Wisp Promotional Tools User s Guide
Table of contents Introduction and welcome 3 Marketing to your customer 4 Patient brochure 5 Point-of-sale display 6 Poster 7 Promotional email 8 Direct mail postcard 10 Newspaper and magazine ads 11 Website banner ads 13 Photography library 14 Promotional and instructional videos 15 Summary 16 Wisp Promotional Tools User s Guide 2
Welcome to the Wisp Promotional Tools At Philips Respironics, we are committed to producing solutions that lead to healthier patients and healthier businesses. We have developed professional marketing materials to help you promote Wisp and reach new customers. Each of the tools provided can be customized to your business by adding your business name, logo, address, phone number, and website address. Throughout this user s guide, we provide details on how you can customize the materials, and there are also clear instructions for your vendors so that they can assist you with the customization process. All of the tools are available to you for no additional fee. However, you will need to handle costs associated with reformatting and customizing materials, postage, and any print or online advertising fees. If you should have any questions, email us at marketingcommunications@respironics.com. Please include Wisp Promotional Tools in the subject line. Wisp Promotional Tools User s 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 help to generate customer interest and sales. When implementing a marketing program for Wisp, we suggest using several different channels to create multiple touch points with your audiences. Your communications will be more effective if the audiences receive your message a number of times through various media. We have developed a variety of marketing materials to help you reach your audiences. You may find that some of the materials are more appropriate for your business than others, so we encourage you to choose the tools that are right for your customers and your business. Your communications should always include a call to action inviting customers to an event, directing them to your website, having them contact you with questions, etc. so that you capture their attention and close the loop. 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 and printers are good resources to assist you in the customization of materials that they will be handling for you. Wisp Promotional Tools User s Guide 4
Patient brochure The patient brochure is a four-panel promotional piece that tells the Wisp story. It comes in packs of 25, is full color, measures 3.75" x 8.5", and can be displayed in the included Wisp brochure holder. The brochures will also fit into a standard #10 business envelope that can be mailed directly to your customers homes if you elect to reach them through direct mail. If you choose to order the brochure and holder, they will be shipped to your business. Wisp minimal contact sleep apnea nasal mask Wisp is changing the face of sleep With Philips Respironics Wisp, you can have a mask that combines the performance and comfort of a nasal mask with the aesthetic elegance of a pillows mask. With its minimalistic design and superior seal, * Wisp delivers the comfort and performance you deserve. Compact design for a natural fit Soft and comfortable for a restful night s sleep Open field of vision for greater independence read, watch TV or wear glasses Easy to adjust for a superior seal and personalized fit Contemporary frame options to complement your style The design and headgear clips make it easy for you to use and clean. Philips Respironics Wisp is available by prescription only. Talk to your doctor to determine if it is right for you. Be sure to ask your homecare provider for more information about Wisp. *Data on file Allies in Better Sleep and Breathing Philips Respironics is working in harmony with you and your care team to produce solutions that can lead to healthier lives. Wisp Promotional Tools User s Guide 5
Point-of-sale display This display enables you to put Wisp on a life-sized mask display head (not included) in your showroom. It gives customers a hands-on opportunity to experience the compact design, ease of adjustment, and soft, comfortable fit of Wisp. If you choose to order the point-of-sale display, it will be shipped to your business. Wisp Promotional Tools User s Guide 6
2012 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. Hoech RW 8/31/12 MCI 4105223 PN 1103346 Poster This is a full-color, 24" x 36" poster that can be used in your showroom to generate awareness of and interest in Wisp. The poster features a photo of Wisp, along with a description of the product benefits. If you choose to order the poster, it will be shipped to your business. We re changing the face of sleep Wisp. Performance has a new style. Compact design for a natural fit Soft and comfortable for a restful night s sleep Open field of vision for a feeling of independence Quick and easy to adjust for a superior seal and personalized fit Contemporary frame options to complement your style Please visit www.philips.com/wisp Wisp Promotional Tools User s Guide 7
Promotional email An email campaign is a cost-effective way to reach your customers. An often-overlooked, but very important, part of every email is the message that will appear in the subject line. Keep it short and make it catchy. Be sure to have a clear message for each email, and include your contact information and a link to your website. We have included an email template that can be used in promoting Wisp to your customers. If you are unfamiliar with implementing an email campaign, contact your web team or web vendor for advice on completing and distributing an email blast. Wisp Promotional Tools User s Guide 8
