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Nucleotide AnalogsNucleotide Analogs

Specialist TrainingSpecialist Training

Jill WinerJill Winer

Global Product ManagerGlobal Product Manager

Feb. 4-8, 2002Feb. 4-8, 2002

abcltProduct ApplicationsProduct Applications

p NonRad Nucleotides NonRad Nucleotides are used for many different are used for many different Genomic applications. The most common are:Genomic applications. The most common are:

• MicroarraysMicroarrays

– Cyanine-labeled nucleotidesCyanine-labeled nucleotides (deoxys, ribos, and dideoxys) (deoxys, ribos, and dideoxys)

– Biotin-labeled ribonucleotidesBiotin-labeled ribonucleotides (for Affymetrix microarrays): (for Affymetrix microarrays): Biotin11-CTP (NEL 542) and Biotin16-UTP (custom)Biotin11-CTP (NEL 542) and Biotin16-UTP (custom)

• SNPs: ddNTPs and AcycloTerminatorsSNPs: ddNTPs and AcycloTerminators

• in situin situ hybridizations hybridizations (fluorescein-labeled) (fluorescein-labeled)

• Northern and Southern BlotsNorthern and Southern Blots – Digoxigenin, biotin, fluorescein-labeledDigoxigenin, biotin, fluorescein-labeled

abcltProduct PositioningProduct Positioning

Get High Quality, Reliable and Consistent performance for Get High Quality, Reliable and Consistent performance for DNA detection with PerkinElmer’s labeled nucleotides.DNA detection with PerkinElmer’s labeled nucleotides.

• We are the We are the world’s leading provider of labeled nucleotidesworld’s leading provider of labeled nucleotides (NonRad and Rad)(NonRad and Rad)

• We have the We have the broadest rangebroadest range (>150 nucleotide analogs) (>150 nucleotide analogs) available from any supplieravailable from any supplier

• PerkinElmer has a proprietary HPLC purification process that PerkinElmer has a proprietary HPLC purification process that yields yields SUPERIOR nucleotidesSUPERIOR nucleotides

• Focus on Microarray usersFocus on Microarray users

abcltTarget CustomersTarget Customers

p Genomics labs and Core Facilities in all market segments Genomics labs and Core Facilities in all market segments (Biotech, Pharmaceutical and Academic customers)(Biotech, Pharmaceutical and Academic customers)

• Primary focus: cDNA Microarray usersPrimary focus: cDNA Microarray users– Doing homebrew methods (creating own microarrays)Doing homebrew methods (creating own microarrays)– Using Amersham’s CyDye™ deoxynucleotidesUsing Amersham’s CyDye™ deoxynucleotides

• Secondary focus: Oligo microarray (Affy) customersSecondary focus: Oligo microarray (Affy) customers– Using Enzo Biotin-labeled ribonucleotides for homebrewUsing Enzo Biotin-labeled ribonucleotides for homebrew– May be using a kit from Enzo (also sold thru Affy)May be using a kit from Enzo (also sold thru Affy)

• Current radioactive nucleotide customersCurrent radioactive nucleotide customers– Fluorescent nucleotides may be an extension to Fluorescent nucleotides may be an extension to

their current researchtheir current research

• Clinical testing labsClinical testing labs

abcltCustomer Needs - All Nucleotide AnalogsCustomer Needs - All Nucleotide Analogs

FeaturesFeatures BenefitsBenefits95% purity95% purity Successful Experiments Successful Experiments

(see tech data sheets)(see tech data sheets)

>150 nucleotide analogs>150 nucleotide analogs wide selection for manywide selection for manyapplicationsapplications

Custom Nucleotides:Custom Nucleotides:• Bulk PackagingBulk Packaging Convenience Convenience

Competitive pricingCompetitive pricing

• Custom buffers, labelsCustom buffers, labels FlexibilityFlexibility

Full Microarray product lineFull Microarray product line Complete application solutionComplete application solution1-stop shopping1-stop shopping

abcltNucleotide Analogs: CompetitionNucleotide Analogs: Competition

p Amersham (CyDyesAmersham (CyDyesTMTM))p Roche Biochemicals (Specs >85% pure)Roche Biochemicals (Specs >85% pure)p Life Technologies(Gibco/BRL)Life Technologies(Gibco/BRL)p Molecular Probes (Alexa FluorMolecular Probes (Alexa Fluor®®))

