Alzheimers talk siemens_crm_final_revised_ok_pdf

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Alzheimers talk siemens_crm_final_revised_ok_pdf

  1. 1. When One Plus One Equals More Than Two Alexander Zimmermann, VP Sales and Marketing, Molecular Imaging Unrestricted © Siemens AG 2014 All rights reserved. Answers for life.
  2. 2. Dr. Alois Alzheimer 1901 Frankfurt Unrestricted © Siemens AG 2014 All rights reserved. Page 2 Alexander Zimmermann / HIM MI CRM
  3. 3. Every 68 Seconds Someone in the USA Develops Alzheimer’s1 MILLION 1 Unrestricted © Siemens AG 2014 All rights reserved. Page 3 Alzheimer’s Association, 2013 Alzheimer’s Disease Facts and Figures, Alzheimer’s & Dementia, Volume 9, Issue 2. Alexander Zimmermann / HIM MI CRM
  4. 4. Alzheimer’s Epidemic Healthy Brain Alzheimer’s Brain Unrestricted © Siemens AG 2014 All rights reserved. Page 4 Alexander Zimmermann / HIM MI CRM
  5. 5. Abnormal First Comprehensive Amyloid Imaging Solution* When evaluating for Alzheimer’s disease** Brain atrophy (vol. MRI) Cognition Normal Amyloid-β accumulation Clinical Disease Stage Unrestricted © Siemens AG 2014 All rights reserved. Page 5 * syngo.PET Amyloid Plaque is intended for use only with amyloid radiopharmaceuticals approved in the country of use. Users should review the drug labeling for approved uses. ** When evaluating for Alzheimer’s disease and other causes of cognitive decline . Alexander Zimmermann / HIM MI CRM
  6. 6. MI Images Life MI CT MR X-ray Unrestricted © Siemens AG 2014 All rights reserved. Page 6 Alexander Zimmermann / HIM MI CRM
  7. 7. MI Uses Small Amounts of Radioactive Materials to Characterize Biological Processes Imaging Biomarker Production and Distribution Imaging Biomarker Injection and Acquisition Image Processing and Diagnosis Radioisotope and Drug Unrestricted © Siemens AG 2014 All rights reserved. Page 7 Alexander Zimmermann / HIM MI CRM
  8. 8. Marker Scanner Software Unrestricted © Siemens AG 2014 All rights reserved. Page 8 Alexander Zimmermann / HIM MI CRM
  9. 9. Conventional Normal 1 2 3 4 5 6 7 8 Positive Normal Positive 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Production Amyloid Imaging Biomarker Amyloid Amyloid Plaque Marker with Marker Marker Scanner Software Unrestricted © Siemens AG 2014 All rights reserved. Page 9 Alexander Zimmermann / HIM MI CRM
  10. 10. First Comprehensive Amyloid Imaging Solution* When evaluating for Alzheimer’s disease** Marker Scanner Software Eli Lilly and PETNET Solutions Siemens Biograph mCT™ Siemens syngo®.via Unrestricted © Siemens AG 2014 All rights reserved. Page 10 * syngo.PET Amyloid Plaque is intended for use only with amyloid radiopharmaceuticals approved in the country of use. Users should review the drug labeling for approved uses. ** When evaluating for Alzheimer’s disease and other causes of cognitive decline . Alexander Zimmermann / HIM MI CRM
  11. 11. When One Plus One Equals More Than Two More Confidence* More Certainty* More Time* Unrestricted © Siemens AG 2014 All rights reserved. * PET/CT technologies enable physicians to visualize biological processes at the cellular level, making early and accurate detection of disease possible. Page 11 Alexander Zimmermann / HIM MI CRM
  12. 12. When One Plus One Equals More Than Two Alzheimer's and the 1st Imaging Solution Siemens Medical Solutions Our Marketing Strategy Unrestricted © Siemens AG 2014 All rights reserved. Page 12 Alexander Zimmermann / HIM MI CRM
  13. 13. Siemens Sectors and Divisions Healthcare Industry • Imaging and therapy • Clinical products • Diagnostics • Drive technologies • Industry automation • Industry solutions Energy Infrastructure and Cities • • • • • Mobility • Building technologies • Power distribution Fossil power Renewable energy Oil and gas Power transmission and distribution Unrestricted © Siemens AG 2014 All rights reserved. Alexander Zimmermann / HIM MI CRM
