This document outlines a proposed market opportunity assessment project for a client seeking to identify new growth opportunities in histochemistry diagnostics in Africa. The objectives are to assess the market opportunity across different market segments, provide strategic recommendations to support future growth, and understand market trends, policies, addressable market size, customer needs, and where the client should focus. The proposed approach involves 3 phases: 1) understanding the market landscape and trends, 2) identifying the total addressable market potential and customer insights through primary research, and 3) conducting a market opportunity assessment. The deliverables will include findings, insights, and strategic recommendations.

1. Africa Continent
Market opportunity assessment of
Histochemistry diagnostics in

2. • Our understanding and study objectives
• Research Design and sample outcomes
• Timeline and investment
• Project team
Table of Contents

3. Client is seeking to identify new growth opportunities in CLIENT through
an in depth assessment of the histochemistry diagnostics market
• Client is a leading provider for entire suite of solutions used
in Histochemistry & Immunochemistry diagnostics spanning
across pre-analytical, primary staining, advanced staining
and automated workflow solutions used in anatomic
pathology laboratories across clinical and research settings
• Specifically client would like to:
– Assess market opportunity for histochemistry
diagnostics across different market segments in
selectedAfrica countries
– Provide strategic recommendations to support the
future growth of Client’s product portfolio
– What are the market trends and latest developments that
impact the growth of histochemistry diagnostics market?
– What are the new policies on cancer awareness and
prevention programs across public and private sectors?
• What is the market opportunity for the relevant products?
– What is the addressable market opportunity for Client
across Core histology, advanced staining and digital
pathology?
– What are the high-growth market segments, competitive
landscape etc.?
• What do customers need and how do they make purchase
decisions?
– What is the satisfaction levels with the current options?
– What are the unmet needs, and how do they prioritize?
– What is the decision process and who are the influencers?
• Where should Client focus on in the next 3-7 years?
– How should Client position itself to win in these markets?
Situation and key questions
Situation Key questions
• What is the current healthcare scenario and future market
trends that impact the histochemistry diagnostics market?
2

4. MEDICAL DIAGNOSTICS - INTRODUCTION
3
Market Overview
• The Anatomical Pathology/Histochemistry market definition at BBC includes all instrumentation, reagents, and consumables required for the analysis of tissue
samples; starting from after the tissue has been excised during biopsy to diagnosis
• Most competitors only manufacture products in one or two of these segments; Histochemistry & Immunochemistry
• Advanced Staining is the most active segment, witnessing the largest amount of M&A, partnership, and product launch activity while Preanalytical and Primary
Staining are dominated by commoditized consumables and instrumentation
• Although the smallest from a revenue perspective, Advanced Workflow is the fastest growing segment, however a lack of regulatory approvals for the technology
has hampered adoption
CompA Comp B Comp C Comp D Comp E Comp F Comp G Comp H Comp I
Preanalytical
Primary
Staining
Histoche
mistry
Immunoc
hemistry

5. • Our understanding and study objectives
• Research Design and sample outcomes
• Timeline and investment
• Why Client
• Project team
4
Table of Contents

6. Summary of objectives
Key business objectives:
• Market segmentation: Understand the scope of opportunities for Histochemistry & Immunochemistry diagnostics in selected
market segments
• Market opportunity assessment: Evaluate trends, assess market size and understand unmet customer needs
• Identify key growth opportunities and implement strategic initiatives to support future growth (mid-term and long-term)
Client is seeking to identify new growth opportunities in Africa through an
in depth assessment of the histochemistry diagnostics market
Research objectives & scope
Geographical coverage
African countries
Clinical segment coverage
• Anatomic Pathology Laboratories
• Hospitals
• Independent Clinical Laboratories (ICL)
• Contract research organizations (CRO)
• Academic research institutes
• Head of Dept./Research Director
(Academic research institutes)
• Lab Director
• Lab Managers
5

