Medtronic lighted surgical retractor naming proposal

Lighted Surgical Retractor Set Core Brand Name Development and Procedural Modifiers Proposal

August 30, 2016

Core BrandLighted Surgical Retractor Set

Procedural Modifier Brand

Nipple Sparing Procedure


Anterior Hip Procedure

BRANDACUMEN

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Our Creative Inspiration

Inspired by experimental literature and musical composition, we infuse a culture of innovation and creative inquiry into our process. We seek to redefine the fundamentals of using art and language as a guide to develop profound brand identities. Names are just the beginning…

The Science of Language

Our team of lexical engineers examine not just the sound, but the look and feel of every letter in every word we create. We scrutinize each word’s structure: from phoneme, to morpheme, to grapheme, to shape. In the search for the perfect name, we leave no stone unturned.

At Brand Acumen, name creation is our form of artistic expression.

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our creative thinking

our creative thinking

"The limits of my language means the limits of my world."

"Like everything metaphysical the harmony between thought and reality is to be found in the grammar of the language."

-- Ludwig Wittgenstein

Many great minds and philosophers have commented on the important role language plays in forming our thoughts. Some have even declared that language shapes our thoughts entirely.

We at Brand Acumen take these ideas to heart in our belief that a name is the basic unit of you, the truest essense of a thing because it is a necessity required to shape our understanding of the world.

We are not just creating letters on a page, but we are giving life to ideas and steps towards new frontiers in thought.

We are inspired by those artists, thinkers, and movements with a like- minded mandate, from Dada to William Burroughs, from Duchamp to Wittgenstein, and we apply our rigorous creative thinking to every element of our creative intuition.

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Device & Pharma Expertise

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2214

Patient Program BrandName Identities and Nomenclature Architecture Systems

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329

Clinical TrialName Identities

Proprietary Brand Names Created(Medical Device & Pharmaceuticals)

Generic, Non-ProprietaryUSAN/INN Names Created

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our n

ames

…by

the

num

bers

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Executive Summary 1:Naming of the Lighted Surgical Retractor Set

Brand Acumen will deliver 90 original, legally screened and available proprietary name candidates to Medtronic for the Lighted Surgical Retractor Set.

Deliverables:

Ten (10) Legally Validated, Proprietary Name Candidates for the Lighted Surgical Retractor Set.(derived from a minimum of 90 initial legally screened name candidates for the core brand).

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Brand Acumen will construct, define and deliver a minimum of 90 newly created names for the Lighted Surgical Retractor Set that match the name properties defined by Medtronic in a name briefing session to take place at the Kickoff Meeting of this project.

Attributes of linguistic assessment Brand Acumen analyzes for each of the name candidates presented to Medtronic.

Deliverables

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Linguistically Analyzed and Validated (Orthographic, Phonological, Lexical)

Legally Screened in International Trademark Classifications (SAEGIS/SERION).

Examined for conflicts in UMDNS, GMDN Agency, Medical Device-In-Use, International & Community Registers

Examined for top level domains

Analyzed for FTO (Freedom To Operate) – Invalidity and Infringement Examination

Brand Acumen’s Lighted Surgical Retractor Setname candidates will be:

One Name… Globally Searched, Validated, Regulatory Compliant and Clear of Legal Conflict.

Background

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Lighted Surgical Retractor Set Overview

Medtronic will be introducing it’s new lighted surgical retractor set and is currently seeking a core brand name. This new lighted surgical retractor will allow the surgeon to hold tissues away from the field of operation while allowing light to penetrate the operating area.

Medtronic is also seeking Brand Acumen’s assistance in constructing a brand architecture focused on the core brand, and also examining brand modifiers that will define the procedures for Breast Oncology (Nipple Sparing Procedure) and Orthopedics (Anterior Hip Procedure).

Executive Summary 2:Nipple Sparing Procedure Name Modifier

Brand Acumen will deliver 60 original, legally screened and available proprietary name candidates to Medtronic for the Nipple Sparing Procedure.

Deliverables:

Five (5) Legally Validated, Proprietary Name Candidates for the Nipple Sparing Procedure.(derived from a minimum of 60 initial legally screened name candidates for the Nipple Sparing Procedure).

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Brand Acumen will construct, define and deliver a minimum of 60 newly created names for the Nipple Sparing Procedure that match the name properties defined by Medtronic in a name briefing session to take place at the Kickoff Meeting of this project.


