The Martec Group has worked with global healthcare clients since 1986 to understand the market interest in and the potential for their products. We have extensive experience with a wide range of healthcare related products and systems, which requires us to interact with a diverse group of physicians, nurses and other healthcare professionals. Recent project experience covers the following product and service areas:

1. Product Intelligence
Customer Intelligence
Market Intelligence
Competitor Intelligence
Capabilities Presentation
Healthcare Intelligence Solutions
2014
CHICAGO • DETROIT • FRANKFURT • SHANGHAI • BEIJING
The Martec Group
Confidential

2. Turning Insight Into Action
Since 1984, our B2B and select B2C services have accelerated and enhanced client success through
in-depth sector expertise, rapid execution and actionable intelligence.
We consider our core competencies to include the following:
Expert
• Industry-based and veteran; Partners each have 25+ years of experience; over 50% of
our professional staff have been with Martec 10 years or more
• Breadth of industry sector experience fosters agility and provides collaborative insights
drawn from involvement with diverse business structures, cultures, strategies
Global
• Martec offices located in North America, Europe and Asia
• 50% percent of our projects are global in scope
Adaptive
• Proven, customized “tool box” of research methodologies and techniques employed
to deliver insights that fully address client objectives
• Flexible, collaborative and iterative process ensures impactful and actionable results
Confidence
• Transparent, end-to-end visibility with single point responsibility from proposal
through reporting – no “hand-off”
• Partners are also practitioners
• Committed to our core clients; uphold a non-compete philosophy on all projects
The Martec Group
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3. Our footprint allows us to execute on a global scale...
• Direct office presence in North
America, Europe and Asia
Martec - North America
- Chicago –
- Detroit –
Martec - Europe
- Frankfurt -
Puente-Sur
- Santiago, Chile -
Martec - Asia
- Shanghai - Beijing -
• Long-standing alliance partners (20+
years) in Tokyo, Japan Sao Paulo,
Brazil and Santiago, Chile
• Full complement of language
capabilities
Junicon
SSRI
- Tokyo -
• Quantitative data collection centers
located the U.S., Germany and China
BSR
- Sao Paulo -
Our Healthcare Practice clients include...
The Martec Group
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4. The Martec Group has over 25 years of experience conducting both qualitative
and quantitative research.
This competency was developed due the large number of projects requiring both of these skill
sets; objectives calling for qualitative and quantitative research phases.
Qualitative
Quantitative
Competencies
• We offer a team of IDI and focus group
moderators, each with 15 to 20+ years
of experience
• Our team has collectively moderated
thousands of focus groups and IDIs
• Phone centers located in the U.S.,
Europe and Asia
• CATI system based recruiting and large
scale telephone interviewing
• In-house statistical analysis capabilities
Methodologies
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Dyads, triads, mini groups, focus groups
In-person/on-site IDIs
Online groups & bulletin boards
WAT (web-assisted telephone)
DMU groups
Observational and ethnographic
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Techniques
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Laddering
Repertory grids
Cognitive mapping
Associative exercises
Emotion Mining®
• Regression analysis
• Conjoint Analysis and Discrete Choice
Modeling
• MaxDiff
• Van Westendorp price elasticity
The Martec Group
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On-line surveys/custom panels
Telephone interviews
Hybrid qual/quant
Large scale WAT interviews
SUS (simulated user studies)
Clinics
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5. Our engagements have supported client initiatives across a wide range of
products and services.
General
Medical
Surgical
Products
Pharmaceuticals
IV Nutrition products
Procedure packs
Oncology products
Enteral/Oral nutritional
supplements
Gowns and drapes
Cardiovascular
therapies
Kidney dialysis
solutions
Nutraceuticals
Disinfectant products
Gloves, masks, caps,
shoe covers
Wound sealants
Adhesion prevention
products
Skin care products
Sutures
Blood collection
products
Catheters: IV, CV,
PTCA
Wound care products
Stents
Tapes and dressings
Needleless access
systems
Durable medical
equipment
Sterile packaging
The Martec Group
Skin graft material
Ortho/spine devices
and instruments
Diagnostics/
Lab Products
Diagnostic imaging
(all modalities)
Equipment and
Devices
Anesthesia systems
Radiology film
Kidney dialysis
equipment/systems
Picture archiving
systems
Blood glucose
monitors
Visualization systems
IV pumps/ systems
MS therapies
Imaging contrast
agents
Enteral pumps/
systems
Hemophilia treatments
Chemistry analyzers
Hepatitis drugs
Cell culture products
Electro-surgical
equipment
Rheumatoid arthritis
therapies
Liquid handling
products/labware
Urology (incontinence)
therapies
Filtration products
Hospital information
systems
Microarrays
Pacers/Defibrillators
Rapid test kits
Cochlear implants
Respiratory
(Asthma/COPD)
therapies
Diabetes treatments
Anesthesia
Dermatology/skin care
5
Bedside patient care
systems
Sterilization systems
Confidential

6. Martec’s Intelligence Solutions are organized into four discrete offerings:
Intelligence Solutions
Product
Intelligence
Market
Intelligence
Customer
Intelligence
Competitive
Intelligence
• Pain-point Analysis –
Unmet Needs
• Message Development and
Testing
• RMA – Rapid Market
Assessment
• Manufacturing Process
Analysis/Modeling
• Concept Development and
Testing
• Customer Satisfaction and
Loyalty Analysis
• Size, Segment and Growth
Analysis
• Cost-to-produce
Analysis/Modeling
• Product Positioning
(Benefit Development)
• Segmentation Analysis
• Value Chain Analysis
• Awareness, Trial and
Utilization Tracking
• Opportunity Analysis –
Market Potential
• Core Competencies –
Vulnerabilities
• Win/Loss Analysis (Lost
Order Autopsy)
• Market Due Diligence (M&A)
• Product Value Analysis
• Pricing and Price Elasticity
• Simulated Usability
/Human Factor Studies
• Penetration and Share
Forecasting
• Product Intel Clinics
The Martec Group
• Platform Growth
Assessment
• Emotion Mining™
(Behavioral Solutions)
• Value Proposition Validation
• Trends and Market
Forecasting
• Customer Intel Clinics
• Resource Allocation
Analysis (Make-Buy)
• Import/Export Structure
• Feasibility Studies – Plant
Location Support
• Competitive Landscape
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• Technology Benchmarking
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7. Many Product and Customer Intelligence projects involve activities that occur
along the product development life cycle.
