Katie Williams Work_2011-2014

Katie Williams

These original designs and concepts are the sole property of Displayworks.Any reproduction or use without the express permission of Displayworks is prohibited.

230’ x 40’ Booth for OTA 2014 Ver 04 10-03-2014

Work smarterReprocessing sets costs time and money

The D-RAD SMART PACK System includes sterile single-useinstrument kits and sterile packaged implants to avoid challengesthat exist with traditional reprocessed plate and screw systems.The intelligent design improves efficiency in and out of the ORwithout sacrificing the intraoperative flexibility needed to besttreat patients with distal radius fractures.

For more information visit www.DRADSmartPack.com

No reprocessingNo waiting

Smith & Nephew, Inc.www.smith-nephew.com

™Trademark of Smith & Nephew. Reg. US Pat. & TM Off. ©2014 Smith & Nephew. All rights reserved.

Single-use instruments and plates

Surgery 1

Surgery 2

Sterile packaged screws, pegs and templates

1. Download a free QR code reader app2. Open app and scan code3. Get empowered with Smith & Nephew

The power oforangeDelivering value through innovation.

Come by and see us in San Diego.

A trauma system for the mini pieces

Evolving Possibilities1

2011

AAOS tradeshow meetingThe American Acadamy of Orthopaedic Specialists (AAOS) annual meeting is the largest orthopaedic meeting in the United States. I was assigned as the Marketing Communications lead for the 2011 show. I flew out to San Diego to scope out advertising opportunities. When I returned, I presented to our team the opportunities I felt would make the most impact.

I was also responsible for the overall theme at the meeting. We came up the first theme I have seen Smith & Nephew use for multiple years in multiple locations.

QR codes were not well known or widely used at this time. We decided to utilize them to support the Smith & Nephew brand value of innovation.


The power of orangeDelivering value through innovation.

Come by and see us in San Diego.

Journal advertising

Microsite (mobile)

Booth presence

Booth graphics

•

•

•

Stay connected with QR codes. QR codes look a bit like bar codes but act like hyperlinks, and they’re super-easy to use. Download a free code reader application for your smartphone. Use the app and your phone’s camera to scan the QR codes. Your phone will automatically link to a mobile-optimized microsite showcasing our focus products and providing the surgeon speaker schedule with the option to add them to your calendar. Don’t have a smart phone? That’s okay, just go to www.PowerSmithNephew.com.

Delivering value through innovation

20112 605 Sweeten Creek Industrial Park

Asheville, NC 28803Phone: (800) 752-1017

Fax: (866) 773-0500 or (828) 418-8203

Background: White Stock

Text/Logo: 4 Color Process

Finish: Gloss

Thickness: 30 Mil

Size: 2.125" x 3.375"



Finish: Gloss

Lock System: RFID

Qty: 200

LC

FRONT

BACK

FINAL PROOF LAYOUTSMITH/NEPHEW

1/25/11 595440-4 2 CARD MIX


on.itavough innoovhrlue taing vervviDel

THIS IS A COMPUTERGENERATED PROOF.

COLOR APPROXIMATESFINAL PRINTED

PRODUCT

Fold on dotted line to view front to back orientation.

HEAD

HEAD


www.PowerSmithNephew.com

P595440-4VERILAST™Oxidized Zirconium with XLPE

™TVERILAS XLPEhtiwmuinocred ZiOxidiz


HEAD

HEAD

™Trademark of Smith & Nephew.



P595440-4

P number on card is for internal audit purposes.

2 605 Sweeten Creek Industrial ParkAsheville, NC 28803

Phone: (800) 752-1017Fax: (866) 773-0500 or (828) 418-8203



Finish: Gloss

Thickness: 30 Mil

Size: 2.125" x 3.375"



Finish: Gloss

Lock System: RFID

Qty: 200

LC

FRONT

BACK

FINAL PROOF LAYOUTSMITH/NEPHEW

1/25/11 595440-4 2 CARD MIX


on.itavough innoovhrlue taing vervviDel

THIS IS A COMPUTERGENERATED PROOF.

COLOR APPROXIMATESFINAL PRINTED

PRODUCT


HEAD

HEAD



P595440-4

VERILAST™Oxidized Zirconium with XLPE

™TVERILAS XLPEhtiwmuinocred ZiOxidiz


HEAD

HEAD




P595440-4

P number on card is for internal audit purposes.

Microsite (computer)

Hotel key cards

Airport signage

Surgeon mailer (sample page)

Booth presence

2011

Sales force campaign for TRIGEN INTERTANWe felt it was time to reinvigorate the selling efforts for the TRIGEN INTERTAN system. We shot sales pitch role play videos and included information on what pieces to order from our print on demand literature system to create the indeal sales call.

Our sales force is made up of mostly males in their early 20’s. So, we decided to go with a football theme. We created three postcards that were sent out prior to running a story in the saleslife weekly email (which is intended to alert the sales force on what is going on throughout the company).

Sales force postcards

2011saleslife pages

saleslife banners

Message brochure

Smith & Nephew web site saleslife campaign

Tradeshow graphic Journal advertising

TRIGEN IM Nail System. Like no other.

Utilizing the TRIGEN SURESHOT™ Distal Targeting System

Reducing radiation. Increasing efficiency. Simplifying techniques.