Promotional email (continued) Wisp Promotional Tools User s Guide 9
Direct mail postcard Direct mail can be an impactful part of your marketing efforts. It is an efficient method to get your message directly into the hands of your customers and potential customers, especially those who do not use email. We have created an oversized postcard template that can be sent out to your database of contacts. Its large size, 9" x 6", draws attention, and the card provides ample space for your message and business information. The Wisp postcard template can easily be customized by your designer or advertising agency. A printer will also be able to make file adjustments to the postcards. 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. Postcard front Meet Wisp a sleep apnea mask designed around you Postcard back Wisp Performance has a new style We re changing the face of sleep with Wisp, a nasal mask from Philips Respironics that offers comfort, performance and style. Wisp combines the performance of a nasal mask with the style of a nasal pillows mask. Compact design that s soft and comfortable for a restful night s sleep Open field of vision so you can wear glasses, read or watch TV Quick and easy to adjust for a superior seal and personalized fit Contemporary frame options to complement your style Call us today to see how Wisp is changing the face of sleep! Company Name Street Address City, State ZIP (Place your logo, address and other pertinent info here.) Philips Respironics Wisp is available by prescription only. Talk to your doctor to determine if it is right for you. Be sure to ask your homecare provider for more information about Wisp. Note: These files are provided in Adobe InDesign (CS4) format. A How to PDF guide is included with the files. Wisp Promotional Tools User s Guide 10
Newspaper and magazine ads Local newspapers 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 the vicinity of your business. The area within a 10-mile radius is a good rule of thumb. The cost to advertise will vary. Call each 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. They have production people on staff who will help you customize the ad with your business information when they are preparing it for the publication. We have created two different ad sizes, 7" x 10" and 7" x 5", and both are available in black and white and color. We have provided details on sizing, file type, and customization options for the ads, as well as a specification sheet that can assist your designer or publication in customizing the ads for your business. Wisp 7" x 10" 4-color ad Wisp 7" x 5" 4-color ad Meet Wisp a sleep apnea mask designed around you We re changing the face of sleep with Wisp, a nasal mask from Philips Respironics that offers comfort, performance and style. Wisp combines the performance of a nasal mask with the style of a nasal pillows mask. With petite, small/medium and large cushions included, we ve taken the guesswork out of finding the fit that s right for you. Wisp features: Compact design that s soft and comfortable for a restful night s sleep Open field of vision so you can wear glasses, read or watch TV Easy to adjust for a superior seal and personalized fit Contemporary frame options to complement your style Compact design comfortably Call us today to see how Wisp is changing the face of sleep! fits more than 98% of users (Place your logo, address and other pertinent info here.) Meet Wisp a sleep apnea mask designed around you Philips Respironics Wisp is available by prescription only. Talk to your doctor to determine if it is right for you. Be sure to ask your homecare provider for more information about Wisp. Compact design comfortably fits more than 98% of users Meet Wisp, a nasal mask from Philips Respironics that offers comfort, performance and style. Wisp combines the performance of a nasal mask with the style of a nasal pillows mask. Wisp features a unique, compact design that is created for maximum comfort. The tip-of-the-nose cushion is designed to sit below your nose bridge, making minimal contact with your face while creating a superior seal. Wisp s sleek design eliminates the need for a forehead pad, offering you a better field of vision. With petite, small/medium and large cushions included, we ve taken the guesswork out of finding the fit that s right for you. Wisp features: Compact design that s soft and comfortable for a restful night s sleep Open field of vision so you can wear glasses, read or watch TV Easy to adjust for a superior seal and personalized fit Contemporary frame options to Call us today to see how Wisp is changing the face of sleep! complement your style (Place your logo, address and other pertinent info here.) Philips Respironics Wisp is available by prescription only. Talk to your doctor to determine if it is right for you. Be sure to ask your homecare provider for more information about Wisp. Note: These files are provided in Adobe InDesign (CS4) format. A How to PDF guide is included with the files. Wisp Promotional Tools User s Guide 11
