marcom

Cordisat EuroPCR 2011

MarCom

presents

10 reasons to believe in Congress strategy

Robust planning

Deep preparations

Pre-meeting and product training

Cordis ambassadors training

Cordis scientific sessions

CCVI educational and practical sessions

Product launches and product promotions

Booth interactions

Press release

Customer focus

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1 Robust planning

Congresses offer unique opportunities to communicate company messages & business imperatives, enhance our brand equity to our target audience in a focused environment. Once again at EuroPCR, we adopted an integrated approach to promote our Products, Services & Outcomes, and drive successfully our product launches.

We would like to thank the numerous stakeholders who highly contributed to the success of this congress.

This EuroPCR planning started back in October 2010 with the EuroPCR board in Nointel. Months of preparations to define our cardiology and Cordis positioning strategy, build the programme, engage our speakers, ensure an optimal visibility of Cordis, plan a robust communication platform, nominate and train the best-in-class Cordis ambassadors, disseminate our strategy among EMEA, share promotional materials, invite pan-European customers, promote Cordis activities within the clusters, ...

2 Deep Preparations

3 Pre-meeting and product training Staff pre-meeting 140+ Cordis employees from all over the world attended the Staff pre-meeting on May 16th. Strategic highlights were presented to align on Cordis positioning, key objectives at EuroPCR, Cordis focus on booth strategy and customer interactions as well as the key Must wins’ messages. At the end of the pre-meeting, we all enjoyed a little reception to kick off EuroPCR 2011...

EMPIRA training More than 75 staff from all over EMEA attended the EMPIRA training including the President for Cordis in EMEA and the VP for Global Strategic Marketing. The training enabled to prepare the Cordis representatives on EMPIRA and the tools & activities offered at EuroPCR.

3 Pre-meeting and product training

4 Cordis ambassadors training

For the first time at EuroPCR, we launched an intense booth staff workshop focused on the nominated Cordis ambassadors. For an entire afternoon, 30 Cordis ambassadors focused on the specific skills required in a congress environment, discussed and decided upon ‘best practice’ in terms of behaviour and body language, experienced role plays with professional actors and focused on booth behaviours, customer greeting and fruitful interactions. We observed a high level of engagement during the workshop which continued throughout the congress. As a result, during the whole week, the teams had set clear objectives in terms of number of interactions, gained higher confidence and knowledge on how to inform and educate our customers in an international focused environment and worked out the best way to form an effective booth team.

Our nominated Cordis ambassadors were :Captains

Robert KruidenierTin IvankovicJorge Rodiguez Ruiz de LinaresLaurent GranierHugo Craven

Cordis ambassadors

Axel HottingerFranziska Zweifel-ZorteaTim Weller Aidan RyanSusana LazaroAndrea GiacchinoTomer AizenMoataz SeragMahmoud SahmoudKerstin TilstedLouise FosterSimon Brice Julien SantrainAlex EmodiMercedes BerenguerVera SantosRiccardo PenatiMohamed Moussa Marzena BarchanskaBirgitte FodgeMarko SestakFrancoise DesboisJean-Francois CharlandIsabel Iborra Llario

4 Cordis ambassadors training

5 Cordis scientific sessions

Cordis Symposium: Breaking the link between stenting and DAPT

The Cordis Symposium covered the important topic of the role of dual anti-platelet therapy and the problems that may arise from stopping DAPT prematurely, namely stent thrombosis in a number of different clinical scenarios. The symposium was held in the Main Arena and comprised 3 clinical cases with 3 discussant talks. The panel discussion focused on practical issues around management of DAPT in difficult clinical circumstances such as unplanned surgery. The talks were given by Laura Mauri, Gilles Montalescot and Christian Spaulding and addressed the current rate of stent thrombosis, on-going trials on DAPT duration and new technical developments with DES, including RES Technology.

How Should I Treat Session: Radial vs. Femoral in complex procedures.

The session was chaired by Dr. Manel Sabate.

