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Mentor Worldwide | Company Profile, Marketing Contacts, Media Spend, Brands




Mentor Corporation develops, manufactures, and markets innovative products for surgical and non-surgical plastic surgery procedures. The company's headquarters are located in Santa Barbara, CA. Mentor Corporation is a stand-alone business unit of ETHICON, Inc. a Johnson & Johnson company. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (805) 681-6000
Main Fax (805) 967-3013
Primary Address
201 Mentor Drive
Santa Barbara, CA 93111
USA

Mentor Worldwide Contacts

Contacts (3)
Name Title State
David W. President & Chief Executive Officer CA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (805) 681-6000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 201 Mentor Drive
Santa Barbara, CA
93111
USA

Wendy M. Vice President, Human Resources CA
Sara Allison D. Head, Professional Education Department CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Mentor Worldwide *
Titan *
MemoryGel *
Caromed *
UltraSculpt *

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DailyVista

FDA approves new silicone implants


The Story
Almost 15 years after banning silicone breast implants, the Food and Drug Administration just approved a new and improved version for the market, according to The Wall Street Journal.
 
Two companies will benefit the most from the approval – Irvine, Calif.-based Allergen and Santa Barbara, Calif.-based Mentor Corp.
 
Both firms plan on ramping up marketing campaigns to help educate consumers about the new silicone products.
 
The FDA prohibited the use of the original silicone breast implants in 1992 amid complaints of rupturing and links to connective-tissue disorders and cancer. Although the links to disease were never proved, litigation surrounding the implants pushed many companies into bankruptcy and left the breast augmentation industry with a tarnished reputation.
 
The companies say that the new implants are less likely to leak because of a thicker silicone gel.
 
The FDA approved the implants for cosmetic augmentation surgery in women over the age of 22. The administration approved the silicone implants for reconstructive surgery for all ages.
 
Allergan manufactures and markets a variety of aesthetic medical products, including breast implants, acne medications, injectable skin treatments and eye care products. Mentor Corp. is much less diversified, with 80 percent of its revenues coming from the manufacture of saline breast implants.
 
The Research
We called Allergan to learn more about the company’s plans to reeducate the market. We couldn’t get much information from a public relations exec other than a promise that the new campaign was already in development.
 
Our contact told us the campaign would definitely be PR-based and that the company was “reviewing DTC options.”
 
She said that Allergan was working with an agency to finalize the campaign. According to The List database, Allergan’s agency of record is New York-based Ogilvy Healthworld.
 
We also verified the decision-maker at Mentor Corp. as Sara Allison-DeRousse, Global Marketing Director for breast implants. Chicago-based Burson Marsteller is handling PR for Mentor.
 
One plastic surgeon, Roxanne Guy of Melbourne, Fla., offered an on-target assessment of the challenges faced by the companies selling the silicone implants.
 
Patients will need "reeducation to understand that the new-generation product is superior and not like the old one," she told the Jounal.
 
Guy predicted that the typical breast-implant patient would be a married woman in her mid-30s, finished with children and breastfeeding.
 
"(She) wants to get back what was lost," she said.
 
Since 1992, patients have had to rely upon saline implants. The substitutes are generally viewed as less natural-looking.
 
A set of silicone implants costs $1,600 – twice the price of saline implants. Implant operations cost between $6,000 and $10,000.
 
According to Nielsen Monitor-Plus, Allergan spent $120 million on measured marketing last year with $51.2 million going to network TV, $33.9 million buying cable TV and $26.4 million appearing in national magazines. Mentor Corp. spent $3.4 million on marketing last year with $2.2 million appearing on network TV followed by $600,000 in local newspapers and $500,000 on spot TV.
 
According to The List database, San Juan Capistrano, Calif.-based Andersen Jones Partners, a medical advertising agency, works with Mentor Corp.
 
The Direction
Agencies with health care capabilities should approach executives at both Allergan and Mentor immediately. Rebuilding the tarnished reputation of silicone implants will take a coordinated campaign from both companies.
 
Once patients' initial reservations are overcome, the market for these silicone implants should be wide – including targeting women unhappy with their saline implants.  
Allergan Inc.
2525 Dupont Drive
Irvine, CA 92612
(714) 246-4500
 
Kristen Williams
Customer Marketing Manager
(714) 246-6744
Mentor Corp.
201 Mentor Drive
Santa Barbara, CA 93111
(805) 681-6000
 
Sara Allison-DeRousse
Global Marketing Director - Breast Implants
(805) 681-6000 x. 6346          
 
Katherine Bennet
Allison-DeRousse’s assistant
(805) 681-6000 x. 6346          
 
Kathleen M. Beauchamp
Vice President, Sales & Marketing
(805) 681-6000 x. 6262
 
Barbara Wright
Beauchamp’s assistant
(805) 681-6000 x. 6262