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Doug Jones and John Rubino QSD Marketing Not So  SCARY MOVIE
Not So  SCARY MOVIE <ul><li>Present Selling Situation </li></ul><ul><li>Business we have and business we do not have </li>...
Not So  SCARY MOVIE Present Situation
Not So  SCARY MOVIE <ul><li>Comfortable Situations </li></ul><ul><ul><li>You know the instruments, people, decision makers...
Not So  SCARY MOVIE Present Situation
Not So  SCARY MOVIE <ul><li>Experts in Selling 3 rd  Party Controls </li></ul><ul><ul><li>>$130 million </li></ul></ul><ul...
Not So  SCARY MOVIE <ul><li>There is an estimate TAM of $249 million </li></ul><ul><ul><li>Hematology/Coagulation, Toxicol...
Not So  SCARY MOVIE DOWN THE HALLWAY
Not So  SCARY MOVIE
Not So  SCARY MOVIE <ul><li>What Does a Molecular Lab Do? </li></ul><ul><ul><li>Diagnose infectious diseases </li></ul></u...
Not So  SCARY MOVIE <ul><li>What Does a Molecular Lab Do? </li></ul><ul><ul><li>Diagnose infectious diseases </li></ul></u...
Not So SCARY MOVIE <ul><li>What Does a Molecular Lab Do? </li></ul><ul><ul><li>Diagnose infectious diseases </li></ul></ul...
Not So  SCARY MOVIE <ul><li>Why use Third Party Controls? </li></ul><ul><ul><li>Confirm test results </li></ul></ul><ul><u...
Not So  SCARY MOVIE <ul><li>Ensuring compliance? </li></ul><ul><ul><li>“ Chlamydia detection is the most common test being...
Not So  SCARY MOVIE <ul><li>Amplichek advantages: </li></ul><ul><ul><li>Controls entire process (extraction/amp/detection)...
<ul><li>  Bio-Rad   BBI   Blackhawk </li></ul><ul><li>Spec Processing   yes  no   no </li></ul><ul><li>Urine Control   yes...
Not So  SCARY MOVIE
Not So  SCARY MOVIE <ul><li>Points to Remember: </li></ul><ul><ul><li>Amplichek CT/GC close can be very lucrative </li></u...
Not So  SCARY MOVIE <ul><li>Sales Strategy: </li></ul><ul><ul><li>Go to your top 20 accounts to meet the Molecular and Mic...
Not So  SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories: </li></ul><ul><ul><li>Bio-Rad now has a comprehensive...
Not So  SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories: </li></ul><ul><ul><li>Menu  </li></ul></ul><ul><ul><u...
Not So  SCARY MOVIE Coagulation and Hematology Laboratories
Not So  SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories : </li></ul><ul><ul><li>Menu   </li></ul></ul><ul><ul>...
Not So  SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories: </li></ul><ul><ul><li>Open-Vial Stability </li></ul><...
Not So  SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories: </li></ul><ul><ul><li>CLIA Update </li></ul></ul><ul>...
Not So  SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories: </li></ul><ul><ul><li>Most reagent and control commit...
Not So  SCARY MOVIE
Not So  SCARY MOVIE <ul><li>Points to Remember: </li></ul><ul><ul><li>Needed to identify new control products to sell  QC ...
Not So  SCARY MOVIE <ul><li>Customer’s Objection:  </li></ul><ul><ul><li>“ Controls are tied to my contract!” </li></ul></...
Not So  SCARY MOVIE <ul><li>Coagulation/Hematology Review:  </li></ul><ul><ul><li>Hematology and Coagulation now has a com...
Not So  SCARY MOVIE <ul><li>Sales Strategy: </li></ul><ul><ul><li>Go to your top 20 accounts to meet the Coagulation/Hemat...
Not So  SCARY MOVIE <ul><li>&quot;The key to success is for you to make a habit throughout your life of doing the things y...
Not So  SCARY MOVIE QUESTIONS?
