sacral neuromodulation style guidelines november 2013
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Sacral NeuromodulationStyle GuidelinesNovember 2013
Table of Contents
Defining SNM• Positioning• Target Audiences
Discussing SNM• Key Messages• Theme/Main Headline
Displaying SNM – Physician Audience• Visual Identity• Global Execution• Global Execution Examples• Global Abstract Execution• Global Color Palette and Specifications• Global Typography and Specifications• Alternate Local Execution Examples
Our new positioning, messaging, and creative reflect the essence of what we want Medtronic Sacral Neuromodulation (SNM) to stand for in the hearts and minds of customers, patients, and MDT employees. Put simply, we stand for Continuous Control
Defining Sacral Neuromodulation
Positioning Defined• Positioning captures why you do what you do in the mind of the prospective or current
customer– “Customers don’t buy what you do; they buy why you do it.” –Simon Sinek
• It captures both the functional benefit and value/emotional benefit• It is what we stand for in the hearts and minds of our customers – serving as a point
of differentiation and as a driver for all we do
SNM Positioning Statement• Medtronic Sacral Neuromodulation provides uninterrupted bladder and bowel control
because of the unique MOA that influences communication between the brain and pelvic floor, restoring normal function and resulting in superior long-term clinical efficacy so that patients can focus on their life, not their condition
• Expressed as a singular thought: Continuous Control
Defining Sacral NeuromodulationTarget AudiencesThe primary target audiences for Medtronic Sacral Neuromodulation include:
– Healthcare Providers• Urologists• Urogynecologists• Gynecologists
• Colorectal Surgeons• Allied Professionals
– Patients and caregivers– Internal MDT
Discussing Sacral Neuromodulation
Promise Key Messages
Control Uninterrupted
Proven to Restore Function
Long-term Control Proven at 5 years
Significantly Improves QoLTest Before You Treat
Continuous Control That Moves
Patients Forward*
Theme
Key Messages
Life Uninterrupted
Control That’s Proven to Last 5 Years
Significantly Improved Quality of Life
Try it First to See if it’s Right for You
Leave the Constant Worry Behind
Physician
Patient
* This headline is supported by the fact that we have proven long-term efficacy. Tactics that use this headline require a reference to our long-term data.
Displaying Sacral Neuromodulation
Visual Identity
A brand’s visual identity communicates important symbolic messages that cannot be conveyed by words alone. Color palettes, graphics, and images bring brand characteristics to life clearly, consistently, and distinctively.
Market research with physicians in the US and EU showed a strong ability for our visual components to communicate our brand promise in a unique and compelling way. There may be some instances where customization of the visual depiction is desired but the 3 main components of the concept are needed to communicate the brand promise.
The 3 main components to the SNM visual concept include:
1. The Bathroom City
2. The “Road”
3. The Patient
Displaying Sacral Neuromodulation
In this execution, the generic city is depicted as dark and oppressive, symbolizing a place of constant worry from which the patient wants to escape.
In this execution, another generic bathroom city was developed using actual bathroom doors
Both executions illustrate a crowded, overwhelming location with multiple and clearly defined bathroom symbols
The bathroom city represents the problem we want to address: an oppressive frame of mind in which a patient is constantly concerned with locating bathrooms.
Visual Identity: The Bathroom City
Displaying Sacral Neuromodulation
• The “road” is a second critical component of the visual concept and represents movement away from the problem
• The road should originate from the bathroom city and exit off the page to symbolize ongoing symptom control
Visual Identity: The “Road”
Displaying Sacral Neuromodulation
• The patient is the final critical component of the concept illustrating the goal: freedom from the constant worry
• The patient should be shown being transported away from the bathroom city on the road
• The expression and/or activity of the patient should be aspirational and represent a new freedom
Visual Identity: The Patient
Displaying Sacral Neuromodulation
Global Execution
While the concept does allow for some variation in local execution, such as a more realistic depiction of the road for US patient materials or localization of the patient for a specific geography, this representation of the concept should be used to consistently display our global brand at conventions where SNM and our target audiences are the primary focus.
Displaying Sacral Neuromodulation
Booth Graphic Example
Prominent reference to therapy
Theme/Main Headline
Indication(s)
Long-term data supports our theme “Continuous Control”
MDT Logo (often included on booth frame)
Masterbrand Tagline
Global Execution Examples
Brochure Layout Example
Back CoverFront Cover
Standard Therapy and Indication
Tactic title, if needed
Theme/Main Headline Masterbrand
Tagline
Disclosure
Additional Messaging and/or References
Displaying Sacral NeuromodulationGlobal Execution Examples
Physician Overview Brochure
Displaying Sacral NeuromodulationGlobal Execution Examples
Slim Jim Brochure Journal Ad
Displaying Sacral NeuromodulationGlobal Execution Examples
In some cases, a complimentary abstract version of the concept may be needed:• Where multiple tactics that leverage the concept are used in a singular location,
such as a convention booth• Where a more scientific or clinical approach is needed• Where a tactic does not have space for full disclosure requirements and therefore
can’t support inclusion of our main headline
Abstract Postcard Examples
Displaying Sacral NeuromodulationGlobal Abstract Execution
Displaying Sacral NeuromodulationGlobal Color Palette and Specifications
The Global Concept color palette is derived from the Medtronic Masterbrand color palette, which utilizes the Pantone Matching System® (PMS®), a globally recognized professional color management system.
• Always use the colors as shown; black ink or white (KO) may also be used for typography
• Do not introduce any other colors or variations to the color palette
Displaying Sacral NeuromodulationGlobal Typography and Specifications
The Myriad Pro font family is the preferred brand font for all promotional and branded communications. Specifications are provided to allow for maximum flexibility while maintaining a consistent look within Medtronic Masterbrand guidelines.
• Do not alter the proportions or add effects to the font
• For slide decks, Arial Regular and Bold may be substituted
• The type treatment for “Continuous Control” should remain consistent. This includes font weight, leading, and tracking. To obtain the vector art of this file, contact Neuro Design Studio.
Text colors above are recommendations, and may not suit every situation
Displaying Sacral NeuromodulationAlternate Local Executions
US Patient Materials
Trifold Brochure Poster
Evaluation Brochure Long-Term Therapy Brochure
Displaying Sacral NeuromodulationAlternate Local Executions
US Patient Materials
Contact Information
Please direct any questions regarding the Medtronic Sacral Neuromodulation Brand Style Guide to:
Connie Ballantine
To access source files for executions outlined in this style guide, go to our global file sharing site at:
My-Source.com
Medtronic Masterbrand Guidelines Website
http://masterbrand.medtronic.com