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www.gene2drug.com 1
Competing in a Changed Market:
Competitive Strategies
in an Era of Consolidation
& Disruptive Technologies
M U L T I - S P O N S O R R E S E A R C H P R O S P E C T U S
www.gene2drug.com

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M U L T I - S P O N S O R R E S E A R C H P R O S P E C T U S
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Competing in a Changed Market:
Competitive Strategies in an
Era of Consolidation
& Disruptive Technologies
BioInformatics LLC, the leading research and advisory firm serving the life
science tools market, will conduct an unprecedented analysis of competitive
strategies in an era of flat growth, Thermo Fisher Scientific’s acquisition of Life
Technologies, other mergers, and disruptive technologies. This prospectus
highlights the objectives and methodology of the research effort and the
analysis and actionable strategies that will be delivered in the final report.
The Situation
The life science tools market has been in a near constant state of flux over
the past five years as established companies have merged or been acquired,
new companies are founded, and emerging technologies (such as next
generation sequencing) disrupt long established markets and create new
opportunities. All of this change is layered over constrained research funding
in the United States and Europe and increased levels of life science spending
and investment in Asia.
This market turbulence came to a head when in April 2013 Thermo Fisher
Scientific (TMO) announced that it planned to acquire Life Technologies (LIFE)
in a $13.6 billion transaction. On February 3, 2014, the deal closed and a $17
billion company focused on the life sciences emerged. Completion of the
transaction followed the receipt of all the required regulatory approvals and
included the sale of the cell culture (sera and media), gene modulation and
magnetic beads businesses to GE Healthcare for $1.07 billion. This constant
state of disruption can be confusing for customers, challenging for the
merging companies, and (if played appropriately) moments of opportunity for
competitors.
“There have been so
many acquisitions
in the last couple of
years that I don’t
really care who
owns who as long as
my products don’t
change.”
- Customer commenting
on a recent transaction

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Now what?
Life science tools companies have had a year to determine how to compete
in this new market that is dominated by one very large competitor with
enhanced scale, impressive channel access, and the breadth and depth
of capabilities to meet customer needs in research, specialty diagnostics
and applied markets. Mergers are one way for companies to respond to
external market conditions that reward scale, size and cost-effectiveness. The
prevailing question that this report seeks to answer is: How should life science
tools companies compete in this new market environment?
n Should other suppliers merge in response to this acquisition?
n Will competitors retreat from peripheral markets in order to defend core
markets?
n Will there be more alliances among competitors?
n How can smaller life science companies bring new technologies to
market?
n If major players move aggressively into personalized medicine/clinical
diagnostics are there openings for suppliers who remain focused on basic
research?
In light of these questions, which business strategies might be implemented?
For example:
n “Attack” Strategy: Attack newly merged entities when they are distracted by
their mergers’ turmoil and confusion.
n “Magnet” Strategy: Create a “magnet strategy” to attract and hire your
merging competitors’ best people while their companies are in a state of
merger shock.
n “Threat” Strategy: Use the threat to your firm’s survival to jump-start
internal change.
n “Alliance” Strategy: Use multiple alliances, networks, licensing, or joint
ventures—instead of mergers—to fuel growth.
n “Fast-track M&A” Strategy: Plan and execute your firm’s fast-track mergers
and acquisitions to acquire new technology, increase channel access or
extend product lines.
“Customer service
got worse when Life
Technologies bought
up Molecular Probes,
GIBCO, etc. Fisher
customer service has
always been poor. The
combination of the
two is depressing to
contemplate.”
- Customer discussing
concerns about the
potential for problems
following a merger.

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n “Composite” Strategy: Create a composite strategy by using two or more of
the above strategies simultaneously to maximize growth and profitability.
The purpose of this study is to take the pulse of the life science ecosystem
to discern the effects of recent mergers, overall low growth, and disruptive
technologies on suppliers and customers.
Research Objectives
n Understand if and how competitors are adjusting their business strategies
in light of recent transactions and current market conditions (e.g., pharma
consolidation).
n Ascertain how customers perceive the current life science research
landscape—suppliers, channel access, research funding, research initiatives
(e.g., BRAIN Initiative), science policy (e.g., translational research), and their
adoption of new technology.
n Present strategies for competing successfully in the turbulent
life science market.
“Optogenetics is an
upcoming avenue in
neuroscience. It is
effectively being used
in the study of brain
stroke and epilepsy.
It is a valuable tool
as it provides a way
to manipulate brain
functions externally
using a beam of laser
light and observe
changes rapidly.
It also has high
translational potential
to be applied in the
clinic and will surely
prove beneficial to
patients.”
- Research scientist
discussing an emerging
technique that may be a
new market opportunity.