NoneNone of the above competitors can: of the above competitors can: p match the breadth of PerkinElmer’s product line.match the breadth of PerkinElmer’s product line.p Offer Custom Nucleotides /CapabilitiesOffer Custom Nucleotides /Capabilitiesp Offer AcycloTerminatorsOffer AcycloTerminators

abcltPricing GuidelinesPricing Guidelines

p Cyanine-labeled nucleotides:Cyanine-labeled nucleotides:• Minimum $180/vial (35% discount)Minimum $180/vial (35% discount)

• If need higher discounts, contact Product Manager (J. Winer) If need higher discounts, contact Product Manager (J. Winer) for special competitive pricing needsfor special competitive pricing needs

p All other nucleotides analogs:All other nucleotides analogs:

• Account Managers: 5% max discount Account Managers: 5% max discount

• Biomics Specialists: 15%Biomics Specialists: 15% (if need more talk to Product mngr) (if need more talk to Product mngr) - - most of these products have no competitionmost of these products have no competition

• For > discounts, move customer to bulk packaging (1µmol For > discounts, move customer to bulk packaging (1µmol minimum)minimum)

• Offer custom nucleotides where needed (NEL999):Offer custom nucleotides where needed (NEL999):– Bulk packagingBulk packaging– Buffer or label of customer choiceBuffer or label of customer choice

$$

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Cyanine 3 and Cyanine 5 Labeled NucleotidesCyanine 3 and Cyanine 5 Labeled NucleotidesWhy are they so important to PerkinElmer?Why are they so important to PerkinElmer?

They function as an They function as an excellent dye pairexcellent dye pair for use in multicolor detection for use in multicolor detection (due to large difference in emission peaks)(due to large difference in emission peaks)

abcltCyanine NucleotidesCyanine Nucleotides

p Where are Cyanine-labeled nucleotides used?Where are Cyanine-labeled nucleotides used?

p Why is this such a great opportunity?Why is this such a great opportunity?• What size is the market for this application?What size is the market for this application?

• What makes these nucleotides ideal for the application?What makes these nucleotides ideal for the application?

Hint:Hint:

abclt2 Types of Microarray Platforms2 Types of Microarray Platforms

cDNA GeneChip (Affy)Chip Feature cDNA OligonucleotidesDye Cyanine PE (phycoerythrin)Protocol/Products

Homebrew;MICROMAX Direct kitw/ Cyanine-dNTPs& Reverse Transcritpase

Enzo BioArray High Yield T7 kitw/Biotin-labeled -CTP and –UTP

Probe material cDNA cRNAMarket location Primarily academic Primarily Pharma and BiotechMarket Size $ 40 Million $ 40 Million

abcltCyanine Nucleotides - Sales UpdateCyanine Nucleotides - Sales Update

p Sales of Cyanine nucleotides have grown 150% !! Sales of Cyanine nucleotides have grown 150% !! over 2000 -- over 2000 -- more than doubled more than doubled • to $2.6M in 2001 to $2.6M in 2001 • 60% sales in USA, (opportunity is worldwide)60% sales in USA, (opportunity is worldwide)

p These products now account for 65% of pac0625These products now account for 65% of pac0625

p Microarray market is growing by >50% per yearMicroarray market is growing by >50% per year

Sales 2001Sales 2001

Other34%

Cyanine dNTPs65%

Biotin Ribos2%

abcltCyanine Nucleotide CompetitionCyanine Nucleotide Competition

PerkinElmer and Amersham are the PerkinElmer and Amersham are the only only supplierssuppliers for Cyanine nucleotides for Cyanine nucleotides

p Customer evaluationCustomer evaluation results shown in a tree diagram results shown in a tree diagram (used to show correlation of differentially expressed genes between (used to show correlation of differentially expressed genes between microarray experiments)microarray experiments)

p Results show Results show equivalent functionalityequivalent functionality between between Amersham and PerkinElmer Cyanine nucleotides in an Amersham and PerkinElmer Cyanine nucleotides in an inversion experimentinversion experiment

p PerkinElmer supplied Cyanine nucleotides for: ~ 500,000 microarray slides in 2000 and ~ 1,000,000 microarray slides in 2001