Product
Intelligence
Customer Needs
(Pain Point)
Analysis
Unmet Needs
Near Final Concept
Assessment
Pricing Elasticity
Analysis
Customer
Intelligence
Communications
Collateral and Sales
Aid Testing
Value Analysis
The Martec Group
Win/Loss Analysis
Segmentation Studies
Product
Launch
Product Development Process
Early Stage Product
Concept
Assessment
Awareness, Trial and
Utilization Tracking
Value Proposition
Testing
Simulated
Usability/HF Studies
Positioning and
Message Testing
Penetration and
Share Forecasting
7
Post Launch
Shopper Insights
Total Customer
Connection
Customer
Satisfaction and
Loyalty Tracking
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8. Examples of Product and Customer Intelligence Projects
Project
Methodology Summary
Global value
proposition and
message testing
for a leading spine
surgery device
brand
• The specific objectives of this research included an assessment of brand perceptions, value
propositions and messages designed to support the propositions
• 100 in-depth WAT interviews were conducted with targeted surgeons, interventional
physicians and hospital administrators in the U.S., Europe (UK, Germany, France) and China
• Findings included value proposition and message reactions, preferences and a customer
segmentation scheme derived from an attribute based laddering exercise
Assessment of a
next generation
peripheral IV safety
catheter
• Objectives included detailing the current environment (performance of current products,
unmet needs) and assessing several new product prototypes, including the value of specific
new product features, anticipated anticipated adoption and utilization and confirming the
effectiveness of the instructions for use (IFU)
• Focus groups involving 200 anesthesiologists and nurses were conducted in the U.S. (4
cities) and Europe (Germany, France, Italy)
• Findings were incorporated into the final product design and were a critical component of
the successful product launch
Customer
satisfaction (needsgap) analysis for a
provider of blood
collection products
• The primary objectives were the assessment and prioritization of customer needs and
supplier performance gaps for three blood collection product lines
• 120 in-depth telephone interviews were conducted in the U.S. with blood center
administrators, operators and donors
• This research was utilized as part of a larger product and service offering strategic
repositioning effort
The Martec Group
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9. Examples of Product and Customer Intelligence Projects
Project
Methodology Summary
Conjoint trade-off
analysis of an
antimicrobial
venous access
device
• Objectives included understanding the attribute trade-offs made when evaluating venous
access devices and assessing overall purchase decision criteria and brand perception
• An on-line survey was executed with 150 targeted nurse specialists in the U.S. and Europe
(Germany, Italy)
• Findings included an assessment of attribute value and a simulator utilized to determine
the impact of various attributes on the share of preference
Simulated
Usability Study of
a Next Generation
Self-Injection
Device
• Objectives followed the FDA guidance for simulated user studies completed as part of
device approval, including necessary sample demographics, number of device actuations
and observation/reporting of product use, adverse events, etc.