Surgical RetractorSet Brand Name

Nipple Sparing ProcedureModifier Brand

Deliverables

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Brand Acumen’s Nipple Sparing Procedurename candidates will be:


Background

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Nipple Sparing Procedure: Overview

The traditional mastectomy procedure involves surgical removal of the breast glandular tissue as well as removal of the central breast skin. Removal of a significant portion of breast skin can result in a prominent scar across the central breast and can make breast reconstruction more challenging. As a result, more and more breast surgeons and their patients are opting for skin-sparing or nipple-sparing procedures, both of which are less invasive approaches to mastectomy.

Nipple-sparing mastectomy is the latest evolution in mastectomy technique. The procedure preserves the entire skin envelope and nipple areola. Only the underlying breast tissue is removed. When combined with immediate breast reconstruction, nipple-sparing mastectomy provides superior cosmetic results without compromising cancer treatment.

The Nipple Sparing Procedure creative name generation process will possess the following general criteria:

Scope of Project

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Name should leverage the key messaging points defined by Medtronic regarding the marketing strategy for the Nipple Sparing Procedure modifier name.

The initial focus will be on a legally available, regulatory compliant global trademark.

Names should be easily and uniquely recognizable by all stakeholders (visual/acoustic)

Names should bring connotations of a sea of strength and credibility to the Nipple Sparing Procedure.

Bulgarian Croatian Czech Danish Dutch English Estonian Finnish French German Greek Hungarian Irish Italian Latvian Lithuanian Maltese Polish Portuguese Romanian Slovak Slovene Spanish Swedish Japanese

Lang

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RussianChineseMandarinTaiwaneseUrduHindiArabicWu JavaneseBengaliTeluguKoreanVietnameseMarathiCantoneseTamil


Brand Acumen will deliver a final executive summary report that will outline the key findings with specific recommendations as to the most viable name candidates for the Nipple Sparing Procedure.

Further detail of this deliverable will be found in this proposal.

Final Recommendations

Sample of linguistic analysis for the proprietary drug name candidate ‘Saracta’ from Brand Acumen’s Final Recommendations.

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Executive Summary 3:Anterior Hip Procedure Name Modifier

Brand Acumen will deliver 60 original, legally screened and available proprietary name candidates to Medtronic for the Anterior Hip Procedure.

Deliverables:

Five (5) Legally Validated, Proprietary Name Candidates for the Anterior Hip Procedure.(derived from a minimum of 60 initial legally screened name candidates for the Anterior Hip Procedure).

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Brand Acumen will construct, define and deliver a minimum of 60 newly created names for the Anterior Hip Procedure that match the name properties defined by Medtronic in a name briefing session to take place at the Kickoff Meeting of this project.


Surgical RetractorSet Brand Name

Anterior Hip ProcedureModifier Brand

Deliverables

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Brand Acumen’s Anterior Hip Procedurename candidates will be:


Background

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Anterior Hip Procedure: Overview

The anterior approach to total hip replacement has emerged recently as a viable alternative to the more popular posterior approach. Although it has been in use to some degree since the 1980s, new instrumentation allowing it to be performed using smaller incisions has made it increasingly sought after.

Called the anterior hip replacement, this procedure involves the surgeon making a four-inch incision through the front of the leg, rather than the back (the entry point for the more conventional posterior hip replacement surgery). Frontal entry makes it possible to reach the joint by separating rather than cutting and then reattaching muscles. The anterior hip replacement may also result in a swifter recovery and shorter hospital stay for patients, perhaps due to less muscular damage. Leg length and implant position are also able to be measured with the anterior approach.

Due to the different nature of the approach, there are fewer but different precautions to follow to prevent dislocation, which may occur more often with the posterior approach.

The Anterior Hip Procedure creative name generation process will possess the following general criteria:

Scope of Project

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Name should leverage the key messaging points defined by Medtronic regarding the marketing strategy for the Anterior Hip Procedure name.

The names must be easily transferrable globally however, it is understood the initial focus will be on a legally available, regulatory compliant global trademark.

Names should be easily and uniquely recognizable by all stakeholders (visual/acoustic)

Names should bring connotations of a sea of strength and credibility to the Anterior Hip Procedure offering. Bulgarian

Croatian Czech Danish Dutch English Estonian Finnish French German Greek Hungarian Irish Italian Latvian Lithuanian Maltese Polish Portuguese Romanian Slovak Slovene Spanish Swedish Japanese

Lang

uage

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RussianChineseMandarinTaiwaneseUrduHindiArabicWu JavaneseBengaliTeluguKoreanVietnameseMarathiCantoneseTamil


Brand Acumen will deliver a final executive summary report that will outline the key findings with specific recommendations as to the most viable name candidates for the Anterior Hip Procedure.

