The marketing plan outlines strategies to promote the Biorad D10 HbA1c analyzer to diabetics and those at high risk of diabetes. The analyzer uses HPLC with a low coefficient of variation to provide more accurate glucose monitoring results compared to alternatives like DCA and Cobas. While priced slightly higher than DCA, it is significantly cheaper than electrophoresis. The document estimates the total HbA1c testing market size at 15 million, with the D10 addressing a 3.5 million niche of patients requiring highly precise results.
Accurate Diabetes Monitoring with Biorad D10 HbA1c Analyzer
1. 10 STEP
Marketing Plan for
(Biorad D10- HbA1c Analyzer-
HPLC Method)
Celeste Mae Belmonte
Ma. Theresa Enrile
Richard Pascual
February 2020
2. Diabetes Mellitus
a.k.a diabetes
A metabolic disorder
High blood sugar level
over a prolonged period of
time
Sx: Polyuria, Polyphagia,
Polydipsia
If untreated, can
cause complications
3. 2017: an estimated 425 million
people had diabetes worldwide
represents 8.8% of the adult
population
Philippines 2015: 5.9%
prevalence rate in adults 20 to 79
yo
Diabetes Mellitus
4. How is DIABETES diagnosed?
Fasting Blood Sugar
(FBS)
Glycosylated hemoglobin
test (HbA1c)
5. to monitor long-term glycemic
control
provides an average blood sugar
measurement over a 6- to 12-
week period
can be used to diagnose diabetes
used in conjunction with home
glucose monitoring to make
treatment adjustments
What is HbA1c?
6. Point of care (POC) Instruments –colorimetry
(Cobas b 101 system)
Immunoassay methods (DCA Vantage
analyzer)
High Performance Liquid
Chromatography (HPLC) (Biorad D10
HbA1c Analyzer)
Electrospray Iontophoresis Mass spectrometry
(Automated capillary electrophoresis system)
Methods for Measurement
of HbA1c
7. Methods for Measurement of
HbA1c
Point of care (POC)
Instruments –colorimetry
(Cobas b 101 system)
Immunoassay methods
(DCA Vantage analyzer)
8. Methods for Measurement of
HbA1c
Electrospray
Iontophoresis Mass
spectrometry
(Automated capillary
electrophoresis system)
High Performance Liquid
Chromatography (HPLC)
(Biorad D10 HbA1c Analyzer)
9. 1. Biorad D10 HbA1c analyzer’s PTM are the
diabetics/high risk for diabetes
2. NWD: to have more accurate results regarding
their blood sugar control and to be healthy
3. Can choose DCA or Cobas
4. Gap is DCA/Cobas are known for individual
testing and can be used in clinics
5. The Market size is P 15 million, D10 niche is 3.5
million
Outline
Monitoring Blood Sugar…
10. 6. Biorad D10 uses HPLC method with a
low Coefficient of Variation
7. Priced 10% higher than DCA, but 60%
cheaper than electrophoresis
8. Uses experiences, word of mouth and
advertising
9. Available at most Tertiary Laboratories
10. Uses the Leverage and Niche approach
Outline
Monitoring Blood Sugar…
11. The Biorad D10 HbA1c analyzer’s
PTM are the diabetics/high risk
for diabetes
Ages 35 and above
Diagnosed with all types of
diabetes
high risk
family history
impaired glucose
intolerance/insulin resistance
overweight or obese
sedentary lifestyle
12. The NEED to be HEALTHY
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
Healthy can engage in activities
sense of belonging
the need to be healthy
13. The Diabetics needs,
wants & demands
Needs
Safety needs: the need to be HEALTHY in order to feel
secure
Social needs: if healthy, PTM can be with their loved ones and
have the ability to engage in different activities to feel a sense
of belonging
Wants
To have more accurate results
The Gold standard test for glucose monitoring
used by larger and reputable institutions
Demands
Better glucose control with more accurate glucose
monitoring
14. Biorad D10 HbA1c Analyzer
has many competitors
Direct: DCA Vantage
Analyzer, Cobas b 101,
eletrophoresis
Indirect: Fasting Blood Sugar,
OGCT, OGTT
Variables: price, accuracy of
results, availability, turn
around time
15. Biorad D10 HbA1c Analyzer
has a low CV
Price/
CV
0-1 2-3 4-5 6-7
High
price
Low
Price
D10
DCA
electrophoresis
Cobas
Price vs. Coefficient of Variation
16. Price/
CV
0-1 2-3 4-5 6-7
High
price
Low
Price
D10
finecare
electrophoresis Arkray
Cobas
Price vs. Coefficient of Variation
I chroma
Biorad D10 HbA1c Analyzer
has a low CV
DCA
17. Biorad D10 Niche Positioning
in HbA1c analysis
Benefit Positioning vs. Brand Matrix
Features D10 Arkray DCA Finecare I chroma Cobas electroph
oresis
Electro
phoresis
HPLC
Immuoassay
POCT
Fully
automated
low CV
Fast turn
around time
less
expensive
IFCC
reference
No Hgb
Variant
interference
18. Biorad D10 positions strongly
in niche market opportunity
uses high performance liquid
chromatography, which has a low
coefficient of variation, providing
more accurate results for diabetic
patients