N=NEN/ PerkinElmerN=NEN/ PerkinElmerA=AmershamA=Amersham

abcltSales ToolsSales Tools

BRANDING CAMPAIGN:BRANDING CAMPAIGN:

Fluorescent and Hapten Labeled Nucleotides- Product Listing Fluorescent and Hapten Labeled Nucleotides- Product Listing Literature code: H78275Literature code: H78275

New Nucleotide Brochure: Literature code: H78495New Nucleotide Brochure: Literature code: H78495

Advertisement: Advertisement: Reprints available: Lit code: H78494 Reprints available: Lit code: H78494Focus = Cyanine 3- and Cyanine 5-labeled Focus = Cyanine 3- and Cyanine 5-labeled

Nucleotides for MicroarraysNucleotides for Microarrays

Wall Chart: Wall Chart: Lit #: H74951 Lit #: H74951““PerkinElmer - The Nucleotide Source”PerkinElmer - The Nucleotide Source”

Web SiteWeb Sitehttp://www.perkinelmer.com/nucleotide_analogshttp://www.perkinelmer.com/nucleotide_analogs

abcltAffy OpportunityAffy Opportunity

p Half of all Microarray customers use this platformHalf of all Microarray customers use this platformp Over $10M of nucleotides are sold to this marketOver $10M of nucleotides are sold to this marketp Our largest customer bought over $1.4M of Biotin-NTPs Our largest customer bought over $1.4M of Biotin-NTPs

from PerkinElmer in 2001from PerkinElmer in 2001

p Average customers use 10 - 80µmol Average customers use 10 - 80µmol (40-320 vials)(40-320 vials) per month of each of the 2 nucleotidesper month of each of the 2 nucleotides• This is worth $50,000 - $1,000,000 in sales This is worth $50,000 - $1,000,000 in sales perper lablab!!

abcltWhat can we offer?…..What can we offer?…..

p NEL542: Biotin-11-CTPNEL542: Biotin-11-CTPp NEL999: Biotin-16-UTP (custom nucleotide)NEL999: Biotin-16-UTP (custom nucleotide)

• 250nmol/vial minimum250nmol/vial minimum• ““list” price: $209/ 250nmollist” price: $209/ 250nmol

p NEL543: Biotin11-UTPNEL543: Biotin11-UTP

p For kit customers you can recommend Ambion’s For kit customers you can recommend Ambion’s MEGAScript T7 kit (catalog #1334) along w/ our nucleotides MEGAScript T7 kit (catalog #1334) along w/ our nucleotides (kit does not contain any nucs)(kit does not contain any nucs)

p Together our nucleotides and Ambion’s kit can save Together our nucleotides and Ambion’s kit can save your customer up to your customer up to 25%25% (more for

very large labs) !!!!

…..Nucleotides, of course

NEW

abcltLegal Limitations & Guidelines… the fineprintLegal Limitations & Guidelines… the fineprint

p All communications with customers regarding All communications with customers regarding Biotin-16-UTP (or any custom nucleotide) must be Biotin-16-UTP (or any custom nucleotide) must be verbalverbal• This makes you, our salesforce, the most vital componentThis makes you, our salesforce, the most vital component

p Only exception to the above rule is that price quotes Only exception to the above rule is that price quotes can be in writingcan be in writing

p Questions?- Clarify with Jill WinerQuestions?- Clarify with Jill Winer

abcltBiotin-Ribonucleotides: CompetitionBiotin-Ribonucleotides: Competition

p Enzo Diagnostics Enzo Diagnostics • sells BioArray HighYield T7 kit (containing biotin-nucs) sells BioArray HighYield T7 kit (containing biotin-nucs)

– $790/ 10 reactions$790/ 10 reactions

• also sells indiv. Nucleotides ($210/ 250nmol)also sells indiv. Nucleotides ($210/ 250nmol)

p Affymetrix Affymetrix • OEMs Enzo’s kitOEMs Enzo’s kit

p Roche Roche • sells only Biotin-16-UTP sells only Biotin-16-UTP ($148/250nmol)($148/250nmol)

p Sigma - NOT anymoreSigma - NOT anymore• No longer sell these pdts, No longer sell these pdts, lost distrib. licenselost distrib. license

abcltPricing - Biotin RibonucleotidesPricing - Biotin Ribonucleotides

p Enzo Kit (w/ nucs):Enzo Kit (w/ nucs): $ 790/ 10 reactions$ 790/ 10 reactionsp Ambion Kit Ambion Kit $ 215/ 40 reactions$ 215/ 40 reactions