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ADVANTAGE OF MULTI-SPONSOR RESEARCH
Mega-mergers tend to weed out marginal competitors and create
opportunities for those astute enough to know what is happening around
them. Multi-sponsor market research enables companies to quickly gain
competitive advantage through insights that support strategic decision-
making—at a fraction of the cost of a custom research project. Multi-sponsor
research is the concept of sharing the costs and the results with a select
group of market participants at a significant discount months before the
results are released for general sale.
Start-Up Time BioInformatics LLC has a multidisciplinary team of
scientists, industry veterans and market research experts
who will begin work upon receipt of your Sponsorship
Agreement.
Expertise BioInformatics LLC has unmatched expertise in the life
science market and has delivered market studies to more
than 500 unique firms.
Objectivity BioInformatics LLC multi-sponsor research projects
are unbiased and provide a fresh perspective on your
strategies.
Efficiency There is no need for pre-publication sponsors to disrupt
their routine activities. BioInformatics LLC will perform all
aspects of the research and deliver the final report within
the required timeframe.
Cost Control To commission a private study of similar scale and scope
would cost approximately $80,000 to $100,000 USD.
“Genome engineering
with Zn-nucleases,
TALENs or CRISPR-
Cas9 systems—allows
genetic research at
the organismal level
with unprecedented
precision.”
- Customer speculating
about the ground-
breaking technology
they will adopt in 2014.

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RESEARCH METHODOLOGY
Open Source Intelligence
We will conduct an extensive review of recent analyst calls, reports and
industry news to document changes in strategy, personnel, acquisitions,
partnerships or alliances that might reflect a competitive response to the
Thermo Fisher Scientific acquisition of Life Technologies. Research will also
be conducted to establish a framework by which to categorize the business
strategies employed by various life science suppliers to reveal industry trends.
Market Participants
BioInformatics LLC will conduct dozens of private, off-the-record in-depth
interviews with senior executives, marketing and product managers and
sales people to understand how life sciences suppliers are reacting to the
acquisition of Life Technologies by Thermo Fisher Scientific and how the
presence of this new competitor has affected their business strategies and
corporate performance. From the perspective of those actively competing in
all segments of the life science market, we will uncover the opportunities or
threats to their business in light of this transaction. We will also explore how
market participants view emerging technologies and applied markets as a
path to growth.
* At no time will BioInformatics LLC ask a respondent to disclose any information that he/she
declares is proprietary and/or confidential and, in fact, will explicitly explain to said individual
that he/she is only being asked to provide more general information or insight, and their
opinions on market evolution and competitor activity.
“Federally funded
biomedical research
is critical to address
our nation’s health
needs by providing
novel therapies
that lower the cost
and duration of
treatments for major
diseases (including
cardiovascular
disease, cancer,
diabetes), and
developing new
point-of-care
diagnostic tools that
will transform the
practice of medicine
over the next decade.”
- Translational research
scientist telling
BioInformatics LLC about
the long-term implications
associated with short-
term budget battles.

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Customers
We will survey approximately 1,000 life science customers in the United
States, Europe and Asia to gauge their overall reaction to the merger and
the uncertain funding environment. The customers to be surveyed will
encompass all segments of the market in which the major participants are
actively competing. We will probe how mergers have affected product
availability, ordering, sales, delivery, performance and support. In addition,
we will determine whether recent mergers have had any impact on customer
access to other brands through both the customer survey and interviews
with Purchasing Agents at key accounts. Customers will be asked which new
approaches they believe will most likely affect their research and how these
developments will impact their budgets and buying behavior.
Market Observers
The opinions of leading market luminaries will provide color and context to the
data. From notable Board members, company founders, investors, strategy
consultants, branding experts, and marketing agencies, these observations
will provide unique insight as to what actions life science suppliers might take
to best compete and thrive.
“…Research, especially
in genomics, is
changing too quickly
to purchase needed
materials on guessing
plan with an unknown
budget. We need to be
able to respond to the
changing market and
research landscape in
an efficient manner in
order to maximize the
effect of our scarce (in
agriculture) research
dollars…”
- Scientist discussing
the disconnect between
technological innovation
and budget uncertainty.