7. Project approach
COMPREHENSIVE EVALUATION FRAMEWORK, AND RIGOROUS
FACT-BASED ANALYSIS TO ENSURE ROBUST MARKET
INSIGHTS AND CONCLUSIONS7
Phase 2
Identify total addressable
market potential and customer
insights
Phase 1
Understand market landscape and
emerging trends
1 2
Key Activities
B
A
C
PMR recruitment and interview: Recruit and
E conduct interviews with KOLs, lab-managers,
distributors to gather information
Competitive Landscape: Total market size, market
F share, annual slide volumes, deep dive analysis of
competitor profiles and marketing strategy
D H Phase 2 : Present interim research findings
Core meetingCore activity
Market overview: Healthcare market trends – public
vs. private health expenditure, funding, new
reimbursement policies, cancer screening programs
etc.
Kick-off: Introduction, information exchange,
expectation setting and project plan alignment
Market Segmentation: Define market segments,
secondary research on target segmentation, key
entities and stakeholder mapping for PMR and
discussion-guide preparation
Interim review and alignment: Present findings on
market landscape and opportunity and align on key
customer and market segments to prioritize, finalize
research design and approach
Phase 3
Market opportunity assessment
3
I
J
Market Opportunity Assessment
• Quantify the size of the market and revenue
forecast over the next ~3-5 year period
• Synthesize key takeaways to gain comprehensive
view on the growth of Histochemistry &
Immunochemistry diagnostics in respective market
segment
• Recommendation on differentiated strategies in
accessing the target customers
Final deliverables: Present findings and
recommended strategies to Client
G
Customer insights: Brand preference, product
perception, purchase drivers, unmet needs

8. Research design and approach
A STRUCTURED, RIGOROUS, OUTSIDE-IN APPROACH TO
CAPTURE IN DEPTH MARKET INSIGHTS AND PROVIDE
ACTIONABLE RECOMMENDATIONS
6
• Comprehensive analysis on the healthcare market trends, funding policies, drivers/barriers that impact the
growth of histochemistry Immunochemistry diagnostics market
• Deep dive into market segments (research, clinical, geographical) and associated emerging trends that impact
future growth
• Identify total addressable market potential, market share, competitor profiles and analysis on operating models in
respective country
• Competitive positioning of Client, customer brand perception, unmet customer needs, purchase drivers and
desired product features
• Short and long-term market forecasts (high level) to support strategic planning and future growth
• Synthesize key takeaways to gain comprehensive view on the growth of histochemistry Immunochemistry
diagnostics market
To provide in an in depth assessment of the opportunities in histochemistry diagnostics market across different market segments.
African Country
Histochemistry Immunochemistry
Objective scope
Product /
Segment
scope
Geographical
scope
Project
objective
Understand market
landscape and emerging
trends
Identify total addressable
market potential and
customer insights
Market opportunity
assessment
1
2
3

9. PROJECT – SCOPE AND SEGMENT BREAKDOWN8
Phase 1: Understand market landscape and emerging trends
Market Introduction Market Introduction
• Overview of LS research landscape in Africa • Healthcare market overview (Expenditure, public vs private, growth rates etc.)
• Major funding bodies (public, private) and funding • Hospital infrastructure across
• Deep dive into segments relevant to Client’s portfolio (Cancer, CTCs • Emerging trends in access to healthcare across
• (Circulating Tumor Cells) etc. • Public policies/funding on cancer awareness campaigns
• Trends in funding and future themes for research focus • Universal healthcare coverage and reimbursement trends
Scope
Life Sciences Market* (Histochemistry Immunochemistry diagnostics in research (academic/pre- Clinical diagnostics (Histochemistry) and CRO laboratories)
Phase 2: Identify total addressable market potential and customer insights
Competitive Landscape Competitive Landscape
• Market size, market share • Market size, slide-volumes and market share
• Deep dive analysis into competitor profiles, product offerings and sales strategy • Deep dive analysis into competitor profiles, product offerings and sales
Customer Insights strategy
• Customer satisfaction with existing solutions, and perceived pros/ cons
• Brand perception, buying behaviors and unmet needs
• Key product/ service attributes
Phase 3: Market opportunity assessment
Key takeaway Key takeaway
• Revenue forecast for next 3-5 years • Revenue forecast for next 3-5 years
• Target segmentation of LS research industry to stratify high-growth areas • Synthesize key takeaways to gain comprehensive view on the growth of
• Synthesize key takeaways to gain comprehensive view on the growth of histochemistry Immunochemistry diagnostics in respective market
segment histochemistry diagnostics in respective market segment • Recommendation on differentiated strategies in accessing the target
• Recommendation on differentiated strategies in accessing the target customers
customers

