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In Vitro Diagnostics in a Recessionary Economy: IVD Market
Forecasts, Analysis and Success Strategies
May 1, 2009
It is commonly asserted that in vitro diagnostics is a recession-proof industry. Kalorama
Information's lead diagnostic analyst Shara Rosen tests that assumption and provides
strategic conclusions in Shara Rosen's new report In Vitro Diagnostics in a
Recessionary Economy.
The economic problems that began slowing the U.S. economy keep spreading, with
Europe and Japan following America into recession. The US is experiencing high
unemployment rate and increased numbers of uninsured workers. But what impact is
the downturn having on in vitro diagnostic companies? What are the best areas of IVD
and the best world markets? How should companies price and market their products?
What are key companies in the market doing at this time? Among the topics covered in
this report:
Current Market Estimates for Major Categories of IVD.
Category Forecasts to 2014
Hospital Woes, Uninsured Patients, Payor Stress, and Other Trends industry
observers need to know about.
Current World Economic Conditions US, Europe and Emerging Markets
Obama Administration Healthcare Reform Boom or Bust for IVD?
Mergers and Acquisitions: Abbot - Ibis, QIAGEN - Corbett Life Science, J&J /
Amic and several other competitive moves.
Collaborations: Luminex and BD Tripath, Geisinger Health System and Celera,
Sysmex and Epigenomics and other partnerships enacted as companies pool
limited resources.
Market Expansions: StatSensor Creatinine Meter (TM), Dako and BMS
partnership and Others.
New Testing Products Launched: BD Focal Point, Aureon's Prostate Px+, New
Abbott Marker for AKI and other new tests.
Lab Service Commercialization Activities
Lab IT Activity and the Involvement of High Tech Players such as Google and
IBM.
Success Strategies That are Working in 2009

2. Shara Rosen goes beyond just assessing the market and presents actions that IVD
companies can take to assure growth in uncertain times. The report has a special
focuses on developments in the United States since this is the largest single market for
IVD products, but there is discussion of emerging world markets as well. The following
companies who have engaged in relevant competitive activities in recent months were
profiled in this report:
Abbott Diagnostics
Beckman Coulter Inc.
Becton, Dickinson and Company (BD)
bioMerieux Inc.
Celera Corporation
Cellestis Ltd
Cepheid
Clarient Inc. (formerly ChromaVision)
deCode Genetics Inc.
Genomic Health
Gen-Probe Inc.
Immucor, Inc.
Inverness Medical Innovations
Luminex Corporation
Monogram Biosciences, Inc.
Nanogen
Ortho Clinical Diagnostics (OCD)
Qiagen N.V.
Quidel Corporation
Roche Diagnostics
Seegene, Inc.
Sequenom, Inc.
Siemens Medical Solutions Diagnostics
Sysmex Corporation
Vermillion/Ciphergen Biosystems Inc.
This Kalorama Information report is a work of primary research. Although secondary
sources were used, the analyst's years of experience, interviews with industry experts
and the latest findings of the 2009 Diagnostic Marketing Association Conference in
Chicago IL were part of this report's foundation.
TABLE OF CONTENTS
CHAPTER ONE: Executive Summary
Scope and Methodology
Market Trends
World Demand for Diagnostics
Keys to Success

3. CHAPTER TWO: Introduction
Background
Marketing in a recession - what the experts say about the 4Ps
Obama’s new deal - boom and bust
Musings on what form a reformed U.S. system might take
Status quo and future - impressing investors in a bear market
CHAPTER THREE: Market Trends/Demand Analysis
Hospital financing
The role of new deal for the insured, uninsured and underinsured
Payer response to economic stress
Demand for esoteric tests
World market for IVD tests and services
o 2009 Market Estimates (N. America, EU West Europe, Japan, China, Latin
America, India, EU East Europe, ROW)
o 2014 Market Forecasts (N. America, EU West Europe, