Doug Jones and John RubinoQSD Marketing

Not So SCARY MOVIE

Not So SCARY MOVIE

Present Selling Situation Business we have and business we do not have Review of the Molecular Lab and Products Review of the Coagulation/Hematology Lab and

Products Selling Strategies

Selling Third Party Controls

Not So SCARY MOVIEPresent Situation

Not So SCARY MOVIE

Comfortable Situations You know the instruments, people, decision makers Survey Says: Bio-Rad has 24-52% of Market Share

Uncomfortable Situation Newer instruments are using less controls When renewals are up, customers want lower pricing We need to sell the 3rd Party concept to New Markets

Present Situation

Not So SCARY MOVIEPresent Situation

Not So SCARY MOVIE

Experts in Selling 3rd Party Controls >$130 million

Experts in Many Different Products Sold >$5 million in Tumor Markers and Whole Blood

Controls

Present Situation

Not So SCARY MOVIE

There is an estimate TAM of $249 million Hematology/Coagulation, Toxicology,

Molecular and Infectious Disease areas

So where can we go to get this business?

Present Situation

Not So SCARY MOVIE

DOWN THE HALLWAY

Not So SCARY MOVIE

Not So SCARY MOVIE

What Does a Molecular Lab Do? Diagnose infectious diseases

un-culturable, low quantities, fastidious, dangerous Monitor response to therapy

viral load DNA sequencing

mutations Develop new assays

“home-brew”

Molecular Diagnostics

Not So SCARY MOVIE

What Does a Molecular Lab Do? Diagnose infectious diseases

un-culturable, low quantities, fastidious, dangerous Monitor response to therapy

viral load DNA sequencing

mutations Develop new assays

“home-brew”

Molecular Diagnostics

Not So SCARY MOVIE

What Does a Molecular Lab Do? Diagnose infectious diseases

un-culturable, low quantities, fastidious, dangerous

Monitor response to therapy viral load

DNA sequencing mutations

Develop new assays “home-brew”

Molecular Diagnostics

Not So SCARY MOVIE

Why use Third Party Controls? Confirm test results

Limited options Monitor instrument performance Reduce risk of undetected errors

Abbott LCx Excellent approach for ensuring compliance

Third Party Controls

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Ensuring compliance? “Chlamydia detection is the most common test

being performed in the molecular lab today” CLIA

requirement to monitor complete process Validation Training

Compliance

Bio-Rad BBI Blackhawk

Spec Processing yes no no

Urine Control yes no no

Shelf Life 3 yr 2 yr 2 yr

Open Vial 60 days 30 days 60 days

Distribution WW 9 reps 5 reps

Not So SCARY MOVIEAmplichek Advantages

Not So SCARY MOVIE

Not So SCARY MOVIE

Points to Remember: Amplichek CT/GC close can be very lucrative Amplified and Non-amplified methods Helps with compliance Good positioning for future Bio-Rad Controls

Enrique’s Success Story

Not So SCARY MOVIE

Sales Strategy: Go to your top 20 accounts to meet the Molecular and

Microbiology managers Focus on current BBI and Blackhawk Accounts

Go See Not So Scary Lab People

Not So SCARY MOVIE

Coagulation and Hematology Laboratories: Bio-Rad now has a comprehensive product line

Coagulation, Hemostasis and a Liquid D-dimer Control

Hematology A Plus (Abbott) and C Plus (Beckman Coulter), Hematology-16, Reticulocyte and Sedimentation Rate Controls

Coagulation and Hematology Laboratories

Not So SCARY MOVIE

Coagulation and Hematology Laboratories: Menu

Coagulation Control-3 distinct levels for 5 parameters

Coagulation and Hematology Laboratories

Not So SCARY MOVIECoagulation and Hematology Laboratories

Bio-Rad Stago (Roche) Beckman (IL)PT L1, 2, 3 L1, 2, 3 L1, 2 L1, 2 L1, 2, 3APTT L1, 2, 3 L1, 2, 3 L1, 2 L1, 2 L1, 2, 3Fibrinogen L1, 2, 3 L1 L1, 2 L1, 2 L1Thrombin Time L1, 2, 3 L1 L1 L1 L1Antithrombin III L1, 2, 3 L1, 2 L1, 2 L1

Dade Behring Ci-trol N & P

Not So SCARY MOVIE

Coagulation and Hematology Laboratories : Menu

Coagulation Control-3 distinct levels for 5 parameters Hemostasis Control has 16 parameters, including

routine coagulation, factors and thrombosis Hematology A Plus and C Plus includes reticulocytes

Coagulation and Hematology Laboratories

Not So SCARY MOVIE

Coagulation and Hematology Laboratories: Open-Vial Stability

Coagulation Control is now 24 hours at 2-25ºC D-dimer Control is 30 days at 2-25ºC Hematology A Plus is 7 days and C Plus is 14 days

Coagulation and Hematology Laboratories

Not So SCARY MOVIE

Coagulation and Hematology Laboratories: CLIA Update

Coagulation Automated- 2 levels of control each 8 hours and when reagents are changed

Hematology Automated- 2 levels of control each 8 hours and when reagents are changed

Bio-Rad’s Value-3 levels of control packaged individually

Customers assessing the full reportable range Customers running multiple levels on each shift

Coagulation and Hematology Laboratories

Not So SCARY MOVIE

Coagulation and Hematology Laboratories: Most reagent and control commitments will be

renewed within the next 12 months 3rd party controls, such as Bio-Rad, provides an

unbiased assessment of the test system One QC program for multiple controls and instruments

Coagulation and Hematology Laboratories

Not So SCARY MOVIE

Not So SCARY MOVIE

Points to Remember: Needed to identify new control products to sell

QC OnCall Inventory consultation as a means to add controls Visited a new laboratory: Coagulation/Hematology Presented the complete product line Able to add QC OnCall with the additional $5000

control commitment Opens the door for future opportunities

Coagulation and Hematology Laboratories

Not So SCARY MOVIE

Customer’s Objection: “Controls are tied to my contract!”

Ask when the contract is up for renewal Ask what test parameters they are running

Fibrinogen-do they purchase a separate low fibrinogen control?

Ask about the open vial stability? Do they need a new control for each shift

Ask about satisfaction with their QC Program?

Coagulation and Hematology Laboratories

Not So SCARY MOVIE

Coagulation/Hematology Review: Hematology and Coagulation now has a comprehensive

product line Key Bio-Rad advantages

OVS, Menu, QC Program Can show significant cost savings for the customer and

sales for you Utilize the Sales Tools

Inventory Consultation Product Sheets Demo QC OnCall Sample Pack

Coagulation and Hematology Laboratories

Not So SCARY MOVIE

Sales Strategy: Go to your top 20 accounts to meet the

Coagulation/Hematology managers Find out what controls they are using and when their

contracts are expiring Present the full product line for that department

including QC OnCall Begin sampling and follow up Close, Close, Close

Go See Not So Scary Lab People

Not So SCARY MOVIE

"The key to success is for you to make a habit throughout your life of doing the things you fear."

-- Brian Tracy

“The world changes, we do not, there lies the irony that finally kills us."

-- Interview With The Vampire

Quotes to Sell By

Not So SCARY MOVIE

QUESTIONS?