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TM SCULPTO.R. REAMER SYSTEM Sales Launch Manual TABLE OF CONTENTS Introduction . 1 I. Product Information . 2 II. Positioning . 9 III. Set Listings . 12 IV. Competition . 20 V. Cleaning Instructions . 25 ©2000 Smith & Nephew, Inc. SculptO.R. is a trademark of Smith & Nephew, Inc. Pressure Sentinel is a trademark of Zimmer, Inc.Gray Intramedullary Flexible Reamer System is a trademark of Howmedica, Inc. INTRODUCTION The SculptO.RTM Reamer System is Smith & Nephew’s newest innovation in instruments to complement the surgical tech- nique involved with IM Nailing. It offers surgeons the choice of instruments needed to follow either a reamed or unreamed technique. REAMED SURGICAL TECHNIQUE Flexible reamers are used in the preparation of the medullary canal during interlocking nail or revision total hip replace- ment procedures. While reamers are used to enlarge the canal before a nail is implanted, it is also thought that reaming may increase bone healing by stimulating the osteo-blood supply. The decision of reaming vs unreaming is still being debated and remains the decision of the surgeon. For the reamed approach, a full selection of fixed and interchangeable reamers and flexible shafts are available as part of the SculptO.R. Reamer System. UNREAMED SURGICAL TECHNIQUE Smith & Nephew is the only company that offers our customers Sounds to be used when following an unreamed surgical technique. Synthes, Howmedica, and Biomet do not include sounds in their reamer systems. Surgeons often use the inter- changeable reamer heads to sound the canal. This can cause problems due to the designs of the head and the potential for their sharp edges to become lodged in the intramedullary canal. Competitive sales representatives will often promote measuring for the nail diameter off the x-ray and nail gauges, since their systems do not include sounds. Smith & Nephew offers a wide variety of nails that are designed to accommodate either a reamed or unreamed preference in surgical technique. For the unreamed approach, Sounds are used to measure the internal diameter of the canal by passing over a guide rod and across the isthmus. The largest diameter Sound which passes easiest through the isthmus signifies the correct nail diameter for implantation. This launch booklet is designed to provide you with the key information needed to successfully sell the SculptO.R Reamer System to your customers. Reamer Systems are one of the few instruments still purchased by most hospitals because of their high frequency of use in orthopaedic procedures. The SculptO.R. Reamer System offers Smith & Nephew the unique opportunity to increase sales and support a variety of our products with this new line of instrumentation. Take time to read and absorb the important details provided within to improve the return on your sales investment! TM SCULPTO.R. REAMER SYSTEM 1 KEY FEATURES AND BENEFITS FEATURE BENEFIT LASER CUT SHAFT Cannulated tubing with a patented elliptical laser cut design for added strength, flexibility, and cleanability. Single wound design allows shaft to be reversed, minimizing unwinding and overload during reaming. BULLET TIP DESIGN Designed to centralize the Reamer Head in the canal and minimize REAMER HEADS an eccentric reaming pattern. DEEP CUTTING FLUTES Five cutting flutes oriented at a 15° helix angle designed to allow easier passage of bone chips around the reamer head to cut faster and cooler. SMALL SHAFT DESIGN 7.6 mm diameter shaft designed to reduce intramedullary pressure. SOUNDS A convenient option for customers who prefer unreamed techniques. TM SCULPTO.R. REAMER SYSTEM 2 KEY PRODUCT FACTS REAMER HEAD • Five cutting flutes • 15° helix angle • Interchangeable design for use with laser cut shaft • Sizes 9.0 mm through 21.0 mm diameters in .5 mm increments • Small bullet tip design • Internal diameter of 3.2 mm must use the 3.0 mm Guide Rod (7111-8202) • Dovetail connection • 18.75” in length TM SCULPTO.R. REAMER SYSTEM 3 KEY PRODUCT FACTS FIXED REAMERS • Patented elliptical laser cut shaft design • Reversible • 5.4 mm shaft diameter • Sizes available from 6.0 mm diameter through 11.0 mm diameter in .5 mm increments • Internal diameter of 2.2 mm must use the 2.0 mm Guide Rod (7111-8201) • Quick connection to power TM SCULPTO.R. REAMER SYSTEM 4 KEY PRODUCT FACTS FLEXIBLE SHAFT • Patented elliptical laser cut shaft design • Dovetail connection • ¼” distance between weld to reamer head connection • Quick connect to power • One size • 7.6 mm diameter • Reversible • Internal diameter of 3.2 mm must use the 3.0 mm Guide Rod (7111-8202) TM SCULPTO.R. REAMER