Alzheimers talk siemens_crm_final_revised_ok_pdf

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



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.



Alzheimer’s Epidemic

Healthy Brain Alzheimer’s Brain



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.



MI Images Life

CT MR X-rayMI



MI Uses Small Amounts of Radioactive Materialsto Characterize Biological Processes

Imaging BiomarkerProduction and

Distribution

Imaging BiomarkerInjection andAcquisition

Image Processingand Diagnosis

Radioisotopeand Drug



Marker Scanner Software



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


PositiveNormal

AmyloidMarker

Amyloid Plaquewith Marker

PositiveNormal



First Comprehensive Amyloid Imaging Solution*When evaluating for Alzheimer’s disease**

Eli Lilly andPETNET Solutions

SiemensBiograph mCT™

Siemenssyngo®.via


* 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.


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*




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


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.


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!


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.



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

http://www.lilly.com/

https://investor.lilly.com/releasedetail.cfm?ReleaseID=527815









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



Our Process for SuccessfulProduct Value Marketing



Develop &Impl. Mkt.Strategy

1 3 4

CustomerProblem “painpoint”



Analyze& SpecifyUSP

2

Valu

e

Differentiation




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

>



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



Our Process fur SuccessfulProduct Value Marketing



1 3

CustomerProblem “hurtpoint”


Analyze& SpecifyUSP

2

Valu

e

Differentiation


Make &Impl. Mkt.Strategy

4




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



Internal Introduction to Global Sales TeamExplain problem and value of our solution



Internal Introduction to US Sales TeamUse celebrity speaker to attract sales force



External Launch at RSNA in ChicagoAttract audience with Alzheimer's patient head mock-up



External Launch at RSNA in ChicagoPatient head mock-up based on campaign key visual



External Launch at RSNA in ChicagoThe most photographed exhibit item on RSNA



Wide Range of Internal and External MarketingMaterials With Same USP’s and Key Visuals









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

1

2

3

4

5



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