNM Key Messages Theme/Main Headline Displaying SNM – Physician Audience Visual Identity Global Execution Global Execution Examples Global Abstract Execution Global Color Palette and Specifications Global Typography and Specifications Alternate Local Execution Examples Our new positioning, messaging, and creative reflect the essence of what we want Medtronic Sacral Neuromodulation (SNM) to stand for in the hearts and minds of customers, patients, and MDT employees. Put simply, we stand for Continuous Control

3 Defining Sacral Neuromodulation Positioning Defined Positioning captures why you do what you do in the mind of the prospective or current customer –“Customers don’t buy what you do; they buy why you do it.” –Simon Sinek It captures both the functional benefit and value/emotional benefit It is what we stand for in the hearts and minds of our customers – serving as a point of differentiation and as a driver for all we do SNM Positioning Statement Medtronic Sacral Neuromodulation provides uninterrupted bladder and bowel control because of the unique MOA that influences communication between the brain and pelvic floor, restoring normal function and resulting in superior long-term clinical efficacy so that patients can focus on their life, not their condition Expressed as a singular thought: Continuous Control

4 Defining Sacral Neuromodulation Target Audiences The primary target audiences for Medtronic Sacral Neuromodulation include: –Healthcare Providers Urologists Urogynecologists Gynecologists Colorectal Surgeons Allied Professionals –Patients and caregivers –Internal MDT

5 Discussing Sacral Neuromodulation PromiseKey Messages Control Uninterrupted Proven to Restore Function Long-term Control Proven at 5 years Significantly Improves QoL Test Before You Treat Proven to Restore Function Long-term Control Proven at 5 years Significantly Improves QoL Test Before You Treat Continuous Control That Moves Patients Forward* Continuous Control That Moves Patients Forward* Theme Key Messages Life Uninterrupted Control That’s Proven to Last 5 Years Significantly Improved Quality of Life Try it First to See if it’s Right for You Control That’s Proven to Last 5 Years Significantly Improved Quality of Life Try it First to See if it’s Right for You Leave the Constant Worry Behind Physician Patient * This headline is supported by the fact that we have proven long-term efficacy. Tactics that use this headline require a reference to our long-term data.

6 Displaying Sacral Neuromodulation Visual Identity A brand’s visual identity communicates important symbolic messages that cannot be conveyed by words alone. Color palettes, graphics, and images bring brand characteristics to life clearly, consistently, and distinctively. Market research with physicians in the US and EU showed a strong ability for our visual components to communicate our brand promise in a unique and compelling way. There may be some instances where customization of the visual depiction is desired but the 3 main components of the concept are needed to communicate the brand promise. The 3 main components to the SNM visual concept include: 1.The Bathroom City 2.The “Road” 3.The Patient

7 Displaying Sacral Neuromodulation In this execution, the generic city is depicted as dark and oppressive, symbolizing a place of constant worry from which the patient wants to escape. In this execution, another generic bathroom city was developed using actual bathroom doors Both executions illustrate a crowded, overwhelming location with multiple and clearly defined bathroom symbols The bathroom city represents the problem we want to address: an oppressive frame of mind in which a patient is constantly concerned with locating bathrooms. Visual Identity: The Bathroom City

8 Displaying Sacral Neuromodulation The “road” is a second critical component of the visual concept and represents movement away from the problem The road should originate from the bathroom city and exit off the page to symbolize ongoing symptom control Visual Identity: The “Road”

9 Displaying Sacral Neuromodulation The patient is the final critical component of the concept illustrating the goal: freedom from the constant worry The patient should be shown being transported away from the bathroom city on the road The expression and/or activity of the patient should be aspirational and represent a new freedom Visual Identity: The Patient

10 Displaying Sacral Neuromodulation Global Execution While the concept does allow for some variation in local execution, such as a more realistic depiction of the road for US patient materials or localization of the patient for a specific geography, this representation of the concept should be used to consistently display our global brand at conventions where SNM and our target audiences are the primary focus.

11 Displaying Sacral Neuromodulation Booth Graphic Example Prominent reference to therapy Theme/Main Headline Indication(s) Long-term data supports our theme “Continuous Control” MDT Logo (often included on booth frame) Masterbrand Tagline Global Execution Examples

12 Brochure Layout Example Back Cover Front Cover Standard Therapy and Indication Tactic title, if needed Theme/Main Headline Masterbrand Tagline Disclosure Additional Messaging and/or References Displaying Sacral Neuromodulation Global Execution Examples

13 Physician Overview Brochure Displaying Sacral Neuromodulation Global Execution Examples

14 Slim Jim Brochure Journal Ad Displaying Sacral Neuromodulation Global Execution Examples

15 In some cases, a complimentary abstract version of the concept may be needed: Where multiple tactics that leverage the concept are used in a singular location, such as a convention booth Where a more scientific or clinical approach is needed Where a tactic does not have space for full disclosure requirements and therefore can’t support inclusion of our main headline Abstract Postcard Examples Displaying Sacral Neuromodulation Global Abstract Execution

16 Displaying Sacral Neuromodulation Global Color Palette and Specifications The Global Concept color palette is derived from the Medtronic Masterbrand color palette, which utilizes the Pantone Matching System ® (PMS ® ), a globally recognized professional color management system. Always use the colors as shown; black ink or white (KO) may also be used for typography Do not introduce any other colors or variations to the color palette

17 Displaying Sacral Neuromodulation Global Typography and Specifications The Myriad Pro font family is the preferred brand font for all promotional and branded communications. Specifications are provided to allow for maximum flexibility while maintaining a consistent look within Medtronic Masterbrand guidelines. Do not alter the proportions or add effects to the font For slide decks, Arial Regular and Bold may be substituted The type treatment for “Continuous Control” should remain consistent. This includes font weight, leading, and tracking. To obtain the vector art of this file, contact Neuro Design Studio. Text colors above are recommendations, and may not suit every situation

18 Displaying Sacral Neuromodulation Alternate Local Executions US Patient Materials Trifold Brochure Poster

19 Evaluation Brochure Long-Term Therapy Brochure Displaying Sacral Neuromodulation Alternate Local Executions US Patient Materials

20 Contact Information Please direct any questions regarding the Medtronic Sacral Neuromodulation Brand Style Guide to: Connie Ballantine connie.j.ballantine@medtronic.com To access source files for executions outlined in this style guide, go to our global file sharing site at: My-Source.com Medtronic Masterbrand Guidelines Website http://masterbrand.medtronic.com


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