Digital for everyone!Digital for everyone!Essenta DR CompactEssenta DR CompactInternal Sales training presentation Internal Sales training presentation

DDXR BT Eco marketing Suitable for internal training material for modality specialist, X-ray specialist, and account manager

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3 Main customer Benefits

1. Digital Radiography system with low cost ownership

2. Compact and easy to operate, fits into small radiography room (minimum height: 2.5 m)

3. Robust and reliable performance with true Philips components(detector, Eleva workspot and UNIQUE image processing)

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3 Main general Messages

- Digital for Everyone- Digital for Everyone - -

High efficiency, low investment• Improved department efficiency through digital• Very compact to fit into small radiography rooms• Philips quality inside• All for an affordable price with low cost of ownership

Fast and simple• Intuitive Eleva user interface• Easy and fast manual system operation• Seamless integration into your hospital network

One system for all general radiography applications• Cost-effective solution for your digital chest room

enabling full application flexibility

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Decision maker specific sales messages(distinguished between developed market and emerging market)

Developed Market Emerging Market

High efficiency, improved ROI, strong serviceability •Higher business efficiency via full digitalization - workflow improvement results in higher patient throughput, and ultimately help hospital achieve higher income and patient satisfaction.•Higher ROI – With Essenta DR Compact, the total cost of ownership for radiology x-ray life cycle will become lower because no need to invest in cassette, reader, chemical, dark room…etc. •Reliable global partner - 24x7 global customer service, global spare parts availability.•Green hospital by adopting DR – less papers and chemicals

High efficiency, improved ROI, excellent system uptime•Higher business efficiency via full digitalization - workflow improvement results in higher patient throughput, and ultimately help hospital achieve higher income and patient satisfaction.•Higher ROI – Firstly, Essenta DR Compact is a low cost DR within Philips DR family. Secondly, the total cost of ownership for radiology x-ray life cycle will become lower because no need to invest in cassette, reader, chemical, dark room…etc. •High system reliability – minimize risks of system shut down and stabilize daily patient throughput. •Superior after sale service - 24x7 global customer service, global spare parts availability.

• For Hospital CEO and radiological department director

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Decision maker specific sales messages(distinguished between developed market and emerging market)

Developed Market Emerging Market

Improved diagnostic efficiency •Easy connectivity and accessibility of clinical images crossover PACS/HIS/RIS. •Improved image quality thanks to Philips UNIQUE imaging processing software •Improved workflow thanks to Philips Eleva Workspot

Improved diagnostic efficiency •Improved image quality thanks to Philips UNIQUE imaging processing software.•Improved workflow thanks to Eleva Workspot – faster reporting speed reduces waiting time of radiologist and patient

• For radiologist

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Decision maker specific sales messages(distinguished between developed market and emerging market)

Developed Market Emerging Market

Easy-to-use system • U-arm & manual movement enable full examination

capability and faster examinations. • No cassette, reader, or chemicals is required. The

technician does not need to maintain cassette and reader conditions or chemicals but only concentrates on examination and patient

• Philips intuitive user interface Eleva workspot is easy to use and learn.

• Thanks to improved workflow, be able to spend more time with patient which increases patient satisfaction

High Workflow Efficiency, Easy-to-use/learn system • U-arm & manual movement is easy to operate, and

enable full examination capability and faster examinations.

• No cassette, reader, or chemicals is required. The technician does not need to maintain cassette and reader conditions or chemicals but only concentrates on examination and patient

• Philips intuitive user interface Eleva workspot is easy

to use and learn.

• For radiographer (technologist, technician)

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UNIQUE image processing - Enhances image quality

Eleva workspot workstation-Extremely easy customer workflow-19“ TFT display or LCD Touch screen

Selectable trolley- Extended customer requirements

High performance generator -Enable customer specific solutions-50, 65 or 80 kW

Stability Philips Detector -Reduce service and costs-QuantMaster 3543RG

Philips unique Variofocus tube-Always bring optimum focus for IQ-RO 1750, SRO 33100, SRO 2550

Product Components Overview

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Where is the target segment?

