abclt Nucleotide Analogs Specialist Training Jill Winer Global

abclt Nucleotide Analogs Specialist Training Jill Winer Global Product Manager Feb. 4 -8, 2002

Product Applications p abclt Non. Rad Nucleotides are used for many different Genomic applications. The most common are: • Microarrays – Cyanine-labeled nucleotides (deoxys, ribos, and dideoxys) – Biotin-labeled ribonucleotides (for Affymetrix microarrays): Biotin 11 -CTP (NEL 542) and Biotin 16 -UTP (custom) • SNPs: dd. NTPs and Acyclo. Terminators • in situ hybridizations (fluorescein-labeled) • Northern and Southern Blots – Digoxigenin, biotin, fluorescein-labeled

Product Positioning abclt Get High Quality, Reliable and Consistent performance for DNA detection with Perkin. Elmer’s labeled nucleotides. • We are the world’s leading provider of labeled nucleotides (Non. Rad and Rad) • We have the broadest range (>150 nucleotide analogs) available from any supplier • Perkin. Elmer has a proprietary HPLC purification process that yields SUPERIOR nucleotides • Focus on Microarray users

Target Customers p abclt Genomics labs and Core Facilities in all market segments (Biotech, Pharmaceutical and Academic customers) • Primary focus: c. DNA Microarray users – Doing homebrew methods (creating own microarrays) – Using Amersham’s Cy. Dye™ deoxynucleotides • Secondary focus: Oligo microarray (Affy) customers – Using Enzo Biotin-labeled ribonucleotides for homebrew – May be using a kit from Enzo (also sold thru Affy) • Current radioactive nucleotide customers – Fluorescent nucleotides may be an extension to their current research • Clinical testing labs

Customer Needs - All Nucleotide Analogs Features 95% purity abclt Benefits Successful Experiments (see tech data sheets) >150 nucleotide analogs wide selection for many applications Custom Nucleotides: • Bulk Packaging • Custom buffers, labels Full Microarray product line Convenience Competitive pricing Flexibility Complete application solution 1 -stop shopping

Nucleotide Analogs: Competition p p Amersham (Cy. Dyes. TM) Roche Biochemicals (Specs >85% pure) Life Technologies(Gibco/BRL) Molecular Probes (Alexa Fluor®) None of the above competitors can: p p p match the breadth of Perkin. Elmer’s product line. Offer Custom Nucleotides /Capabilities Offer Acyclo. Terminators abclt

Pricing Guidelines p abclt Cyanine-labeled nucleotides: • Minimum $180/vial (35% discount) • If need higher discounts, contact Product Manager (J. Winer) for special competitive pricing needs p All other nucleotides analogs: • Account Managers: 5% max discount • Biomics Specialists: 15% (if need more talk to Product mngr) - most of these products have no competition • For > discounts, move customer to bulk packaging (1µmol minimum) • Offer custom nucleotides where needed (NEL 999): – Bulk packaging – Buffer or label of customer choice $

abclt Cyanine 3 and Cyanine 5 Labeled Nucleotides Why are they so important to Perkin. Elmer? They function as an excellent dye pair for use in multicolor detection (due to large difference in emission peaks)

Cyanine Nucleotides p Where are Cyanine-labeled nucleotides used? p abclt Why is this such a great opportunity? • What size is the market for this application? • What makes these nucleotides ideal for the application? Hint:

2 Types of Microarray Platforms abclt

abclt Cyanine Nucleotides - Sales Update p Sales of Cyanine nucleotides have grown 150% !! over 2000 -- more than doubled • to $2. 6 M in 2001 • 60% sales in USA, (opportunity is worldwide) p These products now account for 65% of pac 0625 p Microarray market is growing by >50% per year Sales 2001 Other 34% Biotin Ribos 2% Cyanine d. NTPs 65%