Femoral Tibial

INTERTAN™Short and long lengths

META-NAIL™Retrograde Femoral*

FAN (Femoral Antegrade Nail) Standard* and recon* locking options

SURESHOT™ Distal Targeting System*nails that utilize this technology

META-NAIL™ Tibial*TAN (Trochanteric Antegrade Nail) Standard* and recon* locking options

Reducing radiation. Increasing efficiency. Simplifying techniques.

TRIGEN™Intramedullary Nail System

Humeral

Humeral Nail Long*, short (straight and bent) options

™ Trademark of Smith & Nephew.

INTERTAN™Short and long lengths

META-NAIL™Retrograde Femoral*

SURESHOT™ Distal Targeting System*nails that utilize this technology

Humeral Nail Long*, short (straight and bent) options

META-NAIL™ Tibial*

FAN (Femoral Antegrade Nail) Standard* and recon* locking options

TAN™ (Trochanteric Antegrade Nail) Standard* and recon* locking options

Femoral

Femoral

HumeralTibial

©2013 Smith & Nephew, Inc. All rights reserved.

Smith & Nephew, Inc. www.smith-nephew.com

™Trademark of Smith & Nephew. Registered US Patent and Trademark Office.

The nails you need. Like no other.

The TRIGEN IM Nail System delivers superior nails in a system that’s like no other.

Increasing efficiency by providing universal instrumentation for long-bone fractures.

Simplifying techniques with dedicated instruments for blocking screws, tibial extension nailing and multiple femoral entry points.

Reducing radiation associated with distal locking by using TRIGEN SURESHOT™ Distal Targeting System.

Find out more. Contact your Smith & Nephew sales representative or call the Trauma Hotline at 1-800-490-3462.

www.TrigenNails.com

The TRIGEN Nail System has been around for a while, but it has been a long time since we put a message around the family of nails. We began our work with a focus group to get insight on what makes surgeons choose a nailing system. We took that knowledge and created a message. Then, we held two more focus groups to test the message. From that feedback, the message brochure was born.

Then, we created a saleslife campaign to introduce the new TRIGEN Family Message Brochure to the field. Each week, a new tidbit from the brochure was highlighted in the newsletter. This approach avoided costs of printing and shipping to each sales representative. We also updated content on the Smith & Nephew web site so surgeons will see the refreshed message.

Positioning, messaging and revival of the TRIGEN IM Nail portfolio

2012

Product launch for FOOT-BI led the first Foot and Ankle launch via print on demand, saleslife and the web thus eliminating printing costs which allowed us to come in under budget by 38%.

Utilization of saleslife as one of the key vehicles of the VLP FOOT Perc Calc and PERI-LOC Ankle Fusion launch cut out the need to print and ship packets.

We created a comprehensive launch plan that efficiently leveraged the existing portfolio while highlighting two new products (which already had brand names from other portfolios that could cause confusion). During this launch, we began to establish a process by which global Trauma and Extremities Marketing Communications collaborates more closely to introduce clear and aligned messages that will last for years.

A complete ankle fusion plating system for any approach The right tools for a

mini-incision approach to calcaneus fractures

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Plat

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Scre

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VLP™

FO

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Perc

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Cal

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Foot and ankle solutions from smith&nephew

Ex-F

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Nai

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Plat

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Scre

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PERI

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C™A

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Fus

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Plat

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Syst

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Foot and ankle solutions from smith&nephew

Different indications may mean different approaches

TAYLOR SPATIAL FRAME™ External Fixator

TRIGEN™ Hindfoot Fusion Nail

Cannulated Screws ILIZAROV™ External Fixator

Because no two ankle fusions are alike Smith & Nephew offers a spectrum of solutions for different indications.

Smith & Nephew, Inc. www.smith-nephew.com

©2013 Smith & Nephew, Inc. All rights reserved. ™Trademark of Smith & Nephew. Reg. US Pat. & TM Off. ILIZAROV is a trademark of MedicalPlastic srl.

71081147 REV0 PERI-LOC ANKLE FUSION FAI AD_bleed.indd 1 11/30/12 4:07 PM

Smith & Nephew web siteJournal advertising

Message brochure

saleslife training pages

Sales rep mailer

2012


Follow Smith & Nephew on Twitter for relevant OTA information during the meeting


Booth 606

Trauma and Extremitiesan OTA/COTA platinum sponsor for medical education

@smithnephew

OTA annual meetingThis was the first year we utilized Twitter to reach our surgeon audience. We had a monitor that showcased our tweets at our booth. We crafted messages that aligned with breakouts held by OTA that went out right after sessions. We recruited 370 new followers for an increase of 30% in Twitter followers at OTA alone.


Follow Smith & Nephew on Twitter for relevant OTA information during the meeting


Booth 606

Trauma and Extremitiesan OTA/COTA platinum sponsor for medical education

@smithnephew

OTA microsite

OTA twitter campaign

2012

Key cards with QR code to microsite

OTA web banner

GlobalizationMy team began working more globally in 2012. Each creative strategy document was reviewed by Europe and Australia to ensure alignment of our messages. Some of the other items we worked on were: handling translation projects; communicating to the sales force in a more consistent manner globally; providing a single source for literature orders globally; global approval processes; sharing projects across global locations to alleviate heavy workloads.

International surgical techniques on print on demand

Aligned sales force communications in US and Europe

Creative strategy document with global input

2012

OTA annual meetingWe built on last year’s idea of us being the biggest sponsor of the OTA. However, this year, we came up with a word we feel embodies our efforts, “Dedicated.” Our sponsorship goes to the OTA to pay for grants for research and education. Smith & Nephew is proud to partner with the OTA to futher the future of Trauma.