High-end

Low-end (analog)

Mid-end DR (CR, high-end analog, local DR)

Essenta DR- Complementary Product for High End DR- Own Segment and own Competition

Essenta DR Compact- Own Segment- Attacking Bucky+CR solutions- Attacking smaller local DR competitors

750M Euro750M Euro

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DR Competition Portfolio - 2010DR Competition Portfolio - 2010

System Performance

U-arm systemCCD detector

U-arm systemFlat Panel detector

Bucky + Wallstand(Floor Mounted)

Ceiling suspension + Wallstand(FD or CCD)

Customer Price (KEuro)

Low-end

150

50

100

200

Linglong DR-F or Tejas

Essenta DR

Essenta DR Compact

DiDi family

Canon FD

Trixell 4600

CCD detector

Multix Focus DR

Varian FD

35

Trixell 4600

DigiEye 560

DigiEye 760

Rad Speed M

VX+

DR 7500

Definium 6000/8000

Multix MRadnext50

P.S.Local players are display FD u-arm at CMEF. SFDA Pending

VMI DR-2D

Qualify your customer

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GE‘s Definium 5000 vs. Philips’ Essenta DR Compact

• GE claims

– “state-of-the-art” image quality/processing: Automatic acquisition, Anatomical view-based and Customizable digital image processing .

– Ease of use user interface.

• We counter

– Fit to a lower ceiling height room around 2.5m.

– Easy to use thanks to manual movement - Faster accessibility of necessary positioning.

– Eleva interface – standardized in DXR DR, standardized, intuitive and easy to use.

• Other strengths

– Philips QuantMaster detector – no extra cupboard cooling required.

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Toshiba‘s T.Rad plus digital vs. Philips’ Essenta DR Compact

• Toshiba claims

– Stitching software available (optional).

– Removal Detector (Canon CXDI-50).

– C-Arm design: flexible exams and productivity improvement.

• We counter

– Stitching on CR cassette possible. Just one shot. No retake necessary due to moving patients.

– Eleva interface – standardized in DXR DR, intuitive and easy to use.

– Easy to use thanks to manual movement - Faster accessibility of necessary positioning.

• Other strengths

– Philips QuantMaster detector – not a 3rd party detector like Canon

– Fit to a lower ceiling height room around 2.5m

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Kodak/Carestream‘s DirectView DR 3500 vs. Philips’ Essenta DR Compact

• Carestream claims

– Auto-positioning (optional), tiltable table, Patient Safety (pressure sensors and infrared sensors)

– One console controls all imaging functions (with touchscreen) increases productivity and workflow

– Optional softwares (i.a. Capture Link System for fully integrated CR, EVP Software extends image latitude without loss of detail contrast

• We counter

– Easy to use thanks to manual movement - Auto Positioning takes to time for positioning. Essenta DR compact is faster accessibility of necessary positioning

– Touch screen is available with Eleva UI – standardized in DXR DR, intuitive and easy to use

– PCR is available (not integrated), easy to use because of the same Eleva UI

• Other strengths

– Philips QuantMaster detector – not a 3rd party detector like Canon

– Fit to a lower ceiling height room around 2.5m

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IDC‘s Xplorer 1600vs. Philips’ Essenta DR Compact

• Carestream claims

– „highest image quality all at a very affordable price“

– “Proven CCD technology”

– Xplorer 1600 Plus has some additional features (LCD screen, arm-angle indicator, remote control).

• We counter

– CCD is less quality then any Flat detector and old technology.

– Easy to use thanks to manual movement - Auto Positioning takes to time for positioning. Essenta DR compact is faster accessibility of necessary positioning

• Strengths of Philips

– Service organisation is a weak – Philips can offer 24/7 support and has enough repair parts in service centers grobally.

– Philips own flat detector, QuantMaster, is in.- high reliability

– PCR is available (not integrated), easy to use because of the same Eleva UI.

– Eleva interface – standardized in DXR DR, intuitive and easy to use.

– Fit to a lower ceiling height room around 2.5m.

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Fuji‘s Unity SpeedSuite vs. Philips’ Essenta DR Compact

• Messages– Fast and easy positioning of the system and patient Auto-positioning for control

console– Touch screen selection on X-ray tube and console allowing easy and faster access– One fast for quick system positioning and the other slow for ease of positioning

during difficult exams • Counter arguments

– Easy to use thanks to manual movement - Auto Positioning takes to time for positioning. Essenta DR compact is faster accessibility of necessary positioning.

– Touch screen monitor on the console is available.

• Strengths of Philips– Philips own flat detector, QuantMaster, is in.- high reliability

– PCR is available (not integrated), easy to use because of the same Eleva UI.

– Eleva interface – standardized in DXR DR, intuitive and easy to use.

– Fit to a lower ceiling height room around 2.5m.