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ANALYSIS & REPORTING
Our experienced team of industry veterans and professional market
researchers will continually assess incoming information throughout the
duration of this study—comparing, corroborating and challenging information
as it is received. Constant crosschecking of information validates the data
and enables us to highlight trends in the market’s competitive dynamics
that forecast change. In the final weeks of the study, the team will finalize
an analytical framework by which the different strategies employed by key
players will be compared and contrasted. We will analyze the data and
insights from all sources and produce a thorough and comprehensive report
with actionable recommendations.
“When research
budgets comes into
effect, the basic
research which ‘seems’
to have nothing to do
with human benefits,
are the ones that are
most likely to be cut
(e.g., evolutionary
biology, systems
biology). Meanwhile,
the NIH is trying to
push some grand
cooperated research
on human brain. The
fact is we need novel
theories and tools,
which do not yet exist,
to deal with problems
with such complexity.
These theories and
tools could only be
derived from intensive
basic research.”
- University scientist telling
BioInformatics LLC about
their concerns about 2014
research funding.
Open Source Intelligence
News Articles
Press Releases
Analyst Reports
Investor Presentations
Public Statements
Regulatory Filings
Customers
Purchasing Agents
Principal Investigators
Lab Managers
Staff Scientists
Market Observers
Industry Veterans
Strategy Consultants
Marketing Experts
Sales Strategists
Market Analysts
Market Participants
Corporate Executives
Marketing & Sales Managers
Product Managers
Sales Reps
Actionable
Competitive
Strategies

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“Training a good
research scientist
takes 10-15 years. The
flat research budget
over the last several
years has greatly
reduced the number
of talented students
entering research,
and force many
established scientists
to close their labs.”
- Clinical scientist
commenting on the long
term effect of budget cuts.
The final report will consist of the following sections:
Section 1: Executive summary and overview
Section 2: Competitor strategies and market analysis
Section 3: Customer perceptions and experiences
Section 4: Competitive response and strategy recommendations
Section 5: Study methodology
Section 6: Additional data analysis, including verbatim comments from
customers
SECTION 1
©2013 BioInformatics LLC www.gene2drug.com US-1
We estimate that life science R&D funding in the United States will be approximately
$135.1 billion in 2014.
n Private industry is the largest source of life science R&D funding,
investing approximately $92.6 billion
n Includes pharmaceutical and biotechnology firms, agricultural
biotechnology, medical devices, diagnostics, etc.
n Also includes life science venture capital
n Federal government is the second largest source of life science
R&D funding overall, however the largest single source of funding
for academic research labs
n Estimated life science R&D funding will be $32.6 billion*
(selected agencies including NIH, CDC, FDA, USDA, DOD
medical research and NSF; used FY2013 budget estimates)
n Institutional funding and other sources including:
n State/local governments
n Non-profit associations and institutes
Sources: AAAS Research and
Development FY2014 report, 2014 Global
R&D Funding Forecast, sponsored by
Battelle and R&D Magazine, December
2013, and NSF Higher Education
Research and Development Survey, 2011.
U.S. Overview
Industry $92.60
Federal
Government*
$32.61
Institutional Funding
and Other Sources
$9.86
MajOR FUnDing SOURceS OF 2014 U.S. LiFe Science
R&D (in biLLiOnS)
Sample page from a recent multi-sponsor report.