2013 Key cards with QR code to microsite

determination innovationinspiration

overachieving

educationresearch trustsupporting

supporting

trust overachieving

determination innovationinspiration

overachieving

educationresearch trustsupporting

supporting

trust

determination

overachieving

overachieving inspirationDedicated*smith&nephew

Your 2013 OTA Diamond Award DonorBooth #404to orthopeadic trauma research and education

OTA microsite

2013

Planning, naming, positioningMarketing began planning for future launches. This includes budgeting, positioning, naming and creating a strategy for communications. Our goal was to launch eleven products in 2014.

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Marketing Communications: Project Initiation / Creative Strategy Document

Brief name: HAT-TRICK Messaging and Branding Strategy Program name: HAT-TRICK Program initiator: David Mekeel Date: 11-13-2013 Target completion date: 1-13-2013 Franchise: Extremities and Limb Restoration Cost center: 1013330 Budget: TBD Type: (i.e. video, ad, brochure, etc) Messaging and Branding to be used in ads and brochures Means of distribution: (i.e. email, print, web, etc) Various

Target Audience Primary Who are we talking to? What is their role in purchasing decision? Any demographic or regional considerations? For our industry, this is typically U.S. & International Orthopaedic Surgeons; total joint specialists, traumatologists, etc.

F&A Specialists, including Podiatric and Orthopaedic surgeons

Secondary Who else may be indirectly affected by the message and could potentially be involved in the sale/purchasing process? If this is necessary, it could be a sales rep, hospital purchasing agent, etc.

Sales reps and hospital purchasing

Geography

US, UK, Spain, Australia – will expand as necessary

Communications Objective What should this piece accomplish? Each project should be based on a single, clearly defined objective.

Target customer should understand the differentiating benefits of the HAT-TRICK line of products.

Positioning Statement:

For the foot and ankle surgeon that see patients with lesser toe deformities and complications, the HAT-TRICK Lesser Toe Repair System will provide multiple, reproducible solutions that are more anatomic, less invasive, have lower incidence of complications, are easier-to-use, and lower cost than the standard of care procedures.

Primary Focus/Message What do you want the reader to conclude about the product/service after interacting with this piece?

Creative Strategy-2010-ver1

MARKETING COMMUNICATIONS PROJECT INITIATION / CREATIVE STRATEGY DOCUMENT

DATE: 09/08/13 COST CENTER:PROJECT NAME: All 28 Microsite ACCOUNT #: PROJECT INITIATOR: Dustin Campbell PART #: TARGET COMPLETION DATE: December ‘13 BUDGET: Positioning Statement: The ALL28 Foot and Ankle Portfolio Is an extensive portfolio of products for surgeons who focus on the foot and ankle That offers the greatest breadth of any market provider – for exceptional solutions in foot and ankle care Because it includes internal fixation, external fixation and soft tissue repair solutions with industry leaders So whether treating fractures, deformities, arthritis, or soft tissue injuries, surgeons can offer all their patients a better solution with ALL28

Target Audience Primary Who are we talking to? What is their role in purchasing decision? Any demographic or regional considerations? For our industry, this is typically U.S. & International Orthopaedic Surgeons; total joint specialists, traumatologists, etc.

Surgeon These guys do both soft tissue repair and fixation Foot and Ankle Specialists (MD/DO): These surgeons have been trained in Orthopaedic surgery followed by a

fellowship in F&A Surgery. Their practice is a mix of both reconstruction and trauma surgery. Most would like their practice to eventually become much heavier on the reconstruction side. However, right out of fellowship, they will be taking call and may even be treating other trauma (like hip fractures), as well. They will handle reconstruction surgeryfor the entire foot, but may pass off some of the simpler forefoot cases (i.e. bunionectomies) to a local podiatrist. F&Aspecialists usually don’t get along well with Podiatrists. Many of these guys own their own surgery centers, so theymake the purchasing decisions.

Podiatrist (Specifically Hindfoot DPM’s for this launch. The US is the only geography with this specific type of surgeon): These surgeons have gone to a Podiatric Medical School followed up by a 2 or 3 year Podiatric Residency. Depending on various state laws and various certifications, different Podiatrists are able to perform surgery on different parts of the foot. Some states even allow Podiatrists to perform surgery up to the knee. There are estimated to be about 15k podiatrists in the US, compared to 1.5k F&A specialists. Of the 15k, 6k-10k perform surgery on the forefoot andabout 3k of those can perform surgery on the hindfoot and ankle. Most surgical Podiatrists handle primarilyreconstructive surgery with little trauma. Podiatrists don’t seem to get as much attention as the F&A specialist. Thus, many of them will switch products depending on the level of service received from the sales rep. They also seem to be more accepting of new technology. Due to their standing at a hospital compared to a F&A specialist, they tend to getmore of the uninsured or medicare patients.

Sales Trauma-only sales reps: At large, they are not engaged in the Foot and Ankle market. This market is a new area for

most reps to cover. They need a lot of training materials since it is so different from general trauma. Trauma and Orthopaedic Full-Line sales managers: These guys have a presence with their teams. By sending them

communciations first, they will be able to tailor messages specific to their areas and their teams.

