CygneaInternational is equipped

1

• Cygnea-International is equipped specialized
  in
• Preparing Medical Device Companies to Win in
  Europe
• Building MEGA BRANDS

2
MEGA BRAND

• Focused and consistent Image and Message
• Appealing design
• Global use of same logos
• Global use of same colours
• Global use of same font-type(s)
• Flexibility for local/regional market specific
  approaches

3
10 STEPS To a MEGA Product/Brand Launch . .
.
4
STEP I
Identify Target Audience

• Surgeons Patients
• GPs General Public
• Dermatologists Health-care Providers
• Nurses Payors
• Microbiologists Governments
• Hygiene/infection Spec Brussel

5
STEP II
Identify awareness

• Severe
• Product USPs
• Scientific info

• Known
• Benefits
• Diagnosis
• Complications

• Un-known
• Indication
• Patient

• Mild/Moderate
• Emotion
• Patient

6
STEP III
Identify Interest
High

• Product USPs and Benefits

• Hobby
• Science
• Clinical Outcomes

• Needed
• indication
• Diagnoses
• Dosing
• Complications

• Low
• Emotional value

7
STEP IV

• Percieved Benefits
• Easy to handle and apply
• Fast and safe procedure
• Best in class

• Identify intrinsic technical value

Product Value Image
VALUE DEFINITION

• Emotional Criteria
• Feeling better
• Less pain
• Peace of mind

• Identify extrinsic Emotional Motivation/value

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STEP V

Intrinsic Value
PRODUCT
USPs
Desired Brand Image
Create a Brain position


CUSTOMER
Emotional Value
USPs
Desired Emotional Value
9
STEP VI
Identify Brand Focus
Few competitors

• Company Brand
• Product Brand

• Existing product
• Follow the trend
• Benchmark

• New product
• Set the Trend
• Focus on USP

• Many competitors
• Focus on Product Brand

10
STEP VII
Influence Assesment
family / partners
newspapers / journals
scientific publications
colleagues
patient
public relations
staff
internet
education
radio / TV
CUSTOMER
video, CD Rom
advertisements
mailings
personal selling
congresses
gimmicks
free publicity
workshops
Select influcence Quadrant
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STEP VIII
Identify Media Tactics
PUSH

• Patients
• Doctors/Nurses
• Key Opinion Leaders
• Scientific Journals
• Congresses/workshops
• Radio / TV

PULL

• Governments
• Insurance companies
• Health Care authorities

NETWORKING
12
STEP IX
Select Communication Channels
Via

• Surgeons
• Nurses
• Dermatologists
• Microbiologists
• GPs
• Patients
• General Public
• Insurance companys

Trials Mailings Reps Internet Literature Free
publicity Congresses Symposia Other
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STEP X
RUTHLESS IMPLEMENTATION