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GE LingLong vs. Philips’ Essenta DR Compact

• Messages– In 2008,GE launched Tejas DR-F in India and Linglong DR-F in China 2009. – Low-cost and entry-level DR to emerging markets– GE own Portable FD for free exposure is highlight and regarded as a key selling point. Fast image acquisition

(image available preview in 7s) – Optional image stitching for multi-image acquisition and reconstruction– Touch-screen monitor is optional

• Counter arguments– The same geometry from its analog system-XR6000, no new features. So far, installation quantity in China and

India is not much.– Bad performance of GE detector: size 41 x 41 cm; 2k x 2k; 2.5 lp/mm; pixel pitch of 200 µm– Portable detector requires operator always take care of the detector with more efforts, attentions– Negative from customer for the stitching function due to the non-accurate bad stitching – No customers use GE touch-screen, because its UI is not suitable for that operation, too many clicks with too

small and complicated buttons– No CR integrated solution

• Strengths of Philips– Compact design (only needs 2.5 m room height), ease of use with affordable cost

– Philips new own detector, better performance: size 35x43 cm; 2kx2.3k; 2.75 lp/mm; pixel pitch of182 µm

– Good performance stitching function

– Friendly Eleva workspot, support touch-screen display

– PCR integration

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Positioning What are differences?Essenta DR vs Essenta DR Compact

Product Characteristic

Essenta DR Essenta DR Compact

Detector Trixell 43 x 43 cm (17“ x 17“)

• DQE 0/1/2 lp/mm, 66/51/43% @ 3.2 µGy

• Pixel size: 143 μm

• Matrix: 3001 x 3001

Quantmaster 35 x 43 cm (14“ x 17“)

• DQE: 0.1/1/2 lp/mm 34/15/5.3%@ 5µGy

• Pixel size: 182 µm

• Matrix: 1920 x 2367

Room requirements 2,80 m (9‘ 2.2“) room height

Min room dimensions with trolley : 4,40 X 4,00 m

(14‘ 5.2“ x 13‘ 1.5“)

2,50 m (8‘ 2.4“) room height

Min room dimensions with trolley: 4,10 X 3,90 m

(13‘ 5.4“ x 12‘ 9.5“)

Grid Oscillating Fixed

Remote Control Yes No

LCD display on collimator

Yes No

System operation Automatic (motorized) Manual

Geometry Only tube side is moving Tube and detector side are moving

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Product Characteristic

Essenta DR Essenta DR Compact

Image Processing UNIQUE (UNified Image QUality Enhancement)

Workspot Eleva Workspot

Components Tube: RO 1750, SRO 2550, SRO 33100

Generator: 50 / 65 / 80 kW

Positioning What are the same?Essenta DR vs Essenta DR Compact

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Philips QuantMaster 3543RG • Implemented customer feedbacks and developed over 2 years

• The large imaging area of 35 x 43 cm is equal to the larger CR cassette size, for straightforward integration into existing and/or new products.

• HSS (High Stability Scintillator) is stable to humidity, which makes the image quality stable over the entire lifetime.

• Compact-design:

– Easy component separation for scrap purposes or recycle

– Lead-free PCBs

– Low power consumption

– ‘Green’ packaging

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Clinical images

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Efficient Workflow (Based on separate generator control)

Workflow:RIS query or patient entry, select patient and examination section

Patient registry andselect examination

Select exposure data

Workflow:Select exposure data on generator control console, incl. KV, mAs etc.

Workflow:Align and collimate beam at patient exposure body-part

Align and collimate beam

Workflow:Position patient with system geometry operation

Position patient

Workflow:Release x-ray and check image quality on DR standard workstation

Acquisition and Check IQ

Workflow:Image post-processing if necessary, reporting and archive images, complete examination

Post-processing,Reporting, Archiving

Eleva Workspot

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Horizontal X-ray beamSitting Oblique Cross lateralUnder table (Trolley)

Application capability (all applications, below e.g.)

Oblique Cervical Spines (also for Lumbar Spines)

Lateral Sitting Decubitus Chest Supine Chest in bed with cassette

Supine Abdomen

TownesSkull lateral TownesLumbar Spine lateral Standing Feet on cassette

Many videos and photos are available in the DXR intranet. Please refer it. http://pww.incenter.ms.philips.com/Default.aspx?tabid=3767

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Customer feedbacks Germany, Radiologische Gemeinschaftspraxis Rendsburg Angelika Barnau, technologist

• Private practice, offering the full spectrum of radiology service. The practice gives a full range of diagnostic.

• Using the Essenta DR Compact since June 2009. • Has met our expectations regarding ease of use, faster operation, and it fits to

our small room. • The system works smooth without any trouble after the installation and the

QuantMaster detector provides proved clinical images. So, the Essenta DR Compact is a reliable system.

• The U-arm geometry is very easy to handle and fast to approach necessary positioning.

• The ergonomic user interface – Eleva Workspot – helps us improve our workflow. Now we spend less examination time for the same amount of patient before.

• Essenta DR Compact is especially welcome for digitization.• Connected to our RIS and PACS systems• Contributes to improve our workflow

• The Philips UNIQUE image processing software had provided image quality and gives high image consistency

• To increase diagnostic confidence and reporting speed. • Contributes to the satisfaction of the radiographers and radiologists.

