Medtronic Minimed

Business Objectives
and
Strategic Plan

Prepared by:
George Costanza
Coeur d’ Alene, ID 83814
Phone: (208) 765-7666
Cell: (208) 765-6666
Primary Business Objective:


To maintain Medtronic Minimed's position and significantly increase pump sales in the Eastern Washington/Idaho territory by fully realizing the market potential in Type I diabetics in
a) Spokane
b) Tri-Cities
c) Boise

Strategic Plan:

Initiate Account Data Management and Information Building System


Organize accounts into business sections:

1) Endocrinologists
2) Primary Care
a) Internal Medicine
b) Pediatricians
c) Nephrologists
d) OB/GYN's
e) Family Practice
3) Diabetic Educators
4) Insurance-Managed Care Organizations
5) General Public

Gather account information including:
Number of diabetic patients
Basic account information, including key contacts, work schedules, etc.
Key issues (i.e. reimbursement, competition, equipment problems, etc.)

Territory Management:


Complete a thorough initial territory analysis (both by account and geographically)

Identify current and target accounts in each of the business sections documented above and categorize as follows

> 30 Day Targets
> 60 Day Targets
> 90 Day Targets

Sales Emphasis:


Stabilize and solidify current account base and begin expansion of business opportunities in target accounts through immediate introduction, opportunity assessment, initial rapport building and establishing myself as a valuable resource

> Identify current customer concerns and potential challenges

> Increase unit sales and revenue volume above company goals

> Continue prospecting for new Medtronic Minimed opportunities

> Close for commitments with every account!

Overall 30-60-90 Day Action Plan:


Overall 30 pay Plan:

Spokane:

> Concentrate call efforts on the following business centers-
• Endocrinologists
• Nephrologists
• OB/GYN's
• CDE's
> Sign up for health fairs- Spokane, Tri Cities and Boise
> Schedule Dr. Ken Cathcart to speak in Spokane to the General Public
> Sign up for "Camp Fun in the Sun"-Children's Diabetes Camp held in July
> Schedule Dr. Ken Cathcart to speak to OB/GYN's and IM's
> Contact - American Diabetes Association
- Juvenile Diabetes Foundation
- CHER
> Set up screening programs

Overall 60 Day Plan:

Spokane

> In addition to previous on-going call efforts, add the following business centers:
• Pediatricians
– McKinney
– Valley Young People
• IM's
– Rowan Internal Medicine
– Spokane Internal Medicine
– Physicians Clinic

> Hold 2-3 Forums/ Diabetes programs for the General Public (South Hill,
   North and Valley)
> Contact Group Health and MSC
> Bring in someone for Rockwood Endos

Overall 90 Day Plan:

In addition to previous on-going call efforts, add the following business centers:

> Boise and the Tri-Cities
   Endo's, CDE's. Nephrologists, OB/GYN's

> Spokane
   Diabetes-focused Family Practitioners

> Contact Regence Blue Shield/Blue Cross of Idaho

Detailed 30 Day Plan:

Spokane

Endocrinologists
Establish my identity with MiniMed

• Jeff Hartman -
• Carol Wyham, MD
• Ken Cathcart, DP

• Renata Riley, ARNP
• Michael Donlan, MD
• Lin Logerquist, MD
• Lynn Kohlmeier, MD
• Colleen Carey, MD

   One on one lunch at Viking Bar

Schedule lunch at his favorite restaurant (ask his assistant where that should be)

Schedule Rockwood lunch and bring in Breakfast


Schedule lunch, afternoon snack


Nephrologists - Focus on Type I patients that don't see an Endocrinologist
• Obermiller, MD- Schedule lunch, schedule preceptorship
• Robert Benedetti, MD-One-on-one lunch, schedule preceptorship
• Katherine Tuttle, MD- Brkfst, schedule preceptorship

OB/GYN's
• Sharon Cathcart, DO- Schedule Appt/Lunch
• Kelly Mathia, MD - Schedule Appt/Lunch

CDE's
• Arlene Applegate - Appt.
• Donna Burke - Appt.
• Dora Davis - Appt.
• Nancy Wickre - Appt.
• Laura Winterstien - Appt.
• S. Ahlgren - Appt.
• Dee Jamison - Lunch
• Kootenai Medical Diabetes Ed. Center- Lunch appt.
• Diabetes Education Specialists - Lunch appt.
• CHER- Lunch Appt.
• Deaconess Diabetes Education - Appt.

