How to Identify CarboJet Prospects and Get Their Attention

Who is doing Cemented Arthroplasty in your territory?

• TKA
  • These Surgeons are your prime targets.   Provide them with our brochures, studies, white papers, etc.
• UKA
  • UKA cement technique is particularly challenging because of the small incision.  Aseptic loosening is a common concern among surgeons who perform this technique.
  • Find the Mako and Rosa users in your territory (Read about past Mako-focused marketing campaigns here and Mako-related posts here)
  • Provide them our McGee vignette, and Aseptic Loosening White Paper.  See related posts.
• Tourniqetless TKA
  • Find out who is doing or interested in doing Tourniquetless TKA in your territory. Read up on our TQless TKA materials and initiate the conversation.
  • Don’t neglect the patient-marketing appeal aspect of the TQ’less TKA.  Help your surgeons become their market’s foremost expert- provider of this patient-friendly (pain- and opioid-reducing) technique by introducing a new tool (CarboJet!) they can use to facilitate TQ’less TKA.
• TSA
  • Find out who is doing cemented Cemented Total Shoulder Arthroplasty in your territory.  A common cause of failure in  is glenoid component loosening.
  • For more info on CarboJet’s role in the shoulder, see blog posts from Fredereick Matsen, MD, a leading shoulder specialist and director of the fellowship program at University of Washington in Seattle, CA
• Cemented THA
  • Start with the Low-Hanging-Fruit:  Existing CarbJet users.
  • Research your territory for the surgeons who are doing cemented THA
  • Talk to them about CarboJet’s role in the rise of Cemented Hips (See blog post)

Who is/ was using DePuy Attune Knees?

• These surgeons are well “attuned” to the issue of aseptic loosening.
• DePuy has helped the CarboJet cause by blaming Attnue’s issues on lipid contamination of the cement mantle and even recommends preparing cement bed with a “carbon dioxide jet”.
• Read about past DePuy-Attune focused mail campaigns.
• Read related blog posts and more.

Who is doing OCA cases?

• Get them this study by Cole.
• A Primer on CarboJet use in fresh Osteochondral Allograft (OCA) transplantation.
  • This application opens up a door to a whole new target market (Sports Surgeons) for CarboJet.  Also an excellent target market for KineMatch PFR…Oh the synergy!

Don’t forget the lowest hanging fruit!

• Every Total Joint surgeon in a hospital that already has approved CarboJet is a prime prospect!
• Do your research and find out which surgeons have recently moved to your territory, and whether they’ve used or been exposed to CarboJet in the past.  The easiest way to find out is to call or email Kinamed.
  • Be sure to pay it forward!  When you learn that one of your Kinamed surgeons is moving out of your territory, let us know so we can notify the rep on the other end.

Mail Campaigns

Kinamed’s Marketing department is here to help you spread the word!  Services we provide include:

• Compile a prospect mailing list
• Provide letter templates
• Mail letters and brochures to surgeons in your territory

There is a wide variety of campaign types we can support you with, including:

• Clinical Benefit Focus: Work with us to compile a list of surgeons who are most likely to be interested in CarboJet because:
  • they are doing / considering tourniquetless TKA.  Let’s send them a message focused on this topic and include the Meneghini and Jones studies.
  • They do a lot of UKA’s (Mako and Conformis users are good places to start for a list like this).  Let’s send them the McGee vignette and aseptic loosening white paper.
• New Agent Mailings:  We can introduce you as the “new local Kinamed sales agent”.
• New Account Mailings: Just sealed the deal?  Don’t stop there, and don’t settle for one or two surgeons using the product…let’s send a letter to all surgeons within that hospital or health system letting them know that CarboJet has been “approved for use” or is “on the shelf” available for them to try.
• Trade show follow-up mailings:  We always perform post-trade show follow-up mailings to all leads who visit our booth.  We also will do pre-show mailings whenever we are able to obtain a list.

Contact us anytime to discuss a campaign in your territory.  All we ask is that you help ensure success by:

• Following up with the surgeons in person. “Hey doc, you should have received something in the mail recently about this product.  Would you like to give it a try/ free trial?”
• Providing us feedback.  We will continue to perform mail campaigns as long as they produce results.  We need your feedback to measure these results.