SimplyGo Promotion Tools user guide

SimplyGo Promotion Tools user guide

Table of contents Introduction and welcome 3 Marketing to your customer 4 Patient brochure and holder 5 Demo display 5 Customer slide presentation and events 6 Email templates 7 Direct mail postcard templates 9 Newspaper and magazine ads 11 Television commercial 13 Website banner ads 14 Photography library 15 Instructional videos 17 Summary 18 SimplyGo Promotion Tools user guide 2

Welcome to the SimplyGo Promotion Tools At Philips Respironics, we are committed to producing solutions that lead to healthier patients and healthier business. We have developed professional marketing materials to help you promote the sale of the SimplyGo portable oxygen concentrator (POC). All of these tools are designed to help you reach new customers. SimplyGo is an ideal product to attract customers because of POC popularity and the increasing number of active oxygen users. Each of the tools provided can be customized to your business by adding your business name, logo, address, phone number and web site address. Throughout this user guide, we provide details on how you can customize the materials and we provide clear instructions for your vendors so that they can assist you with the customization process. All of the tools are available to you at no cost for your use in promoting SimplyGo. However, you will need to handle all other costs such as the reformatting and customizing of materials, postage, and any print, television or online advertising fees. If you should have any questions on any of the materials included in our program, email us at marketingcommunications@respironics.com. Please include SimplyGo Promotion Tools in the subject line. SimplyGo Promotion Tools user guide 3

Marketing to your customer Marketing activities play an important role in building and maintaining a successful business and achieving business goals. A strong marketing program will create awareness of your company among your target audiences and generate customer interest and sales. When implementing a marketing program for SimplyGo, we suggest using multiple touch points with your audiences through several different mediums. Your communications will be more effective if the audience receives your message a number of times through various media. All the pieces that we are providing work together to raise awareness. We have developed a variety of marketing materials to help you reach your audiences through different media. You may find that some of the materials are more appropriate for your business than others, so we encourage you to pick and choose the tools that are right for your customers and your business. Always include a call to action in all of your communications inviting customers to an event, directing them to your website, call with questions, etc., so that you close the loop and ensure that they can contact your business. Due to the software programs required to work with the materials included in our program, we strongly recommend using design and web professionals for the customization. There are many affordable designers and web specialists in your area who are ready to help you. In addition, newspapers, printers and television stations are good resources to assist you in the customization of materials that they will be handling for you. SimplyGo Promotion Tools user guide 4

Patient brochure and holder The patient brochure is an eight-panel brochure that highlights the features and benefits of SimplyGo. The brochure is full color and measures 3.75 x 8.5. A supply of the brochures will be shipped to you with an easy-to-assemble countertop holder that can be displayed in your showroom and shared with your customers. The brochures will also fit into a standard #10 business envelope that can be mailed directly to your customers homes if you choose to reach them through direct mail. SimplyGo demo display One of the key benefits of SimplyGo is the convenient size and light weight. The SimplyGo demo display was designed specifically to give customers hands-on experience with the product. The demo is shipped in a box that can be converted into a display to be placed in your showroom. SimplyGo Promotion Tools user guide 5

Customer slide presentation and events Customer events in your showroom are great opportunities to spend time with your customers, their families and caregivers to make them aware of your products and services. These events also provide opportunities for them to meet and interact with you and your staff. If your showroom isn t appropriate for an event, you can rent space at a local community center or other venue. Pre-promotion is critical to the success of the event. Throughout this user guide, we have incorporated several examples of event invitations that you can use including emails, postcards and newspaper ads. A presentation is available to you to use as the anchor activity for your customer event. The presentation is called Traveling with Portable Oxygen and is created in common Microsoft PowerPoint format. The slide show provides useful tips for oxygen users who want to travel. As with all the materials provided, the presentation can be customized to include additional information and/or your business name and logo. Tips for a successful customer event: Use ads, emails and postcards to promote the event Print extra postcards and drop them off at local community centers, senior centers, etc., to promote the event Publicize the event on your website Make sure that your showroom looks professional and inviting Offer light refreshments Conduct a drawing for a door prize so that customers provide their address and email that can be added to your database Conduct product demonstrations Have a patient that uses SimplyGo at the event to add their personal experiences Make sure that you have plenty of staff on hand for the event to meet and interact with the customers Consider a small give-away item that is imprinted with your business name, phone number and website water bottle, stress ball, magnet to keep your business top of mind after they leave the event Follow-up with all attendees to see if they have additional questions or need more information SimplyGo Promotion Tools user guide 6