• An environment was created in hotel conference room space in 4 cities in the U.S.; 100
qualified patients completed 2 rounds of training and simulated usage of the device
• Findings followed the FDA protocol for device simulated user studies; all data and
feedback gathered were included in the FDA submission, resulting in the device approval
Global
assessment of a
new point of care
infection
prevention device
• Objectives included understanding current point of care protocols and assessing reactions
to a new product portfolio and supporting value propositions
• 25 mini-group sessions involving 150 nurses and infection control professionals were
conducted in North America, Europe, Asia and Latin America
• Focus groups were supplemented with hospital visits and video diary exercises
• Results were integrated into product development plans and associated positioning and
messaging strategies
The Martec Group
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Confidential

10. Examples of Market Intelligence Projects
Project
Methodology Summary
Size, share and
growth analysis of
the European lab
equipment market
• Objectives included determing market size, shares and growth trends for four targeted
product segments: cell culture, lab filtration, liquid handling and assays and genomics
• Secondary research was conducted followed by 200 interviews with value chain
participants; manufacturers, distributors, major end-users
• Detailed market size, share and trends were developed for each country and market
segment within the project scope; direct input to client’s strategic planning process
Assessment of device
opportunities in the
woman’s health
market
• Overall goal was to assess opportunities to leverage client’s franchise device as a
platform to expand their offering in the women’s health/treatment market
• Utilized available secondary information and reports in combination with 90 in-depth
interviews conducted with targeted GYNs in the U.S. and Europe
• Recommendations included growth opportunities and acquisition candidates
prioritized by type of surgical interventions, device technology and call-point
synergies
Assessment of
growth opportunities
in the GI treatment
market
• Overall project goal was to provide an detailed overview of the GI market and assess
specific growth opportunities
• Utilized available secondary information and reports to define the market landscape
and build a market opportunity map. Primary research involved 30 thought leaders
and prominent practitioners to further detail needs and opportunities
• Primary region of focus was the U.S., with a secondary focus on Europe
• Recommendations included possible growth paths and potential acquisition
candidates
The Martec Group
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11. Examples of Competitor Intelligence Projects
Project
Methodology Summary
Competitive threat
analysis: IV
container market
• Primary objective was to assess competitive threats in the global IV fluid container
market
• Secondary research was conducted followed by 110 interviews with key value chain
participants and leading procurement individuals at large customers
• Final report detailed current product portfolio, competitive positioning and R&D plans
for all significant global IV container competitors
Competitive profile:
blood filter product
• Primary objective was to fully profile a competitor’s plant that manufactures a key
blood filter system component
• Secondary research was conducted followed by 35 interviews with targeted sources;
current and ex-employees, component and raw materials suppliers, plant and
consulting engineers, key customers
• Final deliverable detailed the plant layout, employment, production technology,
utilization and capacity, and a cost to manufacture analysis
Manufacturing cost
analysis:
Biochemical chip
technology
• Primary objective was to develop a cost of manufacturing model of a targeted
competitor’s microarray chip manufacturing process
• Secondary research was conducted followed by 100 interviews with value chain
participants; distributors, chemical and component suppliers, R&D thought leaders
• Detailed cost model was delivered
The Martec Group
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12. Projects completed for Baxter Healthcare over the past 10 years include
(list is not all inclusive)…
Renal
Medication Delivery/Nutrition
• Global home therapy concept ad testing (2010)
• Global next generation APD system naming research
(2009)
• HomeAccess APD device brand developing market ad
and tagline testing (2008)
• Ad, message and tagline testing for a new APD
device (2007)
• Assessment of a new HHD system (2007)
• Assessment of brand platforms for a next generation
APD system (2007)
• Global PD solutions and therapy positioning (2006)
• Xenium dialyzer positioning and message testing
(2005)
• Accusol message and brochure testing (2004)
• Platform (messages, pictures, graphics) testing –
home therapy initiative in Japan (2004)
• Arena platform (messages, visuals, ads) testing
(2003)
• Global assessment of opportunities and positioning
of a new home therapy initiative (2001/2002)
• Assessment of current utilization and opportunities
for further penetration regarding Baxter’s PN
portfolio (2012)
• Assessment of current utilization and use preferences
regarding oxytocin, eptifibitide and bivalirudin (2012)
• NUMETA product positioning/message testing (2011)
• Global Awareness, Trial and Use (ATU) tracking study
for the Integrated Closed System product portfolio
(2010/2011)
• Global ATU tracking study for the Plasma-Lyte
solution (2010/2011)
• Market assessment of the viability of a brand
extension strategy for CLINIMIX (2010)
• Assessment of an integrated/closed infection control
system approach (2010)
• Message optimization; ClinOleic and Olimel products
(Project COMO, 2009/2010)
• Assessment of awareness and opportunities for the
Plasma-Lyte balanced solution product (2009)
• Evaluation of IV solution bag labeling designs (2007)
• Assessment of a next generation wound irrigation
device (2006/2007)
The Martec Group
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13. We are confident in our ability to add maximum value to our client’s business
planning efforts through technical market research.
martecgroup.com
Chicago
Detroit
105 West Adams Street
Suite 2900
Chicago, Illinois 60603
(312) 606-9690
(312) 606-9695 (Fax)
27777 Franklin Road
Suite 1600
Southfield, Michigan 48034
(248) 357-0040
(248) 351-4158 (Fax)
Asia
Europe
121 Yanping Road
Sanhe Plaza 10B
Shanghai 200042
China
+86 (21) 6246-2121
+86 (21) 6246-2066 (fax)
Berliner Strasse 219
63067
Offenbach/Main
Germany
+ 49 69 80903 60
+ 49 69 80903 70 (Fax)
Thank you for this opportunity.
The Martec Group
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Confidential