  14. 14. Every Business Day… … We help the U.S. Postal Service process 90% of all letter mail delivered to homes / businesses … We filter 1 in 10 glasses of water consumed by Americans. … We help treat more than 30,000 cancer patients with our radiation therapy systems. .. We process 228 million U.S. healthcare information transactions daily. … We help provide baggage security services in over 100 of America’s commercial airports. … We provide one-third of America’s total daily energy needs. Unrestricted © Siemens AG 2014 All rights reserved. Alexander Zimmermann / HIM MI CRM
  15. 15. Siemens Molecular Imaging Operates a Global Network of Innovation and Manufacturing Hoffman Estates, IL, USA Hoffman Estates (USA) • Global Headquarters • SPECT • Clinical applications • SPECT detectors Oxford (UK) • Advanced clinical and preclinical applications Forchheim (Germany) • CT components • Software development Bangalore (India) • Clinical applications Knoxville, TN, USA ! Oxford, UK Knoxville (USA) • PET • Preclinical • PET detectors • PETNET Solutions • Cyclotron • Radiochemistry Shanghai (China) • CT scanners Unrestricted © Siemens AG 2014 All rights reserved. Alexander Zimmermann / HIM MI CRM
  16. 16. Siemens MI Product Overview Biograph™ mCT Flow Edge* mCT Flow™* mCT Intevo™** Symbia T Intevo Excel** mCT 20 Excel TruePoint syngo®.via Symbia™ mMR® Symbia S Symbia E c.cam Symbia.net Biomarkers Inveon™ Eclipse™ Explora One™ PETNET Solutions Preclinical Imaging Solutions PET, SPECT, CT Multimodality Inveon Research Workplace Customer Care * Biograph mCT Flow and mCT Flow Edge are not commercially available in all countries. Due to regulatory reasons their future availability cannot be guaranteed. Please contact your local Siemens organization for further details. ** Symbia Intevo, Symbia Intevo Excel and xSPECT are not commercially available in all countries. Due to regulatory reasons their future availability cannot be guaranteed. Please contact your local Siemens organization for further details. Unrestricted © Siemens AG 2014 All rights reserved. Alexander Zimmermann / HIM MI CRM
  17. 17. About Eli Lilly and Company • We make medicines that help people live longer, healthier, more active lives • Since founding by Colonel Eli Lilly in 1876, we have pioneered medical breakthroughs like human insulin, the polio vaccine, …. • Headquarters located in Indianapolis, Indiana, U.S.A. • Approximately 38,000 employees worldwide • Nov. 8, 2010 Eli Lilly and Company (NYSE: LLY) acquired Avid Radiopharmaceuticals, Inc. • Nov. 2, 2011 Siemens’ PETNET Solutions signed nationwide commercial agreement to manufacture and distribute Lilly's molecular imaging agent Unrestricted © Siemens AG 2014 All rights reserved. Page 17 Source: http://www.lilly.com https://investor.lilly.com/releasedetail.cfm?ReleaseID=527815 Alexander Zimmermann / HIM MI CRM
  18. 18. When One Plus One Equals More Than Two Alzheimer's and the 1st Imaging Solution Siemens Medical Solutions Our Marketing Strategy Unrestricted © Siemens AG 2014 All rights reserved. Page 18 Alexander Zimmermann / HIM MI CRM
  19. 19. Value Our Process for Successful Product Value Marketing Differentiation Customer Problem “pain point” 1 Understand & Define Market Your Solution Benefits Product & Service What they are worth to Features customers 2 Analyze & Specify USP 3 Marketing How to best demonstrate benefits Quantify & Validate COF 4 Develop & Impl. Mkt. Strategy Unrestricted © Siemens AG 2014 All rights reserved. Page 19 Alexander Zimmermann / HIM MI CRM
  20. 20. Value Our Process for Successful Product Value Marketing Differentiation Customer Problem “pain point” 1 Understand & Define Market Your Solution Benefits Product & Service What they are worth to Features customers 2 Analyze & Specify USP 3 Marketing How to best demonstrate benefits Quantify & Validate COF 4 Develop & Impl. Mkt. Strategy Unrestricted © Siemens AG 2014 All rights reserved. Page 20 Alexander Zimmermann / HIM MI CRM