Email templates An email campaign is a cost-effective way to reach your customers if you have a good email database. The temptation with email is to send them out too often. If your messages go out too frequently and aren t relevant and to the point, they won t get opened, wasting the contact point. An often overlooked but very important part of every email is the message that will appear in the email s subject line. Keep it short, make it catchy, and be personable. Be sure to have a clear message for each email and include your contact information and a link to your website when you customize them to your business. We have included two versions of email templates for your use. One is a customer event invitation and the other is a general SimplyGo email. If you are unfamiliar with implementing an email campaign, contact your web team or web vendor to advise you in completing and distributing an email blast. SimplyGo email template SimplyGo Promotion Tools user guide 7

Email templates (continued) Event invitation email template Due to the software programs required to work with the materials included in our program, we strongly recommend using design and web professionals for the customization. There are many affordable designers and web specialists in your area who are ready to help you. In addition, newspapers, printers and television stations are good resources to assist you in the customization of materials that they will be handling for you. SimplyGo Promotion Tools user guide 8

Direct mail postcard templates Direct mail can be an impactful part of your communications mix. It is an efficient method to get your message directly into the hands of your customers and prospects, especially those who do not use email. We have included templates of over-sized postcards that can be sent out to your database of customers and prospects. The large size, 9 x 6, ensures that the card will get noticed, and provides ample space for your message. You will note that we have provided two postcard templates one featuring an invitation for a customer event at your location and another that promotes SimplyGo. Both can be easily customized by your designer or advertising agency. A printer will also be able to make file adjustments to customize the cards. When you go to your local printer to get a printing price, ask if they have the capabilities to customize the files for you. Some printers will also have the capability to take your database and address and mail the postcards. SimplyGo postcard Go with SimplyGo SimplyGo delivers more than twice the oxygen of any POC weighing ten pounds or less. The SimplyGo portable oxygen concentrator (POC) with continuous and pulse flow is designed to keep pace with you. Whether you re walking the neighborhood or travelling the country. Company Name Street Address City, State Zip Continuous and pulse flow Weighs only 10 pounds Fits your lifestyle Redefines ruggedness FAA approved for air travel Manufactured by Philips Respironics and available from: [Place your business information here.] The SimplyGo portable oxygen concentrator is intended for prescription use by patients requiring high concentrations of oxygen on a supplemental basis. It may be considered for continuous use in home, institutional, and travel/mobile environments. SimplyGo may not be appropriate for all oxygen therapy needs. You should talk to your doctor to determine if it is right for you. SimplyGo Promotion Tools user guide 9

Direct mail postcard templates (continued) Event promotion postcard Are you an oxygen user planning a trip? Then don t miss our free educational presentation. You are cordially invited to a special presentation: Traveling with portable oxygen Traveling with Portable Oxygen is a special presentation that gives practical advice for oxygen users planning to travel whether it s by plane, train, ship, or automobile. Oxygen users, family members, and caregivers are welcome. Topics include: TSA and FAA requirements Helpful tips on the paperwork you might need to fly Recommended battery duration when traveling Overview of the SimplyGo portable oxygen concentrator Traveling with Portable Oxygen Company Name Street Address City, State Zip [date] [time] [location] Participation is free; advance registration is required. Call for more information or to sign up. [Place your telephone number and business information here.] Note: These files are provided in Adobe InDesign (CS4) format. A How to PDF guide is included with the files. Due to the software programs required to work with the materials included in our program, we strongly recommend using design and web professionals for the customization. There are many affordable designers and web specialists in your area who are ready to help you. In addition, newspapers, printers and television stations are good resources to assist you in the customization of materials that they will be handling for you. SimplyGo Promotion Tools user guide 10

