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Unrestricted © Siemens AG 2014 All rights reserved. Answers for life.
When One Plus OneEquals More Than TwoAlexander Zimmermann, VP Sales and Marketing, Molecular Imaging
Alexander Zimmermann / HIM MI CRMPage 2
Unrestricted © Siemens AG 2014 All rights reserved.
Dr. Alois Alzheimer
1901Frankfurt
Alexander Zimmermann / HIM MI CRMPage 3
Unrestricted © Siemens AG 2014 All rights reserved.
MILLION
Every 68 Seconds Someone inthe USA Develops Alzheimer’s1
1 Alzheimer’s Association, 2013 Alzheimer’s Disease Facts and Figures, Alzheimer’s &Dementia, Volume 9, Issue 2.
Alexander Zimmermann / HIM MI CRMPage 4
Unrestricted © Siemens AG 2014 All rights reserved.
Alzheimer’s Epidemic
Healthy Brain Alzheimer’s Brain
Alexander Zimmermann / HIM MI CRMPage 5
Unrestricted © Siemens AG 2014 All rights reserved.
Amyloid-βaccumulation
Brain atrophy(vol. MRI)
Cognition
Clinical Disease Stage
Abn
orm
alN
orm
alFirst Comprehensive Amyloid Imaging Solution*When evaluating for Alzheimer’s disease**
* syngo.PET Amyloid Plaque is intended for use only with amyloid radiopharmaceuticalsapproved in the country of use. Users should review the drug labeling for approved uses.
** When evaluating for Alzheimer’s disease and other causes of cognitive decline.
Alexander Zimmermann / HIM MI CRMPage 6
Unrestricted © Siemens AG 2014 All rights reserved.
MI Images Life
CT MR X-rayMI
Alexander Zimmermann / HIM MI CRMPage 7
Unrestricted © Siemens AG 2014 All rights reserved.
MI Uses Small Amounts of Radioactive Materialsto Characterize Biological Processes
Imaging BiomarkerProduction and
Distribution
Imaging BiomarkerInjection andAcquisition
Image Processingand Diagnosis
Radioisotopeand Drug
Alexander Zimmermann / HIM MI CRMPage 8
Unrestricted © Siemens AG 2014 All rights reserved.
Marker Scanner Software
Alexander Zimmermann / HIM MI CRMPage 9
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1 2 3 4 5 6 7 8
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Conventional
Production AmyloidImaging Biomarker
Marker Scanner Software
PositiveNormal
AmyloidMarker
Amyloid Plaquewith Marker
PositiveNormal
Alexander Zimmermann / HIM MI CRMPage 10
Unrestricted © Siemens AG 2014 All rights reserved.
First Comprehensive Amyloid Imaging Solution*When evaluating for Alzheimer’s disease**
Eli Lilly andPETNET Solutions
SiemensBiograph mCT™
Siemenssyngo®.via
Marker Scanner Software
* syngo.PET Amyloid Plaque is intended for use only with amyloid radiopharmaceuticalsapproved in the country of use. Users should review the drug labeling for approved uses.
** When evaluating for Alzheimer’s disease and other causes of cognitive decline.
Alexander Zimmermann / HIM MI CRMPage 11
Unrestricted © Siemens AG 2014 All rights reserved.* PET/CT technologies enable physicians to visualize biological processes at the cellular level, making early and accurate detection of disease possible.
When One Plus OneEquals More Than Two
MoreConfidence*
MoreCertainty*
MoreTime*
Alexander Zimmermann / HIM MI CRMPage 12
Unrestricted © Siemens AG 2014 All rights reserved.
When One Plus OneEquals More Than Two
Alzheimer'sand the 1stImagingSolution
SiemensMedicalSolutions
OurMarketingStrategy
Unrestricted © Siemens AG 2014 All rights reserved.Alexander Zimmermann / HIM MI CRM
Siemens Sectors and Divisions
Healthcare
• Imaging and therapy• Clinical products• Diagnostics
Energy
• Fossil power• Renewable energy• Oil and gas• Power transmission
and distribution
Industry
• Drive technologies• Industry automation• Industry solutions
Infrastructure and Cities
• Mobility• Building technologies• Power distribution
Unrestricted © Siemens AG 2014 All rights reserved.Alexander Zimmermann / HIM MI CRM
Every Business Day…
… We help the U.S. Postal Service process 90%of all letter mail delivered to homes / businesses
… We filter 1 in 10 glasses of water consumed byAmericans.
