1. When One Plus One
Equals More Than Two
Alexander Zimmermann, VP Sales and Marketing, Molecular Imaging
Unrestricted © Siemens AG 2014 All rights reserved.
Answers for life.

2. Dr. Alois Alzheimer
1901
Frankfurt
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Page 2
Alexander Zimmermann / HIM MI CRM

3. Every 68 Seconds Someone in
the USA Develops Alzheimer’s1
MILLION
1
Unrestricted © Siemens AG 2014 All rights reserved.
Page 3
Alzheimer’s Association, 2013 Alzheimer’s Disease Facts and Figures, Alzheimer’s &
Dementia, Volume 9, Issue 2.
Alexander Zimmermann / HIM MI CRM

4. Alzheimer’s Epidemic
Healthy Brain
Alzheimer’s Brain
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

5. Abnormal
First Comprehensive Amyloid Imaging Solution*
When evaluating for Alzheimer’s disease**
Brain atrophy
(vol. MRI)
Cognition
Normal
Amyloid-β
accumulation
Clinical Disease Stage
Unrestricted © Siemens AG 2014 All rights reserved.
Page 5
* syngo.PET Amyloid Plaque is intended for use only with amyloid radiopharmaceuticals
approved 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 CRM

6. MI Images Life
MI
CT
MR
X-ray
Unrestricted © Siemens AG 2014 All rights reserved.
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7. MI Uses Small Amounts of Radioactive Materials
to Characterize Biological Processes
Imaging Biomarker
Production and
Distribution
Imaging Biomarker
Injection and
Acquisition
Image Processing
and Diagnosis
Radioisotope
and Drug
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

8. Marker
Scanner
Software
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Alexander Zimmermann / HIM MI CRM

9. Conventional
Normal
1 2 3 4 5 6 7 8
Positive
Normal
Positive
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Production Amyloid
Imaging Biomarker
Amyloid Amyloid Plaque
Marker with Marker
Marker
Scanner
Software
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

10. First Comprehensive Amyloid Imaging Solution*
When evaluating for Alzheimer’s disease**
Marker
Scanner
Software
Eli Lilly and
PETNET Solutions
Siemens
Biograph mCT™
Siemens
syngo®.via
Unrestricted © Siemens AG 2014 All rights reserved.
Page 10
* syngo.PET Amyloid Plaque is intended for use only with amyloid radiopharmaceuticals
approved 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 CRM

11. When One Plus One
Equals More Than Two
More
Confidence*
More
Certainty*
More
Time*
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.
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Alexander Zimmermann / HIM MI CRM

12. When One Plus One
Equals More Than Two
Alzheimer's
and the 1st
Imaging
Solution
Siemens
Medical
Solutions
Our
Marketing
Strategy
Unrestricted © Siemens AG 2014 All rights reserved.
Page 12
Alexander Zimmermann / HIM MI CRM

13. Siemens Sectors and Divisions
Healthcare
Industry
• Imaging and therapy
• Clinical products
• Diagnostics
• Drive technologies
• Industry automation
• Industry solutions
Energy
Infrastructure and Cities
•
•
•
•
• Mobility
• Building technologies
• Power distribution
Fossil power
Renewable energy
Oil and gas
Power transmission
and distribution
Unrestricted © Siemens AG 2014 All rights reserved.
Alexander Zimmermann / HIM MI CRM

14. 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 by
Americans.
… We help treat more than 30,000 cancer patients
with our radiation therapy systems.
.. We process 228 million U.S. healthcare
information transactions daily.
… We help provide baggage security services in
over 100 of America’s commercial airports.
… We provide one-third of America’s total
daily energy needs.
Unrestricted © Siemens AG 2014 All rights reserved.
Alexander Zimmermann / HIM MI CRM

15. Siemens Molecular Imaging Operates a Global
Network of Innovation and Manufacturing
Hoffman Estates,
IL, USA
Hoffman Estates (USA)
• Global Headquarters
• SPECT
• Clinical applications
• SPECT detectors
Oxford (UK)
• Advanced clinical and
preclinical applications
Forchheim (Germany)
• CT components
• Software development
Bangalore (India)
• Clinical applications
Knoxville,
TN, USA
!
Oxford,
UK
Knoxville (USA)
• PET
• Preclinical
• PET detectors
• PETNET Solutions
• Cyclotron
• Radiochemistry
Shanghai (China)
• CT scanners
Unrestricted © Siemens AG 2014 All rights reserved.
Alexander Zimmermann / HIM MI CRM

16. Siemens MI Product Overview
Biograph™
mCT Flow Edge* mCT Flow™*
mCT
Intevo™**
Symbia T
Intevo Excel**
mCT 20 Excel TruePoint
syngo®.via
Symbia™
mMR®
Symbia S
Symbia E
c.cam
Symbia.net
Biomarkers
Inveon™
Eclipse™
Explora One™
PETNET Solutions
Preclinical Imaging Solutions
PET, SPECT, CT
Multimodality
Inveon Research Workplace
Customer Care
* Biograph mCT Flow and mCT Flow Edge are not commercially available in all
countries. Due to regulatory reasons their future availability cannot be guaranteed.
Please contact your local Siemens organization for further details.
** Symbia Intevo, Symbia Intevo Excel and xSPECT are not commercially available in
all countries. Due to regulatory reasons their future availability cannot be guaranteed.
Please contact your local Siemens organization for further details.
Unrestricted © Siemens AG 2014 All rights reserved.
Alexander Zimmermann / HIM MI CRM