Newspaper and magazine ads Local newspaper and magazines can be an important part of your media mix because they put your message in front of a large number of people quickly. Look for community or neighborhood publications that have subscribers in your trading area the area 5 to 10 miles around your location where your customers live. The cost to advertise will vary. Call the publication and speak to a salesperson regarding pricing, ad size and deadlines. The publications will also be able to assist you in sizing the ad and getting it ready to be printed in the newspaper if you don t have an advertising agency or designer. They have production people on staff who will help you customize the ad with your business information when they are preparing the ad for the paper. We have created two different ads one to help you to promote a customer event and one for SimplyGo. The ad sizes are 7 x 10 and 7 x 5 and all the ads are available in black and white and color. We have provided details on sizing, file type and customization options for the ad, as well as a specification sheet that you can provide to your designer or publication to assist them in customizing the ad for your business. SimplyGo 7" x 10" 4-color ad SimplyGo 7" x 5" 4-color ad Go with SimplyGo The SimplyGo portable oxygen concentrator (POC) with continuous and pulse flow is designed to keep pace with you. Whether you re walking the neighborhood or travelling the country. Weighs only ten pounds Comes with mobile cart Redefines ruggedness Continuous and pulse flow FAA approved for air travel Manufactured by Philips Respironics and available from: Go with SimplyGo The SimplyGo portable oxygen concentrator (POC) with continuous and pulse flow is designed to keep pace with you. Whether you re walking the neighborhood or travelling the country. SimplyGo delivers more than twice the oxygen of any POC weighing ten pounds or less. With a rugged carrying case and sturdy mobile cart, it s easy to take SimplyGo wherever you go. [Place your business information here.] The SimplyGo portable oxygen concentrator is intended for prescription use by patients requiring high concentrations of oxygen on a supplemental basis. It may be considered for continuous use in home, institutional, and travel/mobile environments. SimplyGo may not be appropriate for all oxygen therapy needs. You should talk to your doctor to determine if it is right for you. Weighs only ten pounds Fits your lifestyle Redefines ruggedness Continuous and pulse flow FAA approved for air travel Comes with a mobile cart The SimplyGo portable oxygen concentrator is intended for prescription use by patients requiring high concentrations of oxygen on a supplemental basis. It may be considered for continuous use in home, institutional, and travel/mobile environments. SimplyGo may not be appropriate for all oxygen therapy needs. You should talk to your doctor to determine if it is right for you. Manufactured by Philips Respironics and available from: [Place your business information here.] Note: These files are provided in Adobe InDesign (CS4) format. A How to PDF guide is included with the files. See page 12 for additional variations and options SimplyGo Promotion Tools user guide 11