10. PROJECT – SCOPE AND SEGMENT BREAKDOWN9
Scope
Clinical diagnostics (Histochemistry) across Malaysia and Indonesia (ex-core metropolitan areas)
Phase 1: Understand market landscape and emerging trends
Market Introduction
• Healthcare market dynamics
• Public policies/funding on cancer awareness campaigns etc.
• Universal healthcare coverage and reimbursement trends
Phase 2: Identify total addressable market potential and customer insights
Competitive Landscape
• Market size, market share, slide volumes
• Deep dive analysis into competitor profiles, product offerings and sales strategy
Customer Insights
• Customer satisfaction with existing solutions, and perceived pros/cons
• Brand perception, buying behaviors and unmet needs
• Key product/service attributes
Phase 3: Market opportunity assessment
Key takeaways
• Revenue forecast for next 4-7 years
• Synthesize key takeaways to gain comprehensive view on the growth of histochemistry
diagnostics in respective market segment
• Recommendation on differentiated strategies in accessing the target customers

11. funding considerations in Africa
Deliverable
s
IN PHASE 1, WE WILL CONDUCT SECONDARY
ANALYSIS TO DRAW A BASELINE UNDERSTANDING10
~4 weeksKick-off
Phase 1
Understand market landscape and
emerging trends
1
Key Activities
B
A
C
D
Core meetingCore activity
Market overview: Healthcare market trends – public
vs. private health expenditure, funding, new
reimbursement policies, cancer screening programs
etc.
Kick-off: Introduction, information exchange,
expectation setting and project plan alignment
Market Segmentation: Define market segments,
secondary research on target segmentation, key
entities and stakeholder mapping for PMR and
discussion-guide preparation
Interim review and alignment: Present findings on
market landscape and opportunity and align on key
customer and market segments to prioritize, finalize
research design and approach
Deliverables

12. Client will support Client with a unique combination of drug and
diagnostics consulting expertise and proprietary data assets11
Leading Strategy
Consultants
in Healthcare
Diagnostics Market
Experts (BBC)
MIDAS Data T for G Clinical Development and
Commercialization in IVD
• Global leader in life
science consulting
• Global expertise spans
clinical to commercial
functions in multiple
therapeutic areas
• Apply global insight to
local solutions, bringing
together proprietary
data, technology and
advanced analytics
an client company
• Global authority in the
diagnostics sector
• Providing market tracking,
landscaping and advisory
services to diagnostics
MNCs and SMEs
• Unmatched knowledge
base, and an unrivaled
global network of experts in
IVD
• Provides connectivity and
international
standardization of
national-level audits of
sales and medical data
• Covers data such as
prescriptions, packs and
dosage, sales, market
segmentation, licensing,
biosimilars, etc.
• E.g. Cancer drug
consumption trends, CDx
etc.
• T for G - Surgical
procedural databases
covering more than 1000
procedures across ~45
countries harmonized
across ICD-9/ICD-10 codes
• E.g. Tumor biopsy, tumor
resection etc.
• ABC: Clinical trial laboratory
services organization with
bioanalytical, genomics,
vaccines, flow cytometry,
anatomic pathology,
immunoassay, companion
diagnostics and central
laboratory services
• ABC: a global leading medical
device CRO focusing on device
and diagnostics companies

13. Robust PMR design will incorporate insights from secondary research,
Client SMEs, and feedback from Client
Inputs
Client
consulting
services market
expertise
BBC diagnostic assay
domainexpertise
Q2 Solutions and Quintiles –
Clinical Research
experience
Clientfeedback /
inputs and prior
research
Research Design
Materials will be designed to understand
dynamics from the market perspective
and the lab director perspective toensure
a holistic view
Key Stakeholders
Screeners
Discussion
guides
12