Further detail of this deliverable will be found in this proposal.

Final Recommendations

Sample of linguistic analysis for the proprietary drug name candidate ‘Saracta’ from Brand Acumen’s Final Recommendations.

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Credentials

Brand Name Creation

Client Name Creation Client Name Creation



Client Name CreationPrisma

Client Name Creation

Brand Name Creation


Client

Previously Un-named Major Satellite Provider

Name Creation Client Name CreationVivanno


SapphireClient Name Creation

Brand Name CreationClient Name Creation Client Name Creation

Client Name CreationPurePower


Client Name CreationSeaRam


Brand Name CreationClient Name Creation Client Name Creation



Limon

Project Task, Scope & Process

Linguistically compliant

Legally available

Regulatory compliant

Semantically effective

To be defined in the Lighted Surgical Retractor Set meeting.

The new Lighted Surgical Retractor Set and two procedural modifier name candidate identities must be legally viable and compliant with the following IP repositories.


Bulgarian Croatian Czech Danish Dutch English Estonian Finnish French German Greek Hungarian Irish Italian Latvian Lithuanian Maltese Polish Portuguese Romanian Slovak Slovene Spanish Swedish Japanese

USPTOFTO (Freedom to Operate) Analysis• Invalidity Analysis• Infringement AnalysisFDA CDER Simulation Study Compliance• DMEPA• CDEREMA NRGUSANINNHealth CanadaUSAN CouncilWorld Health Organization (WHO),MHLW (Japan)

One Page Executive Project Sum

mary

ArgentinaAustriaBeneluxCanadaChinaCzech RepublicDenmarkEstôniaFinlandFranceGermanyHungaryIrelandItalyJapanLatviaLithuaniaMexicoNorwayPolandPortugalSlovak RepublicSloveniaSpainSwedenSwitzerlandUKUS.FederalUS.State

(Further country detail found later in this proposal)

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Landscape Analysis

PHASE 1 PHASE 2

Name Development Brand Name Review

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PHASE 3

Via a three-phase process, Brand Acumen will deliver a minimum of 90 legally confirmed name candidates for the Lighted Surgical Retractor Set to Medtronic that will be supportive of the communication strategy, appropriately differentiated from competing nomenclature, absent of any error prone messaging, and rigorously screened and prepared for legal and regulatory compliance.

90 pre-screened, legally viable name candidates.

No name will be presented that has not been thoroughly vetted.


Core B

rand Nam

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Landscape Analysis

PHASE 1 PHASE 2


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PHASE 3

Via a three-phase process, Brand Acumen will deliver a minimum of 60 legally confirmed name candidates for the Nipple Sparing Procedure to Medtronic that will be supportive of the communication strategy, appropriately differentiated from competing nomenclature, absent of any error prone messaging, and rigorously screened and prepared for legal and regulatory compliance.




Nipple Sparing Procedure N

ame D

evelopment

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Landscape Analysis

PHASE 1 PHASE 2


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PHASE 3

Via a three-phase process, Brand Acumen will deliver a minimum of 60 legally confirmed name candidates for the Anterior Hip Procedure to Medtronic that will be supportive of the communication strategy, appropriately differentiated from competing nomenclature, absent of any error prone messaging, and rigorously screened and prepared for legal and regulatory compliance.




Anterior H

ip Procedure Nam

e Developm

ent

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Naming strategy development

Tactical competitive review

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Landscape Analysis

Phase One

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Project Kickoff

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Review Key Medtronic Messaging Objectives

Review of FDA, CDER, DMEPA, UMDNS, and GMDN Nomenclature Guidance Documentation

Project Kickoff

Define Creative Timelines and Feedback from Name Iterations

Identify Key Stakeholders & Create Workflow Schedules

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Creative Discussion

What types of messages should the name portray?

Name Characteristics

Associations

Connotations

Surgical procedure relationships that may be portrayed or represented

Naming Strategy Development

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Strategy

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Visual Analysis of Name Landscape

Tactical Competitive Language Review

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Examples

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At Brand Acumen, we believe that a single word can hold incredible meaning and tell a powerful, vivid story.

In order for a name to do this successfully, it must be structurally sound and intuitive to pronounce, interpret, and recall.

Creative Process (Name Development)

Legal Pre-ScreeningAnd Search

Regulatory Compliance Test

Linguistic Evaluation

Name Development

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Phase Two

name creation

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Naming Brief Final Candidate ListName Creation

Identify the framework fordeveloping the new name

candidates, based on the insightsfrom the naming

strategy.