Newspaper and magazine ads (continued) Event promotion 7" x 10" 4-color ad Event promotion 7" x 5" 4-color ad Are you an oxygen user planning a trip? Then don t miss our free educational presentation: Traveling with Portable Oxygen The presentation gives practical advice for oxygen users planning to travel in the near future whether it s by plane, train, ship, or automobile. Oxygen users, family members, and caregivers are welcome. Topics include: Current requirements of government agencies such as TSA and FAA Helpful tips on the paperwork that you might need to fly The recommended battery duration for your device when traveling Are you an oxygen user planning a trip? Then don t miss our free educational presentation. The presentation gives practical advice for oxygen users planning to travel in the near future whether it s by plane, train, ship, or automobile. Oxygen users, family members, and caregivers are welcome. Topics include: Current requirements of government agencies such as TSA and FAA Helpful tips on the paperwork that you might need to fly The recommended battery duration for your device when traveling Sponsored by: [Place your business information here.] Traveling with Portable Oxygen [date] [time] [location] Participation is free; advance registration is required. Call for more information or to sign up: 000-000-0000 Included at the event will be an overview of the Philips Respironics SimplyGo portable oxygen concentrator. Traveling with Portable Oxygen [date] [time] [location] Participation is free; advance registration is required. Call for more information or to sign up. Included at the event will be an overview of the Philips Respironics SimplyGo portable oxygen concentrator. [Place your business information here.] All ads are also available in black and white Go with SimplyGo The SimplyGo portable oxygen concentrator (POC) with continuous and pulse flow is designed to keep pace with you. Whether you re walking the neighborhood or travelling the country. Weighs only ten pounds Comes with mobile cart Redefines ruggedness Continuous and pulse flow FAA approved for air travel Manufactured by Philips Respironics and available from: Are you an oxygen user planning a trip? Are you an oxygen user planning a trip? Then don t miss our free educational presentation. The presentation gives practical advice for oxygen users planning to travel in the near future whether it s by plane, train, ship, or automobile. Oxygen users, family members, and caregivers are welcome. Topics include: Current requirements of government agencies such as TSA and FAA Helpful tips on the paperwork that you might need to fly The recommended battery duration for your device when traveling Sponsored by: Traveling with Portable Oxygen [date] [time] [location] Participation is free; advance registration is required. Call for more information or to sign up: 000-000-0000 [Place your business information here.] The SimplyGo portable oxygen concentrator is intended for prescription use by patients requiring high concentrations of oxygen on a supplemental basis. It may be considered for continuous use in home, institutional, and travel/mobile environments. SimplyGo may not be appropriate for all oxygen therapy needs. You should talk to your doctor to determine if it is right for you. Go with SimplyGo The SimplyGo portable oxygen concentrator (POC) with continuous and pulse flow is designed to keep pace with you. Whether you re walking the neighborhood or travelling the country. SimplyGo delivers more than twice the oxygen of any POC weighing ten pounds or less. With a rugged carrying case and sturdy mobile cart, it s easy to take SimplyGo wherever you go. Weighs only ten pounds Fits your lifestyle Redefines ruggedness Continuous and pulse flow FAA approved for air travel Comes with a mobile cart The SimplyGo portable oxygen concentrator is intended for prescription use by patients requiring high concentrations of oxygen on a supplemental basis. It may be considered for continuous use in home, institutional, and travel/mobile environments. SimplyGo may not be appropriate for all oxygen therapy needs. You should talk to your doctor to determine if it is right for you. Then don t miss our free educational presentation: Traveling with Portable Oxygen The presentation gives practical advice for oxygen users planning to travel in the near future whether it s by plane, train, ship, or automobile. Oxygen users, family members, and caregivers are welcome. Topics include: Current requirements of government agencies such as TSA and FAA Helpful tips on the paperwork that you might need to fly The recommended battery duration for your device when traveling Traveling with Portable Oxygen [date] [time] [location] Included at the event will be an overview of the Philips Respironics SimplyGo portable Participation is free; advance registration is required. oxygen concentrator. Call for more information or to sign up. [Place your business information here.] Included at the event will be an overview of the Philips Respironics SimplyGo portable oxygen concentrator. Manufactured by Philips Respironics and available from: [Place your business information here.] [Place your business information here.] Due to the software programs required to work with the materials included in our program, we strongly recommend using design and web professionals for the customization. There are many affordable designers and web specialists in your area who are ready to help you. In addition, newspapers, printers and television stations are good resources to assist you in the customization of materials that they will be handling for you. SimplyGo Promotion Tools user guide 12

Television commercial We ve produced a television commercial that features the inspirational story of an actual SimplyGo user who rode his bicycle through Alaska. It is available as both a thirty-second commercial and a sixty-second commercial that you can customize and broadcast in your area. The television commercial can also be placed on your website or used in your showroom to educate your customers and promote SimplyGo and the active lifestyle it supports. If you choose to run the commercial in your local market, you will need to contact your local TV and cable stations to purchase time to run the commercial. More detailed information on how to plan and buy television spots in your local market is available on our website at http://simplygo.respironics.com/tv. There is no charge to you for the commercial. However, you are responsible for the cost to customize the commercial with your company s information and for the cost to purchase the time to show the commercial on television in your region. Cable and TV stations will have production facilities that can customize for you by adding your business name and logo into the spot. When you talk to the station salesperson about placing your buy, ask them about having the commercial customized by their production staff. Restrictions to customization apply. Go to the SimplyGo TV website for details http://simplygo.respironics.com/tv. Your contact information here. Your contact information appears here. (Additional voice over is heard here.) Customized voice over SimplyGo Promotion Tools user guide 13

Website banner ads The purpose of banner advertising is to promote your business and/or to get visitors from the host website to go to your website. The series of SimplyGo banner ads that we have provided can be added to your website or other sites where you may advertise. If you are purchasing newspaper or magazine ads, very often they will also have website advertising available. Additionally, if you work with an advertising agency, they will be able to provide you with a plan to advertise on the web. There are three different sizes of banner ads available leaderboard, poster and skyscraper. The leaderboard is a horizontal graphic that stretches across the top or bottom of a website and the skyscraper is a vertical graphic placed on the right or left sidebar. The poster banner is a square treatment that can be placed in various locations on a website. The web banners are designed for you to customize by adding your name, phone number and a link to your website. Doing this requires some familiarity with HTML coding, so work with your web team or web vendor to customize the banners and get them on your or other sites. Leaderboard banner ad Poster banner ad Skyscraper banner ad SimplyGo Promotion Tools user guide 14

