DevicePharm is an Irvine, California-based provider of marketing strategy and integrated marketing communications solutions for organizations serving medical professionals and healthcare consumers. As the name suggests, our clients are medical device and pharmaceutical companies along with biotech and life sciences firms ranging from investor-backed startups to established market leaders with over $30 billion in annual revenue. Because we are focused, we understand the specific and dynamic nature of marketing medical devices, the complexities of research-useﾖonly products, and the constant change in AdvaMed, PhRma, and FDA regulations. Our knowledge of these markets provides our clients with the expertise and rapid response required to strengthen their position and exceed their goals. This distinct focus is what helps us deliver outstanding results for our clients. The DevicePharm team of marketing, creative, multimedia, and medical professionals provides clients with award-winning professional advertising and direct marketing, practitioner and consumer-focused web and e-media design, comprehensive medical education, and direct-to-consumer and physician-to-consumer programs. In addition, we have demonstrated success in creating new markets by generating physician and consumer demand for emerging and elective medical procedures. Medical device, biotech, life sciences, and pharmaceutical marketers turn to our experienced and talented team to help them be more competitive and identify opportunities to achieve success.

1. The Overview
2100 Main Street, Suite 250
Irvine, California 92614
949.271.1180
www.DevicePharm.com

2. DevicePharm is an Irvine, California-based provider of marketing strategy and integrated marketing
communications solutions for organizations serving medical professionals and healthcare
consumers. As the name suggests, our clients are medical device and pharmaceutical companies
along with biotech and life sciences firms ranging from investor-backed startups to established
market leaders with over $30 billion in annual revenue.
Because we are focused, we understand the specific and dynamic nature of marketing
medical devices, the complexities of research-use–only products, and the constant change in
AdvaMed, PhRma, and FDA regulations. Our knowledge of these markets provides our clients
Who we are.
What we do.
with the expertise and rapid response required to strengthen their position and exceed their goals.
This distinct focus is what helps us deliver outstanding results for our clients.
The DevicePharm team of marketing, creative, multimedia, and medical professionals
provides clients with award-winning professional advertising and direct marketing, practitioner
and consumer-focused web and e-media design, comprehensive medical education, and
direct-to-consumer and physician-to-consumer programs. In addition, we have demonstrated
success in creating new markets by generating physician and consumer demand for emerging
and elective medical procedures.
Medical device, biotech, life sciences, and pharmaceutical marketers turn to our experienced and
talented team to help them be more competitive and identify opportunities to achieve success.

3. ™
From opportunity to success.
Recognizing a unique opportunity takes experience. Knowing what to do
with that opportunity requires talent and skill. This is what DevicePharm
delivers to our marketing partners.
The DevicePharm tagline, From Opportunity to Success, signifies the pathway that all marketers travel from identifying opportunities to achieving their
goals. We know that the right path begins with developing insightful, strategic marketing formulae, and culminates with solid, innovative
implementation–ultimately leading our clients to their full potential.

4. Our Clients
From analysis to tactical campaign execution, from billion-dollar companies to investor-backed start-ups,
DevicePharm provides our clients with a rich continuum of marketing strategy and integrated marketing
solutions. Today, DevicePharm has the privilege of serving clients in the following markets:
• Medical device
• Molecular biology
• Biotech
• Pharmaceutical
• Lifesciences
• Medical services
Therapeutic Experience
Our team has experience in a range of therapeutic areas with medical device, pharmaceutical, biotech, and lifesciences
companies. In addition, our team has experience with a broad range of therapeutic areas through our history of
Therapeutic
Experience
provider-direct work. From a manufacturer perspective only, we have developed and executed campaigns and
resources in the following therapeutic areas:
• Aesthetics
• General surgery
• Orthopedic surgery
• Anesthesia
• Genetic diagnostics
• Pain management
• Breast diagnostics
• Glaucoma surgery
• Pediatric nutrition
• Cardiovascular surgery
• Hearing
• Pulmonology
• Cataract surgery
• Interventional cardiology
• Retinal surgery
• Colorectal diagnostics
• euroendovascular
N
• Spine surgery
• Critical care
• Interventional radiology
• Sports medicine
• Dentistry
• Molecular diagnostics
• Vascular surgery
• Diabetes
• Neurology
• Weight loss surgery
• Diagnostics
• Ocular diagnostics
• Women’s health
• Electrophysiology
• Oncology
• Gastroenterology
• Orthodontics