Analyze the name candidates with regardto regulatory compliance, structural analysis.

Uncover naming candidatesthrough three

separate iterations of deep sourcemining and ideation

exercises.

Creative Process

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name creation






Creative Process

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name creation

Sample creative work product. This is the format used by Brand Acumen to present the initial list of name candidates to Medtronic.

Here we seeThe sample name candidate, ‘Janage’ accompanied by a linguistic analysis and a brief narrative

The top scoring two linguistic attributes

Creative Process

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name creation

Sample creative work product, continued.

Here, the name ‘Janage’ is analyzed for Orthographic and Phonological conflicts with existingproducts. Brand Acumen’s process is the same as the POCA analysis conducted by the FDA (Failure Safety Analysis)

FMEA

Creative Process

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name creation

Sample creative work product, continued.

Here, we construct a nomenclature ‘style guide’ which examines intended pronunciation, etymology, and usage examples.

Janage

Legal – Global Trademark

Our exclusive Global Medical Device & Pharmaceutical ForwardScreenTM Legal Search allows us quickly identify potentially troublesome naming ideas before they ever become a hindrance to any drug, device or trademark approval process. Brand Acumen will carefully screen all presented name candidates to avoid conflicts with Medtronic’s preferred name candidates.

ForwardScreenTM Legal Pre-Screening of All Name CandidatesFo

rwar

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Trademark Search/Brand Name Review

Trad

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UMDNS (Universal Medical Device

Nomenclature System)

Pharmaceutical Names In Use (source: IMS Health)

Serion/Saegis

Medical Device Specific Common Law Sources

Web Common Law Sources

• (includes geo-specific Google results and global pharmaceutical web content)

Generic Top-Level Domain Names (gTLDs)

GMDN (Global Medical Device Nomenclature Agency)

Multiple trademark registers:– Benelux– Canada– France– Germany– Italy– Spain– Switzerland– United Kingdom– United States– International Register

(for WIPO country searches)– Community Trademarks

(for E.U. country searches)

Expanded U.S. Search Detail:

– State Trademarks– FDA POCA– Business Names

Brand Acumen will search, reference and analyze all of these key databases and search functions for the final name candidates.3

Phase

Trad

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PTO Databases

– CIPO (Canadian Intellectual Property Office)

– USPTO TARR (Trademark Application and Registration Retrieval)

– USPTO TDR (Trademark Document Retrieval)

– USPTO TTAB (Trademark Trial and Appeal Board)

Collateral Reviews: Websites, etc.

Boolean Truncation Common Law Search

Pharmaceutical-Specific SourcesDrugs.comEMCRx ListHmedicineVitamin Shoppe.

E.U. Regulatory Sources:

EudrapharmEuropean Medicines Agency

.

Trademark Search (cont.) Brand Acumen will search, reference and analyze all of these key databases and search functions for the final name candidates.

Global Regulatory Compliance

Phonological

These pa irs ha ve sufficient orthograp hic differences.

These pa irs ha ve sufficient phonological d ifferences.

Orthographic

These pa irs ha ve sufficient orthog rap hic a nd phonologica l

differences, a s well a s sylla ble count a nd leng th differences.

Letters in

Letters in

Letters in

Letters in

Letters in

Letters in

Letters in

Scripted May

Scripted May

Scripted May

Scripted May

Scripted May

Scripted May

Scripted May

Spoken May be Interpreted As







Regulatory Compliance

Assimiliating USAN, INN, and DMEPA’s own screening practices, we use data-driven methods, Failure Mode and Effects Analysis, and naming simulation exercises to screen the names for compliance accross all global drug and device safety regulatory bodies, including, but not limited to:

FDA

EMEA

Health Canada

CFDA*

MHLW

ANVISA (Brazil)

MOPH (Thailand)

ANMAT

(Argentina)

SimilaritySinarest, Synarel,

Quinaretic, Aredia,

Arestin, Voltaren,

Xarelto,

Novarel

Prevention of Failure

SimilarityLantus, Lanoxin,

Lanreotide, Lamictal,

lasix, Lactulose,

Latuda, Lamisil,

Lanamet


Both

Lanacane,

Lenar,

Lenara


Name

LAppear As

E, B, Z, Ir, d

Name

eAppear As

u, e, o, cany vowel

Name

nAppear As

u, m, a, h, rm

Name

aAppear As

u, e, o, cany vowel

Name

nAppear As

u, m, a, h, rm

Name

rAppear As

s, n, v, b, hd, b, p, t, v

Name

eAppear As

o, u, a, cany vowel

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USA- FDA (Food and Drug Administration)Oversees the regulation and supervision of: food safety, tobacco products, dietary supplements, prescription and over-the-counter pharmaceutical drugs (medications), vaccines, biopharmaceuticals, blood transfusions, medical devices, electromagnetic radiation, cosmetics, emitting devices (ERED), and veterinary products.

