Company presentation 2013

2015 ‹#›© data information intelligence GmbH

2015 2© data information intelligence GmbH
dii at a Glance
 Full service healthcare market research, provider for independent, objective and
empirically validated information and insights
 Specialists in lifescience, IVD, medical imaging and medical devices
 Global coverage, market research experience in 50 countries worldwide
 In business since 2006
 20 - 35 projects per year supporting critical business decisions
 Clients are leading medical companies, start ups, scientific institutions and other
market research and consulting firms
 Team of eight professionals with interdisciplinary background in business,
healthcare, market research, cognitive science, statistics and genetics
 Plus 70 multi-lingual interviewers – nimble and highly responsive to client needs,
while still offering global capacities from one hand
 Expert partner providing problem-oriented solutions and decision support
 Professionalism in all matters: We comply with market research standards set by
organizations such as ESOMAR, CASRO and BVM.

dii Value Proposition
dii - The Global Specialist
 Specialization: Mature market understanding in the healthcare sector, strong
focus on IVD
 One stop-shop: All from one hand – from research design to final presentation
 Truly global: We realize international projects from one central source and
simultaneously combine standardized processes with an elemental sensitivity for
local differences
 Flexible: Modular combination of diverse research methods to optimize results
and costs
 Systematic: Regardless if small or large-scale survey
 Effective sample steering: Full database of healthcare institutions allows sample
composition and extrapolations at segment level
 Actionable reporting: problem-oriented solutions, specific recommendations and
feasibility of results
 Moderate costs

dii
International
in-house TEAM
+ 60,000 Healthcare
INSTITUTIONS in +50 countries
Reliable
PARTNERS in
Asian countries
CLIENTS from all
over the world
Network of
KOL from all
cultures
dii speaks
German
English
Italian
French
Spanish
Dutch
Finnish
Norwegian
Portuguese
Polish
Russian
Czech
Bulgarian
Arab
Turkish
Our Global Footprint

Experts …
Informed Decisions
data information intelligence
… in Global Healthcare Market Research

Data Collection
Global access to medical experts …
+50,000 healthcare institutions selectable by country, type, size, ownership,
and an integrated research approach
• Western Europe
• Eastern Europe
• USA
• Latin America
• Middle East
• Australia
• India
• China
• Japan
• Telephone
• Face to face
• Online
• Mini survey
• Workflow analysis
• Audit
• Online & face to
face focus groups
• Laboratory panel
• Tracking studies
• Laboratory
• Radiology
• Pathology
• Hematology
• Oncology
• Cardiology
• ICU
• OR
• Urology
• Gynecology
• Pediatry
• GP … and more
global
access
medicalexperts

Transform data into information
using individual techniques for qualitative and quantitative analysis, data-mining
and data analytics, customized to the unique needs of each client
Market Information
ConJoint Analysis
Van Westendorp Price
Sensitivity
Segmentation or Cluster
Analysis
Net Promotor Score
Probit, Logit and Linear
Regression Models
SPSS, STATA, R
Tabulations, charts and
verbatim per segment
Executive summary with
business implications
and recommendations,
focus on what is
important without losing
sight of the details
WebEx or Workshop
Analytical
results
&
pragmatic,
entrepreneurial
mindset

MRSA Test Volume Germany Hospitals Private Labs Total
# of testing facilities 138 130 268
Av. annual volume / facility 2.770 4.815 3.761
Min 60 36 36
Max 27.000 15.000 27.000
Median 900 4.050 1.500
Projected annual volume 382.880 626.241 1.009.121
General demand for panels, although term not always understood and
potentially misinterpreted as “100% mutation coverage”
“I think that we have a general demand for panels.”
“It would be nice to see x+ y + z being tested from one sample.”
“Currently we only do separated tests, but it will be necessary to do
panel tests in the future.”
Need for all tumor areas :
“All of the three big tumor areas:….”
“We need panels for every marker involved …”
“We need them for lymphomas, endocrine tumors and melanomas.”
A Tables
C Verbatims
B Charts
Market Information
Granular client output

 Interpret results in the client-specific business context
 Identify strategic opportunities and options
 Provide problem-oriented, realistic solutions and recommendations
 Guide preparation of individual assessment and implementation issues
 Preparation of guidelines or manuals
 Internal trainings, consolidation of existing knowledge
 Consumer insight management
Transfer information into action
market-driven and customer-focused
Business Intelligence

Business Intelligence
Sample Output: Yearly NA
Test Volume per Segment
Create value at every critical point
in the product life cycle
 Price sensitivity
 Competitive
analysis
 Market potential &
segmentation
 Supply chain
analysis
 Market analysis
and valuation:
trends, drivers,
influencers
 Product awareness &
market penetration
 Customer loyalty
 Competitor
benchmarking
 Input to new market
opportunities, product
& customer
diversification
 Lead
identification &
customer
databases
 Customer needs
and demands
 Final product
refinement
 Marketing
message test
Strategic Product
Development
 Risk analysis and
decision back up
 Concept validation and
optimization
 Prioritization of targets
 Forecasting inputs
Entry Planning
Product Launch
Post Product Launch