5. Medical Device
Biotech/Pharma
Abbott Medical Optics
Abbott Molecular
AcuFocus
Baxter Anesthesia
Amendia
Dxterity Diagnostics
Avantis Medical Systems
EPIC Diagnostics
Baxter Biosurgery
Canon
Cianna Medical
American Heart Association
Covidien Neurovascular
Crown Sterling
Dallen Medical
OCTANe
Electromedical Products International
Client Roster
Providers Services
Ortho2, Inc.
Endologix
Strathspey Crown
Envoy Medical
UC Irvine, Gavin Herbert Eye Institute
Fresca Medical
United Cerebral Palsy
Hallux, Inc.
VENTION Medical
Kerr Dental
Inspire Medical
Phoenix Research Labs
PneumRx
ReShape Medical
ReFlow Medical
Sonendo
Tenex Health
Thoratec Corporation
University Medical
VertiFlex

6. The experience to know.
The resources to do.

7. The challenge that marketers face each day is knowing how to take an opportunity and
develop it into a success. DevicePharm’s ability to help marketers achieve this is rooted
in the experience of our senior executive and consulting teams. Our executive leadership
team has:
• Launched 400 healthcare brands
• Sold medical devices and pharmaceuticals
• Founded an internet health information company
• Directed a roll-up of web strategy and design firms
• Founded a celebrity-model healthcare PR firm
• Developed marketing programs for over 450 medical practices
• Founded medical device companies
The experience to know.
The resouces to do.
• Served on medical device and biotech company boards
Knowing what to do is only half the equation. At DevicePharm, we have the proven
resources to help our clients deliver marketing success. We’ve developed and launched
hundreds of healthcare brands throughout the world targeting medical and scientific
professionals as well as patients and consumers. Our clients’ successful integrated
marketing solutions have been featured in The Wall Street Journal and recognized for
creative excellence in dozens of national and international awards for:
• Advertising campaigns
• Brand naming and design
• Integrated marketing campaigns
• Corporate identity
• Interactive sales resources
• Exhibit content and design
• Collateral materials
• Multimedia exhibit experiences
• Professional websites
• Medical educational programs
• Consumer websites
• Sales training programs
• DTC campaigns
• Public relations
• PTC campaigns
• Sales meeting programs

8. Strategy and Planning
Due to the confidential nature of our strategy and planning assignments, case studies are
available for live presentations only.

9. Digital and
Interactive
Media

10. Brand
Development
Is tendon pain
HOLDING YOU BACK?
Introducing the FAST procedure—a minimally invasive
treatment designed to remove the source of pain.
• Elbow
• Plantar Fasciitis
• Achilles
• Knee (patellar tendonosis)
R eg a in your a ctive lifestyle–FA S T.
FAST
PROCEDURE
Minimally invasive tendon treatment.
The FAST™ procedure–Focused Aspiration
of Soft Tissue–is a percutanteous ultrasound
guided tenotomy and bone debridement
system that restores natural tendon and soft
tissue function in the elbow, knee, shoulder,
Achilles, and plantar fascia.
Only with FAST: minimally invasive
percutaneous insertion, cutting and removal
of diseased tendon tissue and bone spur
debridement, procedure time of 15 minutes
or less under local anesthesia, and quick
recovery time for your patients.
Call 855.2TENDON • Visit TenexHealth.com
Find a doctor at
www.FASTprocedure.com
Scan this QR code with your smartphone.
Visit your app store and download
a QR code reader.
FAST is a trademark of Tenex Health Inc.
©2012 Tenex Health Inc. All rights reserved.
MKT041
FAST
Partial Tear + Calcification
Patellar
Normal Tendon
Patellar
TM
Pre Procedure
Post Procedure (3 months)
PROCEDURE
The TX1 Tissue Removal System is indicated for use in surgical procedures where fragmentation, emulsification, and aspiration of soft tissue are
d
esirable including general surgery, orthopedic surgery, laparoscopic surgery, and plastic and reconstructive surgery.
FAST and the Tenex Health logo are trademarks of Tenex Health Inc.
©2012 Tenex Health Inc. All rights reserved.