14. Deliverables
IN PHASE 2, WE WILL GATHER IN DEPTH INSIGHTS ON COMPETITIVE
LANDSCAPE AND CUSTOMER INSIGHTS THROUGH PRIMARY MARKET
RESEARCH
13
~6 weeks
Phase 2
Identify total addressable
market potential and customer
insights
2
PMR recruitment and interview: Recruit and
A conduct interviews with KOLs, lab-managers,
distributors to gather information
Competitive Landscape: Total market size, market
B share, deep dive analysis of competitor profiles and
marketing strategy
D Phase 2 : Present interim research findings
C
Customer insights: Brand preference, product
perception, purchase drivers, unmet needs
Deliverables
Market size and growth forecast
African’s funding for cancer research

15. ROBUST RESEARCH METHODOLOGY, DATA SOURCES AND
FACT-BASED ANALYSIS TO ENSURE ACTIONABLE MARKET
INSIGHTS AND CONCLUSIONS
14
Secondary market
research
MIDA
S
BBC
TforG
Client
proprietary
datasets
Country
Market
Potential
C1 - 40%
C2 - 32%
C3 - 28%
Unmet Need
and
Estimated
Market
Adoption
Bottom up approach
Total market size in terms of value/volumes
PMR
3Units consumed per patient
PMR Data
Total market
size in units
KOL/Lab Managers
screened on the basis of
an accurately framed
screener
Client + Epi data
analysis*
2
Total population in 2018
% Affected by X,Y,Z disease annually
% Patients diagnosed
% Patients diagnosed
by specific tests
Top down approach
1

16. Deliverables
In phase 3, we will consolidate the findings and insights into a
final report
ification
Market Opportunity Assessment
Phase 3
Market opportunity assessment
3
A
B
• Quantify the size of the market and revenue
forecast over a 3- 5 year period
• Synthesize key takeaways to gain comprehensive
view on the growth of histochemistry
Immunochemistry diagnostics in respective market
segment
• Recommendation on differentiated strategies in
accessing the target customers
Final deliverables: Present findings and
recommended strategies to Client
Deliverables
Key proposition ident
15

17. 16
Africa
Fact-based, primary research driven methodology to ensure
reliability of analysis to drive critical business decisions
Face to face qualitative interviews (45 min) conducted in local language
Respondent type Respondent profile Africa*
Professors/ Research Directors Division Head/ Academic research directors in major research institutions 40
Lab Directors/Lab Managers Lab managers in-charge of CRO (contract research organization) labs 40
Industry observers/ Competitors/Distributors Country / product managers handling histopathology diagnostics
portfolio
40

18. FACT-BASED, PRIMARY RESEARCH DRIVEN METHODOLOGY TO
ENSURE RELIABILITY OF ANALYSIS TO DRIVE CRITICAL
BUSINESS DECISIONS
17
Africa
Face to face qualitative interviews conducted in local language
Respondent
type
Respondent profile Africa* Uganda# Kenya# Tanzania* Angola#
Lab
Directors/Lab
Managers
(Hospitals)
Lab managers/directors in-charge of
clinical lab operations and key
decision makers
10 10 10 10 10
Lab
Directors/
Lab
Managers
(ICL)
10 10 10 10 10
Industry
observers/
Competitors/Distri
butors
Country / product managers handling
histopathology
diagnostics portfolio
10 10 10 10 10
TOTAL 30 30 30 30 30

19. • Our understanding and study objectives
• Research Design and sample outcomes
• Timeline and investment
21
• Project team
Table of Contents

20. Why Client?
Local
research
teams
Research
with a
commercial
focus
Focus on
healthcare
in Africa
Specific
data and
expertise
in IVD
Collaboration with
our local teams in target
markets ensures that their
knowledge of the local
markets will allow us to
identify local insights
Over 450 healthcare market
research projects delivered in
Africa in the last 18 months alone,
including detailed follow up studies
and research projects focused on
different areas of the IVD market
In addition to our research and
consulting experience in the IVD
space, Client also has access to
extensive data on the global IVD
market through our BBC data,
which will be used to
complement market research
Deliverables include insights
and recommendations, based
on our findings from primary
research, in addition to
strategic advice provided by
our consulting team. We
ensure every project has
senior management ownership
to drive actionable outputs