… from project design to delivery
Project Workflow
 Recommend and
substantiate optimal
choice of
methodology, target
respondents,
screening criteria
and sample sizes
 Structure project
content for optimal
price performance
ratio
Project Design
 Data processing:
cross tabs, open
ended coding
 Coordinate code
plans, table contents
and formats
 Presentation,
interpretation &
explanation of
results
 Tangible action
recommendations
and deductions
 Secondary &
primary research in
native language
 100% data quality
control
 Data validation, call
backs
 Interim data exports
 Ongoing status
monitoring &
reporting
Fielding Delivery
 Questionnaire
development
 Pilot interview(s),
feedback discussion
& implementation
 Programming
 Translations
 Briefings
Project Set Up
Multiple layers of quality control mechanisms
Regular team & client feedback sessions to create better ideas.

 Project design
 Link between client
& dii project teams
 Ensure project
milestones are met
Kathrin Franke
Managing
Director
We work with you
Project Team
Nora Hartenstein
Project Manager
 Planning &
coordination of project
work tasks
 Timelines & costs
 Quality implementation
 Monitor & report project
progress
 Questionnaire
development
 Data quality guidelines
 Briefings
 Medical / scientific content
 Client presentation
Mark Whitten
Scientific Consultant
 Methodology & questionnaires
 Methodology & sample sizes
 Statistical analysis
 Data quality
 Prepare all output materials,
tables & charts
Susanne Löhne
Junior Analyst
 SW & HW
infrastructure
 Contact & sample
management
 Technical briefings
 HaLIX service
admin
 Data protection
 Online surveys
Michael Lindner
Technical Administrator
Alessandro Cerbuci
Project Team Leader
 Team support
& supervising
Torsten Blass
Junior Analyst

dii investigated test type and volumes in physicians practices and helped
prioritize target segments where the company could maximize sales potential
and develop a strong competitive advantage.
dii conducted a Van Westendorp conjoint survey in 5 EU countries to determine
the optimal price for the new test to maximize profit. The survey also
determined key product values influencing a lab decision to buy the test.
dii designed and conducted a large scale market research campaign with
1,600 interviews with NAT Labs on test types and volumes, platforms &
reagents. dii delivered and analyzed the database, client could quickly assess
the market potential and segments for short-term growth.
dii developed and conducted a large scale market research project to
investigate current workflow and future product requirements,
determine the acceptance of selected new product attributes. Results confirmed
the original product concept and guided critical design and engineering
development decisions.
Periodic measurement of client satisfaction to refine and improve product,
marketing and service strategy and understand customer issues and concerns,
unmet needs and the own perception in the market.
dii conducted face to face in-depth interviews in Germany and UK to review the
potential of the new technology, benefits and limitations to market as well as
details on product features, prices and the impact of competitive technologies.
Results listed the significant challenges that the client would face upon entering
this market and specified further product development strategies.
IndividualMarketResearchProjects
Reference Projects
Market Entry Strategy for a Benchtop
Analyzer in Private Physician Practices
in Germany
Price Sensitivity Measurement for a
New HCV Confirmation Test
Market Segmentation of molecular
laboratories in Germany, UK, Italy,
Spain, France, Japan and US
ConJoint: Platform & workflow
requirements for automated blood
screening solutions in Germany,
France, Italy, Spain, Greece, Portugal,
Mexico, Argentina, Brazil, Hong Kong,
India, Singapore, Australia, Canada, US
Customer Satisfaction Measurement
Blood Screening, World
New Technology Report: assess the
market potential of a new technology for
identification of positive blood cultures

Available Data / Products
HaLIX
GEOlize

User-friendly front end
offering a broad portfolio of
interactions
Individual search
and filter options
Statistics – ready to use tables and
charts, showing absolute # and %
for brand usage which can be
individually segmented
Export and print function for
individual purposes
List view showing list of all
entries matching search
criteria
&
Detailed view showing all
data per institution
Demography including
group structures
Hospital and Laboratory Information Exchange
HaLIX
… a web based database providing information about hospital and private
laboratories, instruments, tests and reagents in 8 EU countries
View demo: http://vimeo.com/79190872