• (does not contain nucleotides)(does not contain nucleotides)

p PerkinElmer Biotin-labeled ribonucleotides PerkinElmer Biotin-labeled ribonucleotides (-CTP & -UTP)(-CTP & -UTP)

• 250 nmol vials250 nmol vials• need 6 vials (1.5 µmol) of each of the 2 Biotin-NTPs for 40 rxnsneed 6 vials (1.5 µmol) of each of the 2 Biotin-NTPs for 40 rxns

# vials/ order Price/ Vial % Discount 1 - 3 $ 213 - 4 - 20 $ 181.05 15% 21 - 39 $ 170.40 20% 40 - 100 $ 159.75 25%

p Price for 10 reactions PKI + Ambion: $ 693 @ listPrice for 10 reactions PKI + Ambion: $ 693 @ listp Biggest nucleotide Competitor = Enzo which is priced Biggest nucleotide Competitor = Enzo which is priced higher @ list, and doesn’t discounthigher @ list, and doesn’t discount

abcltWhat Should You Do Now?What Should You Do Now?

p Find your top 2-3 Affy customersFind your top 2-3 Affy customers• Qualify them with the following questions:Qualify them with the following questions:

– How many oligo (Affy) arrays do you do per month?How many oligo (Affy) arrays do you do per month?– How many labeling reactions/ month?How many labeling reactions/ month?– Do you buy kits or just nucleotide analogs?Do you buy kits or just nucleotide analogs?– Would you be interested in saving money by switching to PerkinElmer Would you be interested in saving money by switching to PerkinElmer

nucleotides?nucleotides?

• Close this sale for Biotin-NTPs:Close this sale for Biotin-NTPs:

» STRATEGY: Price Play !STRATEGY: Price Play !

p Don’t forget about Cyanine-dNTPs!Don’t forget about Cyanine-dNTPs!

abcltYou’re not out there on your own...You’re not out there on your own...

abcltContactsContacts

PerkinElmer Technical Support:PerkinElmer Technical Support:

ANYONE in US or BrusselsANYONE in US or Brussels

Leslie Stern Leslie Stern Americas & ROWAmericas & ROW

Isa Wouters Isa Wouters EuropeEurope

Genomic Sales SpecialistsGenomic Sales Specialists

NonRad Nucleotide Global Product Manager:NonRad Nucleotide Global Product Manager:Jill WinerJill Winer (x 9601)(x 9601)

Custom Synthesis Custom Synthesis (any NEL999 product)(any NEL999 product)

Patrice Fiore Patrice Fiore Americas & ROW: quotes & to place orders Americas & ROW: quotes & to place orders (x9400)(x9400)

Linda Van CampLinda Van Camp Europe: Quotes to place orders (+32 2719 8078)Europe: Quotes to place orders (+32 2719 8078)

Jill Winer Jill Winer for Pricing Assistance/Scheduling (x 9601)for Pricing Assistance/Scheduling (x 9601)

abcltNonrad Nucleotide Sales Growth

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$ in

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's Q1

Q2

Q3

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MOMENTUMMOMENTUM35%35% growth in 2001 growth in 2001

2001 Catalog sales: 2001 Catalog sales: $4.1 Million$4.1 Million

abcltSummarySummary

PerkinElmer’s Nucleotide Analogs Offer:PerkinElmer’s Nucleotide Analogs Offer:• Over 150 catalog itemsOver 150 catalog items• Custom labels (NEL999)Custom labels (NEL999)

(inclu. Biotin 16-UTP for Affy users)(inclu. Biotin 16-UTP for Affy users)• Competitive PriceCompetitive Price• New Selling ToolsNew Selling Tools

– Literature and adsLiterature and ads• Long shelf life (at least one year)Long shelf life (at least one year)• Fast detectionFast detection• Excellent spatial resolution; Wide dynamic rangeExcellent spatial resolution; Wide dynamic range• Automation-compatibleAutomation-compatible• Multi-color/multi target detectionMulti-color/multi target detection• NTs for all genomic applicationsNTs for all genomic applications