… We help treat more than 30,000 cancer patientswith our radiation therapy systems.
.. We process 228 million U.S. healthcareinformation transactions daily.
… We help provide baggage security services inover 100 of America’s commercial airports.
… We provide one-third of America’s totaldaily energy needs.
Unrestricted © Siemens AG 2014 All rights reserved.Alexander Zimmermann / HIM MI CRM
Siemens Molecular Imaging Operates a GlobalNetwork of Innovation and Manufacturing
Knoxville,TN, USA
Hoffman Estates,IL, USA
Hoffman Estates (USA)• Global Headquarters• SPECT• Clinical applications• SPECT detectors
Knoxville (USA)• PET• Preclinical• PET detectors• PETNET Solutions• Cyclotron• Radiochemistry
Oxford (UK)• Advanced clinical and
preclinical applications
Forchheim (Germany)• CT components• Software development
Bangalore (India)• Clinical applications
Shanghai (China)• CT scanners
Oxford,UK!
Unrestricted © Siemens AG 2014 All rights reserved.Alexander Zimmermann / HIM MI CRM
Siemens MI Product Overview
Intevo Excel**Symbia T
Customer Care
Inveon™
Preclinical Imaging SolutionsPET, SPECT, CTMultimodalityInveon Research Workplace
mMR®
mCT
TruePoint
mCT Flow Edge*
Symbia S Symbia E c.cam
Intevo™**
mCT 20 Excel
mCT Flow™*
Biograph™ Symbia™
Eclipse™Explora One™PETNET Solutions
Biomarkers
syngo®.via Symbia.net
** Symbia Intevo, Symbia Intevo Excel and xSPECT are not commercially available inall countries. Due to regulatory reasons their future availability cannot be guaranteed.Please contact your local Siemens organization for further details.
* Biograph mCT Flow and mCT Flow Edge are not commercially available in allcountries. Due to regulatory reasons their future availability cannot be guaranteed.Please contact your local Siemens organization for further details.
Alexander Zimmermann / HIM MI CRMPage 17
Unrestricted © Siemens AG 2014 All rights reserved.
About Eli Lilly and Company
• We make medicines that help people live longer, healthier, more active lives• Since founding by Colonel Eli Lilly in 1876, we have pioneered medical
breakthroughs like human insulin, the polio vaccine, ….• Headquarters located in Indianapolis, Indiana, U.S.A.• Approximately 38,000 employees worldwide• Nov. 8, 2010 Eli Lilly and Company
(NYSE: LLY) acquired AvidRadiopharmaceuticals, Inc.
• Nov. 2, 2011 Siemens’ PETNET Solutionssigned nationwide commercial agreementto manufacture and distribute Lilly'smolecular imaging agent
Source: http://www.lilly.comhttps://investor.lilly.com/releasedetail.cfm?ReleaseID=527815
Alexander Zimmermann / HIM MI CRMPage 18
Unrestricted © Siemens AG 2014 All rights reserved.
When One Plus OneEquals More Than Two
Alzheimer'sand the 1stImagingSolution
SiemensMedicalSolutions
OurMarketingStrategy
Alexander Zimmermann / HIM MI CRMPage 19
Unrestricted © Siemens AG 2014 All rights reserved.
Our Process for SuccessfulProduct Value Marketing
Understand& DefineMarket
Quantify &ValidateCOF
Develop &Impl. Mkt.Strategy
1 3 4
CustomerProblem “painpoint”
BenefitsWhat theyare worth tocustomers
MarketingHow to bestdemonstratebenefits
Analyze& SpecifyUSP
2
Valu
e
Differentiation
Your SolutionProduct & ServiceFeatures
Alexander Zimmermann / HIM MI CRMPage 20
Unrestricted © Siemens AG 2014 All rights reserved.
