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`DLIF Marketing Plan
`DLIF IS FOR EVERY SURGEON.
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`NUVASIVE 1053
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`Nuvasive, Inc. v. Warsaw Orthopedic, Inc.
`|PR2013-00206
`|PR2013-00208
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`NUVASIVE 1053
`NuVasive, Inc. v. Warsaw Orthopedic, Inc.
`IPR2013-00206
`IPR2013-00208
`
`

`
`Outline
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`I.
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`Executive Summary
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`ll. Current Environment
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`III. Market Plan
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`— Mission
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`— Objectives
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`—
`—
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`Strategies
`Tactics
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`IV.
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`Discuss all competitors entering the arena
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`DLIF l\'..-ranting Plan
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`Impact for the Future
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`MNUV0188195
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`The lateral marlget is here to stay and XLIF is negatively impacting
`MDT minimally invasive growth and share
`
`Executive Summary
`
`H
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`H
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`I
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`J
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`K
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`I
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`L
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`M
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`0
`Our DLIF ob'ectives to reverse this trend are to increase the % of, ‘ '1
`territories se lin DLIF to 40% 23% today by end of FY11 and
`'
`complete 30,00 DLIF |eve|s( ,500 today by end of FY1 2
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`N
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`O
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`O
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`L
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`L
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`P
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`L
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`I
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`To meet these objectives, we must execute on strategies of:
`1) Product Pipeline, 2) Training, and 3) Messaging
`_Produc_t: Execute time efficient launch of_|atera| late, begin Shift to ,
`innovation with launch of NEMD, unleash Innova ive new imlant design
`Training: Continue focus on effective surgeon and sales training
`Messaging: Ex and awareness of DLIF and entire minimally invasive
`platform across
`LL stakeholders as a company
`
`DLIF is one piece of the_faste_st grovyin platform at MSB (>$200M in
`CY08 foriust minimally invasive fusion?
`
`E-LIF iuaizaiaig Plan
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`ms is For: EVERY SURGEDN.
`
`@M
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`Confidential Information - Patent Prosecution Sensitive
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`Strategies
`EL;-—'!—
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`flI'fP£§Efl.l'.‘I£Efl‘:*'.'}.fin
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`force to sell Clydesdale
`by end of FY11
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`Objectives
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`T
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`U
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`Drive 40% of sales
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`Perform 30,000 DLIF
`levels by the end of
`FY12 (30% lateral
`share)
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`A
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`DLIF Marfielilg Plan
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`Dl.l= is FOR EVEHY SI-IRGEDN.
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`Confidential Information - Patent Prosecution Sensitive
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`- DLIF Dilalor Launch
`- ‘nrne Efficient Launch or Lateral-Plaite.
`- Release of Next Gen Retractor..('NEMO)
`- Introduction of Next Gen Implant" _
`- Surgeon Advisory Board to drive product
`developmenl prioriiies
`
`Y
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`Z
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`— Surgeons: Revamped and focused
`national trainings on key adoption barriers
`- Sales: Regional 8. Distance DLIF
`Trainings. Sales Cornrnunioalion Plan
`- New Tecl'v'NlM Reps: Intensive 3 day
`field visits. monthly update calls
`
`Surgeons: MISEDLIF journal ad campaign,
`publication plan finalization
`- Patienm: DLIF Video News Release,
`patienl education materials, refresh ol
`vmwlessinvasivespine.corn
`- Economic Buyer". Tools to promote
`DLlFrMlS economic benefit
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`4
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`Current Environment
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`5
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`DLIF Ill.-w.:-ting Plan
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`DLF Is FOR EVERY SLIRGEON.
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`Confidential Information — Patent Prosecution Sensitive
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`
`DLIF 101
`
`Key Information
`
`Minimally Invasive but Powerful
`
`DLIF Maoisainng Plan
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`DI.I= is FOR EVERY SIJREEDN
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`Longitude
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`DLIF is for every surgeon.
`Not new — been around for sometime!
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`Market Financials to Date
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`Sales Trainings
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`Clydesdale Downclass
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`New Tech Rep focus product
`
`New MedEd Strategy Implemented
`
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`CY07
`
`Clydesdale Launch
`NIM Eclipse Launch
`
`13% MDT Share
`
`CY08
`
`FY03 RTM Training
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`Clydesdale Size Extension
`Longitude Launched
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`NIM & Patient Positioning incorporated
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`Advanced DLIF Trainings held regionally
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`Regional Sales Meetings
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`Captured --18% of market share since launch
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`Leverage the exciting 8. innovative DLIF
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`Recommendations
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`Key Question: How to get projects too small to even be considered a project
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`
`Training
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`Develop best in class sales and surgeon training outlets
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`DLIF procedure and Ilpsrflricks
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`—- Implant stratification becomes key to
`maintain pricing for oneitwo level
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`justify construct benefit is needed
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`«— Implant Stratification again key to
`hold premium at key accounts
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`Complex constructs become frowned
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`NUVA beats to the punch on retractor_
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`for us in the MIS portfolio and
`continue to innovate in this area
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`1'5
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`DLIF Macfieling Plan
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`DI.I= is FOR EVEfi'r' SLIREEDN
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`Confidential Information - Patent Prosecution Sensitive
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`PX1056-0019
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