sacral neuromodulation style guidelines november 2013

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Sacral Neuromodulation Style Guidelines November 2013

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Page 1: Sacral Neuromodulation Style Guidelines November 2013

Sacral NeuromodulationStyle GuidelinesNovember 2013

Page 2: Sacral Neuromodulation Style Guidelines November 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

Page 3: Sacral Neuromodulation Style Guidelines November 2013

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

Page 4: Sacral Neuromodulation Style Guidelines November 2013

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

Page 5: Sacral Neuromodulation Style Guidelines November 2013

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.

Page 6: Sacral Neuromodulation Style Guidelines November 2013

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

Page 7: Sacral Neuromodulation Style Guidelines November 2013

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

Page 8: Sacral Neuromodulation Style Guidelines November 2013

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”

Page 9: Sacral Neuromodulation Style Guidelines November 2013

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

Page 10: Sacral Neuromodulation Style Guidelines November 2013

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.

Page 11: Sacral Neuromodulation Style Guidelines November 2013

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

Page 12: Sacral Neuromodulation Style Guidelines November 2013

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

Page 13: Sacral Neuromodulation Style Guidelines November 2013

Physician Overview Brochure

Displaying Sacral NeuromodulationGlobal Execution Examples

Page 14: Sacral Neuromodulation Style Guidelines November 2013

Slim Jim Brochure Journal Ad

Displaying Sacral NeuromodulationGlobal Execution Examples

Page 15: Sacral Neuromodulation Style Guidelines November 2013

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

Page 16: Sacral Neuromodulation Style Guidelines November 2013

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

Page 17: Sacral Neuromodulation Style Guidelines November 2013

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

Page 18: Sacral Neuromodulation Style Guidelines November 2013

Displaying Sacral NeuromodulationAlternate Local Executions

US Patient Materials

Trifold Brochure Poster

Page 19: Sacral Neuromodulation Style Guidelines November 2013

Evaluation Brochure Long-Term Therapy Brochure

Displaying Sacral NeuromodulationAlternate Local Executions

US Patient Materials

Page 20: Sacral Neuromodulation Style Guidelines November 2013

Contact Information

Please direct any questions regarding the Medtronic Sacral Neuromodulation Brand Style Guide to:

Connie Ballantine

[email protected]

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