Brazil-ANVISA- (the National Health Surveillance Agency)The regulatory body of the Brazilian government. It is responsible for the regulation and approval of Pharmaceutical drugs.

Japan- MHLW (Ministry of Health, Labour and Welfare)Under the MHLW is the Pharmaceutical and Food Safety Bureau. This bureau is in charge of setting pharmaceutical and medical device regulatory policy.


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Australia- TGA (Therapeutic Goods Administration)The regulatory body for therapeutic goods (including medicines, medical devices, gene technology, and blood products) in Australia. It is a Division of the Australian Department of Health and Ageing.

China- CFDA (China Food and Drug Administration- Formally known as SFDA)Drafts laws, regulations and policy plans on the administration and supervision of food safety, drugs, medical devices and cosmetics.

Europe- EMA (European Medicines Agency)Decentralized agency of the European Union, located in London. The Agency is responsible for the scientific evaluation of medicines developed by pharmaceutical companies for use in the European Union.

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Argentina- ANMAT (The National Administration of Drugs, Food and Medical Technology)

Performing actions conducive to recording, monitoring, control and monitoring of the health and quality of products, materials, components, processes, technologies and materials that are consumed or used in medicine, food and cosmetics and control human activities and processes that mediate or are included in these materials.

South Africa-MCC (Medicines Control Council)A statutory body that regulates the performance of clinical trials and registration of medicines and medical devices for use in specific diseases. The MCC is responsible to ensure that all clinical trials of both non-registered medicines and new indications of registered medicines comply with the necessary requirements for safety, quality and efficacy.

Nigeria- NAFDAC (National Agency for Food and Drug Administration and Control)

Responsible for regulating and controlling the manufacture, importation, exportation, advertisement, distribution, sale and use of food, drugs, cosmetics, medical devices, chemicals and packaged water. 49


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India- CDSCO (Central Drug Standards Control Organization)Regulates drugs, cosmetics, diagnostics and devices in India and is responsible for the safety, efficacy, and quality standards for pharmaceuticals and medical devices, and publishes the Indian Pharmacopoeia.

Canada- Health CanadaBefore drug products are authorized for sale in Canada, Health Canada reviews them to assess their safety, efficacy and quality. Drug products include prescription and non-prescription pharmaceuticals, disinfectants and sanitizers with disinfectant claims.

Thailand- Thailand FDA (Food and Drug Administration)The Food and Drug Administration (FDA), under the Ministry of Public Health (MOPH), is the main agency in charge of drug approval and registration.

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A Rigorous Linguistic Analysis

From the perspectives of acoustic phonetics, phonology, and morphology in particular, our lexical theorists pay extraordinary attention to all facets of linguistic nuance. Looking at the phonemic structure, or the breakdown of distinct sounds in a given word, our team assesses the acoustic and articulatory properties of all adjacent phones and consonant clusters.

Once we affirm that no harsh sounds are found at phonemic joints or intra-syllabically, we considerthe semantic qualities and evocations of all morphemes, or units of meaning.

Broken down even further, we specifically examine how our created words fare with regard to:

Scriptability

Aural Acuity

Pragmatic Scoring

Semantic Typology

Glue Semantics

Speech Synthesis

Speech Recognition

Parsing

Graphetics

Phonological Encoding in Language Production

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Linguistic ScoreCard Analysis:An Examination of Sound, Structure, & Meaning

Each of the final, preferred 10-12 brand names created will be subjected to our ScoreCard* analysis, based on the following categories:

Scriptability

Aural Comprehensibility Visual Aesthetics

Syllabic Balance

Durability & Longevity

Ease of Pronunciation

Gender

Properties Phonemic

Simplicity

Our ScoreCard Analysis will provide a quantitative “score” for each of the created brand names. An example of our ScoreCard analysis can be found in the case study on the following pages.

