“GET  BACK  IN  MOTION”    

Coflex      

Advertising  Campaign  Strategy                  By:  Jeremy  Divinity          

Company  Coflex  was  first  invented  in  1992  and  had  its  first  implant  in  1994.  The  FDA  approved  it  for  use  in  the  U.S.  on  October  17,  2012.      Coflex  is  a  motion  preserving,  minimally  invasive  treatment,  for  moderate  to  severe  spinal  stenosis  post  decompression  is  the  first  and  only  alternative  to  fusion.  Coflex  implant  provides  pain  relief  for  patients  with  low-­‐back  pain  and  leg  pain.    Over  15  years  of  clinical  experience  and  almost  100,000  implantations  worldwide  have  proven  the  clinical  success  of  Coflex.        Coflex  patients  have  achieved:    

• Faster  symptom  relief  • Shorter  operating  time  and  hospital  stay  • Les  blood  loss  • Stability  in  the  treatment  area  • More  natural  movement  • Overall  satisfaction    

 The coflex® Interlaminar Technology is only used by surgeons who are experienced and have undergone hands-on training in the use of this device.  Operation  Surgical  decompression  procedure  –  provides  stability  to  your  spine  without  the  need  to  fuse  your  vertebrae  bones  together.  The  coflex  device  is  a  titanium  implant  that  goes  in  the  back  of  your  spine  after  decompression  to  provide  stability  while  maintaining  the  motion  in  your  spine.    Procedure  Tiime:  45-­‐60minutes  Recovery:  1-­‐2  weeks,  walking  the  same  day    

SWOT    

 Strengths  • Shorter  operation  time  • Good  lasting  reputation  among  

patients  &  physicians  • Faster  symptom  relief  • Cost-­‐effective  &  time  saving  • Reduced  hospital  stay  • Clinical  results  outperform  fusion  • Provides  stability  &  mobility  

Weakness  • New  to  the  U.S.  Market  • Fusion  is  the  main  surgical  treatment  

in  the  market  for  spinal  stenosis  • Lack  of  physicians  experienced  with  

the  device  • Low  patient  awareness  • Not  known  in  the  U.S.  Spinal  Surgery  

Industry  

Opportunities  • Growing  industry  -­‐  aging  population  • Progressive  shift  away  from  spinal  

fusion  • Increasing  emphasis  on  value  • Physicians  want  to  increase  

operational          productivity  • Patients  want  cost-­‐effective,  high-­‐

quality,  and  safe  procedures  • Baby  boomers  want  to  be  active  

Threats  • Great  direct  competition  –  fusion  is  

well-­‐known  amongst  physicians  and  patients  

• Lobbying  power  amongst  physicians    

 Competition  

Direct  Competition    

Indirect  Competition  Non-­‐surgical  options  

• Medication  –  relieve  inflammation,  pain,  and  muscle  spasm  • Physical  therapy  –  combines  inactive  therapy  and  therapeutic  exercise  • Injections  –  helps  alleviate  the  symptoms  of  spinal  stenosis  • Exercise  • Massage  • Chiropractic  care  

Trends    

In  the  U.S.  market  for  spine  surgery  products/technologies,  there  is  a  progressive  shift  away  from  spine  fusion  toward  alternative  technologies,  such  as  non-­‐fusion  interspace  devices,  that  are  less  invasive  and  provide  more  flexibility  in  the  spine  and  minimize  pain.      In  the  US,  surgeons  and  industry  experts  have  indicate  that  spinal  fusion  is  overused  and  that  it  expected  to  be  replaced  by  non-­‐fusion  spinal  procedures.  A  main  concern  for  baby  boomers  is  to  be  active  and  non-­‐fusion  interspace  devices  provide  more  flexibility.      

Source: MedMarket Diligence report #M510, "Spine Surgery Worldwide: Products, Technologies, Markets & Opportunities, 2008-2017."  A  majority  of  LSS  patients  continue  to  choose  non-­‐surgical  treatment  and  avoid  surgery  despite  having  a  progressive,  clinically  significant  disease.  According  to  a  SPORT  study,  “surgery  for  spinal  stenosis  has  been  shown  to  be  more  effective  compared  to  nonoperative  treatment.    

 Source: MedMarket Diligence report #M510, "Spine Surgery Worldwide: Products, Technologies, Markets & Opportunities, 2008-2017."

 

Target/Segments  Lumbar  Spinal  Stenosis  (LSS)  is  more  often  a  condition  that  affects  more  than  38.8%  of  people  age  60  and  older.  As  the  population  ages,  the  likelihood  for  older  people  to  get  diagnosed  with  LSS  increases  

• 400,000  Americans  suffer  from  the  symptoms  of  LSS    • 1.2  million  Americans  suffer  with  back  and  leg  pain  related  to  LSS  

Source:  http://www.northsidespineandpain.com/news-­‐topic.php?newsid=22    Demographics  

• Age  62+    • 49.3%  Female,  50.7%  Male  • 89%  of  potential  market  is  white    

 Psychographics  

• Desire  to  be  active    • Lived  with  symptoms  for  years  • Face  pain  and  functional  difficulties  every  day  • Want  a  quicker  return  to  normal  activities    

