Marketing Sales Business Development Surgical Division SD Marketing

Marketing, Sales & Business Development Surgical Division (SD) Marketing & e-Business Surgical Division Team 2007 3/10/2021

Content • Marketing, Sales & Business Development SD, Organisation • Marketing & e-Business Surgical Division, Focus • Partner/Customer Segments • Productions & Services • Team – Fields of Activities • Keys for Decisions 3/10/2021

Surgical Division Business & Relationship Network Customer’s SU’s/Dealer’s NAM AP EUR Dealer’s DSA Leica SD Information, Processes, Services, Products Balancing Consolidation, Verification, Harmonization Information, Processes, Services, Products & Components Partners Suppliers 3/10/2021 Allies Joint ventures Political-legal influences Strategies, Policies, Expectations, . . Shareholder LMS Group Socio-cultural influences Economic influences

Marketing, Sales & Business Development Surgical Division Organisation 3/10/2021

Marketing & e-Business Surgical Division Focus – International Marketing a) Marketing (international) • LMS MARCOM SD > Participation on LMS Marketing&Communication Meetings & Projects > Consolidation and Participation within SD Global Marketing Meeting • Marketing plan (M-Tool) – Management of international SD Marketing Activities – Contribution and Consolidation of worldwide Marketing Activities • Events, Advertising, Workshops, Sales Meetings, Promotion, Mailings, Press Releases, e. g. – Development and Management of international SD Mediaplan • Surgical Division Demo Pool Management 3/10/2021

Marketing & e-Business Surgical Division Focus – International Marketing cont. a) Marketing (international) , cont. • SD Market News – Observation of Market Trends and News – Supply of Market Reports and Information – Supply of Company Information within the SD Markets – Supply of Country Data related to medical Business – Supply of competitive Market Information • LIP Input – Marketing concept > Workout of international Marketing Concepts for SD LIP > Contribution and Participation in SD LIP-process 3/10/2021

Marketing & e-Business BU SOM Focus – International Communication b) Communication (international) • Marketing Communications – MICOM, Partner. News, Unit Letter, Success. Express • Event Management – Organisation of International Events (Sales meeting, Congresses, e. g. ) • Public Relations – Development and Implementation of international PR activities & campaigns • Product Promotion – Development and Production of Product Documentation such as: > Manuals, Brochures, Flyers, Promotional Items, (more see Productions) • Sales Promotion – Development and Production of international Sales Promotion campaigns • Advertising – Development and Management of intl. Advertising campaigns 3/10/2021

Marketing & e-Business BU SOM Focus – e-Business c) e-Business • LMS Solution Center SD, world wide public web presence – Development and Management of Content • LMS e-Commerce, CRM – SD Participation on current projects • SD Business. Web, worldwide knowledge management – Development and Management of Content SD – Development of new Transactions and Tools to speed up Business Interactions between SD and Partner Organisations • SD Customer Complaint Management (CCM) – Management and further update of the SD CCM d) Various • SD Customers Support & Marketing Services 3/10/2021

Marketing & e-Business Surgical Division Partner/Customer Segments Per Region: - North America Organisation - Europe Organisation - Asia/Pacific Organisation - DSA Organization Per Organisation - Intl. Congress Organisation - Intl. Market Groups (IOIS, e. g. ) - Intl. Media Companies Per Company Organisation - BU SOM Organisation - LMS Central Marketing Per external Organisation - Supplier/Producer - Agencies 3/10/2021

Marketing & e-Business Surgical Division Productions & Services Main - Productions: • User Manuals incl. CD-R‘s (EU -Languages) • Installation Manuals • Product Brochures • Image Brochures • International Promotion campaigns • International Press Releases • Selling Guides • Promotional Items • Advertising Gifts • Product Training Documentation • Product Presentations (virtual) • Flyers • Posters, Banners • Advertisements 3/10/2021 Main - Services: • International Marketing information • Online Ordering Promotional Items • Online Knowledge & Information exchange • Templates for Mailings (for sales partners) • Templates for Posters (for sales partners) • Templates for Presentations (for sales partn. ) • Templates for CD-R’s • HQ Product Pictures (for sales partners) • SD Demo Pool management • Desktop Publishing Services • Language Translations

Marketing & e-Business Surgical Division Team – Fields of Activities • Christian Dominguez, Marketing & e-Business Manager SD • SD Marketing, Communications, Projects • SD e-Business • Mylène Alt, Marketing & Communication SD • International Marketing Projects • Public Relations • Promotion Projects • Content Maintenance Intra/Inter-net • Harald Buechele, Desktop publishing (DTP) SD • Corporate Design f. SD, Sets and Layouts • Marketing Supplies Coordination • Marketing Productions • Eva-Maria Rodriguez, Customer Support & Marketing Services SD • Demo pool Management and Affairs • Customers/Partners Support • Support Marketing & Communications 3/10/2021

Marketing & e-Business Surgical Division Keys for Decisions Increase Profit Reduce Costs Enhance Services Improve Investments These Keys are basic elements. New productions and/or services have to be aligned accordingly. 3/10/2021

The Chance Consider how many people contact your company every day ? To order something, to ask questions, to talk about experiences with your product or your service or your company. Whether they have been customers for many years or are potential new customers, business partners, competitors or people that have come upon your company coincidentally, each contact effects the yield (and with it the profitability) of your company. If you treat everyone who contacts your company like a customer, and when you have recognized how valuable each contact is, then that can mean more growth and new chances for you. 3/10/2021

Communication Strategy Surgical Division The Marketing Communication concentration focuses on the management of business communication with customers, markets, employees, business partners, and other organisations. . . to enforce the awareness and recognition of Leica Microsystems first class surgical products and services. 3/10/2021