Two very educational cases have been presented by Dr. Douglas Fraser and Dr. Eugenio Stabile. Two experts, Prof. F.J. Neumann and Dr. Olivier Varenne discussed the cases before the attendees of the session had the chance to be part of the review and discussion as well. Very interesting discussions on access preferences, learning curve, experience and medication took place. The session was fully attended with around 350 people.The cases were considered of high educational value already prior to the congress and published on PCRonline as well as in the day 1 issue of the daily newspaper at the congress.Important note : The radial access site was considered as being equal to femoral depending on experience of the operator and clinical presentation of the patient and in some indications even superior.

Cordis presentations at EuroPCR In addition to the Symposium and How Should I treat Session, Cordis had an active educational programme in the Training Village (see below) as well as a number of data presentations. These covered the spectrum from animal models through to clinical trials including 9 month results for the Presillion stent in the PIONIR study and the fi rst presentation of the NEVO-RES-1 2 year outcomes.

5 Cordis scientifi c sessions

6 CCVI educational and practicalsessions at the training village

On three days 322 physicians attended the educational courses at the CCVI learning center during EuroPCR this year. In total 12 course incl. Transradial, ICE, Exoseal and bifurcation took place there. We were able to collect some interesting data collected by our voting system about the attendees.

Of the attendees

42% came from Europe, 22% from Middle East, 6% USA and the rest from Asia and Africa

69% were interventional cardiologists, 7% interventional radiologists, 7% general cardiologists and 17% other (nurses, technicians)• Interventional radiologists showed high interest in Exoseal• Nurses, technicians mainly in Exoseal but also transradial

49% reported to have no experience related to the topic of the course, 34% were beginners (<2y), 15% intermediate experienced (2-4 y) and 3% considered themselves being experts (>4y)

75% learned about the workshop in the EuroPCR program, 19% by Cordis sales rep.Other possible sources were CCVI-online, Cordis booth and peers.

the fi rst presentation of the NEVO-RES-1 2 year outcomes.

Bifurcation sessionsThree members of the European Bifurcation Club, Dr. Jens Flensted Lassen, Dr. Miroslav Ferenc and Dr. Goran Stankovic conducted the two ‘How to treat bifurcation lesions’ sessions at the CCVI learning center during EuroPCR. The two sessions were with 85 participants very well attended. The participants had the chance to review scientific data on bifurcation lesion treatment that highlighted especially the good outcome of the Cypher stent and get a detailed overview about bifurcation lesion classifications and numerous stent techniques. Furthermore the attendees were trained during the practical part on these techniques by using silicone models, IVUS and simulation. On top of this the EMPIRA balloon was used for post-dilatation procedures in the silicone models with great success (clearly shown in IVUS).


Transradial sessionsWith overall 153 attendees the radial sessions were a super success. Two sessions for beginners and two sessions for experienced transradial operators. The course leaders Dr. Jim Nolan, Dr. Yves Louvard for the advanced and Dr. Comberg and Dr. Hellsten for the basic sessions did great presentations with a lot of enthusiasm on the topic. From choosing the right patient at the beginning to performing all degrees of challenging cases everything was covered during these 1,5 hours courses. Furthermore the Radial Source Sheet was introduced as well as new catheters designed for transradial procedures. This hands on part was supported by puncture models.


ExoSeal sessions


The ExoSeal sessions were hosted by Dr. Magdi El Omar from Manchester, who is one of the first ExoSeal users in the UK, having experience with over 230 devices used. After a general introduction in vascular closure and an overview over the currently available devices, Dr. Omar explained the use of ExoSeal, followed by the presentation of several challenging cases from his daily practice that he successfully closed with ExoSeal. Similar to last year, the participants afterwards had the chance to get some hands-on experience with the demo models. The well attended sessions were all very interactive, lots of questions were asked, showing the high level of interest on behalf of our customers. Dr. Omar did an excellent job answering all sorts of questions demonstrating his profound product knowledge as well as his strong belief in ExoSeal.

ICE in TAVI sessionsThe ICE (Intracardiac Echocardiography) in TAVI (Transcatheter Aortic Valve Implantation) sessions enabled 65+ participants to see the benefi ts of using ICE in that procedure. Dr. Van Garsse, Dr. Vejlstrup and Dr. Bartel had the opportunity to demonstrate to the audience how to manipulate the AcuNav™ Catheter, to measure the Aortic Annulus, to check for the valve implantation and the post-procedure leaks, visualize the mitral valve and check there were no interferences with the Aortic stent; they also demonstrated how to evaluate possible complications when applicable. Dr. Bartel also explained the results in a series of patients on a comparison of Aortic Valve Annulus measurements done with TEE (TransEsophagous Ecocardiography) and ICE, demonstrating that both measurements have consistently diff erences below 1mm.


