July 1, 2020
Dear Kinamed Distributors, Agents and Reps,
Every challenge brings opportunity. A shift in markets may cause one source of business to diminish while another rises (for example, see the Migration from Hospitals to ASCs). Here at Kinamed, the pause in elective surgeries and the impossibility for face-to-face surgeon interactions represented an opportunity to renew our focus on outreach to both surgeons and our sales force. We’ve recently shared information about some of our SuperCable and CarboJet marketing initiatives, and are writing today to share more about how we’ve been spreading news about the KineMatch Patient Matched PFR. Below are several examples of Marketing initiatives we’ve been undertaking to help generate more KineMatch PFR business for you. By the way, it’s worth noting that KineMatch has weathered the Covid storm nicely, with June PFR sales back to pre-Covid levels and a large backlog boding very well for Q3!
Before getting into the KineMatch PFR Marketing Initiatives, I want to share two important news items:
1. Sales Success Story:
We all know the excitement of witnessing an amazing sports streak: DiMaggio’s 56 consecutive games with a hit, Gretzky’s 51 consecutive scoring games, Hershiser’s 59 consecutive scoreless innings…It’s inspiring to see someone “locked in” like that. Now witness the hot-streak of Gulf Atlantic Surgical in the Southeast: In the last 2 months, Gulf Atlantic has had six (6) new surgeons place orders for KineMatch PFRs, and they have more where that came from! I asked Gulf Atlantic’s principal and owner Bobby Windham to share insight into the new business. Here’s what Bobby wanted to share with YOU:
a. Know the market and know the surgeon preferences. You have to know which surgeons in your market are going to be most receptive to a partial knee replacement & a product like KineMatch. The surgeons we’ve been targeting were already doing PFRs (Off-the-Shelf, “OTS”), or doing more PFJ’s vs more Uni knee’s. It’s a growing segment and trend (as more surgeons are coming back around to the PFR concept in general), with few good solutions and none that optimize the result as well as KineMatch. Surgeons are either doing an off-the-shelf device or an Arthrosurface button – neither is an optimal mechanical solution with long term survivorship.
Our organization has a decade of extensive experience in custom patient specific joint replacement selling and operative experience and we have excellent market share in our 3 state area. Most of our customers are already using “custom” or “patient matched” technology and love it. Gulf Atlantic is the largest distributor nationally for Conformis, so the majority of our customers were already accustomed to the custom approach. Make no mistake, you have to sell the solution and the optimized fit and function versus the just the product. You also have to sell yourself as a rep. Emphasize that the KineMatch solution and procedure is innovative vs what they are currently using and both predictable and reproducible in their hands.
b.Simplify the sale.
We try to tailor the pitch to those surgeons already using off-the-shelf PFRs with focus on a better way & how easy the KineMatch process and surgical technique is. It is not unlike our Conformis patient-specific Knees and Hips. We set the 6 week expectation with the docs and the scheduler for the ordering, scanning and manufacturing processes. We then meet with them days before surgery to go over the bone model and jig and implant positioning and cover any exposure, equipment needs or concern or questions on the front side of the case so the case goes well and exceeds expectations.
The surgeon feedback from the first few cases backs this up (all were using off-the-shelf PFJ implants).
- “She really liked the whole case” – former Zimmer user
- “We cemented in 35 minutes” – former Arthrosurface user
- “Definitely will use more in the future” – Former Arthrex User
- “This procedure is efficient and precise and burns no bridges if the patient requires a conversion to TKA years down the road as my previous system did taking too much bone away” – Former Biomet user
[BTW, two great sales tools to demonstrate this concept are the: Lombardi PFR Presentation and Case Video and KineMatch PFR 3D Animation Video.]
c. We also follow up and meet post-operatively and check on the patient’s progress: “follow and follow thru”. To further solidify the clinician buy-in, we bring the surgeon the bone models & drill guide from their index case (which were included in the purchase) to keep as educational items to demonstrate to new patients the uniqueness of every patient’s anatomy.
Overall, KineMatch PFR has been an easy sell for us because it’s an easy case and the docs really love the pre-op planning 3D model and simplification of an otherwise complicated and less optimized route of treatment! No compromises.
2. New EXPERT LEVEL KineMatch PFR Sales Training
Vineet Sarin, PhD, Kinamed President, recently conducted an in-depth sales training on the KineMatch Patient Matched PFR that you don’t want to miss. If you aren’t talking about KineMatch PFR every day to your surgeons, it may be because you don’t feel 100% confident in your knowledge about the product. To get past that and become an expert, view the training at this link, or visit the new Kinamed Academy section of the Kinamed Sales Portal to see our collection of recently conducted training presentations on a variety of topics.
Recent PFR Marketing Initiatives
Surgeon Finder Invite: Biannually, we invite all KineMatch surgeons who have performed at least one KineMatch surgery at least one year ago and had good results, the opportunity to be featured on our surgeon finder. This is a great marketing tool for Kinamed as well as surgeons.
Patient Brochure Offer: We regularly offer current KineMatch users our Patient Education Pamphlets, which are in high demand as surgeons are always on the lookout for easy & low cost ways to market any unique technique that helps them stand out from their competition.
- Letter template linked here and email template here.
Patient Education Website Content offer: This offer provides surgeons the ability to add KineMatch content to their web site. We typically work with their web site administrator to send the content they would like to feature after looking through their site and suggesting a location.
- An example of a surgeon utilizing this content can be found here.
Announcement of video presentation by Dr. Adolph Lombardi, MD at CCJR Winter 2019: KineMatch was the centerpiece of a presentation done by Dr. Lombardi, the video of which can be found here (it is also freely available on our web site).
- Email template which we used for this can be found here.
Announcement of new case vignettes by Dr. Jon Henry and Dr. Robert Greenhow: We worked with two renowned KineMatch surgeons with high case volumes and excellent results to produce two “case vignettes” linked here and here that show how implantation of the KineMatch PFR can be life-changing for active patients.
- Linked here an email announcement we sent to KineMatch PFR users.
Creation of 3-D Animation Video: We created this concise 2-minute video that provides a simple overview of the KineMatch process.
Regular Email and Hardcopy mail marketing: We regularly perform targeted campaigns in select Agents’ territory to reach out to prospective surgeons. We also regularly send these messages to surgeons that have expressed interest in the KineMatch in the past.
- Examples of a sample email can be found here, See linked “PFR Letter Template” here.
Please let us know if you’re interested in Kinamed Marketing support in the form of one of the above campaigns targeted in your territory. Remember, our goal is to help you rise to the challenge and seize the opportunity!
Let’s make it happen!
Patrick Miller
Sales & Marketing Manager
