national sales and service meeting
DESCRIPTION
National Sales meeting presentation training for new target markets.TRANSCRIPT
Doug Jones and John RubinoQSD Marketing
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Present Selling Situation Business we have and business we do not have Review of the Molecular Lab and Products Review of the Coagulation/Hematology Lab and
Products Selling Strategies
Selling Third Party Controls
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Comfortable Situations You know the instruments, people, decision makers Survey Says: Bio-Rad has 24-52% of Market Share
Uncomfortable Situation Newer instruments are using less controls When renewals are up, customers want lower pricing We need to sell the 3rd Party concept to New Markets
Present Situation
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Experts in Selling 3rd Party Controls >$130 million
Experts in Many Different Products Sold >$5 million in Tumor Markers and Whole Blood
Controls
Present Situation
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There is an estimate TAM of $249 million Hematology/Coagulation, Toxicology,
Molecular and Infectious Disease areas
So where can we go to get this business?
Present Situation
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DOWN THE HALLWAY
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What Does a Molecular Lab Do? Diagnose infectious diseases
un-culturable, low quantities, fastidious, dangerous Monitor response to therapy
viral load DNA sequencing
mutations Develop new assays
“home-brew”
Molecular Diagnostics
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What Does a Molecular Lab Do? Diagnose infectious diseases
un-culturable, low quantities, fastidious, dangerous Monitor response to therapy
viral load DNA sequencing
mutations Develop new assays
“home-brew”
Molecular Diagnostics
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What Does a Molecular Lab Do? Diagnose infectious diseases
un-culturable, low quantities, fastidious, dangerous
Monitor response to therapy viral load
DNA sequencing mutations
Develop new assays “home-brew”
Molecular Diagnostics
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Why use Third Party Controls? Confirm test results
Limited options Monitor instrument performance Reduce risk of undetected errors
Abbott LCx Excellent approach for ensuring compliance
Third Party Controls
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Ensuring compliance? “Chlamydia detection is the most common test
being performed in the molecular lab today” CLIA
requirement to monitor complete process Validation Training
Compliance
Bio-Rad BBI Blackhawk
Spec Processing yes no no
Urine Control yes no no
Shelf Life 3 yr 2 yr 2 yr
Open Vial 60 days 30 days 60 days
Distribution WW 9 reps 5 reps
Not So SCARY MOVIEAmplichek Advantages
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Points to Remember: Amplichek CT/GC close can be very lucrative Amplified and Non-amplified methods Helps with compliance Good positioning for future Bio-Rad Controls
Enrique’s Success Story
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Sales Strategy: Go to your top 20 accounts to meet the Molecular and
Microbiology managers Focus on current BBI and Blackhawk Accounts
Go See Not So Scary Lab People
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Coagulation and Hematology Laboratories: Bio-Rad now has a comprehensive product line
Coagulation, Hemostasis and a Liquid D-dimer Control
Hematology A Plus (Abbott) and C Plus (Beckman Coulter), Hematology-16, Reticulocyte and Sedimentation Rate Controls
Coagulation and Hematology Laboratories
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Coagulation and Hematology Laboratories: Menu
Coagulation Control-3 distinct levels for 5 parameters
Coagulation and Hematology Laboratories
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Bio-Rad Stago (Roche) Beckman (IL)PT L1, 2, 3 L1, 2, 3 L1, 2 L1, 2 L1, 2, 3APTT L1, 2, 3 L1, 2, 3 L1, 2 L1, 2 L1, 2, 3Fibrinogen L1, 2, 3 L1 L1, 2 L1, 2 L1Thrombin Time L1, 2, 3 L1 L1 L1 L1Antithrombin III L1, 2, 3 L1, 2 L1, 2 L1
Dade Behring Ci-trol N & P
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Coagulation and Hematology Laboratories : Menu
Coagulation Control-3 distinct levels for 5 parameters Hemostasis Control has 16 parameters, including
routine coagulation, factors and thrombosis Hematology A Plus and C Plus includes reticulocytes
Coagulation and Hematology Laboratories
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Coagulation and Hematology Laboratories: Open-Vial Stability
Coagulation Control is now 24 hours at 2-25ºC D-dimer Control is 30 days at 2-25ºC Hematology A Plus is 7 days and C Plus is 14 days
Coagulation and Hematology Laboratories
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Coagulation and Hematology Laboratories: CLIA Update
Coagulation Automated- 2 levels of control each 8 hours and when reagents are changed
Hematology Automated- 2 levels of control each 8 hours and when reagents are changed
Bio-Rad’s Value-3 levels of control packaged individually
Customers assessing the full reportable range Customers running multiple levels on each shift
Coagulation and Hematology Laboratories
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Coagulation and Hematology Laboratories: Most reagent and control commitments will be
renewed within the next 12 months 3rd party controls, such as Bio-Rad, provides an
unbiased assessment of the test system One QC program for multiple controls and instruments
Coagulation and Hematology Laboratories
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Points to Remember: Needed to identify new control products to sell
QC OnCall Inventory consultation as a means to add controls Visited a new laboratory: Coagulation/Hematology Presented the complete product line Able to add QC OnCall with the additional $5000
control commitment Opens the door for future opportunities
Coagulation and Hematology Laboratories
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Customer’s Objection: “Controls are tied to my contract!”
Ask when the contract is up for renewal Ask what test parameters they are running
Fibrinogen-do they purchase a separate low fibrinogen control?
Ask about the open vial stability? Do they need a new control for each shift
Ask about satisfaction with their QC Program?
Coagulation and Hematology Laboratories
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Coagulation/Hematology Review: Hematology and Coagulation now has a comprehensive
product line Key Bio-Rad advantages
OVS, Menu, QC Program Can show significant cost savings for the customer and
sales for you Utilize the Sales Tools
Inventory Consultation Product Sheets Demo QC OnCall Sample Pack
Coagulation and Hematology Laboratories
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Sales Strategy: Go to your top 20 accounts to meet the
Coagulation/Hematology managers Find out what controls they are using and when their
contracts are expiring Present the full product line for that department
including QC OnCall Begin sampling and follow up Close, Close, Close
Go See Not So Scary Lab People
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"The key to success is for you to make a habit throughout your life of doing the things you fear."
-- Brian Tracy
“The world changes, we do not, there lies the irony that finally kills us."
-- Interview With The Vampire
Quotes to Sell By
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QUESTIONS?