> Sign up for Health Fairs

> Set up programs at Deaconess, Valley Hospital, and Holy Family Hospital

> Set up diabetes screening programs at North Town Mall, the Spokane Valley Mall, and     Spokane Albertson's stores

Potential Targets by Geographical Location

Spokane/Coeur d'Alene Area
  Spokane
1 Arlene Applegate CDE, RN
2 Donna Burke CDE, RN
3 Ken Cathcart DO, Endo Metabolism (ME)
4 Dorn Davis CDE, BSN
5 Michael Donlan Pediatric Endo (GT)
6 Jeff Hartman MD, Endo
7 Katherine Tuttle MD, NE & ME
8 Nancy Wickre ARNP, CDE
9 Carol Wysharn MD, Endo & ME
10 Colleen Carey MD, Endo & Osteoporosis
11 Lynn Kohlmeier MD
12 Laura Wintersteen-Arleth RN, CDE
13 S. AhIgren CDE, RD
14 Deb Harper Group Health Admin. Pediatrician
15 Buddy McKinney, MD Pediatrician
16 Sharon Cathcart OB/GYN
     
  Coeur d'Alene  
1 Julie Ohno LD, RD, NU
     
  Medical Lake  
1 Doug Gwinn MD, FP, OG
     
  Colville  
1 Brad Lind MD, IM

Greater Tri-Cities Area
  Moses Lake
1 Diane Loux MSN, FP, ED
     
  Kennewick  
1 Paul Madsen MD, FP, Nutrition
2 Gretchen Millard MS, RD, CDE
     
  Richland  
1 Erick Isaacson MD, FP
2 Hannah Kuhn CDE, MSN
3 Bruce Wilson MD, Endo and ED
     
  Walla Walla  
1 James Beirne MD, Endo, IM
2 Jean Sherman ARNP, ED, FP
     
  Pullman  
1 Keith Campbell CDE, RPH, EN, ED
2 Nancy Gregory ARNP, CDE
3 Sue Ritter PhD, ME, NR
     
  Moscow  
1 Nancy Kure CDE, LD, RD, NU, ED
2 Suzanne Lambeth CDE, ED, AD
     
  Oregon  
1 Rene Byrd - Pendleton, OR CDE, RD
2 Kathy Pfister-Minogue-LaGrande, OR ANP, NS, ED

Boise/Southern Idaho
  Boise
1 Richard Christensen MD, Endo-IM
2 Cynthia Clinkingbeard MD. Endo-ME
3 Judy Davis CDE, R-N
4 Julie Foote MD, Endo
5 Vicki Graf RD, NU, ED
6 David Hindson MD, IM-Endo
7 Theodore Roosevelt MD, PhD, Endo-ME
8 Mimi Hartman CDE, RD, PH, NU
     
  Caldwell  
1 Matthew Brown MA Pediatrician
2 Greta VanDyke CDE, RN
     
  Nampa  
1 James Dzur MD, Endo-GE
2 Kathy Hohenbrink CDE, RD, NU, ED
     
  Twin Falls  
1 Jeanie Mayer CDE, RD
2 J.L. Seiach MD, FP Endo, IM
Medtronic Minimed
Challenges:

COMPETITION:

INSULIN PUMPS: Both Disetronics and Animas are state of the art units that offer a few more bells and whistles. Perhaps one of the biggest bells they offer is that both of their units are waterproof. Another is their choice of colors. While these are challenges, the edge still goes to Medtronic Minimed, with more experienced Sales, Marketing, Research, and Support groups.

INSULIN: Aventis will soon be marketing their new 24-hour insulin. This will be perhaps the biggest competition; Aventis will have a sales force of about 1000 people marketing this. Aventis will be throwing large sums of money out there to launch it; The problem that still remains is the variability of the insulin absorption.

INSURANCE:

Not only does a script need to be written for the pump, but the provider must document need. In addition the patient must keep a log of the carbohydrate counts for 3 months before the insurance company will approve it. The good news is that things are improving as far as approval process and the number of approvals.

EDUCATION:

The common physician and the everyday person have fears and stigmas attacked to insulin pumps:
This is an issue of educating physicians and patients about the safety and advantages of insulin pump therapy. Making this task a little easier is the recent availability of the Continuous Glucose Monitoring System. This will help in the realization of the benefits of insulin pump therapy, Medtronic Minimed has an excellent educational resource to help in this education process for both physicians and the general public.
Medtronic Minimed
Advantages:

• The leader in the industry
• Worldwide sales and support
• Financially stable company owned by Medtronic, widely considered the #1
medical device company in the world
• The oldest and most established insulin pump manufacturer
• Clinical research way ahead of the competition
• Technology that crosses over to other disease states
• New advances in glucose monitoring, including units to be sold to
practitioners, will allow the practitioner to adjust treatments
more effectively, while also providing more billable income for
the physician
• 800,000 Medtronic Minimed insulin pumps in use today = thousands of
Medtronic Minimed success stories
• New implantable artificial pancreas due out in about 5 years which
will revolutionize diabetes care and treatment
SUMMARY OF THE TOP 10 REASONS TO
HIRE GEORGE COSTANZA
10. I am a fast learner.
9. I am a very hard worker.
8. I work and sell with the philosophy of treating others how I want to be treated.
7. I am persistent and don't give up easily.
6. I am self-motivated and driven to be the best I can be.
5. I have a successful and proven medical sales background.
4. I am proficient in creating and following a business plan.
3. I have excellent diabetes disease state knowledge and am passionate about diabetes, especially since it affects my immediate family.
2. I have a vast network within the diabetes arena.
1. I WILL HELP MEDTRONIC MINIMED BECOME AN EVEN GREATER SUCCESS IN THE SPOKANE, TRI-CITIES AND BOISE TERRITORY, DESPITE THE FACT THAT WE HAVE NEVER HAD A STRONGHOLD HERE.