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Transcript of "Nssm Pres"

  1. 2. Doug Jones and John Rubino QSD Marketing Not So SCARY MOVIE
  2. 3. Not So SCARY MOVIE <ul><li>Present Selling Situation </li></ul><ul><li>Business we have and business we do not have </li></ul><ul><li>Review of the Molecular Lab and Products </li></ul><ul><li>Review of the Coagulation/Hematology Lab and Products </li></ul><ul><li>Selling Strategies </li></ul>Selling Third Party Controls
  3. 4. Not So SCARY MOVIE Present Situation
  4. 5. Not So SCARY MOVIE <ul><li>Comfortable Situations </li></ul><ul><ul><li>You know the instruments, people, decision makers </li></ul></ul><ul><ul><li>Survey Says: Bio-Rad has 24-52% of Market Share </li></ul></ul><ul><li>Uncomfortable Situation </li></ul><ul><ul><li>Newer instruments are using less controls </li></ul></ul><ul><ul><li>When renewals are up, customers want lower pricing </li></ul></ul><ul><ul><li>We need to sell the 3 rd Party concept to New Markets </li></ul></ul>Present Situation
  5. 6. Not So SCARY MOVIE Present Situation
  6. 7. Not So SCARY MOVIE <ul><li>Experts in Selling 3 rd Party Controls </li></ul><ul><ul><li>>$130 million </li></ul></ul><ul><li>Experts in Many Different Products </li></ul><ul><ul><li>Sold >$5 million in Tumor Markers and Whole Blood Controls </li></ul></ul>Present Situation
  7. 8. Not So SCARY MOVIE <ul><li>There is an estimate TAM of $249 million </li></ul><ul><ul><li>Hematology/Coagulation, Toxicology, Molecular and Infectious Disease areas </li></ul></ul><ul><li>So where can we go to get this business? </li></ul>Present Situation
  8. 9. Not So SCARY MOVIE DOWN THE HALLWAY
  9. 10. Not So SCARY MOVIE
  10. 11. Not So SCARY MOVIE <ul><li>What Does a Molecular Lab Do? </li></ul><ul><ul><li>Diagnose infectious diseases </li></ul></ul><ul><ul><ul><li>un-culturable, low quantities, fastidious, dangerous </li></ul></ul></ul><ul><ul><li>Monitor response to therapy </li></ul></ul><ul><ul><ul><li>viral load </li></ul></ul></ul><ul><ul><li>DNA sequencing </li></ul></ul><ul><ul><ul><li>mutations </li></ul></ul></ul><ul><ul><li>Develop new assays </li></ul></ul><ul><ul><ul><li>“ home-brew” </li></ul></ul></ul>Molecular Diagnostics
  11. 12. Not So SCARY MOVIE <ul><li>What Does a Molecular Lab Do? </li></ul><ul><ul><li>Diagnose infectious diseases </li></ul></ul><ul><ul><ul><li>un-culturable, low quantities, fastidious, dangerous </li></ul></ul></ul><ul><ul><li>Monitor response to therapy </li></ul></ul><ul><ul><ul><li>viral load </li></ul></ul></ul><ul><ul><li>DNA sequencing </li></ul></ul><ul><ul><ul><li>mutations </li></ul></ul></ul><ul><ul><li>Develop new assays </li></ul></ul><ul><ul><ul><li>“ home-brew” </li></ul></ul></ul>Molecular Diagnostics
  12. 13. Not So SCARY MOVIE <ul><li>What Does a Molecular Lab Do? </li></ul><ul><ul><li>Diagnose infectious diseases </li></ul></ul><ul><ul><ul><li>un-culturable, low quantities, fastidious, dangerous </li></ul></ul></ul><ul><ul><li>Monitor response to therapy </li></ul></ul><ul><ul><ul><li>viral load </li></ul></ul></ul><ul><ul><li>DNA sequencing </li></ul></ul><ul><ul><ul><li>mutations </li></ul></ul></ul><ul><ul><li>Develop new assays </li></ul></ul><ul><ul><ul><li>“ home-brew” </li></ul></ul></ul>Molecular Diagnostics
  13. 14. Not So SCARY MOVIE <ul><li>Why use Third Party Controls? </li></ul><ul><ul><li>Confirm test results </li></ul></ul><ul><ul><ul><li>Limited options </li></ul></ul></ul><ul><ul><li>Monitor instrument performance </li></ul></ul><ul><ul><li>Reduce risk of undetected errors </li></ul></ul><ul><ul><ul><li>Abbott LCx </li></ul></ul></ul><ul><ul><li>Excellent approach for ensuring compliance </li></ul></ul>Third Party Controls
  14. 15. Not So SCARY MOVIE <ul><li>Ensuring compliance? </li></ul><ul><ul><li>“ Chlamydia detection is the most common test being performed in the molecular lab today” </li></ul></ul><ul><ul><li>CLIA </li></ul></ul><ul><ul><ul><li>requirement to monitor complete process </li></ul></ul></ul><ul><ul><li>Validation </li></ul></ul><ul><ul><li>Training </li></ul></ul>Compliance
  15. 16. Not So SCARY MOVIE <ul><li>Amplichek advantages: </li></ul><ul><ul><li>Controls entire process (extraction/amp/detection) </li></ul></ul><ul><ul><li>Urine control available </li></ul></ul><ul><ul><li>FDA cleared / CE Mark </li></ul></ul><ul><ul><li>3 year shelf life </li></ul></ul><ul><ul><li>Unbiased toward any one assay or method </li></ul></ul><ul><ul><li>Bio-Rad’s strong sales network and reputation </li></ul></ul>Amplichek CT/GC Controls
  16. 17. <ul><li> Bio-Rad BBI Blackhawk </li></ul><ul><li>Spec Processing yes no no </li></ul><ul><li>Urine Control yes no no </li></ul><ul><li>Shelf Life 3 yr 2 yr 2 yr </li></ul><ul><li>Open Vial 60 days 30 days 60 days </li></ul><ul><li>Distribution WW 9 reps 5 reps </li></ul>Not So SCARY MOVIE Amplichek Advantages
  17. 18. Not So SCARY MOVIE
  18. 19. Not So SCARY MOVIE <ul><li>Points to Remember: </li></ul><ul><ul><li>Amplichek CT/GC close can be very lucrative </li></ul></ul><ul><ul><li>Amplified and Non-amplified methods </li></ul></ul><ul><ul><li>Helps with compliance </li></ul></ul><ul><ul><li>Good positioning for future Bio-Rad Controls </li></ul></ul>Enrique’s Success Story
  19. 20. Not So SCARY MOVIE <ul><li>Sales Strategy: </li></ul><ul><ul><li>Go to your top 20 accounts to meet the Molecular and Microbiology managers </li></ul></ul><ul><ul><li>Focus on current BBI and Blackhawk Accounts </li></ul></ul>Go See Not So Scary Lab People
  20. 21. Not So SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories: </li></ul><ul><ul><li>Bio-Rad now has a comprehensive product line </li></ul></ul><ul><ul><ul><li>Coagulation, Hemostasis and a Liquid D-dimer Control </li></ul></ul></ul><ul><ul><ul><li>Hematology A Plus (Abbott) and C Plus (Beckman Coulter), Hematology-16, Reticulocyte and Sedimentation Rate Controls </li></ul></ul></ul>Coagulation and Hematology Laboratories
  21. 22. Not So SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories: </li></ul><ul><ul><li>Menu </li></ul></ul><ul><ul><ul><li>Coagulation Control-3 distinct levels for 5 parameters </li></ul></ul></ul>Coagulation and Hematology Laboratories
  22. 23. Not So SCARY MOVIE Coagulation and Hematology Laboratories
  23. 24. Not So SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories : </li></ul><ul><ul><li>Menu </li></ul></ul><ul><ul><ul><li>Coagulation Control-3 distinct levels for 5 parameters </li></ul></ul></ul><ul><ul><ul><li>Hemostasis Control has 16 parameters, including routine coagulation, factors and thrombosis </li></ul></ul></ul><ul><ul><ul><li>Hematology A Plus and C Plus includes reticulocytes </li></ul></ul></ul>Coagulation and Hematology Laboratories
  24. 25. Not So SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories: </li></ul><ul><ul><li>Open-Vial Stability </li></ul></ul><ul><ul><ul><li>Coagulation Control is now 24 hours at 2-25ºC </li></ul></ul></ul><ul><ul><ul><li>D-dimer Control is 30 days at 2-25ºC </li></ul></ul></ul><ul><ul><ul><li>Hematology A Plus is 7 days and C Plus is 14 days </li></ul></ul></ul>Coagulation and Hematology Laboratories