11. Educating
and Equipping
Sales Teams

12. Provider
Education and
Communication
PA R A D I G M : A d v a n c e s i n h e a r t f a i l u r e t e c h n o l o g i e s
Vo l . 1
Advances in LVAD Design:
Improving Reliability and Minimizing
Risk of Stroke and Thrombosis
Steve Reichenbach, PhD
Senior Director, Technology Development
Thoratec Corporation
Dr. Reichenbach has more than two decades
of cardiothoracic experience and oversaw
the development of the HeartMate II .
He is a published author of more than
20 peer-reviewed journal articles.
®
Left ventricular assist devices (LVADs) have become an
established treatment for patients with advanced heart
failure either as a bridge-to-transplantation (BTT) or
as a long-term option for those who do not qualify for
cardiac transplantation (destination therapy or DT). The
addressable population is growing: nearly 100,000 people
in the United States alone are currently estimated to be
potential VAD candidates, although only a tiny fraction
of that number have received them. The HeartMate II is
Thoratec’s first-line continuous flow chronic LVAD. It was
approved as a BTT therapy in the United States in April
2008 and as a DT for patients ineligible for transplantation
in January 2010. The device is also approved and being
distributed in Europe, Asia, Australia, and Canada.
While early LVADs were large pulsatile volumedisplacement devices, we have seen a recent dramatic
switch to miniaturized continuous flow devices, with
98% of LVADs implanted between January 2010 and June
2010 being of the latter design. Continuous flow devices
are not only smaller, but also more reliable, offer better
long-term survival, and present a better adverse event
profile. HeartMate II, the most widely used continuous
flow LVAD, embodies unique and elegant design features
that offer efficacy, safety, and reliability while minimizing
the risk of complications.
1
2
Open pathways, smooth flow
The HeartMate II has only one moving part: the rotor that
spins on blood-immersed ruby bearings located at either
end of the assembly. Blood enters the pump from the apex
of the left ventricle via an inflow conduit; the spinning
rotor moves the blood through the pump to an outflow
graft and ultimately back to the native circulation via the
ascending aorta. The pump is axially configured, with blood
flowing past the rotor parallel to the axis of rotation,
allowing for a smaller size and weight compared to earlier
devices and eliminating the need for a blood reservoir.
Open-flow paths also help to maximize washing of the
pump and conduits, contributing to the lowest published
stroke and thrombosis rates among continuous flow LVADs.
3
In the HeartMate II, large channels passing through the
inlet stator, rotor, and outlet stator work synergistically
to provide a smooth flow path, minimizing shear stress
and turbulence. By maintaining low shear stress and
shear exposure time, the risk of damage to cellular
components of the blood is reduced. With shear stress
controlled appropriately and the inner walls of the LVAD
continually washed, platelet aggregation is avoided and
thrombosis risk is also reduced. In a recent study of
patients who received the HeartMate II as destination
therapy, plasma-free hemoglobin values remained low
12 months postimplantation, an indicator of low rates
of shear and hemolysis.
4
Textured surfaces
Many LVADs have been designed with smooth interior
surfaces to minimize sites for thrombus nucleation.
Despite this, the incidence of thromboembolic
complications associated with some LVADs has been
reported to be as high as 29%. More than 20 years ago,
Thoratec began experimenting with textured surfaces
in the wider, open-flow areas of their LVADs. This novel
approach to minimizing thromboembolism was quickly
found to reduce the risk of complications in HeartMate
recipients and has been refined and customized further
for inclusion in the HeartMate II. A sintered titanium
5
®
5