  21. 21. Step 2: Analyze and Specify Unique Selling Propositions Growth Customer = Steady $ Payoff / Upside Our Value Proposition $ Cost / Risk Problem ∑ Value – Price Siemens Siemens > ∑ Value – Price Competition Competition Unrestricted © Siemens AG 2014 All rights reserved. Page 21 Alexander Zimmermann / HIM MI CRM
  22. 22. Step 2: Analyze and Specify Unique Selling Propositions Value Factors of customer value 5-1: 5: It’s make or break. Can’t live without 4: Key to most aspects of my work 3: It makes a positive difference to my work 2: It’s nice to have, but can live without it 1: Don’t even think about it Differentiation Factors of differentiation 5-1: 5: Total exclusive 4: We have it, others may, but ours is better (and we can prove it) 3: Some have it and there is a moderate variation in realization 2: Available in all systems and little variation in quality 1: Standard in all systems from all vendors Unrestricted © Siemens AG 2014 All rights reserved. Page 22 Alexander Zimmermann / HIM MI CRM
  23. 23. Value Our Process fur Successful Product Value Marketing Differentiation Customer Problem “hurt point” 1 Understand & Define Market Your Solution Benefits Product & Service What they are worth to Features customers 2 Analyze & Specify USP 3 Marketing How to best demonstrate benefits Quantify & Validate COF 4 Make & Impl. Mkt. Strategy Unrestricted © Siemens AG 2014 All rights reserved. Page 23 Alexander Zimmermann / HIM MI CRM
  24. 24. Step 4: Make and Implement Internal and External Marketing Strategy Sales education and motivation Direct customer engagement by sales team Customer decision process Lead influencing Lead generation “aware” “unaware” Offer negotiation and close Customer influencing by general marketing Unrestricted © Siemens AG 2014 All rights reserved. Page 24 Alexander Zimmermann / HIM MI CRM
  25. 25. Internal Introduction to Global Sales Team Explain problem and value of our solution Unrestricted © Siemens AG 2014 All rights reserved. Page 25 Alexander Zimmermann / HIM MI CRM
  26. 26. Internal Introduction to US Sales Team Use celebrity speaker to attract sales force Unrestricted © Siemens AG 2014 All rights reserved. Page 26 Alexander Zimmermann / HIM MI CRM
  27. 27. External Launch at RSNA in Chicago Attract audience with Alzheimer's patient head mock-up Unrestricted © Siemens AG 2014 All rights reserved. Page 27 Alexander Zimmermann / HIM MI CRM
  28. 28. External Launch at RSNA in Chicago Patient head mock-up based on campaign key visual Unrestricted © Siemens AG 2014 All rights reserved. Page 28 Alexander Zimmermann / HIM MI CRM
  29. 29. External Launch at RSNA in Chicago The most photographed exhibit item on RSNA Unrestricted © Siemens AG 2014 All rights reserved. Page 29 Alexander Zimmermann / HIM MI CRM
  30. 30. Wide Range of Internal and External Marketing Materials With Same USP’s and Key Visuals Unrestricted © Siemens AG 2014 All rights reserved. Page 30 Alexander Zimmermann / HIM MI CRM
  31. 31. When One Plus One Equals More Than Two Alzheimer's and the 1st Imaging Solution Siemens Medical Solutions Our Marketing Strategy Unrestricted © Siemens AG 2014 All rights reserved. Page 31 Alexander Zimmermann / HIM MI CRM
  32. 32. When One Plus One Equals More Than Two Take Home Message 1 Enter a partnership when it creates additional value beyond the sum of the offerings 2 Plan early, your partner company might have other processes that might require considerable time 3 Invest >50% of all planning to truly understand the benefits of your product vs. the competition 4 Invest at least 50% of your efforts into internal marketing 5 Be creative and make the non tangible, tangible Unrestricted © Siemens AG 2014 All rights reserved. Page 32 Alexander Zimmermann / HIM MI CRM
  33. 33. Thank you! Global Business Unit Siemens Medical Solutions USA, Inc. Molecular Imaging 2501 N. Barrington Road Hoffman Estates, IL 60192-5203 USA Telephone: +1 847-304-7700 www.siemens.com/mi Answers for life. Unrestricted © Siemens AG 2014 All rights reserved. Page 33 MI-1417 Alexander Zimmermann / HIM MI CRM

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