Andy Weymann, how does Smith & Nephew benefit from KLEOS?

With KLEOS, Smith & Nephew has a unique “medical education institute” that also connects with all business units and represents Smith & Nephew to the wider medical community of orthopaedic surgeons and other professionals in this field. This also translates into better transparency and better service for their customers.  

What makes KLEOS stand out, or makes it unique?

KLEOS offers an information and learning service adjusted to o the day-to-day requirements of orthopaedic specialists/ members, ranging from sport medicine to traumatology and joint replacement. The website has a search function for topics, ensuring easy access to videos, literature and other services. This service in this form is unique. The orthopaedic specialist will be regularly e-mailed about service updates. And anyone can become a member - unlike with other organizations.

What are the underlying objectives of KLEOS?

Nowadays it is not the primary aim just to sell products - these have become interchangeable. What is important is to offer good additional services with some kind of “advantage”. What “services” actually means is currently the subject of some controversy, but they do have to be seen as additional benefits and not just sales promotions, since that would defeat the object.  

KLEOS was only launched recently. How was it received?

The reaction from orthopaedic specialists to KLEOS has been remarkably positive so far. They see the brand as new, modern, fresh and clear. Within Smith & Nephew it has also quickly gained recognition. An important question was why not to simply call it Smith & Nephew Medical Education. After two high-quality medical education organizations (Smith & Nephew Medical Education and The Plus Institute) joined forces, we took the best that both had to offer and made that into something even better – KLEOS. KLEOS stands out with its color, but its design is still very closely based on the Smith & Nephew design, which clearly shows that KLEOS is a part of Smith & Nephew.  

What is the long-term strategy?

Where will KLEOS be ten years down the line? The remit of KLEOS is basically to provide relevant and up-to-date information and to promote dialogue. This means building up a good reputation so that one day every surgeon will say: “That helps me, I really want to be part of that.” In the long-term view we strive to be number one in the medical education environment.