March 18, 2021
Dear Kinamed Agents & Reps,
There is a major and accelerating shift occurring right now in orthopedics that represents either an opportunity or a threat – depending on how you view it and react to it. Total Joint replacements are moving from the hospital to the ASC. This shift could potentially be one of the biggest changes our industry ever experiences.
What are you doing to capitalize on this opportunity and ensure you don’t get left behind?
Kinamed products are perfectly positioned to take advantage of this shift, as explained in recent sales newsletters, including “Kinamed Products and the Move to ASCs”, which provides several pointers for how to best position Kinamed products in the ASC setting.
Below are two (2) recent SUCCESS STORIES from Kinamed Agents who have seized the moment and are now seeing the fruits of their labor:
SUCCESS STORY 1: Marc Gitelis & Steve Wernikoff of United Surgical in Illinois: Starting a few months ago, Marc and Steve began a campaign to target all the ASCs in their area. The campaign involved a Kinamed conducted direct-mailing to several ASCs of Steve’s choosing, combined with follow-ups from Steve and Marc. Last week, they sold a SuperCable instrument set and stocking order of 6 cables to an ASC that was preparing to do their first hip surgery the following week. Two key takeaways here:
- Timing is of the essence. If Marc & Steve had waited a couple weeks longer to act, the ASC may have sourced a metal cable system before they got a chance. And the majority of ASCs need/ want only one cable system on their shelf.
- Do your future self a favor: Lay the groundwork now by doing tasks that will result in future success. Three (3) simple activities you can do now:
- Utilize the tools available to you. Direct mail is a great way to prime prospects for when you call on them. Kinamed’s Marketing department makes it easy for you. Just contact your RM or Joe Larievy at jlarievy@kinamed.com.
- Speak to your current Kinamed customers. Offer to make arrangements to ensure that SuperCable, CarboJet and KineMatch PFR are approved and available when they begin operating at the ASC.
- Call on ASC’s directly. Many of them are new to Total Joints. Help the OR Managers understand the importance of a cerclage set, bone preparation system, and simple one-tray PFR.
SUCCESS STORY 2: AJ and Tony Lambo of Nextan in Wisconsin & Iowa spent the last few months communicating with their Kinamed customers about the ASC shift. They learned that one of their busiest CarboJet users was planning to start doing his TKAs at an ASC in March. They quickly got approval from the ASC to purchase CarboJet – just in time for the surgeon’s first TKA case next week. Takeaways:
- Timing is key (again): In AJ and Tony’s case, the pressure was on the ASC to get the doc what he wanted before cases started up the next week. You must act NOW: not only because you don’t want to miss out on the opportunity in general – but because NOW is a prime time to sell sets to ASCs as they are gearing up to perform new procedures and they are under pressure to source what is needed before those patients arrive for surgery.
- Flexibility is key. At first the ASC balked at the set purchase quote Tony and AJ presented. We then presented them an “EarnOut” offer in which the ASC purchases CarboJet tubesets at a premium price, Kinamed places the instruments at No-Charge, and the ASC “Earns” the instruments over time as the premium price of the tubesets is applied toward set purchase.
You don’t have to go this route alone. Approaching this new market will take teamwork. That’s why Kinamed is committed to fully supporting all of our agents and reps in their efforts to ensure their Kinamed business continues to thrive and grow. Read more about some of the things we’re doing to help – like Mail Campaigns and Special ASC Offers – in the recent sales newsletters linked below.
Kinamed ASC Direct Marketing Campaign – SuperCable – Round 1
January 6, 2021 Attn: All Kinamed Sales Agents & Representatives Today we mailed 100+ SuperCable direct mailers to OR Managers at ASC’s in the list linked here. This ASC direct mail campaign includes the SuperCable ad linked here, and a special purchase offer letter linked here. This direct mail piece represents a good opportunity to follow up with OR Managers at… Read More →
Kinamed Products and the Move to ASCs
November 23, 2020 The news this last week has confirmed the arrival of the “Second Wave” and corresponding slowdown (some shutdowns) of elective surgeries. But that’s no reason to despair – we’ve all learned a lot since the first round of Elective Surgery cancellations and suspensions experienced in the spring. The most significant change to… Read More →
Special ASC set pricing for CarboJet and SuperCable
May 11, 2020 Dear Kinamed Agents and Sales Reps, As you know, knee arthroplasty cases have been steadily migrating from traditional in-patient hospital settings to outpatient surgery settings such as ambulatory surgery centers (ASCs), and hospital outpatient departments (HOPDs). Total hip replacement procedures have also begun moving away from hospital in-patient settings to a lesser…Read More →
Don’t hesitate to contact us with questions or to request support as we work to seize this opportunity.
Best Regards,
Patrick Miller
Sales & Marketing Manager
Kinamed, Inc.
pmiller@kinamed.com
805-384-2748 x207