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Product Launch and Lifecycle Management Product Launch and Lifecycle Management

Product Launch and Lifecycle Management - PowerPoint Presentation

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Product Launch and Lifecycle Management - PPT Presentation

Guido Sandulli Director of Marketing Merit Medical Agenda Background Academia vs Real World Marketings Role PreLaunch Upstream Marketing Product Launch Lifecycle Management Background ID: 782305

dna product lifecycle launch product dna launch lifecycle marketing property price market management samples lab analysis support crime channel

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Presentation Transcript

Slide1

Product Launch and Lifecycle Management

Guido Sandulli

Director of Marketing – Merit Medical

Slide2

Agenda

Background

Academia vs Real World

Marketing’s Role

Pre-Launch – Upstream MarketingProduct Launch Lifecycle Management

Slide3

Background

Decision Resources - Boston MA 1995-1999

Pharmaceutical Industry Market Research and Strategy Consulting

IBM Life Sciences – San Francisco CA 2001-2005

Product Management/Marketing Management – Life Sciences ITApplied Biosystems / LIFE -- Foster City CA 2005-2012

Strategic Planning/Product Management – molecular testing

Merit Medical – South Jordan UT 2012-current

Director of Marketing – Medical Devices

Slide4

Academia vs Real World

How to apply academic concepts?“It works in practice….but does it work in theory?

How to learn from real world experience?

“This one time, we did this thing….”

Slide5

Role of Marketing

Marketing vs Sales vs R&D – Marketing is often the last one to the partyR&D already has an idea about what they want to build

Sales already has an idea about who they want to sell to

Marketing – identify where the value is being created – and plan the most efficient way to communicate and deliver it

Slide6

Market – Human Identity DNA assays

DNA tests used by law enforcement – DNA profile from criminal suspects put into databases

Samples from crime scenes analyzed and matched to suspects

Used to generate evidence and investigative leads

Slide7

Market Background – Human Identity DNA testing products

Public and private contract labs use reagents, instruments and software to perform DNA analysis and deliver usable DNA profiles

Testing reagents are extremely profitable – pharma-like margins

Quantitation

Amplification

Detection

Data Analysis

DNA

Extraction

Customers are employees of government law enforcement agencies

Typically from science PhD background, often with long term government service

Slide8

Pre-Launch – Upstream Work

Understand customers’:SegmentsProblems

Priorities

Build Value Proposition and Targeting Plan

Which segment are you targeting?How can you reach them?What do you say to them?

Slide9

Challenges facing forensic laboratories

More and more samples

Difficult and damaged samples

Political pressure to reduce backlogs

Shortage of trained scientists

Increasing quality standards

Workflow bottlenecks

System validation

Sample preparation

Data analysis and report writing

Slide10

Upstream Work – Customer Segmentation

Databasing

Predictable

Standardised collection

High yield, high quality DNA

High throughput, continuous-flow processing

Casework

Unpredictable

Highly variable samples

Low yield, low quality DNA

Mixed source

AgedBatch or custom processing

Slide11

Upstream Work – Example: Identifiler Plus

Market research is your friend – use it early and oftenReview the user specs – the value designed into the product is what you need to communicate

Key Requirements of a Forensic Casework Analysis Kit

Slide12

Identifiler® Plus

Example

Better results from tough samples

Old Kit

New Kit

Enable more uses for tests

Slide13

Pre-Launch – Value Proposition

What is the value your product is delivering?Solve more cases, fewer wasted reagents, enable more DNA investigations

Who is realizing the value?

Society at large? Political leadership? Lab Management?

Who is the decision-maker and who gets to weigh in?Lab Management? – Law enforcement leadership?

Slide14

Setting the Price

Value Extraction – how do we keep the value we created?

Pricing on value – how do we calculate this?

Forensics -- investigation time saved –

$500,000 for successful rape investigation$40,000 for successful burglary investigationPharma – clinical benefit and cost savings over current gold standardMedical Device – Procedure time saved Typical cardiac cath lab costs $1600 per hour

Slide15

Setting the Price

Value extraction – what additional value are customers getting?

Price

discrimination – can we package the value in a differentiated way to different customers?

Competition will try to commoditize – how to prevent?Package hardware

, software, and services together

Price at Premium to gold standard

Avoid price war with competition

Slide16

Know your channel

Sales Channel Selection -- do your sales teams know the right people?