Cyanine Nucleotide Competition abclt Perkin. Elmer and Amersham are the only suppliers for Cyanine nucleotides p Customer evaluation results shown in a tree diagram (used to show correlation of differentially expressed genes between microarray experiments) p Results show equivalent functionality between Amersham and Perkin. Elmer Cyanine nucleotides in an inversion experiment p Perkin. Elmer supplied Cyanine nucleotides for: ~ 500, 000 microarray slides in 2000 and ~ 1, 000 microarray slides in 2001 N=NEN/ Perkin. Elmer A=Amersham

abclt Sales Tools BRANDING CAMPAIGN: B Fluorescent and Hapten Labeled Nucleotides- Product Listing Literature code: H 78275 B New Nucleotide Brochure: Literature code: H 78495 B Advertisement: Reprints available: Lit code: H 78494 Focus = Cyanine 3 - and Cyanine 5 -labeled Nucleotides for Microarrays B Wall Chart: Lit #: H 74951 “Perkin. Elmer - The Nucleotide Source” B Web Site http: //www. perkinelmer. com/nucleotide_analogs

Affy Opportunity p p abclt Half of all Microarray customers use this platform Over $10 M of nucleotides are sold to this market Our largest customer bought over $1. 4 M of Biotin-NTPs from Perkin. Elmer in 2001 Average customers use 10 - 80µmol (40 -320 vials) per month of each of the 2 nucleotides • This is worth $50, 000 - $1, 000 in sales per lab!

abclt What can we offer? …. . p p NEL 542: Biotin-11 -CTP NEL 999: Biotin-16 -UTP (custom nucleotide) • 250 nmol/vial minimum • “list” price: $209/ 250 nmol NE W p NEL 543: Biotin 11 -UTP p For kit customers you can recommend Ambion’s MEGAScript T 7 kit (catalog #1334) along w/ our nucleotides (kit does not contain any nucs) p Together our nucleotides and Ambion’s kit can save your customer up to 25% (more for very large labs) !! …. . Nucleotides, of course

Legal Limitations & Guidelines… the fineprint p abclt All communications with customers regarding Biotin -16 -UTP (or any custom nucleotide) must be verbal • This makes you, our salesforce, the most vital component p Only exception to the above rule is that price quotes can be in writing p Questions? - Clarify with Jill Winer

Biotin-Ribonucleotides: Competition p Enzo Diagnostics • sells Bio. Array High. Yield T 7 kit (containing biotin-nucs) – $790/ 10 reactions • also sells indiv. Nucleotides ($210/ 250 nmol) p Affymetrix • OEMs Enzo’s kit p Roche • sells only Biotin-16 -UTP ($148/250 nmol) p Sigma - NOT anymore • No longer sell these pdts, lost distrib. license abclt

abclt Pricing - Biotin Ribonucleotides p p Enzo Kit (w/ nucs): Ambion Kit $ 790/ 10 reactions $ 215/ 40 reactions • (does not contain nucleotides) p Perkin. Elmer Biotin-labeled ribonucleotides (-CTP & -UTP) • 250 nmol vials • need 6 vials (1. 5 µmol) of each of the 2 Biotin-NTPs for 40 rxns p p Price for 10 reactions PKI + Ambion: $ 693 @ list Biggest nucleotide Competitor = Enzo which is priced higher @ list, and doesn’t discount

What Should You Do Now? p abclt Find your top 2 -3 Affy customers • Qualify them with the following questions: – How many oligo (Affy) arrays do you do per month? – How many labeling reactions/ month? – Do you buy kits or just nucleotide analogs? – Would you be interested in saving money by switching to Perkin. Elmer nucleotides? • Close this sale for Biotin-NTPs: » STRATEGY: Price Play ! p Don’t forget about Cyanine-d. NTPs!

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

abclt Contacts E Perkin. Elmer Technical Support: ANYONE in US or Brussels Leslie Stern Americas & ROW Isa Wouters Europe E Genomic Sales Specialists E Non. Rad Nucleotide Global Product Manager: Jill Winer E (x 9601) Custom Synthesis (any NEL 999 product) Patrice Fiore Americas & ROW: quotes & to place orders (x 9400) Linda Van Camp Europe: Quotes to place orders (+32 2719 8078) Jill Winer for Pricing Assistance/Scheduling (x 9601)

abclt MOMENTUM Ø 35% growth in 2001 Ø 2001 Catalog sales: $4. 1 Million

Summary abclt Perkin. Elmer’s Nucleotide Analogs Offer: • Over 150 catalog items • Custom labels (NEL 999) (inclu. Biotin 16 -UTP for Affy users) • Competitive Price • New Selling Tools – Literature and ads • Long shelf life (at least one year) • Fast detection • Excellent spatial resolution; Wide dynamic range • Automation-compatible • Multi-color/multi target detection • NTs for all genomic applications