ScoreCard Categories

Phonetic Viability

Evocative Semantics

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Global Name Safety Market Research

Name Safety Research:Market Research Sample Segmentation

. n = 2 0 5

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Market Research Name Validation US Europe China Japan LatAm TOTALS

General Surgeons 40 30 10 10 10 100

Nurses 20 20 10 10 10 70

Orthopedic Surgeons 10 10 5 5 5 35

TOTAL 70 60 25 25 25 205

Brand Acumen will conduct a global name candidate market research study of the final 10-12 name candidates. We will assemble a naming study guide/questionnaire targeted to the features and benefits of the Lighted Surgical Retractor set and how each of the name candidate connotations and associations align with the global positioning strategy. The study will consist of a sample size of 205 target market respondents.

Example of Brand Acumen’sWork Product Deliverables

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LantusLinguistic ScoreCard Comparative Analysis

ScoreCard Analysis – “Lantus”& Runner-Up Name Candidates Lantus Laneven Solos Extine Relipa Glycent Sangide Ollage

Scriptability 8 9 9 7 7 7 8 5

Aural Comprehensibility

7 7 7 8 6 5 5 6

Visual Aesthetics 7 7 9 7 7 5 6 6

Syllabic Balance 9 8 7 5 8 7 4 5

Phonetic Viability 9 6 7 8 6 6 4 4Evocative Semantics

7 8 8 7 6 6 6 6


7 7 6 6 7 7 7 7


8 6 7 7 8 6 4 4

Gender Properties 6 6 5 8 7 6 8 8

Phonemic Simplicity

10 8 6 7 7 6 7 6

Quantitative Score/100

78 72 71 70 69 61 59 57

Brand Acumen Sample: Comparative Linguistic Scorecard Analysis from the proprietary name development project conducted for Sanofi which led to the creation of Lantus.

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Scriptab

ility Aural

Comprehensibili

ty

Visual

Aesthetics

Syllabic

Balance

Phonetic

Viability

Evocative

Semantics

Durability &

Longevity Ease

of

Pronunciation

Gender

Properties

Phonemic

Simplicity

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Copyright © 2015 Brand Acumen

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Saracta Linguistic Chart Analysis

Brand Acumen Sample: Linguistic Attribute Analysis for the ‘Saracta’ proprietary brand name candidate.

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Sape

lla

Upp

lias

P

lusa

da

Ap

lin

Ap

lose

in

Ipsil

Pi

lapa

tLa

pace

l

Ils

ipan

0 10

20

30

40

38

22

37

48

30

18

52

17

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Saracta POCA AnalysisPhonetic Orthographic Computer Analysis

Brand Acumen Sample: Comparative FDA Phonetic Orthographic Computer Analysis (POCA) for ‘Saracta’ and the additional finalist name candidates.

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Copyright Brand Acumen, LLC 2015

Saracta Attitude Analysis

70

80

Stability 84

Efficacy 87

Safety 79

Strengthening 90

Flexibility 67

Empowering 86

Self Reliant 72

Vigor

80

Vitality

68

0 10 20 30 40 50 60

Brand Acumen Sample: Name candidate ‘Saracta’ Attitude Analysis.

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Saracta Relational Linguistics:Comparative Radial Analysis

Parsing (ease)Graphetics

Brand Acumen Sample: ‘Saracta’ Name Candidate.

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People Resources

Resources

Brand Acumen Team by Category Expertise

Full Time Brand Acumen Staff

Employee Count

Management 3

Creative Name Development 8

Linguistics 6

Regulatory Compliance 1

Trademark Law 3

Administrative & Market Research 12

Total F/T Staff 36

Brand Acumen’s Medtronic Project Team

By Task

Total Medtronic Project Team

Members

Project Lead(Bill Smith, CEO) 1

Creative Name Development 4

Linguistic Analysis 4

Regulatory Compliance Examination

1

Market Research 3

ForwardScreen and Final Legal Search 2

AccuBrand ReportFinal Report and Presentation with Recommendations

2

Timeline

September 2Project Kick-off

Landscape Analysis

Creative Name Development (Three Iterations)

Linguistic Analysis

September 3-5

September 5-12

September 12-13

September 14

Ongoing Through Creative

Regulatory Review

Trademark Search – All Name Candidates

Project Timeline

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Market Research – Questionnaire Design September 14

September 14-17

September 18

Market Research – Field Interviews

Final Report with Recommendations

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Fees ($ USD)

Tasks TimeProject Kick-Off, Tactical Review $ -Creative Name Development –Lighted Surgical Retractor Set Name Development90 Legally Pre-Screened Name CandidatesWith ForwardScreenTM

23,500

Creative Name Development –Nipple Sparing Procedure60 Legally Pre-Screened Name CandidatesWith ForwardScreenTM

9,500

Creative Name Development –Anterior Hip Procedure60 Legally Pre-Screened Name CandidatesWith ForwardScreenTM