13. Consumer
Traditional colonoscopy has long been considered
the best way to screen for signs of colon cancer—until
now. With the advanced Third Eye® colonoscopy,
our physicians can more easily detect polyps hidden
behind the folds and curves of the colon—which can
be a real relief.
In fact, a recent study shows that the Third Eye
technology increases the overall detection of
precancerous polyps by over 23%. What’s more, this
detection rate was shown to be even higher at over
40% for patients at greater risk for colon cancer.2
www.ThirdEyeColonoscopy.com
To schedule a
Third Eye Colonoscopy
at Norwalk Hospital,
call 1-866-NHB-WELL.
References: 1. Rex DK, Cutler CS, Lemmel GT, Rahmani EY, Clark DW, Helper DJ, Lehman
GA, Mark DG. Colonoscopic Miss Rates of Adenomas Determined by Back-to- Back
Colonoscopies. Gastroenterology. 1997 Jan; 112(1):24-8. 2. Leufkens AM, DeMarco DC,
Siersema PD, et al. Effect of a retrograde-viewing device on adenoma detection rate during
colonoscopy: the TERRACE study. Gastrointest Endosc. 2011;73:480-9.

14. Case
Studies
ReZoom
Abbott Medical Optics Baxter BioSurgery
Gary Player
MyCataractSolution.com
Tisseel eDetail
Tenex Health
MindFrame
Abbott Medical Optics
iPad Application
MindFrameInc.com
Interactive Exhibit

15. • trategic Marketing
S
Strategic Marketing Plan
Development
Corporate Identity
Positioning
Brand Development
Campaign Concepts
Product Launch
Services
• ollateral / Graphic Design
C
Logo Development
Brochures
Print Ads
Patient Education
Clinical Education
– Whitepapers
– Monographs
Sales Training Materials
Selling Systems
Displays
Interactive PDFs
• arket Research
M
Product Sampling
Phone Interviews
Focus Groups
• edia
M
Media Research
Planning
Buying
Post-Buy Analysis
• ublic Relations
P
Buzz Marketing
PR Development
Media Advisories
Media Relations
New Product Introduction
Company Launch
Press Releases
Fact Sheets
B
• roadcast
TV/Cable
Radio
Terrestrial Satellite
Syndicated Programs
V
• ideo
Script Development
– Physician Testimonials
– Patient Testimonials
Video Editing and Effects
Corporate Video Production
Product Video Production
Medical Animation Illustration
• irect Marketing
D
Direct Mail Strategy
Direct Mail Design
Mail Tracking / Analytics
Production and Mailing
List Brokerage Services
Mobile Marketing
• Tradeshows
Booth Design
Pre Post Show Marketing
Promotional Items
• Promotions
On-Air Promotions
Cross Promotions
Event Marketing
Co-op Advertising
• Online / Digital
iPad Apps
Mobile Sites
Social Media Strategy
Search Engine Marketing
Search Engine Optimization
E-mail Marketing
E-mail Drip Campaigns
Physician Forums
Blog Development
Social Networking
Viral Marketing Campaigns
Website Strategy
Website Design
Web Video
Website Programming
PURLs/GURLs
Variable Data Printing
Dynamic Imaging
Landing Pages
Web Analytics
Banner Ads
Display Ads

16. DevicePharm, Inc.
Jon Hermie
Elina T. Kingkade
2100 Main Street, Suite 250
Contact
Clay Wilemon
CEO/Chief Strategy Officer
President
Director, Industry Relations
Irvine, CA 92614
949.271.1180
949.271.1182
949.271.1788
949.271.1180
ClayW@DevicePharm.com
JonH@DevicePharm.com
ElinaK@DevicePharm.com
Fax: 949.271.1198
www.DevicePharm.com