  25. 26. Not So SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories: </li></ul><ul><ul><li>CLIA Update </li></ul></ul><ul><ul><ul><li>Coagulation Automated- 2 levels of control each 8 hours and when reagents are changed </li></ul></ul></ul><ul><ul><ul><li>Hematology Automated- 2 levels of control each 8 hours and when reagents are changed </li></ul></ul></ul><ul><ul><li>Bio-Rad’s Value-3 levels of control packaged individually </li></ul></ul><ul><ul><ul><ul><li>Customers assessing the full reportable range </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Customers running multiple levels on each shift </li></ul></ul></ul></ul>Coagulation and Hematology Laboratories
  26. 27. Not So SCARY MOVIE <ul><li>Coagulation and Hematology Laboratories: </li></ul><ul><ul><li>Most reagent and control commitments will be renewed within the next 12 months </li></ul></ul><ul><ul><li>3 rd party controls, such as Bio-Rad, provides an unbiased assessment of the test system </li></ul></ul><ul><ul><li>One QC program for multiple controls and instruments </li></ul></ul>Coagulation and Hematology Laboratories
  27. 28. Not So SCARY MOVIE
  28. 29. Not So SCARY MOVIE <ul><li>Points to Remember: </li></ul><ul><ul><li>Needed to identify new control products to sell QC OnCall </li></ul></ul><ul><ul><li>Inventory consultation as a means to add controls </li></ul></ul><ul><ul><li>Visited a new laboratory: Coagulation/Hematology </li></ul></ul><ul><ul><li>Presented the complete product line </li></ul></ul><ul><ul><li>Able to add QC OnCall with the additional $5000 control commitment </li></ul></ul><ul><ul><li>Opens the door for future opportunities </li></ul></ul>Coagulation and Hematology Laboratories
  29. 30. Not So SCARY MOVIE <ul><li>Customer’s Objection: </li></ul><ul><ul><li>“ Controls are tied to my contract!” </li></ul></ul><ul><ul><li>Ask when the contract is up for renewal </li></ul></ul><ul><ul><li>Ask what test parameters they are running </li></ul></ul><ul><ul><ul><li>Fibrinogen-do they purchase a separate low fibrinogen control? </li></ul></ul></ul><ul><ul><li>Ask about the open vial stability? </li></ul></ul><ul><ul><ul><li>Do they need a new control for each shift </li></ul></ul></ul><ul><ul><li>Ask about satisfaction with their QC Program? </li></ul></ul>Coagulation and Hematology Laboratories
  30. 31. Not So SCARY MOVIE <ul><li>Coagulation/Hematology Review: </li></ul><ul><ul><li>Hematology and Coagulation now has a comprehensive product line </li></ul></ul><ul><ul><li>Key Bio-Rad advantages </li></ul></ul><ul><ul><ul><li>OVS, Menu, QC Program </li></ul></ul></ul><ul><ul><ul><li>Can show significant cost savings for the customer and sales for you </li></ul></ul></ul><ul><ul><li>Utilize the Sales Tools </li></ul></ul><ul><ul><ul><li>Inventory Consultation  Product Sheets </li></ul></ul></ul><ul><ul><ul><li>Demo QC OnCall  Sample Pack </li></ul></ul></ul>Coagulation and Hematology Laboratories
  31. 32. Not So SCARY MOVIE <ul><li>Sales Strategy: </li></ul><ul><ul><li>Go to your top 20 accounts to meet the Coagulation/Hematology managers </li></ul></ul><ul><ul><li>Find out what controls they are using and when their contracts are expiring </li></ul></ul><ul><ul><li>Present the full product line for that department including QC OnCall </li></ul></ul><ul><ul><li>Begin sampling and follow up </li></ul></ul><ul><ul><li>Close, Close, Close </li></ul></ul>Go See Not So Scary Lab People
  32. 33. Not So SCARY MOVIE <ul><li>&quot;The key to success is for you to make a habit throughout your life of doing the things you fear.&quot;  -- Brian Tracy </li></ul><ul><li>“ The world changes, we do not, there lies the irony that finally kills us.&quot;  -- Interview With The Vampire </li></ul><ul><li>  </li></ul>Quotes to Sell By
  33. 34. Not So SCARY MOVIE QUESTIONS?
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