Institutions Lab Units Installation Tests
HaLIX: Data Modules & Coverage
Name, address, telephone, web
Type (hospital & independent lab)
Hospital ownership
No. of hospital beds
Group affiliation
Lab service (y/n)
Lab location, if not in the hospital
Performance of MolDx (y/n)
Lab unit name
Test areas (EDMA)
Annual sample volume
Annual test volume
Annual molecular volume
No. of staff
LIS manufacturer
Manufacturer
Model
Instrument specialty
Year of installation
Contract duration
Daily sample volume
Performance of tests (y/n)
Test volume & volume trend
Technology, instrument
manufacturer & model
Reagent (LDT, RUO, Commercial:
Manufacturer)
6,800
2014
2015 >2,500 >2,200 +600
2012
6,575
5,200 488
2,125
478
1,975
356
609
2012 & 2014: 38 tests, data only
for molecular technologies,
divided by amplification,
hybridization, detection
2015: 41 tests, data for all
technologies (microbiology, IA,
molecular and hematology)
Equivalent to 70-90% of all
institutions with routine diagnostic
labs in Germany, France, Italy,
Spain UK, Sweden, The
Netherlands and Switzerland.
Data represents 10-20% of clinical diagnostic labs and
20-30% of all molecular labs.
Random profiles of lab units and their installed base.
• 2014 slight focus on microbiology and pathology labs
• 2015 core / multidisciplinary and microbiology labs
#ofprofiles

HaLIX Content
Countries
Germany
UK
Italy
Spain
France
Sweden
The
Netherlands
Switzerland
Instruments
Clinical Chemistry
Immunoassay
Clinical Chemistry
& Immunoassay
Hematology
Histology
Coagulation
Microbiology /
culture
Molecular
Diagnostics
Lab Automation
Tests
2014: Molecular (next update planned 2016)
Infectious Diseases: Adenovirus, C.Diff, CMV, CT, CT/NG,
NG, EBV VL, Enterovirus, GAS, GBS, HBV resistance.,
HBV VL, HCV genotyping, HCV qual., HCV VL, HIV genot.,
HIV qual., HIV VL, HPV, HPV genotyping, HSV 1/2,
Influenza, MRSA, MTB, Norovirus, RSV, VRE, VZV
Oncology: BCR / ABL, BRAF, EGFR, KRAS, Her2Neu
Genetics: CF, Factor II, Factor V, Fragile X
Data is modular available for the following components
Technologies
Sequencing
PCR / RT PCR
SDA
TMA
FISH
Electrophoresis
Luminescence
2015: IVD (next update planned 2017)
Fecal: Calprotectin, Fecal Pancreatic Elastase
Allergy: Allergen-Specific IgE, & Igg
Autoimmune: Antinuclear antibody, C3, C4
Cardiac: Homocysteine, Cardiac Troponin I / T, NT proBNP,
BNP, Gal-3, ST2, Procalcitonin, Copeptin
Renal: KIM-1, Cystatin C, NGAL, NAG
Infectious Diseases: Adenovirus, HBV, HCV, HIV, HPV,
HSV, Influenza A/B, RSV, C.Diff, CT, NG, GBS, GAS,
MRSA, MTB, Mycoplasma genitalIum, Bacterial vaginosis,
Trichomonas vaginalis, Ureaplasma urealyticum,
Salmonella, Shigella, Campylobacter
Blood Gas
Blood Culture
ELISA
EIA
Tissue Processing
IHC
H&E Staining
Urinalysis
We include tests / topics upon request

German Hospital
Performance Data
# of cases per
ICD-10 and
OPS Code
Interactive,
Online &
Offline
Data
since
2006
Complete directory of
performance data of all German
hospitals
Procedures: # of reported cases per
hospital according to OPS (4+ digits)
Diagnosis: # of reported cases per
hospital according to ICD-10 (3+ digits)
Various search and sort functions, e.g. by
geographical aspects, hospital department,
procedure and diagnosis.
Print and export of data to Excel
Information reported directly by hospitals.
Data shown for 2006, 2008, 2010, 2012, 2013 and
then yearly
GEOlize
Strategy&Planning
ProactiveSalesSupport

 HINE/Deloitte
 Konica Minolta
 Medos AG
 Philips Medical Systems
 Siemens Healthcare
 Toshiba
 T-Systems
 Urotech
 …
 Agfa Healthcare
 Canon
 Carestream Health
 COCIR
 EZ-EM
 Fuji Film
 GE Healthcare
 HIMSS
Our teams have worked for
Medical Devices

Laboratory Diagnostics
 Philips
 Qiagen
 Quidel
 r-biopharm
 Roche Diagnostics
 Siemens
 Samsung
 Sysmex
 Tosoh Bioscience
 Ventana
 …
 Abbott Diagnostics
 Bayer Schering
 Beckman Coulter
 Becton Dickinson
 Biocartis
 Bio-Rad Laboratories
 Biosite
 Cepheid
 Cytyc
 Elitech
 GenMark
 Grifols
 Hologic / Gen-Probe
 Illumina
 Lambda
 Life Technologies
 Luminex
 Merck Millipore
 Meridian
 Mitsubishi Chemicals
 Novartis
 Perkin Elmer
Our teams have worked for

data information intelligence GmbH
Schwägrichenstr. 9 | 04107 Leipzig | Germany
www.dii-healthcare.com
When Do You Contact Us?
Kathrin Franke
Managing Director & Partner
Tel: +49 (0) 341 333 95 444
kathrin.franke@dii-healthcare.com

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