SYSTEM 5 KEY PRODUCT FACTS SOUNDS • Sizes 7 mm to 15 mm in 1.0 mm increments • Determines canal diameter for appropriate selection of nail diameter • Used for unreamed technique • Optional tray TM SCULPTO.R. REAMER SYSTEM 6 KEY PRODUCT FACTS CASES • Optional sound case with sizes from 7 mm to 15 mm diameter in 1 mm increments • Drops in bottom of reamer case • Utilizes the new Smith & Nephew case design • Two interchangeable shafts • Reamer heads from 9.0 mm to 21.0 mm diameters in .5 mm increments • Fixed 13.5 mm reamer • Fixed reamers from 6.0 mm to 11.0 mm diameters in .5 mm increments TM SCULPTO.R. REAMER SYSTEM 7 PRODUCT LISTING PART NO. DESCRIPTION 7111-8200 SculptO.R. Flexible Shaft 7111-8260 Flexible Shaft for Old Reamer Heads 11-5128 Pseudoarthrosis Chisel 11-8165 5.0 mm T-handle Shaft Reamer 41-5330 Skin Protector 7111-8213 13.5 mm Fixed Reamer 7111-8212 T-handle Shaft 7111-8220 Fixed Reamer 6.0 mm 7111-8221 Fixed Reamer 6.5 mm 7111-8222 Fixed Reamer 7.0 mm 7111-8223 Fixed Reamer 7.5 mm 7111-8224 Fixed Reamer 8.0 mm 7111-8225 Fixed Reamer 8.5 mm 7111-8226 Fixed Reamer 9.0 mm 7111-8227 Fixed Reamer 9.5 mm 7111-8228 Fixed Reamer 10.0 mm 7111-8229 Fixed Reamer 10.5 mm 7111-8230 Fixed Reamer 11.0 mm 7111-8231 9.0 Reamer Head End Cutting 7111-8232 Reamer Head Pilot Nose, 9 mm 7111-8233 Reamer Head, 9.5 mm 7111-8234 Reamer Head, 10 mm 7111-8235 Reamer Head, 10.5 mm 7111-8236 Reamer Head, 11 mm 7111-8237 Reamer Head, 11.5 mm 7111-8238 Reamer Head, 12 mm 7111-8239 Reamer Head, 12.5 mm 7111-8240 Reamer Head, 13 mm 7111-8241 Reamer Head, 13.5 mm 7111-8242 Reamer Head, 14 mm 7111-8243 Reamer Head, 14.5 mm 7111-8244 Reamer Head, 15 mm 7111-8245 Reamer Head, 15.5 mm 7111-8246 Reamer Head, 16 mm 7111-8247 Reamer Head, 16.5 mm 7111-8248 Reamer Head, 17 mm 7111-8249 Reamer Head, 17.5 mm 7111-8250 Reamer Head, 18 mm 7111-8251 Reamer Head, 18.5 mm 7111-8252 Reamer Head, 19 mm 7111-8253 Reamer Head, 19.5 mm 7111-8254 Reamer Head, 20 mm 7111-8255 Reamer Head, 20.5 mm 7111-8256 Reamer Head, 21 mm 7111-8203 7.0 mm Sound 7111-8204 8.0 mm Sound 7111-8205 9.0 mm Sound 7111-8206 10.0 mm Sound 7111-8207 11.0 mm Sound 7111-8208 12.0 mm Sound 7111-8209 13.0 mm Sound 7111-8210 14.0 mm Sound 7111-8211 15.0 mm Sound 7111-8258 Sound Tray 7111-8257 Reamer Tray 7112-9401 2.4 Outer Case 7112-9402 2.4 Outer Case Lid TM SCULPTO.R. REAMER SYSTEM 8 POSITIONING THE PRODUCT PRODUCT POSITIONING STATEMENT: The SculptO.R. Flexible Reamer System is the most comprehensive product offering available, utilizing innovative designs to reduce temperature and pressure in the canal for improved surgical outcomes. STRATEGIES FOR POSITIONING THE PRODUCT: • Upgrade existing accounts — A new laser cut shaft is also available to fit our existing reamer heads; item number 7111-8260. Customers who have recently purchased the Smith & Nephew’s older reamer system can upgrade their system, allowing them to utilize the new Flexible Reamer Shaft. • Target new accounts by ordering one of the four-loaner sets available in Loaner Services to “show & tell” this new reamer system. • Target competitive accounts that have experienced breakage or problems with competitive reamer systems. • Target dissatisfied accounts that would like to upgrade their reamer system. • Target high-volume orthopaedic accounts that are constantly having to replace reamer shafts. • Target high volume nailing accounts that perform both reamed and unreamed procedures. • Target trauma surgeons concerned with the heat and pressure build-up in the canal and those that have written papers, experienced necrosis and fat embolism after an IM nail procedure. • Target small accounts that could benefit from having one system to use for both IM Nail Procedures and Revision Total Hip Procedures. • Target orthopaedic surgeons who like aggressive cutting reamer heads. • Target existing accounts that use and like Smith & Nephew Trauma products. The above listing is a few examples of the type of surgeons and accounts to target with the new SculptO.R. Reamer System based on the key features and benefits it offers. Study the key features and benefits of the system to select your own account targets for the new system. TM SCULPTO.R. REAMER SYSTEM 9 ACCOUNT TARGETING Develop five account targets based on the Key Features and Benefits of the SculptO.R. Reamer System. 1. 2. 3. 4. 5. TM SCULPTO.R. REAMER SYSTEM 10 ACCOUNT TARGETING Develop five open-ended questions to use to target the SculptO.R. Reamer System to your surgeons or accounts. 1. 2. 3. 4. 5. TM SCULPTO.R. REAMER SYSTEM 11 PRICING The following customized pricing form has been developed to allow you to “customize” the set for your customer.