Geography US EU: Belgium, UK, Spain, Italy and Norway primarily Australia

Secondary Who else may be indirectly affected by the message and could potentially be involved in the sale/purchasing process? If this is necessary, it could be a sales rep, hospital purchasing agent, etc.

Surgeons Traumatologists – they usually refer patients to Foot and Ankle Specialists All other Sports Medicine Surgeons who do not focus on Foot and Ankle

Sales


Brief name: TRIGEN INTERTAN 10S Launch Program name: Overall launch – covers multiple communications vehicles Program initiator: John Madden Date: Target completion date: Franchise: Trauma Fixation Cost center: Budget: Type: (i.e. video, ad, brochure, etc) Launch (downloadable PDF and saleslife page) Means of distribution: (i.e. email, print, web, etc) Web (saleslife)

Target Audience Primary Who are we talking to? What is their role in purchasing decision? Any demographic or regional considerations? For our industry, this is typically U.S. & International Orthopaedic Surgeons; total joint specialists, traumatologists, etc. Sales rep Secondary Who else may be indirectly affected by the message and could potentially be involved in the sale/purchasing process? If this is necessary, it could be a sales rep, hospital purchasing agent, etc. Surgeons Geography Japan - 10S long nails, they already have 10S short US - 10S short and long

Communications Objective What should this piece accomplish? Each project should be based on a single, clearly defined objective. Introduce the TRIGEN INTERTAN 10S to the sales force We need to be careful with this message due to the fact that some surgeons do not use our INTERTAN nails due to the size. We have updated the nail so it is slimmer, but we don't want it to look like an oversight on our part for many years.

We want to be sure that any content that mentions why we changed it is not easy for the rep to send to the surgeon. So, we are creating content on the saleslife landing page to explain the launch to the rep and then creating a PDF that they can download and share with the surgeon. Positioning Statement: The fourth generation nail offers a better solution- an implant with improved translational and rotational stability of the femoral head, neck and shaft. The TRIGEN™ INTERTAN™ Intertrochanteric Nail achieves greater stability through its unique shape, active linear compression and instrumentation. The primary difference is found in its integrated, interlocking screw construct. The “rack and pinion” design allows for a lag and compression screw to compress the fracture while controlling rotation.

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DATE: 03/29/13 COST CENTER: PROJECT NAME: D-RAD SMART PACK Launch ACCOUNT #: PROJECT INITIATOR: Matt Burns PART #: TARGET COMPLETION DATE: Projected limited market release date:

November 2013 Projected full market release date: June 2014

BUDGET:

Positioning statement: The D-RAD SMART PACK Is… the only anatomic, variable-angle locking, volar distal radius plating system That… is cost effective and increases efficiency Because… it utilizes a single-use kit that includes the implant as well as streamlined instrumentation So… profitability to surgeons, hospitals and reps increase without sacrificing patient care.

Statement to work with from Matt 04/09/13: Gain a competitive advantage by delivering a clinically effective, streamlined, sterile “procedural kit” at a significantly lower cost to ASC’s/hospitals while maintaining our operational margin and increasing our customers’ profitability.

Target Audience Primary ⇒ Who are we talking to? What is their role in purchasing decision? Any demographic or regional considerations? For our industry, this is typically U.S. & International Orthopaedic Surgeons; total joint specialists, traumatologists, etc.

Geographies: US, Western Europe, Australia/New Zealand, Canada, Japan, S. Africa, China, Brazil, Russia, India, and Turkey

Primary physician targets: Fellowship trained Hand Specialists (Ortho & Plastic), Fellowship trained Upper Extremity Specialists, Traumatologists, and General Orthopedists

Administrative decision makers/gatekeepers: Procurement, Materials Managers, New Technology Committees (a.k.a. Value Analysis Board), etc…

Primary facility targets: ASC’s/HOPD’s: Distal radius fractures are typically isolated injuries that do not require definitive emergency surgery. If deemed unstable, DRAD fractures are best suited for ORIF approximately a week after injury once swelling subsides and are scheduled procedures. Since these procedures can (and usually should) be scheduled for a later date, many of them are referred to specialists. About 65% of DRAD ORIF procedures in the US are performed in an outpatient setting [either hospital affiliated or non-affiliated surgery centers and hospital outpatient departments (HOPD’s)]. Due to their efficiency, reimbursement rates are generally much lower in each of the aforementioned facility types as compared to inpatient procedures. However, operative costs are increasing and reimbursement rates continue to be reduced. Consequently, DRAD ORIF procedures using a volar locked plate (gold standard) may yield a low profit margin for ASC’s & HOPD’s despite being one of the more common fracture management procedures (approx. 150K in the US each year). Our perception is that DRAD fractures that are scheduled and treated at surgery centers are primarily being fixed by hand specialists. It is also our perception that there are fewer surgery centers OUS but implant costs are just as scrutinized if not more so due to their own respective reimbursement challenges.

Trauma centers/teaching institutions/larger hospital systems: Distal radius fractures treated here (generally) are treated by Traumatologists and Hand Specialists. These patients (again, generalizing) may have sustained poly-traumatic injuries that require immediate attention or are high-risk patients that require monitoring due to other comorbidities. Reimbursement rates are usually higher at these facility types and higher implant prices can be captured as compared to ASC’s. However, implant costs are increasingly being monitored in every facility type.