 Campaign  Objectives  Ad  campaign  timeline:  1  year  

Objectives  for  the  first  3  months:  1. Raise  awareness  2. Increase  brand  recognition  3. Educate  both  patients  and  physicians  on  the  procedure:  

    -­‐  Familiarity  with  Coflex  overall  brand  image  &  message       -­‐  Convey  consistent  messages  across  all  the  media  channel       -­‐  Highlight  Coflex  offerings:  functional  &  emotional  benefits      Objectives  for  the  following  9  months:  

1. Increase  market  share  over  time  2.  Build  engagement  from  both  physicians  &  patients:    

                  -­‐  Capture  sales  from  competition⇒  increase  market  share     -­‐  Interactions  between  Physicians/patients.  Previous  Patients/potential  patients  both  Doctors  and  patients/Coflex.                   -­‐  Driving  traffic  to  our  Website/  blog⇒  increase  #  of  clicks  and  visits  

 Opportunities  

Industry  Opportunities  • The  only  FDA  approved  device  offering  for  a  non-­‐fusion  procedure  • Spinal  Stenosis  patients  is  expected  to  double  by  the  year  2020  to  2.4  million  

  Source:  http://www.paradigmspine.com/coflex-­‐smart  • Physicians  seek  greater  operational  productivity  and  focus  on  patient  value  

 

Customer  Insights  • Patients  want  to  be  active  without  pain  • Patients  are  interested  in  a  new  non-­‐fusion  solution  • Patients  often  choose  non-­‐surgical  treatment  to  avoid  fusion  surgery  • Physicians  seek  great  productivity  

Market  Strategy  Positioning  Statement  To  baby  boomers  age  60  and  over  who  suffer  from  Lumbar  Spinal  Stenosis  (LSS),  Coflex  is  the  minimally  invasive,  Motion  Preserving  Interlaminar  Stabilization  device  that  provides  stability  while  maintaining  the  motion  in  your  spine    USP    The  only  Motion  Preserving  Interlaminar  Stabilization  device  for  treatment  of  spinal  stenosis  that  not  only  relieves  pain  but  also  enables  the  motion  and  stability  in  your  spine    Benefits  -­‐  Enjoyment  of  life  -­‐  Quick  procedure  &  recovery  time  -­‐  Provides  stability  &  full  range  of  motion  -­‐  Minimally  invasive  treatment  -­‐    Lasting  symptom  relief    

Messaging  Strategy  Communications  Objectives  -­‐              Educate  patients  and  physicians  on  the  Coflex  brand    -­‐              Increase  physician  trial  and  certification     Type  of  Consumer  Response  

Message  Objective   Message  Strategy    

THINK   Awareness,  brand/  product  knowledge,  education  

Info  on  benefits  &  features,  pre-­‐emptive,  credibility  

 Messaging  Audience   Lumbar  Spinal  Stenosis  patients  who  suffer  from  severe  back  &  leg  

pain  Problem   Pain  restricts  active  and  healthy  lifestyle    Solution   Coflex  –  allows  for  patients  return  to  their  “Enjoyment  of  Life”  Proof   Minimally  invasive,  provides  stability,  quick  recovery  time  and  

return  to  normal  activities  Differentiate   Coflex  is  the  only  spinal  stenosis  treatment  to  not  only  relieve  pain,  

but  also  permits  full  range  of  motion  Action   Apply  for  consultations  /  Request  educational  information      

Advertising  Strategy  Selling  Strategy  -­‐              Benefit:  Enjoyment  of  life  -­‐              Feature:  Minimally  invasive  operational  procedure  with  quick  recovery  time  -­‐              Pre-­‐emptive:  The  only  alternative  to  spinal  fusion  that  enables  the  motion  and  stability  in  your  spine    Headline          “Get  Back  In  Motion”    Tagline/Slogan    “Do  The  Things  You  Love  Most”        

Channel  Plan    CHANNEL   NAME   STRUCTURE   TONE   DESIRE  ACTION  

Landing  Page  (Community  

Blog)  

Coflex  |  No  pain  

Blog  with  weekly  posts.  Crossed  link  with  coflex  

website  

Inviting  &  Refreshing.    

Click  through  blog  posts.  Getting  more  information  about  Coflex  and  advise  how  to  deal  with  the  pain.  Making  consumers  feels  supported  and  more  relatable  to  the  Brand.    

Trade  Show  (Physicians)  

Coflex    Informative  Booth.  miniature  putting  green  to  

attract  physicians.  

Professional   Physicians  interact  with  coflex  reps  and  signup  our  mailing  list  and  

Blog.  

Private  Event  (Patient)  

“Get  Back  in  

Motion””  

1  Doctor  and  1  Chiropractor  Guest  Speaker.  Free  Lunch  and  Massage  chairs.  

Light  &  Friendly  

Attract  Spinal  Stenosis  patients  and  educate  them  about  Coflex.  

Direct  Marketing  (Email  &  Mail)  

Coflex       Informative   Click  the  link  and/or  go  online  to  sign  up  in  the  

community  Blog  

Print  (AARP)   Coflex   Full  Page  Bleed   Hopeful   Get  the  consumer’s  attention.  And  curious  about  the  Brand.  

