» Integration Update - David Budd

» Business Development and Strategy - Sandor Snoeijers

» Operations Integration - Herman Volkers

» Kreatech and Leica Biosystems at ECP – First steps towards an integrated look - Dimitri Pappaioannou

» ThermoBrite and Kreatech - Bill Standwill

» Sales Integration - Harry Schrickx

» Marketing Communications - Dean Hutchinson

Company confidential – for internal use only

Kreatech Integration – Update

Dear colleagues,

In the weeks since we completed the acquisition, I am pleased to report that we are making very good progress.

LBS and Kreatech employees are working together to integrate the expanded range of products, and this

comprehensive menu will bring exciting opportunities for Leica and our customers in the future.

The most immediate advantage is that we will soon become a single company, providing customers with an

industry-leading range of IHC and ISH based products for clinical or research use.

In the longer term, we are starting to plan the transition of a select number of ISH reagents onto the ThermoBrite

Elite and BOND platforms. Our aspiration here is to be the global leader in the automation of innovative, high-

value oncology tests.

We have also started the process of rebranding the Kreatech portfolio, so you will see new product packaging,

literature and webpages over the coming months. Of course we will continue to deliver the quality, consistency

and reliability that customers have come to expect from Kreatech products – and where possible even improve

them.

If you have any questions about the integration of Kreatech into our Leica Biosystems family, please feel free to

contact me.

Best regards,

David Budd

General Manager Leica Biosystems Amsterdam

david.budd@LeicaBiosystems.com

Kreatech and Leica Biosystems at ECP – First steps towards an integrated lookThe marketing teams in Newcastle and Amsterdam have been working together on integrating the Kreatech brands into Leica Biosystems since the acquisition in July. We had our first opportunity to promote Kreatech as part of LBS at the recent annual meeting of the European College of Pathology (ECP) which took place in Lisbon this last September.

The Kreatech booth was completely transformed for the event. The aim was to give a clear message that Kreatech has a stronger position as part of LBS. Visitors to our stand certainly seemed to get the point: customer feedback about the inclusion of Kreatech in the LBS family was very positive. Overall, our presence at the event was a great success, thanks to the efforts of all those involved – Felicity Bechinger and the team organising ECP for Leica Biosystems, David Soares and Jettie van der Wijk at Kreatech Marketing, and Dean Hutchinson, Marketing Communications Manager at LBS in Newcastle.

Over the coming months, the marketing teams in Amsterdam and Newcastle will continue to work closely together on uniting the Kreatech and LBS product ranges to create a strong and comprehensive portfolio of products.

Dimitri Pappaioannou

Marketing Manager, Leica Biosystems Amsterdam

Business Development and StrategyWe have finalized our “100-day Strat” planning process, which includes several initiatives to explore the synergy between Leica Biosystems’ and Kreatech’s core competencies.

Our aim is to:

» Leverage the sales and support capabilities of LBS in order to grow our manual FISH product sales globally

» Provide better workflow efficiency for customers by validating a range of LBS FISH markers on the ThermoBrite Elite system

» Decide which products to develop imaging capability and algorithms

» Begin work on automating selected FISH markers for BOND

Sandor Snoeijers

Business Development and Innovations Manager, Leica Biosystems Amsterdam

Operations Integration Although it’s too early for outsiders to see the benefits of merging Leica and Kreatech, here in Amsterdam we are impressed at how smoothly the integration programme has progressed.

Merging the Environment, Health and Safety functions is proceeding to plan and we expect all actions will be finalized at the end of October.

From a manufacturing point of view, connecting to the Leica SAP system is the most important action, and our procurement manager Marcel van Velzen is working hard towards that goal.

In the RA/QA department, the focus is on synchronizing our Quality Systems and making the site ready for an FDA inspection. Peter Thomas, our RA/QA manager, will be overseeing those aspects from early October.

It has become very clear in strategic meetings that the combination of FISH probes on BOND instruments and the automated imaging of CytoVision will offer huge benefits to Leica Biosystems. As a result of these meetings, combined action plans have been developed for the R&D and manufacturing departments in Newcastle and Amsterdam, and we expect these to be implemented after the end of October.

Herman H. Volkers

Chief Operations Officer, Leica Biosystems Amsterdam

(Top) Kreatech booth at SFH, March, 2013. Before joining Leica Biosystems. (Bottom), Rebranded booth at ECP August–September, 2013.

10/2013 · Copyright © by Leica Biosystems Newcastle Ltd, Newcastle, UK, 2013.

LEICA and the Leica Logo are registered trademarks of Leica Microsystems IR GmbH.

www.LeicaBiosystems.com

Marketing CommunicationsThese are exciting and busy times at the Newcastle and Amsterdam sites. We’ve started a number of marketing activities for the integration process. I have outlined them briefly below, but you will soon start seeing these changes for yourself in our communications, literature and digital platforms.

» Brand equity and awareness – As part of the integration we have commissioned a number of VOC studies around the awareness and positioning of Kreatech and their associated brands. From these studies we can start the process of naming and registering products under the LBS family brand.

» Rebranding – We have started the process of changing all the Kreatech literature, stationery, signage, exhibition panels, packaging and technical documents into LBS branding. It’s a major task with many departments involved, but by the end of the year, our colleagues in Amsterdam will have a full suite of rebranded materials.

» Customer and Internal Communication – We haven’t forgotten the importance of keeping both customers and internal employees up to date with our activities and we are communicating to ensure everyone is fully aware of the changes

» Website – We are currently integrating over 500 products into the LBS site, with the help of our E-business and PSG departments. We’ll soon be in good shape to offer all Kreatech products alongside our other LBS ranges.

Dean Hutchinson

Marketing Communications Manager Leica Biosystems Newcastle Ltd

Sales IntegrationUntil the recent acquisition by LBS, Kreatech had only eight direct sales people operating in the USA, Germany, France, the UK and Benelux. So it’s not surprising that everyone at Kreatech is so excited about being part of the larger LBS family. With the advantage of many more customer contact points now, the

integration discussions and planning are being carried out with real enthusiasm.

The goals are clear: we need to use the extensive sales and service capabilities of LBS to offer Kreatech’s FISH probes to many more customers. At the same time, we need to ensure that the teams selling advanced staining and cytogenetics can offer customers a more competitive package, by combining TBE and CytoVision instrumentation with FISH probes.

With the teams working together, our customers’ after-sales experience will also improve, thanks to the extended technical support available – in particular, during validation of new FISH probes.

We are also looking carefully at Kreatech distributors in key markets where we don’t yet sell directly, and talking to local LBS teams in countries where we already have a direct sales presence, about the best ways to protect existing FISH business and achieve growth goals for the future.

The discussions will continue over the coming months and the various initiatives will be rolled out in a staged programme, between now and early 2014.

Harry Schrickx

President, Kreatech USA

Kreatech and ThermoBriteFor the ThermoBrite family of products, the acquisition of Kreatech is a natural fit on many fronts:

» Technical – enables close association for probe/protocol optimization and one company for support (assay or instrument troubleshooting)

» Market – complimentary revenue stream and the opportunity for a bundled Reagent Rental option.

» End user – a one stop solution for FISH slide preparation and a stronger Kreatech association with the gold standard ThermoBrite name.

Bill Standwill

Vice President, Global Sales & Marketing, ThermoBrite Products Leica Biosystems Richmond