Newspaper and magazine ads (continued) Wisp 7" x 10" black-and-white ad Wisp 7" x 5" black-and-white ad Meet Wisp a sleep apnea mask designed around you We re changing the face of sleep with Wisp, a nasal mask from Philips Respironics that offers comfort, performance and style. Wisp combines the performance of a nasal mask with the style of a nasal pillows mask. With petite, small/medium and large cushions included, we ve taken the guesswork out of finding the fit that s right for you. Wisp features: Compact design that s soft and comfortable for a restful night s sleep Open field of vision so you can wear glasses, read or watch TV Easy to adjust for a superior seal and personalized fit Contemporary frame options to complement your style Compact design comfortably Call us today to see how Wisp is changing the face of sleep! fits more than 98% of users Meet Wisp a sleep apnea mask designed around you (Place your logo, address and other pertinent info here.) Philips Respironics Wisp is available by prescription only. Talk to your doctor to determine if it is right for you. Be sure to ask your homecare provider for more information about Wisp. Compact design comfortably fits more than 98% of users Meet Wisp, a nasal mask from Philips Respironics that offers comfort, performance and style. Wisp combines the performance of a nasal mask with the style of a nasal pillows mask. Wisp features a unique, compact design that is created for maximum comfort. The tip-of-the-nose cushion is designed to sit below your nose bridge, making minimal contact with your face while creating a superior seal. Wisp s sleek design eliminates the need for a forehead pad, offering you a better field of vision. With petite, small/medium and large cushions included, we ve taken the guesswork out of finding the fit that s right for you. Wisp features: Compact design that s soft and comfortable for a restful night s sleep Open field of vision so you can wear glasses, read or watch TV Easy to adjust for a superior seal and personalized fit Contemporary frame options to Call us today to see how Wisp is changing the face of sleep! complement your style (Place your logo, address and other pertinent info here.) Philips Respironics Wisp is available by prescription only. Talk to your doctor to determine if it is right for you. Be sure to ask your homecare provider for more information about Wisp. Note: These files are provided in Adobe InDesign (CS4) format. A How to PDF guide is included with the files. Wisp Promotional Tools User s Guide 12
Website banner ads The purpose of banner advertising is to promote your business and/or get visitors from another website to go to yours. You can certainly use banner ads to promote Wisp on your own website. If you are purchasing newspaper or magazine ads, there will often be website advertising available as well. 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, while the skyscraper is a vertical graphic placed on the right or left side. The poster banner is a square ad that can be placed in various locations. The web banners are designed to be customized 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. Leaderboard banner ad Poster banner ad Skyscraper banner ad Wisp Promotional Tools User s Guide 13
Photography library A library of Wisp product and lifestyle photos is available for use in the materials that you may be developing to promote the product. The photography is professionally shot and will provide you with a number of different options. Each photo is available in both low-resolution and high-resolution.jpg format, which can be easily incorporated. Product image library Note: Images are available as.jpg files in both high resolution (print usage) and low resolution (web usage). Wisp Promotional Tools User s Guide 14
Promotional and instructional videos Philips Respironics has produced four short videos that relate various aspects of the Wisp story. These can be played in your showroom to educate your customers on the specifics of Wisp, or they can be added to your website and social media channels as an educational resource. Here s a brief synopsis of each video: Video One: Wisp: Performance Has a New Style This promotional video highlights the features and benefits of Wisp. Video Two: Wisp: Testimonial This promotional video features a patient who discusses his experience using the Wisp nasal mask. Video Three: Wisp: Fitting Guide This instructional video provides a step-by-step guide through the Wisp fitting process. Video Four: Wisp: Cleaning Instructions This instructional video reviews the details of Wisp cleaning, maintenance, and assembly. Video Five: Wisp: Correcting Leaks This instructional video details how to identify and correct mask leaks. Wisp Promotional Tools User s Guide 15
Summary We at Philips Respironics understand the pressures that you face in today s competitive healthcare environment. We hope that you find these Wisp Promotional Tools helpful and effective for your business. To order the materials that have been reviewed in this user s guide, please visit www.philips.us/wisp and click the Promotional Tools link to complete the contact information and order form. All materials will be available for download except for the patient brochures, poster, and point-of-sale displays, which will be shipped to you. If you should have any questions regarding any of the materials, feel free to email us at marketingcommunications@respironics.com. Please include Wisp Promotional Tools in the subject line. Use of Wisp promotional materials must comply with the U.S. pricing, advertising, and sales channel policy of Philips Respironics. 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. Wisp Promotional Tools User s Guide 16
Philips Healthcare is part of Royal Philips 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, U.S. only) Philips Respironics 1010 Murry Ridge Lane Murrysville, PA 15668 Customer Service +1 724 387 4000 800 345 6443 (toll-free, U.S. 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 Wisp are trademarks of Respironics, Inc. and its affiliates. All rights are reserved. Please visit www.philips.us/wisp 2014 Koninklijke Philips 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: U.S. federal law restricts these devices to sale by or on the order of a physician. edoc EB 05/08/14 MCI 4105792