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Realize
1.
2. Realize
Integrated Launch Playbook
Part 1
WHO ARE WE TALKING TO?
Part 2
WHAT ARE WE SAYING?
Part 3
WHAT DO WE WANT THEM TO THINK?
Part 4
HOW WILL WE ACTIVATE THEM?
Part 5
WHEN WILL WE ACTIVATE THEM?
Part 6
HOW WILL WE UNIFY THEM?
Part 7
EXPLORATORY CONCEPTS
4. Surgeon Insight:
Most patients can benefit from
post-surgical psychosocial and
behavioral support, and without
it many will inevitably fail. I want
more of my patients to succeed.
Consumer Insight:
I don’t want to fail again,
but I don’t know how to help
myself beyond getting
the surgical procedure.
6. POSITIONING STATEMENT
For bariatric surgeons and consumers,
Realize offers the greatest potential for future
health through long-term support in shedding
weight and maintaining the weight loss versus
Lap-Band, the market leader.
14. CHANGING THEIR BELIEFS:
SURGEONS
Desired key beliefs
Existing key beliefs
Realize band is now available in the US
Only one gastric band is available in the US
Realize has technical & support advantages
All bands are alike
Realize gives me influence over patient behavior
Patient behavior is largely out of my control
With Realize, I can get better outcomes
No matter what I do, many patients still fail
Reimbursement is widely available
I’m not sure about reimbursement
15. BENEFITS SURGEONS
The Realize Advanced Banding Solution delivers
unique innovations in pre-operative, inter-operative
and post-operative experience, supporting your
effort to keep patients on the path to consistent, long-
term weight loss.
16. SUPPORT SURGEONS
Sutureless port secures in one minute, minimizes bulging, and
reduces operating time.
Widest band available.
Soft, flexible balloon creates maximum stomach contact.
Lowest intra-balloon pressure tissue trauma maximizes patient
comfort.
No band is safer or more effective.
Realize mySuccess™ provides personalized tools, guidance,
and reminders to keep patients motivated.
18. CHANGING THEIR BELIEFS:
CONSUMERS
Desired key beliefs
Existing key beliefs
With Realize, my surgeon and I journey together
I am alone in my struggle to control my weight
Personalized support improves my odds of success
I’ve lost weight before but, long-term, can’t keep it off
I’m scared about the prospect of surgery The procedure is quick and minimally invasive
There is only one band choice
Realize is now available
19. BENEFITS CONSUMERS
With the Realize band system, you will not
be alone on your journey. Only Realize gives
you the mySuccess program, which provides
support to help you successfully achieve
long-term weight loss.
20. SUPPORT CONSUMERS
Includes the Realize mySuccess program, available
whenever you need it, until you reach your goals.
You and your doctor monitor progress together—up to three
years—to help keep you on track.
You’ll establish a personalized plan to develop healthy new
habits for activity, nutrition, and emotional well-being.
No adjustable gastric band is safer or more effective.
22. PUBLIC RELATIONS
MESSAGE TRACK/THEMES AUDIENCE
OBJECTIVE
HCP's & Patients
Phase I quot;FDA Approvalquot; 1. Focus on regulatory milestone news.
1. Announce FDA approval. 2. Highlight category membership and
2. Introduce Realize name. Realize availability.
3. Set availability expectations. 3. EES is expanding portfolio.
Phase II quot;Launchquot;
Shift focus away from band product HCP's
1. Emphasize critical nature of follow-
only and start the conversation about
up care for long-term success.
follow-up care and patient compliance.
2. Realize delivers follow-up care.
3. Increase HCP trials.
Phase III quot;National Distributionquot; HCP's & Patients
1. Realize addresses an unmet
1. Differentiate Realize from need in the marketplace.
competition. 2. Payoff benefit statements
2. Build momentum (% of COE's using
Realize).
3. Activate patients to request Realize.
23. TRIAL GENERATION
MESSAGE TRACK/THEMES AUDIENCE
OBJECTIVE
1. Safe & effective product.
1. Build awareness of Realize and its Bariatric Surgeons
2. Reassure surgeons about EES'
benefits.
intentions: quot;Rounding out our
2. Get surgeons into training.
offering.quot;
3. Develop a community within
3. Generate excitement & anticipation
surgeon audience.
for full launch.
4. Excite surgeons and make them
1. Strengthens your commitment to long-
want to be part of the first group of
Bariatric Surgeons
term patient success.
Realize surgeons.
2. Technical advantages: low-profile
injection port; lowest balloon
pressure, etc.
3. Realize mySuccess allows you to
continuously monitor patient progress.
4. No adjustable band is safer or more
effective.
Create call to action of surgeons
Bariatric Surgeons
wanting training: primary surgeon Similar message track to above but
targets that are trial rejecters begin new with a focus on introducing GEN II.
trial; secondary surgeon targets that
haven't been trained sign up for training
24. LOCAL PATIENT ACTIVATION
MESSAGE TRACK/THEMES AUDIENCE
OBJECTIVE
Patients interested
1. Create name recognition and You will not be alone in your journey.
in band surgery
activate patients that are With Realize mySuccess, you will
interested in band surgery to ask have the support you need to achieve
for Realize. long-term weight loss.
2. Focus on key localities.
25. NATIONAL PATIENT ACTIVATION
MESSAGE TRACK/THEMES AUDIENCE
OBJECTIVE
1. Create name recognition and You will not be alone in your journey. Patients interested
activate patients that are With Realize mySuccess, you will have in band surgery
interested in band surgery to ask the support you need to achieve long-
for Realize. term weight loss.
2. Move a from local to national
level.
26. PRACTICE SUPPORT
MESSAGE TRACK/THEMES AUDIENCE
OBJECTIVE
1. Win the hearts and minds 1. EES provides balanced Patient Ed Bariatric Surgeons
of surgeons. materials and will educate your and Support Staff
support staff.
2. Create optimum patient environment
in surgeon's practice. 2. Continuously monitor your patients'
progress with Realize mySuccess.
3. Motivate surgeons to discuss Realize
with patients.
28. SURGEONS
CAMPAIGN ROLLOUT
NOV 07 DEC 07 JAN 07 FEB 07 MAR 07 APR 07 MAY 07 JUN 07
National Distribution
FDA
PR “Launch”
Publication Testimonials & Efficiency /ROIData
Approval
TRAINING Surgeon Training
Proctor Training Epic Training
TRAINING Web Training
EPIC Invites EPIC Followup
SUPPORT kit
WEB mySuccess 1.0
Launch mySuccess 1.0 mySuccess 2.0
SERVICES
ONLINE Online Ads
Realize.com LP
Print Advertising (Spastics TBO)
PRINT Teaser / Journal Ads
Allied Health
Practice Support &
COLLATERAL Materials
Patient Ed Material
EVENTS AMSEIS
MISS
Allied Health
BAM/SALES Sales Material
BAM Training
Material
29. CONSUMER
CAMPAIGN ROLLOUT
NOV 07 DEC 07 JAN 07 FEB 07 MAR 07 APR 07 MAY 07 JUN 07
DIRECT TO drtv, dm, etc.
CONSUMER
WEB Launch
mySuccess 2.0
mySuccess Version 1.0
mySuccess 1.0
SERVICES
Banners,
Realize .com LP
ONLINE Emails
PRINT Print Advertising (Specifics TBD)
LOCAL Local Media Available / Begins
MEDIA
Brochure & Patient Ed
COLLATERAL Materials Available
Surgeon Seminar
SEMINARS Surgeon Sponsored Seminars
Materials Available
FDA Approval “Launch”