7 Product launches and product promotions

EuroPCR this year was a high effective communication platform providing Cordis the opportunity to drive key product launches and the promotion of key Must Wins.

Product launches at the boothCordis RadialSolutions:

We had the great opportunity to launch Cordis RadialSolutions and observed a high level of interest from our customers.


Product launches at the boothEMPIRA balloons:

We also successfully launched the new EMPIRA balloons at EuroPCR and hosted 9 Meet the Experts sessions on EMPIRA at the booth with more than 120 physicians. The speaker Shawn Kallivayalil, Director R&D, offered deep insights into what makes EMPIRA and EMPIRA NC great new additions to our portfolio. As a consequence, we will fulfill over 370 requests of information on EMPIRA to physicians who signed up to receive these packages on the booth.


Product promotions The CYPHER ‘Take Another Look’ 3D animation was a very effective and innovative way to draw attention of our customers for a product whose appeal has declined over the years. ‘Take Another Look’ aims at asking physicians to reflect on the particular lesions, indications or patients for which they feel that CYPHER is still the best treatment option considering CYPHER’s unique technical properties such as high radial strength, low recoil and low compliance of the delivery balloon. Consequently, asking physicians to put on 3D glasses to ‘take another look’ at CYPHER on the booth surely fit well in the campaign spirit. We estimate that about 600 physicians watched the 3D animation over the duration of the conference.


Product promotions

We launched ExoSealTM a year ago at EuroPCR. This year, we successfully continued to penetrate the Vascular Closure Device market by introducing our extended portfolio with the 5F and 7F. We observed a high level of interest from our customers and numerous demonstrations and use of the virtual tool at the booth.


8 Booth interactions

Our best-ever prepared Cordis ambassadors highly maximized the level of interactions at our booth throughout the congress. On behalf of the MarCom and Cardio team we would like to once more express our gratitude for the excellent work the nominated Cordis ambassadors did during EuroPCR. This super job can not only be measured by the number of leads and the number of “information packages requested” but also by “the booth duty” example we set for the Cordis organization. They literally stood up to the challenge, worked relentlessly both individually and as a team, and showed competition of what we’re capable of once we focus and are determined to succeed. This was a truly remarkable performance.

We also enhanced the customer experience and engagement at EuroPCR with the effective use of i-pads. The i-pad solution is a true marketing communication application which enabled to share electronic materials to delegates in a timely and pre-determined manner and gather opportunities for MarCom leads and sales follow up (database generation and enable further contact points). In a nutshell, among the 414 leads collected on the i-pads (representing 73 countries), 2741 pieces of material will be sent to physicians; among the 414 physicians, 79% requested continuous material updates and 53% requested a sales rep follow up.

8 Booth interactions

9 Press release

2 Press Releases circulated to pan-EMEA trade publications and newswires. 1. Cordis launching two new products at EuroPCR congress – EMPIRA™ and RADIALSOURCE™

2. Cordis launches integrated solutions for transradial care

The focus was on the LAUNCH release and as expected, there was increased competitionfor coverage during this event. Reports are still being fi nalized on coverage

10 Customer focus

KOLs meetingsWe had a number of meetings with national and international KOLs to discuss current strategies and future directions. The number of meetings was in excess of 40.

Customers encounter lunches This year, we organized two sets of customers’ lunches at the Meridien Etoile, on the Eiffel Terrace. Key management from each cluster as well as Staffan Ternstrom and Nadav Tomer were present to welcome the invited customers. In total we hosted more than 40 important key opinion leaders, selected by the clusters, and they could enjoy a wonderful lunch in a relaxed atmosphere while being introduced to senior management...

MarCom

This report was compiled by MarCom Events Team

If you need further information, please contact Charlotte Poons, Events Team Manager,

[email protected]

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