21. Areas of expertise
OUR CONSULTING CAPABILITIES CAN PROVIDE ALL-
ROUNDED SOLUTIONS ACROSS THE PRODUCT LIFE CYCLE21
Shaping Strategy Market Intelligence
Product Development &
Commercialization
Market Access Commercial Excellence
• Market entry/turnaround
• Innovative models and
transformational strategies
• Operating model design
• M&A and BD&L asset
identification and due
diligence
• Partnerships and JVs
• Post merger integration
• Market landscaping
• Opportunity assessment
• Concept testing
• Brand tracking
• Customer experience
• Portfolio management
• Portfolio, product planning and
asset optimization
• Clinical trials strategies and
operations
• Outsourcing strategy
• New technology assessments:
licensing, partnerships, etc.
• Access strategy and
prioritization
• Pricing and Reimbursement
• HEOR
• Brand Strategy
• Market Entry
• Global Health Technology
Assessment (HTA) monitoring
• Regulatory, safety and benefit
risk management strategy
• SFE diagnostics and KPI
tracking
• Patient affordability
• Payer management
• Advanced pricing agreements
and innovative patient access
programs

22. Client Group Africa footprint
OUR STRONG FOOTPRINT IN AFRICA ENABLES US TO HAVE
IN-DEPTH UNDERSTANDING OF THE HEALTHCARE INDUSTRY
ACROSS THE REGION22
• Extensive market knowledge in
pharma / biotech, consumer
health, medtech
• Functional expertise in areas of
pricing & market access,
commercial strategy & models,
and portfolio & product strategy
• Good Center of Excellence
methodology know-how to
complement issue based
consulting skills
• Diverse and international mix to
our team
• Aligned and leveraged global
capability and content
India
37 Consultants
1,600 offshore
Southeast Asia
~50 Consultants
Australia
~20 Consultants
In Africa, Client Group operates Seven consulting hubs with
over 200 healthcare consultants
Japan
30+ Consultants
China
100+ Consultants
Korea
~10 Consultants

23. CASE STUDY: MARKET SIZING AND OPPORTUNITY ASSESSMENT FOR
A HIGH COST IVD SOLUTION RECENTLY LAUNCHED IN AFRICA.23
A multi-pronged approach to quantify market opportunities for POC MDX devices in Africa
Situation Solution
Result
• Uncovered the perceived clinical utility of “Product X” and identified the key market segments that would be most applicable for the clients
product and will give the largest revenue returns
• Developed a forecasting model in excel that helped client plan for future potential demand based on 3 different scenarios
• As a byproduct of the research we were able to help the client build partnerships with certain key accounts and KOLs due to specific and
consented desire from respondents to be introduced to the client after seeing the masked Product X product specifications
Our client is selling a high cost point of care diagnostic solution
that brings high medical value for patient management in
respiratory infection, GI infections and encephalitis/meningitis,
among other therapy areas.
The objective of the study was to:
• Quantify the size of the market and generate an assessment
of the market potential over a 5 year period
• Identify key market segments to focus on – and how to best
demonstrate cost effectiveness/value proposition to each
target
• Understand customer perception of clinical utilities of the
product, especially given its higher cost
The comprehensive methodology included a 2-phase approach:
• Phase 1: Secondary Research on Public Available Data
• To obtain disease epidemiology & hospital admission data that is
used for demand modelling and market sizing
• Phase 2: Primary Research via Face-to-Face Interview with
Specialists, Laboratory Managers and General Practitioners
• To understand treatment algorithms and admission criteria of a typical
patient today – identifying unmet needs and the perceived clinical
utility of proposed product
• The total test volume based on different techniques and future
potential conversion / adoption of “Product X”, as well as pricing
information to develop an accurate picture of the size of the market

24. Thank you