Digital  Marketing  

Coflex   1  Leaderboard,  Side  rectangles.  

Hopeful  &  Fun  

Click  and  Redirect  to  Coflex’s  website.  

 Creative  Plan  

Coflex  |  No  Pain  Blog  

             

Print  

 Direct  Marketing  

Digital  Marketing  

Tactics  Landing  Page  (Community  Blog)  

• Upload  videos  and  blog  post  to  educate  visitor  about  the  brand  and  spinal  stenosis  • Create  Bulletin  Board  System  to  allow  patients  and  physicians  to  communicate  • Insert  a  tab  that  would  allow  visitors  to  sign  up  for  weekly  newsletters  

Trade  Show  • Give  out  freebies  and  brochures  • Physicians  interact  with  coflex  reps  and  signup  our  mailing  list  and  Blog.  

Private  Event  • Provide  free  10  mins  back  massage  in  the  events  • Attract  Spinal  Stenosis  patients  and  educate  them  about  Coflex  

Direct  Marketing  (Email  and  Mail)  • Include  a  free  consultation  promotion  code  to  encourage  target  audiences  to  sign  up  

for  one-­‐to-­‐one  consultation  session  Print  

• Run  full  page  bleed  on  notable  industry  magazines  including  AARP  • Include  a  free  consultation  promotion  code  to  encourage  target  audiences  to  sign  up  

for  one-­‐to-­‐one  consultation  session  Digital  Marketing  

• Use  remarketing  tactic  to  convert  traffic  coming  to  the  landing  page    

Financial  Plan  Event  

• Private  Event:  $25,000  for  250  people  event  x  2  events,  one  in  west  coast,  one  in  east  coast  

• Trade  Show:  $15,000    Print  

• $300,000  (First  Ad  $5,000,  Additional  Ads  $2500,  for  119  Ads)  Email  

• Coding,  Design,  Prep,  and  Blasting  Service:  $5000  per  month  for  12  months  =  $60,000  

• List  Fees:  $40,000  Landing  Page  

• $15,000  per  domain  for  one  domain  =  $15,000  Digital  Ads  

• Flash:  $1000  per  ad  size  per  message  for  100  ads  =  $100,000  • Static:  $500  per  ad  size  per  message  for  200  ads  =  $100,000  

Analytics  • $5000  per  month  for  12  months  =  $60,000  

Content  • $10,000  per  month  for  12  months  =  $120,000  

 

 

Controls    Landing  page  &  website:    

• visit:  tracking  the  number  of  visits  &  subscriptions/  months:  • #  of  people  click  on  our  landing  page/month  

     -­‐        #  of  people  subscribing/  months    • content  consumption  &  engagement:  • time-­‐on-­‐site:  time  visitors  spent  on  our  page  • top  content:  the  most  viewed  part  of  the  page  • bounce  rate  :  (#  of  visits/  #  of  people  who  leave  after  1  second)  • page  views:  how  many  times  the  site  loaded  • unsubscribe:  the  #  of  people  who  stop  coming  to  our  page  

Emails  &  Digital  ads  • Email  click  through  rate:(#  of  clicks)/  (#  of  emails  sent)  

⇒  see  the  reaction  of  our  visitors  to  the  campaigns  • Email  open  rate:  (#  of  emails  open)/  (#  of  emails  sent)  

  ⇒  subject  line  effectiveness  • Response  rate:  (#  of  response)/  (#  of  emails  sent)  • Unsubscribe:  (#  of  unsubscribe)/  (#  emails  sent)  

  cost  vs  income  for  emails  campaign     ⇒  revenue  per  1,000  emails  sent  (  1,000/  sales)     ⇒  cost  per  1,000  emails  (  1,000  *  cost)    Engagement  (  Trade  show  &  private  event)  

• measuring  the  success  of  collecting  qualified  leads  to  both  events  • (#  of  qualified  leads)  /  (#  attendees)  

 • Optimize  lead  conversion:  patients/physicians    who  would  like  to  have  Coflex  after  

the  events  • Attendees  to  lead  rate  :  (#  of  leads  collected)/  (total  #  of  attendees)  

     ⇒    leads  collected  is  the  number  of  follow  up  emails  we  will  get  from  those  who  sign  up  with  their  emails  after  the  events  

• Lead  conversion  rate:  (#  of  leads  collected)/  (#  of  qualified  leads)          ⇒    measuring  the  number  of  leads  who  will  become  customers  To  follow-­‐up  through  emails  with  attendees  we  can  track:  

• Email  click  through  rate  • Email  open  rate  • Email  opt-­‐out  rate  • Lead  conversion  rate    

Print    Incentivize  customers  with  a  coupon  code  that  they  can  redeem  to  see  which  print  ads  will  generate  the  best  results      ROI    

Total  gross  revenue/total  campaign  cost       ⇒  total  revenue:  top  line  sales  generated  from  the  campaign     ⇒  total  campaign  cost:  expenses/  cost  related  to  the  overall  campaign  for  Coflex