AVT Q1 2025 CWU

AVT Marketing Evolution INARI MEDICAL®

Evolution of VenaCore / RevCore Positioning & Messaging

Key Takeaways:

• Over 50% of representatives are sidelined, underscoring a significant disengagement from sales efforts.

• Current messaging regarding Cardiovascular Disease (CVD) is ineffective in engaging customers and achieving targeted outcomes in the field.

• There is a notable misalignment between Sales and Marketing teams, resulting in inefficient strategies and support mechanisms.

• Many perceive AVT cases as long, complex, or challenging, which deters engagement and confidence.

• The sales team lacks confidence in identifying viable AVT targets, which impacts performance and growth.

Key Strategies to Support Teams:

• Introduction of a Q1 AVT Quota and Regional Sales Manager (RSM) Bonus Management By Objectives (MBO) to incentivize performance and accountability.

• Implementation of fresh positioning strategies that resonate both internally within the organization and externally with potential clients.

• Emphasis on the multiple clinical applications of AVT to broaden the appeal and address varied patient needs.

• Development of specific, actionable marketing materials tailored to support sales representatives in the field.

• Fostering belief and confidence among representatives regarding best practices and sharing success stories to motivate and empower teams.

Growth & Protection Metrics

Growth Performance:

• Account Managers who sell more than three units in AVT exhibit a remarkable average of 106% to plan, indicating the potential for higher earnings and performance.

• DVT case volumes experienced a 21% increase in Q4 compared to Q3, demonstrating growth in demand and engagement.

Protective Outcomes:

• Physicians managing more than one AVT case in Q4-24 were able to grow their total DVT cases by 43% from Q3, showcasing the cumulative benefits of experience and case volume on overall performance.

Value Proposition:

• AVT cases are increasingly linked to a substantial increase in DVT revenue growth, presenting a compelling case for investment and interest in this area.

• Advanced Venous Therapies: Your Success, Our Mission aims to create a partnership ethos where the success of clinicians and their patients is prioritized.

Case Growth Potential:

• A $13 million stocking opportunity remains in the Inari Stent Overview (ISO), indicating market potential yet to be captured.

• Approximately 500 dormant AVT accounts exist that are stocked but have not been utilized, presenting a massive opportunity for reignited engagement.

Leverage the Portfolio:

• Understanding the optimal usage of the Inari DVT portfolio allows for more strategic approaches in hospitals and practices.

• Focus on business protection — engaging with competitive physicians for strategic advantages.

• Identify new operators for AVT procedures to expand reach and increase market penetration.

Resources:

• Trusting the AVT team as partners in your success ensures a supportive environment for sales representatives.

• A dedicated support team is in place to streamline efficiency and facilitate smoother operations.

• Operators’ complexity should not imply the cases are similarly complex, reinforcing the simplicity and effectiveness of the AVT solutions.

VenaCore Position Evolution

Current vs. Future Positioning:

• The current focus is on achieving durable luminal gain and enhancing stent preparation for better outcomes.

• VenaCore applications include:

  • RVO: Effectively removing stubborn material without leaving any residue.

  • True CVD: Disruption of materials catering to large, underserved populations who need effective treatment options.

• Intended Beliefs:

  • Helping to address misconceptions regarding the complexity of AVT procedures.

  • Building confidence in treating chronic conditions without necessitating CVD training, allowing broader access to effective treatment methodologies.

  • Repositioning to highlight intuitive understanding and management of chronic material challenges.

  • Supporting evidence that VenaCore is both safe and effective complements the messaging strategy.

VenaCore Messaging Evolution

Strategies for Addressing Chronic Material:

• VenaCore promotes advantages such as faster and durable luminal gain compared to traditional CT approaches, establishing its unique value.

• Key Questions for Physicians:

  • How frequently do they resort to multiple ClotTriever passes during DVT treatments?

  • What standard protocols do they follow to address remaining material?

  • What are their experiences with stenting procedures concerning chronic materials?

• Potential Benefits:

  • Reduced procedure times and improved long-term patency, critical for positive patient outcomes.

  • Proactive management of chronic segments can significantly enhance patient health and well-being.

VenaCore "Rules of Engagement" - SPV

Criteria for SPV:

• Symptoms must persist for over two weeks.

• A previous DVT diagnosis is required for consideration.

• Venogram sample indications serve as further criteria for patient selection.

Talk Track Example:

• Highlight the critical role of VenaCore in managing organized clots effectively.

• Emphasize the supportive, collaborative role of Account Managers in managing cases effectively and enhancing practitioner confidence.

VenaCore Messaging for Expected Chronic Material

Problems with Traditional Approach:

• Traditional ballooning techniques have led to potential recoil and necessitated re-interventions, complicating patient management.

Solutions Offered by VenaCore:

• VenaCore effectively disrupts chronic materials, maintaining inflow vein patency and preventing complications.

• Enhanced stent preparation improves the longevity of vein performance, crucial for chronic case management.

Benefits for Physicians:

• Customizable treatment plans tailored to chronic DVT cases enhance therapeutic outcomes.

• Significant improvements in patient outcomes lead to higher satisfaction and quality of life.

RevCore Evolution of Messaging

Importance of Surveillance Protocols:

• Early detection of Isolated Stenosis and Thrombosis (IST) is critical for preventing subsequent complications.

• RevCore is promoted as a safe and effective treatment methodology for maintaining stent patency.

Key Questions for Discussion:

• What follow-up protocols are in place for patients with venous stents?

• What intervention criteria guide the management of IST and the establishment of treatment goals?

VenaCore Marketing Initiatives

New External Marketing Pieces:

• A collection of case summaries demonstrating the effectiveness of VenaCore in DVT management.

• Specific example cases showcasing measurable pre and post-procedural outcomes to inform and educate.

• A commitment to addressing chronic material effectively for enhanced patient outcomes.

Making It Stick / Shifting Belief

Upcoming Training and Marketing Plans:

• January will see specialized training sessions for Regional Sales Directors (RSD) and Regional Sales Managers (RSM) focused on VenaCore messaging.

• A series of videos targeting internal marketing and training strategies will roll out to enhance understanding and application of strategies.

• A comprehensive relaunch of marketing materials concentrating on luminal gain and the challenges posed by chronic occlusions will be executed.

• Ongoing resources, including AVT Edge and dedicated office hours for continuous support, will ensure teams stay informed and equipped to succeed.