9,500

Linguistic Analysis – GlobalLanguages cited in this proposal on page 10 5,500

Legal Search– Primary Global MarketsUS, WETAM, EEMEA, JAPACSAEGIS CompuMarkForwardScreenTM

3,500






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Fees – (2)

Tasks TimeGlobal Regulatory Compliant FDA Market Safety Research

Compliant with most recent guidance and draft guidance from EMA’s NRG, Health Canada, ANVISA, MHLW, ANMAT,CFDA, CGA, JMHLW

(Estimate Based on Minimum Recommended Sample Size)

GLOBAL SAMPLE SIZE – 205 RespondentsOrthopedics, General Surgeons, Nurses (Surgical Assistant)

Regulatory Submission Guidance & DefenseFDA, EMA, Health Canada, ANVISA, MHLW, ANMAT,CFDA, CGA, JMHLW

6,000

If Needed-TBD

Global AccuBrand Report

Final Presentation and Recommendations with Geo-Segmented Stack Ranking of each of the final name candidates.

Total $ 57,500 USD






Appendix: The Lantus Case Study

LantusThe Client: Sanofi-AventisSanofi-Aventis is a diversified global healthcare company that discovers, develops, and dis- tributes therapeutic solutions to improve the lives of everyone.

The Task:Brand Name DevelopmentThe task was to create a global brand name for the first 24-hour long-lasting insulin to cometo market. This allowed patients to only administer one injection per day instead of multiple.

Naming StrategyIn our project kickoff meeting, it was understood that the primary attributes the name should convey are convenience, reliability, and pioneering.

Name CreationOur team created an initial list of over 90 potential brand name candidates. This list was nar- rowed to 8 names after rigorous global linguistic analysis and trademark screening.

Names in Validation Phase

Relipa Laneven Solos Extine69

Sangide Ollage Glycent Lantus®

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Each of the 8 brand namefinalists was subjected toour ScoreCard analysis,based on the followingcategories:

Scriptability

Aural Comprehensibility Visual Aesthetics

Phonetic Viability

Syllabic Balance

Evocative Semantics



Gender

Properties Phonemic

Simplicity

Case Study: Lantus

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ScoreCard Analysis – “Lantus”& Runner-Up Name Candidates

Lantus

Lantus Laneven Solos Extine Relipa Glycent Sangide Ollage

Scriptability 8 9 9 7 7 7 8 5

Aural Comprehensibility

7 7 7 8 6 5 5 6

Visual Aesthetics 7 7 9 7 7 5 6 6

Syllabic Balance 9 8 7 5 8 7 4 5

Phonetic Viability 9 6 7 8 6 6 4 4Evocative Semantics

7 8 8 7 6 6 6 6


7 7 6 6 7 7 7 7


8 6 7 7 8 6 4 4

Gender Properties 6 6 5 8 7 6 8 8

Phonemic Simplicity

10 8 6 7 7 6 7 6

Quantitative Score/100

78 72 71 70 69 61 59 57

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50General Practitioners People with Diabetes

We interviewed 200 respondents regarding each of the 8 brand name candidates. Respondents included phy- sicians, pharmacists, and patients.

Case Study: LantusQualiQuantitative Interviews

50Pharmacists

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Brand Name Recommendation: Lantus®Respondents quickly connected with Lantus®. Lantus was noted as future forward (LAN computing was popular at the time), grounded, regulated, and constant. It’s syllabic and aural qualities suggest balance and “tus” suffix is a nod to Aventis, the company that developed it.

Brand Name: SolosBrand Name Feedback:Respondents noted that Solos im-plied “soluble” as well as “singular”,referring to its once daily dosage.

Brand Name: RelipaBrand Name Feedback:Respondents noted that Relipa implied “reliable”. It also alludesto recombinant human insulin andlipids.

Brand Name: LanevenBrand Name Feedback:Laneven served as our secondary recommendation.Respondents not-ed feelings of “balance” and “stabil-ity” with the brand name candidateas well as messaging to patients “even” glucose levels.

Lantus

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Scriptability

Syllabic Balance

Aural Comp.

Phonetic Viability

Visual Aesthetics

Refers to how the name appears when it is written and any difficulties encountered in the scripting process.

Refers to overall lexical balance, with regard to syllable structure (Perfect balance is CVC-CVC.)

Aural Comprehensibility:Refers to how easy it is to understand the word when you hear it pronounced.

How intuitive is pronunciation based on orthography?

Refers to quality of thematic undertones.

How does the word look? Is it visually appealing?Does it offer potential for interesting logo design?