Photography library A library of SimplyGo product and lifestyle photos is available to you for use in materials that you may be developing to promote the product. The photography is professionally shot and will provide you with a number of different product and in-use options. Each photo is available in low-resolution and high-resolution.jpg format that can be incorporated into materials that you choose to develop to support SimplyGo. SimplyGo Promotion Tools user guide 15

Photography library (continued) Note: Images are available as.jpg files in both high-resolution (print usage) and low-resolution (web usage). SimplyGo Promotion Tools user guide 16

Instructional videos Philips Respironics has produced three short instructional videos that tell the complete SimplyGo story. These can be played in your showroom to educate your customers on the specifics of SimplyGo or they can be added to your website as an educational resource. A brief synopsis of each video follows: SimplyGo Overview Describes product features that simplify the care and management of nearly all oxygen patients by offering continuous flow and pulse-dose delivery in a single device weighing only ten pounds. SimplyGo Meets the Need Overviews in detail the functionality of the product, including the capability of delivering continuous flow therapy of up to two liters per minute, allowing it to meet portable oxygen needs of nearly all oxygen users including those who are highly active or require continuous flow. SimplyGo Redefines Ruggedness Details the high impact-resistant features and rigorous testing in extreme conditions that the product undergoes to ensure that it can withstand the bumps and bruises of daily activities and deliver reliable performance. The videos will be provided to you as.avi files and you will receive download details when you order them. After downloading them, they can be used as an educational tool in your showroom, or your web team can add them to your website. SimplyGo Promotion Tools user guide 17

Summary We at Philips Respironics understand the pressures that you face in today s competitive healthcare environment. We hope that you find SimplyGo Promotion Tools helpful and effective in marketing and building your business. To order the materials that have been reviewed in this user guide, please fill out the contact information and order form on the website. Materials will be available for download, except for the patient brochures, television commercial, and demo display, which will be shipped to you. If you should have any questions regarding any of the materials, please feel free to email us at marketingcommunications@ respironics.com. Please include SimplyGo Promotion Tools in the subject line. Use of SimplyGo promotional materials must comply with Philips Respironics US pricing, advertising, and sales channel policy. Allies in Better Sleep and Breathing Philips Respironics is working in harmony with the care team to produce solutions that can lead to healthier patients, healthier practices and healthier businesses. SimplyGo Promotion Tools user guide 18

Philips Healthcare is part of Royal Philips Electronics How to reach us www.philips.com/healthcare healthcare@philips.com Asia +49 7031 463 2254 Europe, Middle East, Africa +49 7031 463 2254 Latin America +55 11 2125 0744 North America +1 425 487 7000 800 285 5585 (toll free, US only) Philips Respironics 1010 Murry Ridge Lane Murrysville, PA 15668 Customer Service +1 724 387 4000 800 345 6443 (toll free, US only) Philips Respironics International Headquarters +33 1 47 28 30 82 Philips Respironics Asia Pacific +65 6882 5282 Philips Respironics Australia +61 (2) 9947 0440 1300 766 488 (toll free Australia only) Philips Respironics China +86 400 828 6665 +86 800 828 6665 Philips Respironics Deutschland +49 8152 93 06 0 Philips Respironics France +33 2 51 89 36 00 Philips Respironics Italy +39 039 203 1 Philips Respironics Sweden +46 8 120 45 900 Philips Respironics Switzerland +41 6 27 45 17 50 Philips Respironics United Kingdom +44 800 1300 845 www.philips.com/respironics Respironics and SimplyGo are trademarks of Respironics, Inc. and its affiliates. All rights reserved. Please visit www.philips.com/simplygo 2013 Koninklijke Philips Electronics N.V. All rights are reserved. Philips Healthcare reserves the right to make changes in specifications and/or to discontinue any product at any time without notice or obligation and will not be liable for any consequences resulting from the use of this publication. CAUTION: US federal law restricts these devices to sale by or on the order of a physician. edoc WMB 04/29/13 MCI 4105543