Community hospitals: Community Hospitals are usually staffed with orthopedic generalists vs. specialists. Typically, generalists don’t treat distal radius fractures as often as Hand Specialists and Traumatologists that can be found at larger/higher volume institutes. For this reason, generalists may require features that assist with proper plate/screw implantation. Community hospitals may be faced with lower


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Brief name: TRIGEN META-TAN Launch Program name: Program initiator: Date: 11/15/13 Target completion date: 12/15/13 Franchise: Trauma Fixation Cost center: Budget: Type: (i.e. video, ad, brochure, etc) Means of distribution: (i.e. email, print, web, etc)

Target Audience Primary Who are we talking to? What is their role in purchasing decision? Any demographic or regional considerations? For our industry, this is typically U.S. & International Orthopaedic Surgeons; total joint specialists, traumatologists, etc. Orthopaedic surgeons who perform trauma cases. This nail will eventually replace our TRIGEN TAN nail. The orthopaedic surgeon will have a role in puchasing decisions. (how much of a role?) Secondary Who else may be indirectly affected by the message and could potentially be involved in the sale/purchasing process? If this is necessary, it could be a sales rep, hospital purchasing agent, etc. Sales representatives Hospital personnel including purchasing agents OR staff Geography USA; Canada; W. Europe; Japan; Australia

US LMR: May-2014; FCL: Oct-2014 Canada W. Europe FCL: Jan-2016 Japan FCL: Jan-2016 Australia FCL: Jan-2016

Communications Objective What should this piece accomplish? Each project should be based on a single, clearly defined objective. Positioning Statement: The TRIGEN META-TAN Is a universal trochanteric antegrade nail That treats more indications than most nails on the market Because this one nail treats several different types of high-energy, stable and complex fractures in the proximal, midshaft and distal parts of the femur So it enhances efficiency and reduces inventory for healthcare institutions.


DATE: 03/21/13 COST CENTER: PROJECT NAME: MODULAR RAIL SYSTEM messaging ACCOUNT #: PROJECT INITIATOR: Henry Bonin PART #: TARGET COMPLETION DATE: BUDGET:

The MODULAR RAIL SYSTEM External Fixator Is a unilateral external fixator used for limb lengthening and deformity corrections That is more stable and versatile than existing fixators (Do we want to clarify that we aren’t competing with SN existing fixators?) Because it offers multiplanar fixation; allows for either constraint or rotation of adjacent joints; and is compatible with the proven technology of ILIZAROV and TAYLOR SPATIAL FRAME So surgeons have more control leading to better results; patients are more comfortable and have better functional outcomes; and hospitals have a single source for limb restoration devices.

Target Audience Primary ⇒ Who are we talking to? What is their role in purchasing decision? Any demographic or regional considerations? For our industry, this is typically U.S. & International Orthopaedic Surgeons; total joint specialists, traumatologists, etc.

Specialist surgeons – specifically pediatrics, adult deformities and some trauma

Existing circular fixation customers

2013: US, ANZ, Canada, a little bit of Europe (possibly in Q3 or Q4 due to the cost – SN markets will not be as interested because it is not as lucrative.

Secondary ⇒ Who else may be indirectly affected by the message and could potentially be involved in the sale/purchasing process? If this is necessary, it could be a sales rep, hospital purchasing agent, etc.

Europe

Sales force – existing circular sales

Communications Objective What should this piece accomplish? Each project should be based on a single, clearly defined objective.

Introduce the MODULAR RAIL SYSTEM. It has been around since 2007, but is moving from InVentures to a commercial launch.

PRIMARY FOCUS/MESSAGE What do you want the reader to conclude about the product/service after interacting with this piece? ONE SENTENCE.

The MODULAR RAIL SYSTEM is a stable and flexible unilateral external fixator for limb lengthening and deformity corrections.

Why is this important? Why does it or should it matter?

Because it offers multiplanar fixation; allows for either constraint or rotation of adjacent joints; and is compatible with the proven technology of ILIZAROV and TAYLOR SPATIAL FRAME

So surgeons have more control leading to better results; patients are more comfortable and have better functional outcomes; and hospitals have a single source for limb restoration devices.


TRIGEN™ FAN

*smith&nephew

Femoral Antegrade Nail

TRIGEN™ TAN™

*smith&nephew

Trochanteric Antegrade Nail

TRIGEN™ INTERTAN™

*smith&nephew

Intertrochaneric Antegrade Nail

TRIGEN™ SURESHOT™

*smith&nephew

Distal Targeting System

TRIGEN™ META-NAIL™

*smith&nephew

Tibial Nail System


*smith&nephew

Semi-extended Instrument Set


*smith&nephew

Retrograde Femoral Nail System

TRIGEN™ Hindfoot Fusion Nail

*smith&nephew

TRIGEN™ Humeral Nail System

*smith&nephew

TRIGEN™ Intramedullary Nail System

*smith&nephewCurrent branding


Brief name: ADJUNCT Mini Frag Plating SystemProgram name: Launch Program initiator: John Rawlinson Date: 11/19/13 Target completion date: LMR - Jan 2014

Full Launch - June 2014Franchise: Trauma Fixation Cost center: Budget: Type: (i.e. video, ad, brochure, etc) various Means of distribution: (i.e. email, print, web, etc) various

Target Audience Primary Who are we talking to? What is their role in purchasing decision? Any demographic or regional considerations? For our industry, this is typically U.S. & International Orthopaedic Surgeons; total joint specialists, traumatologists, etc. These plates will be used with more complex fractures that are handled at level 1 and 2 trauma centers.