17. 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 Avid
Radiopharmaceuticals, Inc.
• Nov. 2, 2011 Siemens’ PETNET Solutions
signed nationwide commercial agreement
to manufacture and distribute Lilly's
molecular imaging agent
Unrestricted © Siemens AG 2014 All rights reserved.
Page 17
Source: http://www.lilly.com
https://investor.lilly.com/releasedetail.cfm?ReleaseID=527815
Alexander Zimmermann / HIM MI CRM

18. When One Plus One
Equals More Than Two
Alzheimer's
and the 1st
Imaging
Solution
Siemens
Medical
Solutions
Our
Marketing
Strategy
Unrestricted © Siemens AG 2014 All rights reserved.
Page 18
Alexander Zimmermann / HIM MI CRM

19. Value
Our Process for Successful
Product Value Marketing
Differentiation
Customer
Problem “pain
point”
1
Understand
& Define
Market
Your Solution
Benefits
Product & Service What they
are worth to
Features
customers
2
Analyze
& Specify
USP
3
Marketing
How to best
demonstrate
benefits
Quantify &
Validate
COF
4
Develop &
Impl. Mkt.
Strategy
Unrestricted © Siemens AG 2014 All rights reserved.
Page 19
Alexander Zimmermann / HIM MI CRM

20. Value
Our Process for Successful
Product Value Marketing
Differentiation
Customer
Problem “pain
point”
1
Understand
& Define
Market
Your Solution
Benefits
Product & Service What they
are worth to
Features
customers
2
Analyze
& Specify
USP
3
Marketing
How to best
demonstrate
benefits
Quantify &
Validate
COF
4
Develop &
Impl. Mkt.
Strategy
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

21. Step 2: Analyze and Specify
Unique Selling Propositions
Growth
Customer
= Steady
$ Payoff /
Upside
Our
Value
Proposition
$ Cost /
Risk
Problem
∑ Value – Price
Siemens
Siemens
> ∑ Value – Price
Competition
Competition
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

22. Step 2: Analyze and Specify
Unique Selling Propositions
Value
Factors of customer value 5-1:
5: It’s make or break. Can’t live without
4: Key to most aspects of my work
3: It makes a positive
difference to my work
2: It’s nice to have,
but can live without it
1: Don’t even think about it
Differentiation
Factors of differentiation 5-1:
5: Total exclusive
4: 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 realization
2: Available in all systems and little
variation in quality
1: Standard in all systems from
all vendors
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

23. Value
Our Process fur Successful
Product Value Marketing
Differentiation
Customer
Problem “hurt
point”
1
Understand
& Define
Market
Your Solution
Benefits
Product & Service What they
are worth to
Features
customers
2
Analyze
& Specify
USP
3
Marketing
How to best
demonstrate
benefits
Quantify &
Validate
COF
4
Make &
Impl. Mkt.
Strategy
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

24. Step 4: Make and Implement Internal
and External Marketing Strategy
Sales education and motivation
Direct customer engagement by sales team
Customer decision process
Lead influencing
Lead generation
“aware”
“unaware”
Offer negotiation
and close
Customer influencing by general marketing
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

25. Internal Introduction to Global Sales Team
Explain problem and value of our solution
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Alexander Zimmermann / HIM MI CRM

26. Internal Introduction to US Sales Team
Use celebrity speaker to attract sales force
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Alexander Zimmermann / HIM MI CRM

27. External Launch at RSNA in Chicago
Attract audience with Alzheimer's patient head mock-up
Unrestricted © Siemens AG 2014 All rights reserved.
Page 27
Alexander Zimmermann / HIM MI CRM

28. External Launch at RSNA in Chicago
Patient head mock-up based on campaign key visual
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

29. External Launch at RSNA in Chicago
The most photographed exhibit item on RSNA
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

30. Wide Range of Internal and External Marketing
Materials With Same USP’s and Key Visuals
Unrestricted © Siemens AG 2014 All rights reserved.
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Alexander Zimmermann / HIM MI CRM

31. When One Plus One
Equals More Than Two
Alzheimer's
and the 1st
Imaging
Solution
Siemens
Medical
Solutions
Our
Marketing
Strategy
Unrestricted © Siemens AG 2014 All rights reserved.
Page 31
Alexander Zimmermann / HIM MI CRM

32. When One Plus One Equals More Than Two
Take Home Message
1
Enter a partnership when it creates additional
value beyond the sum of the offerings
2
Plan early, your partner company might have other
processes that might require considerable time
3
Invest >50% of all planning to truly understand
the benefits of your product vs. the competition
4
Invest at least 50% of your efforts
into internal marketing
5
Be creative and make the
non tangible, tangible
Unrestricted © Siemens AG 2014 All rights reserved.
Page 32
Alexander Zimmermann / HIM MI CRM

33. Thank you!
Global Business Unit
Siemens Medical Solutions USA, Inc.
Molecular Imaging
2501 N. Barrington Road
Hoffman Estates, IL 60192-5203
USA
Telephone: +1 847-304-7700
www.siemens.com/mi
Answers for life.
Unrestricted © Siemens AG 2014 All rights reserved.
Page 33
MI-1417
Alexander Zimmermann / HIM MI CRM