Evocative Semantics

Easeof Pronunci-

ation

Durability& Longevity

Rating of relative articulatory comfort.

Does the word possess distinctive qualities that will ensure strength in the future?

Gender Properties

Appendix

LinguisticAnalysis: Terms Defined Phonemic

Simplicity

How fluid are the phonemic transitions? (i.e. no adjacent harsh sounds at phonemic. joints)

This category measures the feminine or masculine qualities of the word, relative to a neutral baseline.

Brand Acumen Supplemental Services Overview

• INN Submission Strategy

• USAN - INN Rebuttals and Defense

• Failure Mode & Effects Assessment

• Forensic Phonetic Science Simulation

• FDA – CDER Simulation Studies

• Name Safety Reports & Submission

• EPC Development & Strategy

• Algorithmic POCA Modeling

• Lexical Analysis

• Global Linguistic Analysis

• Proprietary & Non-Proprietary Market Research

• Brand Architecture

Project Team Leadership

Bill Smith is Founder and CEO of Brand Acumen.

Having authored over 1600 brand names, Bill is responsible for naming products which have generated over $1 Trillion in revenue for his clients.He has penned Escalade (Cadillac), XBox (Microsoft), Abilify (BMS/Otsuka), Outlook (Microsoft), Pavilion (HP), Avastin (Medtronic), Element (Honda), Lexapro (Forrest Labs), Access (Microsoft), and Excel (Microsoft).

He sold the firm to the Interpublic Group in 1995. From 1995 to 1998, Bill worked on their acquisition team and 1998, reacquired Addison Whitney, quadrupled revenue and sold the firm in 2007 to inVentiv Health.Bill

Anthony White, Vice President, Drug and Biological Drug Products, is widely respected for his extensive experience in policy development and his comprehensive knowledge of the regulatory environment.

Anthony joins Brand Acumen following fifteen years at GSK, The Brookings Institute and The Center for Drug Evaluation and Research (CDER) where he served as Associate Director for Policy Development in CDER's Office of Medical Policy.

Anthony has specific expertise with expedited drug development; biosimilars; investigational new drug (IND) applications; prescription drug promotion and labeling; good clinical practice; human subject protection; and expanded access programs for investigational drugs. Tony

Jessica Caldone serves as Director of Nomenclature Strategy & Innovation at Brand Acumen. Previously, Jessica was Director of Brand Development and Research for Sony Pictures where she oversaw the naming of movie and TV titles.

She has held senior brand and innovation leadership positions at Fortune 500 companies spanning consumer goods, financial services and consumer technology. She has spearheaded the turnaround of famous brands both in the US and Europe and has a proven track record of building inspiring brands that turn customers into passionate advocates.Jess

Tom McMahon was named Chief Brand Officer in December 2013 and is responsible for leading Brand Acumen’s efforts to further enhance its brand reputation among key constituencies including advertisers and media.

Prior to being named Chief Brand Officer, Tom was Executive Vice President, Creative at Sony Entertainment. Tom began his career in 1998 as an Account Executive for J. Walter Thompson in New York City. Tom’s career growth and development spans over multiple business areas including directing and producing independent films. He has also managed Talent Relations, Talent Brand Management and Live Events businesses for Sony, J. Walter Thompson and Samsung.Tom

Brian T. Corrigan, Vice President, Regulatory Policy, joins Brand Acumen following over a decade of professional experience in the biopharmaceutical industry. Brian served as a key member of the Government Affairs and Public Policy organization at Menarini Pharmaceuticals. There, he led the development of the company's EMEA and FDA policy strategies.

He also served as a member of the Daiichi Sankyo Pharmaceuticals Federal Policy and Government Affairs organization. Brian uses his in-depth understanding of the U.S. healthcare system and the FDA regulatory process to provide strategic and technical guidance to Brand Acumen clients. Bria

n

Rebecca Prince is Director of Name Design and Architecture at Brand Acumen, responsible for design & copywriting, brand management, and the integration of digital marketing into the brand fabric.

She has an impressive background, with a Degree in Electrical Engineering from Lehigh University, an MBA from Ohio State University, plus marketing design experience from two of the world's most iconic brands: Apple and Coca-Cola.

Rebecca began her career with Apple serving as Senior Designer – Human Factors where she developed and led the human factors and color teams responsible for iMacs, iPods and the iPhoneB

ecca

Brand Acumen19 Leonard St.NY, NY 10013

Bill Smith, [email protected]

704.906.3402

Medtronic lighted surgical retractor naming proposal

Marketing

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