Our Process for SuccessfulProduct Value Marketing
Understand& DefineMarket
Quantify &ValidateCOF
Develop &Impl. Mkt.Strategy
1 3 4
CustomerProblem “painpoint”
BenefitsWhat theyare worth tocustomers
MarketingHow to bestdemonstratebenefits
Analyze& SpecifyUSP
2
Valu
e
Differentiation
Your SolutionProduct & ServiceFeatures
Alexander Zimmermann / HIM MI CRMPage 21
Unrestricted © Siemens AG 2014 All rights reserved.
Step 2: Analyze and SpecifyUnique Selling Propositions
Cus
tom
er=
Ste
ady
Problem
Growth$ Payoff /
Upside
$ Cost /Risk
OurValueProposition
∑ Value – Price ∑ Value – PriceSiemens Siemens Competition Competition
>
Alexander Zimmermann / HIM MI CRMPage 22
Unrestricted © Siemens AG 2014 All rights reserved.
Step 2: Analyze and SpecifyUnique Selling Propositions
Valu
e
Differentiation
Factors of customer value 5-1:5: It’s make or break. Can’t live without4: Key to most aspects of my work3: It makes a positive
difference to my work2: It’s nice to have,
but can live without it1: Don’t even think about it
Factors of differentiation 5-1:5: Total exclusive4: We have it, others may, but ours
is better (and we can prove it)3: Some have it and there is a
moderate variation in realization2: Available in all systems and little
variation in quality1: Standard in all systems from
all vendors
Alexander Zimmermann / HIM MI CRMPage 23
Unrestricted © Siemens AG 2014 All rights reserved.
Our Process fur SuccessfulProduct Value Marketing
Understand& DefineMarket
Quantify &ValidateCOF
1 3
CustomerProblem “hurtpoint”
BenefitsWhat theyare worth tocustomers
Analyze& SpecifyUSP
2
Valu
e
Differentiation
Your SolutionProduct & ServiceFeatures
Make &Impl. Mkt.Strategy
4
MarketingHow to bestdemonstratebenefits
Alexander Zimmermann / HIM MI CRMPage 24
Unrestricted © Siemens AG 2014 All rights reserved.
Step 4: Make and Implement Internaland External Marketing Strategy
Lead influencing“aware”
Offer negotiationand close
Lead generation“unaware”
Customer decision process
Sales education and motivation
Direct customer engagement by sales team
Customer influencing by general marketing
Alexander Zimmermann / HIM MI CRMPage 25
Unrestricted © Siemens AG 2014 All rights reserved.
Internal Introduction to Global Sales TeamExplain problem and value of our solution
Alexander Zimmermann / HIM MI CRMPage 26
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Internal Introduction to US Sales TeamUse celebrity speaker to attract sales force
Alexander Zimmermann / HIM MI CRMPage 27
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External Launch at RSNA in ChicagoAttract audience with Alzheimer's patient head mock-up
Alexander Zimmermann / HIM MI CRMPage 28
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External Launch at RSNA in ChicagoPatient head mock-up based on campaign key visual
Alexander Zimmermann / HIM MI CRMPage 29
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External Launch at RSNA in ChicagoThe most photographed exhibit item on RSNA
Alexander Zimmermann / HIM MI CRMPage 30
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Wide Range of Internal and External MarketingMaterials With Same USP’s and Key Visuals
Alexander Zimmermann / HIM MI CRMPage 31
Unrestricted © Siemens AG 2014 All rights reserved.
When One Plus OneEquals More Than Two
Alzheimer'sand the 1stImagingSolution
SiemensMedicalSolutions
OurMarketingStrategy
Alexander Zimmermann / HIM MI CRMPage 32
Unrestricted © Siemens AG 2014 All rights reserved.
When One Plus One Equals More Than TwoTake Home Message
Enter a partnership when it creates additionalvalue beyond the sum of the offerings
Plan early, your partner company might have otherprocesses that might require considerable time
Invest >50% of all planning to truly understandthe benefits of your product vs. the competition
Invest at least 50% of your effortsinto internal marketing
Be creative and make thenon tangible, tangible
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2
3
4
5
Alexander Zimmermann / HIM MI CRMPage 33
Unrestricted © Siemens AG 2014 All rights reserved.
Global Business UnitSiemens Medical Solutions USA, Inc.Molecular Imaging2501 N. Barrington RoadHoffman Estates, IL 60192-5203USATelephone: +1 847-304-7700www.siemens.com/mi
Answers for life.
Thank you!
MI-1417
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