Sales Force: needs to understand the distinction between the 2 sets (mini frag for small bones and this one, adjunctive plating for long bones) Secondary Who else may be indirectly affected by the message and could potentially be involved in the sale/purchasing process? If this is necessary, it could be a sales rep, hospital purchasing agent, etc. Hospital administration (we will not create specific pieces for this audience, though) Geography USA; Canada; W. Europe; Australia

US LMR: Jan-2014; FCL: June-2014 Canada FCL: June-2014 W. Europe LMR: Jan-2014; FCL: June-2014Australia FCL: June-2014

Communications Objective What should this piece accomplish? Each project should be based on a single, clearly defined objective. Launch the Mini Frag System for Trauma applications on long bonesPositioning Statement: The ADJUNCT Mini Frag Plating System Is…the first and only mini plating system for complex long bone fracture reduction and adjunctive fixation That…is designed to work in tandem with larger fixation devices Because…of it’s unique plate geometries and variety of screw options So…surgeons can provide precise fragment reduction, thus improving patient outcomes

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iPad folio for Smith & Nephew AppAs a company, we developed an iPad App that will house all of our interactive sales presentations. The first one I worked on was for TRIGEN INTERTAN. We had several materials completed and were able to utilize them to create a new selling tool. Some of the materials used were the message brochure, short surgical technique, tray layout and videos.

2013The presentation was formatted so it can be viewed either vertically or horizontally

We followed the format of our printed sales brochure in which we present a challenge and offer the Smith & Nephew solution

HAT-TRICK LaunchWe launched a new repair system for lesser toe problems. The system is made up of three products and has four techniques. Lesser toe problems are common in women and can be caused by wearing high heeled shoes. We wanted to get the surgeon’s attention and at the same time explain why the system was named HAT-TRICK.

2014

HAT-TRICK™Lesser Toe Repair System

*smith&nephew

PIP Fusion

Take aimat lesser toe challenges

Osteotomy Guide

MTP Joint Repair

31 2Smith & Nephew, Inc.www.smith-nephew.com™Trademark of Smith & Nephew. Certain marks Reg. US Pat. & TM Office©2014 Smith & Nephew, Inc. All rights reserved.

1According to several retrospective studies as reported in: Barg A, Courville XF, Nickisch F, Bachus KN, Saltzman C. Role of Collateral Ligaments in Metatarsophalangeal Stability: A Cadaver Study. Foot Ankle Int 2012; 33:877-882.


*smith&nephew

The HAT-TRICK MTP Joint Repair System is the only solution offering a complete repair of the plantar plate and collateral ligaments.

10–46% of lesser toe patients are dissatisfied post-surgery1

• Controlled tension of both the plantar plate and collateral ligaments • Anatomic preservation of the metatarsal biomechanical axis and ligament attachment points • Minimally invasive procedure with no metatarsal osteotomy or screw fixation required• Multiple options, including both a unilateral and bilateral repair system

Take aim at lesser toe challenges. Find out more at www.HAT-TRICKsolutions.com.

HAT-TRICK MTP Joint Repair System

HAT-TRICK PIP Fusion System

HAT-TRICK Osteotomy Guide

123

01261 V1 HAT-TRICK MTP Ad FAI 0614.indd 1 6/10/14 2:31 PM

Our three-part solution:




123


Smith & Nephew, Inc.www.smith-nephew.com™Trademark of Smith & Nephew. Certain marks Reg. US Pat. & TM Office©2014 Smith & Nephew. All rights reserved.


*smith&nephewTake aim at lesser toe challenges

The HAT-TRICK PIP Fusion System offers:• Controlled compression to achieve and maintain bone to bone contact• PEEK material requires no special handling and allows for fusion site visibility• Anatomic design with multiple sizes and two different offsets (0° and 10°)• Straight forward removal: only 0.5 mm bone resection required

Take aim at lesser toe challenges. Find out more at www.HAT-TRICKsolutions.com.

The only two piece PIP Fusion system offered in PEEK




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SNE-0003 HAT-TRICK PIP Ad.v4.indd 1 5/27/14 3:35 PM

Sales brochure Pull-up banner Journal advertising

2014

Surgical Technique

Prepared in consultation with: Phinit Phisitkul, MD Department of Orthopedics and Rehabilitation University of Iowa Iowa City, IA

Foot and Ankle Technique Guide Proximal Inter-Phalangeal (PIP) Fusion

Surgical Technique


Foot and Ankle Technique Guide Metatarsophalangeal (MTP) Bilateral Joint Repair

Surgical Technique


Foot and Ankle Technique Guide Metatarsophalangeal (MTP) Unilateral Joint Repair

Surgical techniques

Animations

Surgical Technique


Foot and Ankle Technique Guide Metatarsal Shortening Osteotomy

2014

D-RAD SMART PACK LaunchTraditional reprocessed plate and screw systems are costly and labor-intensive to clean, sterilize, process and shelve. Downtime for reprocessing can dictate surgery schedules. Not to mention, these systems cause a possible breach of sterility due to poor handling and/or reprocessing, or sets can arrive in the OR with damaged

or missing implants and instruments. The D-RAD SMART PACK system touts time and cost savings achieved due to the single-use instruments and sterile plates, screws and templates. Instead of merely showcasing the plate, we chose to highlight the reprocessing pain point by creating our own infographic.