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“The use of genome
wide and exome
sequencing of
individual patient’s
tumors to determine
the specific defect(s)
and mutations that
are expressed in the
cancer, to understand
the individual cancer
drivers, and to use
chemotherapy,
targeted therapy,
microRNA treatment
and emerging
treatments of cancer
together to get the
best outcome for each
patient.”
- Pharmaceutical customer
on how microRNA is
driving their drug discovery
program.
SECTION 1
©2013 BioInformatics LLC www.gene2drug.com US-2
Growth in biotechnology firms has been offset by restructuring in large pharmaceutical
firms; overall headcount and R&D spend is little changed over the past five years.
Domestic R&D spenD by phRmA membeR compAnies 2001 to 2012 (in millions)
U.s. private industry Funding
$23,502
$25,665
$27,065
$29,556
$30,969
$33,968
$36,608
$35,571 $35,356
$40,688
$36,374 $36,810
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Domestic R&D Spend by PhRMA Member Companies 2001 to 2012 (in millions)
Sources: Pharmaceutical Research
and Manufacturers of America,
PhRMA Annual Membership Survey,
2013 and www.chinabiotoday.com/
downloads/20120313#sthash.TfxVtLUv.
dpuf.
• As represented by PhRMA
member companies growth in
domestic R&D has increased 0.6%
since 2007, the year before the
Great Recession
• Big pharma increasingly looks
to partner with academic
researchers to accelerate drug
discovery to bolster shrinking
pipelines and reduce costs
• In 2012, PhRMA members spent
approximately 76% of their R&D
dollars in the United States
• Increased levels of R&D activity
are shifting to Asia, to China
and India in particular, to take
advantage of lower costs and a
scientifically adept workforce
Sample page from a recent multi-sponsor report.

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BUDGET & TIMING
Since 1994, BioInformatics LLC has been providing market insights and fact-
based consulting to life science suppliers to help them make better business
decisions. Our multi-faceted approach to research has been developed over
20 years and is based on knowing how to reach the people who know what
you want to know. By asking the right people the right questions we develop
a composite point of view. We are objective and unbiased in how we interpret
the differing perspectives of market participants and scientific customers.
What we offer is the reaction time needed to develop and implement
strategic initiatives. What clients receive from this multi-sponsor research is
greater confidence in the accuracy of your market assumptions, and better
intelligence on competitor activity and customer behavior. To learn more,
please visit www.gene2drug.com.
These fees are calculated based on the nature and the scope of the project,
the level of detail, the objectives and the relative difficulty of obtaining
the information. The delivery of the final report will mark the end of this
assignment.
Task Timing
Due date for signed agreement June 23, 2014
Report delivered August 15, 2014
Total $15,000 USD per sponsor
BioInformatics LLC
provides critical
market intelligence
to leading companies
serving the life
science, medical
and pharmaceutical
industries. We
support clients across
the entire market
spectrum—from
scientific research
to diagnostics
and therapeutics—
providing high-level
management with
market insights.

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Engagement Terms
For this engagement, BioInformatics LLC billing procedures are as follows:
n 50% of the total engagement cost is due upon receipt of your signed
Authorization Letter.
n Balance due upon receipt of the final report.
n The delivery dates and fees contained in this prospectus will remain in
effect until June 23, 2014.
n A minimum of six (6) companies must participate or BioInformatics LLC
reserves the right to cancel the project. If BioInformatics LLC cancels the
project, sponsor fees will be refunded.
n Sponsors will have exclusive access to the report for 90 days before it is
released for general sale.
Questions/Comments
Robin Rothrock, Ph.D.
Director of Publications
BioInformatics LLC
703.778.3080 x 25
r.rothrock@gene2drug.com
For more information
about BioInformatics’
product and service
offerings, please visit
our website at
www.gene2drug.com,
call 703.778.3080
x22, or email
g.thompson@
gene2drug.com
Deadline for
Sponsorship:
June 23, 2014
Greg Thompson, M.S., M.B.A.
Director, Business Development
BioInformatics LLC
703.778.3080 x22
g.thompson@gene2drug.com
Zach French
Marketing Manager
BioInformatics LLC
703.778.3080 x 19
z.french@gene2drug.com

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M U L T I - S P O N S O R R E S E A R C H A uthori z ation
Project No.: 14-006 Purchase Order Number: ____________________________
Please remit to:
BioInformatics, LLC
2111 Wilson Boulevard
Suite 250
Arlington, Virginia 22201
703.778.3081 fax
n Yes, my company wishes to participate as a pre-publication sponsor of
BioInformatics’ study: Competing in a Changed Market: Competitive Strategies in
an Era of Consolidation & Disruptive Technologies
I understand that the budget for this project is $15,000 including expenses, for delivery
of the final report on or about August 15, 2014.
A non-refundable payment of $7,500 is due from each Sponsor before the start of the project.
The balance of $7,500 is due upon delivery of the final report.
Payment method for initial deposit: (please select one option)
n Charge my credit card
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BioInformatics’ Federal Tax Identification Number is 54-2001907.
Please sign, date and complete the
Accounts Payable details and REMIT TO:
accounting@gene2drug.com, or
703.778.3081 (fax)