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MARKETREADY Rx

WHO WE ARE

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A BOUTIQUE AGENCY DEDICATED TO DIAGNOSTICS MARKETING

Strategic and tactical commercialization support across all phases of the personalized diagnostics product lifecycle

HIGH IMPACT COMMERCIAL MARKETING FOR PERSONALIZED DIAGNOSTICS

LAUNCHEXECUTION

MARKET ENTRY STRATEGY

DEVELOPMENTNEW PRODUCT POSITIONING

POST LAUNCH MARKETING PROGRAMS

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A BOUTIQUE AGENCY DEDICATED TO DIAGNOSTICS MARKETINGAgility to support widest variety of products, strategies and engagements

Martha has personally helped us present a professional face to what is a very young team. “Market Ready Rx has been a tremendous partner during the last year, providing the (commercial) leadership required to establish a new high tech company in the global diagnostic market. Our scientific team has been working closely with major international organizations and Martha has personally helped us present a professional face to what is a very young team. We look forward to even more success this year.”Nick Kerton, Chairman of Board - Sirigen, Inc., A Becton Dickinson company

TESTIMONIAL

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POST LAUNCH MARKETING PROGRAMSLAUNCH EXECUTION

NEW PRODUCT POSITIONINGMARKET ENTRY STRATEGY DEVELOPMENT

• Uncover unmet needs • ID and validate potential partners• Market segmentation and sizing

• Develop clinical and economic use case• Manage and develop marketing team• Advisory and scientific opinion leader

development and facilitation

ADDING VALUE AT EVERY PHASEOF COMMERCIAL LAUNCH

• Identify adoption trigger points• Go-to-Market roadmapping• Supply chain, regulatory, and packaging

design management and execution

• Optimize pricing and developreimbursement strategies

• Sales force training• Create point of sale promotional pieces

COMPREHENSIVE MATRIXOF CUSTOM STRATEGIC AND TACTICAL SERVICES

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A leading player in an important emerging market sector• Multidisciplinary launch teams

• Quality Systems, packaging andlabeling development

• Complex medical instrument beta testing

20+ YEARS EXPERIENCE ININ VITRO DIAGNOSTICS

Working with Martha Townsend and the associates of Market Ready Rx has been a totaljoy and positive experience. “Martha's professionalism, knowledge and passion for the Anatomic Pathology market place helped BioImagene create strategies, plans and implement a very successful branding awareness campaign, marketing program and launch plans for instrumental to the success of the company. Martha interacted with the Sales and Marketing Team as an integral team member, mentored some of the lesser experienced folks and communicated clearly and concisely to the top management of BioImagene. I attribute much of BioImagene's success in the market and ultimate sale to Ventana Medical Systems to the efforts of Market Ready Rx.”

Doug Sweet, VP Sales & Marketing - BioImagene, Inc., A Roche Diagnostics company

TESTIMONIAL

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“As a commercial director for a major therapeutic drug launching with a FISH and IHC companion diagnostic, Martha helped me to understand the Diagnostic space.  I had concerns about the impact of a CDx on the uptake of the drug and, although the CDx partner was as good, I never felt like I had a complete picture of the situation.  Martha is unique because she understands both the Diagnostic and Pharma perspective and can communicate the motivations and goals of each. She also has a perspective for the market outside of the US with insight regarding requirements for a successful global CDx launch. She was very helpful in formulating a Dx strategy from a commercial drug perspective.” 

 John Fry, Commercial Director Biotechnology Company

TESTIMONIAL

Helping define a new diagnostic landscape• High impact therapy selection companion

diagnostic programs

• Molecular clinical diagnostics

• Tissue based diagnostics

15+ YEARS EXPERIENCE INCOMPANION DIAGNOSTICS

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Opening the molecular horizon• Market research and feasibility studies

• Quality system supply chain development,service and development programs

• Packaging development

• Point of sales collateral and public relations

10+ YEARS EXPERIENCE INANATOMIC PATHOLOGY TESTING

Martha maintains the ability to tap into industry resources that would be difficult for Sakura alone. The MRRx team assisted us in finding a commercial partner for Sakura’s IHC platform. She provided a comprehensive project plan, heat map and analysis of candidate partners and provided great industry contacts to open doors for partnership targets.

We gained a better understanding of the current IHC market, trends, competition and requirements to play. She provided great external validation of the challenges of entering the market, and an organized approach to the process. It was a pleasure working with Martha. She is extremely strategic, prompts high level thinking with her clients and is great to bounce ideas off. Martha maintains the ability to tap into industry resources that would be difficult for Sakura alone. She provides good communication on project status and is always available. She is trusted and respected by Sakura executives.”

 George Kennedy, Senior VP of Sales and Marketing -Sakura Finetek U.S., Inc.

TESTIMONIAL

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GENUINE HANDS ON EXPERIENCE

• HercepTest® Herceptin • FISH HER2® Herceptin • ERPR pharmDx® Tamoxifin • EGFR pharmDx® Erbitux • TOP2 A FISH® chemotherapy • cKIT pharmDX Gleevec• kRAS Vectibix, Erbitux

COMPANION Dx TESTING

• MRSA HAI – Cepheid• PreDx™ Diabetes Risk – Tethys

Bioscience• Genomic Health – Oncotype Dx Prostate

PREDICTIVE GENETIC TESTINGIMPROVINGMARKET RECEPTION AND POSITIONINGOF SOME OF THE WORLD’S MOST IMPORTANT AND INNOVATIVE DIAGNOSTIC PRODUCTS

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A seasoned marketer with an extensive background in companion diagnostics• 23+ years in emerging diagnostic sales and

marketing

• Network of strong industry relationships especially within IVDs, Companion Diagnostics, and Pathology

• 20+ years of international sales and marketing experience

MARTHA TOWNSEND, PRINCIPAL

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MARKET READY Rx TEAM

Go-to-Market strategy specialists

Market research analysts with deep industry experience

Comprehensive creative and web support

Complete booth and tradeshow marketing capabilities

Learn more at MarketReadyRx.com

FROM BIOCHEMPhDs TO NIMBLE ENTREPRENEURS,THE TALENT TO TACKLE THE MOST CHALLENGING MARKET ENTRY