What if the channel you have isn’t the right one?

Crime lab staff often not allowed to have access to email or web access

Travel budgets for crime lab staff extremely limitedHow do you reach your target audiences?

Road Shows

Celebrity Endorsements

Conferences

Slide17

Test Launch

Limited release in 1 region vs. mass global launch

Test the assumptions in your plan

Extract the info you need

Adjust and scaleTest Sites candidates were prioritized based on Access to compelling casework samples

Threat

to existing

business

Opportunity for competitive

winData from

test sites confirm superior performance in difficult DNA casework samples.

Slide18

Launch Roll-Out

Repetition!

Launch

Plan from

2009:NA sales training scheduled for week of July

6 2009.

Communicate to US customers during roadshows in July-August 2009 Customer-facing presentation and Forensic News article distribution to field by end of August

Formal US Launch at ISHI in Oct

Follow-on presence at ISFG and AAFS in Seattle in Feb 2010.

Old Kit

New

Slide19

Launch - Logistics

“Amateurs talk tactics – Professionals talk logistics”. -- Old Army sayingGoals

Support launch

– but limit

inventory carrying cost and scrapLimit risk of quality failureLimit risk of backorder1st Lot– only enough to support test site evaluation2

nd

Lot– enough to support test site adoption

3

rd Lot – support single-region launch

Additional builds over next year to support additional regions.Manage expectations of executive team!

Slide20

Product Lifecycle – Growth

Establish strong market share as quickly as possible by:

Global

Expansion – China, Russia, South

AfricaMarket Development – New applications enabled by new productLine extensions -- additional product R&D

Slide21

Product Lifecycle – Growth

Geographic Expansion

Large countries with focus on security

Channel development needs to be done very carefully!

Focus marketing on localized needs

China – trafficked children

Russia – terrorism

South Africa – sexual assault

Training and Lab set-up are bigger needs

Needed to develop professional services team to support

Slide22

Product Lifecycle - Growth

Market Development – Property CrimeNew Product enabled the analysis of more samplesMade analysis and investigation of property crime much easier than before, however…..

Average property loss from burglary is $2,000 – investigation and prosecution cost of over $40,000.

How to convince law enforcement to use DNA in property crime?

Pilot programs to demonstrate value – can catch one perpetrator for multiple crimes!Once a program is started, likely to stick with our product.

Slide23

Example: Denver Burglary DNA Project

Denver focused on the use of DNA in solving property crimes and found:

$36.8 million

in

property loss was avoided and $5 million in police costs were saved over 2 years.

$

90.50

was saved for every $1 spent on DNA

testing.

Cases with DNA:Eight times more likely to be prosecutedThree times more likely to result in a conviction

10 times longer prison sentences for home burglars and 6 times longer for commercial burglarsThe burglary rate in Denver dropped 26%. Prior to the Burglary DNA Project, property crimes had increased by about 5% annually.

SOURCE: “Using DNA to Solve High Volume Property Crimes in Denver: Saving Money, Lowering Crime Rates and Making Denver Safer.” The Prosecutor, July/August/September 2008, ISS No. 0027-6383, National District Attorneys Association)

Slide24

Product Lifecycle – Maturity

Fight commoditization – preserve value extractionHighly profitable assay business draws strong competition

As later entrants, try to mimic performance and compete on price

Attempt to commoditize market as much as possible

As global economies slowed, governments seek cost savings aggressively

How to prevent head-to-head price comparisons?

Slide25

Product Lifecycle - Maturity

Delay commoditization by building/buying the workflow components competitors didn’t have:

Instrumentation:

Services:

TrainingValidationLab set-upInstrument service contracts and warranties

Lab Automation

Offered together at bundled price – difficult to break bundle or

compare line-item

pricing

Slide26

Product Lifecycle – Decline

Goal – maximize value extraction prior to end-of lifeRepurpose:

different application

different customer/geography

different channel

Slide27

AuthentifilerTM Example

Old Product discontinued

Components reassembled, rebranded for new application

New Channel

New Pricing

Value proposition and marketing plan completely different

Slide28

Product Lifecycle – End of Life

Raise prices!Offset operational inefficiencies

Help

motivate users to move to new generation product

Make available as build to order onlyLimit inventory carrying costMotivate users to move to new generation productProvide advance notice of discontinuation and offer introductory offer on new

product

Be disciplined enough to go through with it!

Slide29

Thank You

Questions?