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Surgery 1

Surgery 2

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Single-Use Volar Distal Radius Plating System

Workflow for reprocessed instruments, plates and screws

Instrument, implant and screw collection

Transport for reprocessing

Manual washing

Mechanical washing

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Inspection

Tray assembly

Sterilization

Transport to storage or OR

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D-RAD SMART PACK™ Single-Use Volar Distal Radius Plating System

Recycle or dispose of single-use instruments

Transport unused inventory to storage or OR

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Packed with smart benefits Savings No material or labor costs to clean, sterilize and reprocess

Efficiency Ready at a moment’s notice – eliminates set downtime

Safety Eliminates the risk of contamination as a result of poor handling and reprocessing

Reliability Always complete with new instruments and implants

Compliance Chart Stiks® to record part and lot numbers for every implant

Green All packaging and single-use instrumentation is made from recyclable material

Work smarter with the D-RAD SMART PACK™

Sales brochure – inside page

Work smarter Reprocessing sets costs time and money

The D-RAD SMART PACK System includes sterile single-use instrument kits and sterile packaged implants to avoid challenges that exist with traditional reprocessed plate and screw systems. The intelligent design improves efficiency in and out of the OR without sacrificing the intraoperative flexibility needed to best treat patients with distal radius fractures.



Smith & Nephew, Inc. www.smith-nephew.com™Trademark of Smith & Nephew. Reg. US Pat. & TM Off. ©2014 Smith & Nephew. All rights reserved.


Surgery 1

Surgery 2


Journal advertising

Illustrations

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D-RAD SMART PACK™ product overview

Scre

ws/

Pegs

1.4mm K-wire hole to enable centering of the plate on the diaphysis

2.4mm Variable-Angle Locking Screws

2.4mm Cortex Screws

Anatomically contoured to respect the watershed line while providing reconstructive articular support

(10 – 24mm) (10 – 24mm)

Slotted 1.4mm K-wire hole or slotted screw hole to allow for proximal/distal plate adjustments

1.4mm K-wire holes for distal plate positioning

1.8mm Variable Angle Locking Pegs for bicortical support of the metaphysis while minimizing dorsal soft tissue irritation

(12 – 24mm)

Standard and wide options accommodate varying patient anatomy

WideStandard

VLP™ locking technology enables the use of Cortex Screws, Locking Screws or Locking Pegs within a 30º cone

22mm 27mm

1.6mm

56mm

Volar tilt 24º

4-Hole Volar Plate

2014

™Trademark of Smith and Nephew. Reg. US Pat. & TM Off.

D-RAD SMART PACK™ Single-Use Volar Distal Radius Plating System

Work smarter

Pull-up banner Surgical Technique

™Trademark of Smith & Nephew. Reg. US Pat. & TM Off. ™Trademark of Smith & Nephew. Reg. US Pat. & TM Off.

D-RAD SMART PACK™Single-Use Volar Distal Radius Plating System

TFCC FAST-FIX™Kit

Work smarterReprocessing sets costs time and money

Fix the TFCC, fast

Surgery 1

Surgery 2

D-RAD SMART PACK™No reprocessing No waiting

™Trademark of Smith & Nephew. Reg. US Pat. & TM Off.

Tradeshow graphic

Animation

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Surgical Technique

2014

EVOS MINI LaunchWhen a fracture is complex (has many small pieces), it poses a challenge for the surgeon to put them all back together. A growing trend for trauma surgeons is using a small plate intended to go on feet or hand bones (mini systems). Smith & Nephew is the first to launch a mini system intended for use on long bones (legs and arms) as well. We decided to play on the “pieces” aspect of broken

bones.


Evolving Possibilities1

Finally, a mini system for the trauma surgeonFlat, low-profile plate constructs2.0mm, 2.4mm and 2.7mm implant optionsPlates up to 140mmScrews for all bone types, up to 80mmVariable-angle locking technology

Visit www.EVOSplating.com for information about the next generation of plating systems.

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Smith & Nephew, Inc.

www.smith-nephew.com

©2014 Smith & Nephew, Inc.

™Trademark of Smith & Nephew. Certain marks Reg. US Pat. & TM Office

General Instrument Tray Plate Tray

2.0mm

2.0mm Module 2.4mm Module 2.7mm Module

2.4mm 2.7mm

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Sales brochure – cover Sales brochure – inside page Journal advertising

Animation

2.7mm Screw and Size Specific Instrumentation Module

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B

H

G

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F

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2.7mm Module

Cat. No. Description Qty Reference

7117-4955 2.7mm Screw and Instrument Caddy 1 A

7117-4956 2.7mm Screw and Instrument Caddy Lid 1 B

7117-4946 4.0mm Osteopenia Screw Caddy 1 C

7117-4933 T8 Driver Shaft w/AO QC 2 D

7117-4959 2.4/2.7mm Depth Gauge 1 E

7117-4929 2.7mm Countersink w/AO QC 1 F

7117-4934 2.0/2.7mm Drill Guide 1 G

7117-4935 2.0mm Variable Angle Drill Guide 1 H

Disposables

Cat. No. Description Qty Reference

7117-3366 2.7mm Tap w/AO QC 1 I

7117-3386 4.0mm Tap w/AO QC 1 J

7117-4910 2.0mm Short Drill w/AO QC 2 K

7117-4911 2.0mm Long Drill w/AO QC 2 L

7117-4912 2.7mm Over Drill w/AO QC 1 M

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Cortex Screws in the EVOS™ MINI Plating System can be used both independently and through the plate.