The “GOLD STANDARD” for
monitoring diabetes control
CV : 2-3% (ADA, WHO NGSP
recommend that CV must be below
3%)
19. DCA and Cobas are
known for individual
testing
can be used in
Doctor’s clinics
(Point of care Testing)
Biorad D10 positions strongly
in niche market opportunity
20. Based on the computed data from the
different companies, HbA1c Test
market is 15million
Tarlac city
DCA: 50%
D10: 25%
Immunoassay:25%
Cobas 17%
I Chroma 5%
FineCare 3%
Electro: 0%
National Data:
D10: 79%
DCA: 11%
Immunoassay: 9%
Electro: 1%
Market Share 2019
22. Based on the computed data from the
different companies,
HbA1c Test market is 15million
Usage per Year:
DCA: 7,400
D10:3,600
Cobas C111/C501: 2,526
Other Immunoassay: 1,140 (487 +653)
Total: --------15,192 tests PA (P1,000/test)
23. D10 sales may be: 3.5 million
Market share of D10 is 25%
Then the total HbA1c test
market size is
3.5 million/ 0.25 = 15 million
Based on company data, where
D10 share is 25%, total market
size is 15million
24. HbA1c test usage:
5,000 of 25,000 diabetics in Tarlac city have
their HbA1c tested in a year
At least 3x a year
Which costs 1,000 pesos per test
5,000 x 3 x 1,000 = 15 million
Consumer data indicates a
size of P 15million
25. Concluded that HbA1c test
market is 15 million
1. DCA data: P7.4 million
2. D10 data: P3.5 million
3. Customer Usage data : 15 million
27. What makes Biorad D10
different?
Comprehensive and fully automated
Hgb testing in a compact footprint
uses HPLC method
low coefficient of variation
provides more accurate results
The “GOLD STANDARD”
simple and efficient operation for
clinical laboratories
Easy to use
28. Biorad D10 Product
Description
Dimensions:
15.8 inches wide
21 inches deep
18.8 inches high
Weight of machine:
77 lbs
Loader:
31 lbs
Attributes
Automatic startup checklist
and touch screen
One step cartridge
switching
Automatic sample bar code
reading
Whole blood primary tube
sampling eliminating offline
sample preparation
29. Direct Competitors
Point of Care
(Cobas B 101)
Immunoassay
(DCA Vantage Analyzer)
Electrospray Iontophoresis Mass spectrometry
(Automated capillary electrophoresis system)
39. Biorad D10 HbA1c analyzer
is available at:
Tertiary Laboratories
40. Biorad D10 is a niche leader
Its main strategy is
dominating the market of
Diabetics who want to have
good glycemic control
It has a leverage in its low
coefficient of variation
delivering accurate and
precise results
42. 1. Biorad D10 HbA1c analyzer’s PTM are the
diabetics/high risk for diabetes
2. NWD: to have more accurate results regarding
their blood sugar control and to be healthy
3. Can choose DCA or Cobas
4. Gap is DCA/Cobas are known for individual
testing and can be used in clinics
5. The Market size is P15million, D10 niche is 3.5
million
Monitoring Blood Sugar…
43. 6. Biorad D10 uses HPLC method with a
low Coefficient of Variation
7. Priced 10% higher than DCA, but 60%
cheaper than electrophoresis
8. Uses experiences, word of mouth and
advertising
9. Available at most Tertiary Laboratories
10. Uses the Leverage and Niche approach
Monitoring Blood Sugar…
44. 10 STEP
Marketing Plan for
(Biorad D10- HbA1c Analyzer-
HPLC Method)
Celeste Mae Belmonte
Ma. Theresa Enrile
Richard Pascual
February 2020
Editor's Notes
Good afternoon everyone! We are the MADDOCS! Iam lee Belmonte and I am with Dra Terit Enrile and Dr Chuck pascual.
Today, we will be presenting to you our marketing plan for BioRad D10 an HbA1c Analyzer that uses the HPLC method
Symptoms often include frequent urination, increased thirst, and increased hunger.
Serious long-term complications include cardiovascular disease, chronic kidney disease, foot ulcers, damage to the nerves, and damage to the eyes
Acute complications can include diabetic ketoacidosis, or death.
1 & 2 steps: customer (1st c)
3 and 4 : competitors
5: sizing the market
6 to 9: 4 P’s
10: generic winning strategy
Our focus will be on our PTM’s need to be healthy. With Good health, there is a sense of security
And if there is health and security, they’ll be able to spend time with their loved ones and engage in different activities..
Hence, fulfilling their social needs..
Provides comprehensive fully automated Hgb testing in a compact footprint, affording ease of use and a faster turn around time
DCA and Finecare are crowding the market within the specified CV and cost
Get prices of your product
Creatively compare vs. competitors across different pack sizes and variants
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BIORAD IS promoted through the experiences and word of mouth of patients and doctors
It advertises it’s machine features online
1 & 2 steps: customer (1st c)
3 and 4 : competitors
5: sizing the market