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Customer feedbacks Indonesia, Suetomo Hospital

• The RSUD Dr Soetomo Hospital is one of the largest hospitals in Surabaya, Indonesia, offering a full range of radiological diagnostics.

• Using Philips Essenta DR Compact Digital Radiology System since October 2009• The system works smoothly after installation, and it has met our expectations for

ease of use, workflow improvement, especially in the cases of multiple examinations.

• The U-arm geometry is easy to operate and rotate to approach various positioning.

• Working together with the intuitive Eleva user interface, Essenta DR Compact helped us improve our workflow and hence increase our patient throughput.

• perform approximately 200 examinations per week by Essenta DR Compact.

• Thanks to the QuantMaster Detector and the UNIQUE image-processing software, Essenta DR Compact ensures proven quality of clinical image, high image consistency and fast reporting speed, to increase diagnostic confidence, and therefore to contribute to the high satisfaction of the technicians and radiologists.

Mutualidad de Futbolistas Españoles, Barcelona, Spain“We are very happy with the image quality, Now we can see much better the small fissures, as we mainly have young soccer players as patients who injured during their training.”

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Customer feedbacks in congresses

I “LOVE” it!

This is exactly a

““Sense and Simplicity”Sense and Simplicity” product!!

Very flexible

I saw many similar systems here, all companies spoke similar talk, but when I touched and saw systems, it did not fit my requirements…But, but, I can say, this system is exactly what I want to have and

the No. 1 system!!the No. 1 system!!

Very simple, Very simple, easy to useeasy to use

Good to fit to lower ceiling

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Global Customer / Show SiteHospital CountryRendsburg clinic Germany

Sutomo hospital Indonesia

Mutualidad de Futbalistas Spain

Fundecio Salut Emporda Spain

Horizon Radiology New Zealand

Sir Gangaram Hospital India

Chatswood Diagnositc Centre Australia

Centre Hospitalier Universitaire Clermont Ferrand Cedex France

Radiologische-Nuk Tearmedizinische Germany

Port Elizabet, Livingstone Hospital Spain

Institut Catala de la Salut Spain

IDIC Vietnam

Praxis Schleiden Germany

Saraya Scan Egypt

Biomechanic Chiropractic group Australia

Montana Switzerland

Saarlouis Germany

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Spain Spain

Indonesia Indonesia

France France

Egypt Egypt

AustraliaAustralia

VietnamVietnam

IndiaIndia

New Zealand New Zealand

Germany Germany

USA USA

Global Customer / Show Site

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• PACS solution

– HI showed new functional and cost effective software to emerging markets

MDC PACS

– Microsoft word reporting function

– CD burner on your computer

– orderable via HI catalogue

PACS solution in BU HI

MDC PACS is a license based product dedicated to offering cost-effective

solutions for smaller enterprise hospitals and imaging centers.

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• Sales tools• Value Communication Brief (VCB)• Product brochure• Product Specification• Clinical Images• Customer presentation• Photos and movies• Application guide• Return on investment calculation sheet• Drawings• FAQ• Competitor comparison

Intranet Link: http://pww.incenter.ms.philips.com/Default.aspx?tabid=3767

Full set of tools availableMarCom material

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Require low ceiling height

COMPACT system for COMPACT room• Only low room height needed (2.50 m / 8’2.4”)• Min. room size

• 4,1m x 3,9m with trolley• 3,25 m x 2,50 m without trolley (10’ 6.6” x 8’ 2.4”)

30

Min. Room HeightJust 2.5m

3.9 m

4.1 m

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Product Characteristic

Essenta DR Essenta DR Compact

Image Processing UNIQUE (UNified Image QUality Enhancement)

Workspot Eleva Workspot

Components Tube: RO 1750, SRO 2550, SRO 33100

Generator: 50 / 65 / 80 kW

Service Agreement Pricing

DiDi 1 detector Essenta DR Essenta DR Compact (most sold)

Silver (7%) € 12,500 € 8,500 € 7,700

Gold (8%) € 14,500 € 10,500 € 8,800

Platinum (9%) € 16,500 € 11,750 € 9,900

Service cost

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Financial benefitReturn on Investment

Please access to the DXR intranet for detail information.Please access to the DXR intranet for detail information.

ChinaChina

Essenta DR Compact gives best ROI to customer!Essenta DR Compact gives best ROI to customer!

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Financial benefitReturn on Investment

Essenta DR Compact gives best ROI to customer!Essenta DR Compact gives best ROI to customer!

GermanyGermany

Please access to the DXR intranet for detail information.Please access to the DXR intranet for detail information.

United StatesUnited States