Drilling

• Option 1: Through a plate: Each Size Specific Instrument Set is equipped with a corresponding Variable Angle/Fixed Angle Drill Guide. Use the conical shaped side for off-axis screw placement through the plate and the tubular shaped side for placing a screw perpendicular to the plate axis. Engage the appropriate side of the Drill Guide with the star-shaped hole on the plate and drill to the desired depth.

• Option 2: Independent of a plate: To aid in drilling independent of the plate, each Size Specific Instrument set is equipped with a corresponding Double Ended Drill Guide that is color coded. Position the end of the Drill Guide with one dot to the bone and drill to the desired depth using the drill with one color band.

• Option 3: Lag screw technique: Using the Double Ended Drill Guide, position the end of the guide with two dots to bone and drill through the near cortex using the Overdrill. The Overdrill can be identified as the drill with two color bands. Next, insert the end of the guide with one dot into the pre-drilled hole to ensure the correct trajectory and drill to the desired depth using the drill with one color band. This may be performed through a plate if desired.

Countersinking (optional) If the screw is being used independently,

countersinking the screw head may be desired to lower the screw head prominence on the bone. To countersink, attach the size specific Countersink to the Small Bulb Handle with AO Quick Connect and prepare the bone surface by inserting the tip into the predrilled hole and turning the Countersink clockwise.

Measure Measure for screw length using the appropriate Depth Gauge.

Note: All drill bits are calibrated to measure depth off the back of Drill Guides. However, a Depth Gauge must be used after drilling through all conical shaped guides.

Cortex Screws

Size Specific Instrumentation

2.0mm ScrewsDescription Plate

sizeVar/Fix Angle Drill Guide

Double Ended Drill Guide

Drill Bit

Cortex Screw 2.0mm 1.5mm 1.5mm x 2.0mm 1.5mm

Locking Screw 2.0mm 1.5mm NA 1.5mm




Drill Bit






Drill Bit

Osteopenia Screws 2.4mm 1.8mm NA 1.8mm




Drill Bit






Drill Bit

Osteopenia Screws 2.7mm 2.0mm NA 2.0mm

2014

A trauma systemfor the mini pieces

™ Trademark of Smith & Nephew. Certain marks Reg. US Pat. & TM Office.

2.7mm T-Plate

Cat No Description Length Qty7244-2720N 3 Hole Head, 5H 42mm 17244-2722N 3 Hole Head, 9H 71mm 1

2.7mm Flex Plate

Cat No Description Length Qty7244-2724N 4H 28mm 17244-2726N 6H 42mm 17244-2728N 8H 56mm 17244-2760N 10H 70mm 17244-2762N 20H 140mm 1

2.7mm Strength Plate

Cat No Description Length Qty7244-2764N 4H 28mm 17244-2766N 6H 42mm 17244-2768N 8H 56mm 17244-2770N 10H 70mm 17244-2772N 20H 140mm 1

2.7mm Straight Tine Plate

Cat No Description Length Qty7244-2774N 5H 38mm 17244-2776N 7H 52mm 1

Catalog: Plate Sets

Note: For Sterile Items, remove the ‘N’ from the Catalog Item number

Pocket Reference Guide

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Surgical Technique

Pull-up banner Tray layout guide

Surgical Technique

Pocket guide

These original designs and concepts are the sole property of Displayworks. Any reproduction or use without the express permission of Displayworks is prohibited.





230’ x 40’ Booth for OTA 2014 Ver 04 10-03-2014 Advertising opportunities presented after site visit

OTA 2014At the 2014 Orthopaedic Trauma Association (OTA) Annual meeting, we launched the EVOS MINI system while also highlighting the D-RAD SMART PACK system.

Earlier in the year, I traveled to Tampa, FL to scout out some advertising opportunities that I then presented to the team.

2014 Booth layout with created graphics

Finally, a mini system for the trauma surgeonFlat, low-profile plate constructs2.0mm, 2.4mm and 2.7mm implant optionsPlates up to 140mmScrews for all bone types, up to 80mmVariable-angle locking technology


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Showcased at OTA Booth #302









With the EVOS MINI Plating System, you no longer have to modify your hand or foot set.

Minimized footprint in the ORPlates displayed for streamlined selection processColor-coded to avoid confusionSize specific screw and instrument modulesPlates up to 140mmScrews for all bone types, up to 80mm


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Finally, a trauma system for the mini pieces

Showcased at OTA Booth #302

The D-RAD SMART PACK System includes sterile single-use instrument kits and sterile packaged implants to avoid challenges that exist with traditional reprocessed plate and screw systems. The intelligent design improves efficiency in and out of the OR without sacrificing the intraoperative flexibility needed to best treat patients with distal radius fractures.



Smith & Nephew, Inc. www.smith-nephew.com™Trademark of Smith & Nephew. Reg. US Pat. & TM Off. ©2014 Smith & Nephew. All rights reserved.


Surgery 1

Surgery 2


Work smarter Reprocessing sets costs time and money

Visit our booth at

OTA 2014 in Tampa


Booth #302

Trademark of Smith & Nephew.™

Single-Use Kit

Booth #302

No reprocessing, no waiting

™ Trademark of Smith & Nephew.

2014Added booth info to existing ads Photos at the event

Hotel key cards with focus products

Katie Williams Work_2011-2014

Documents

Transcript of Katie Williams Work_2011-2014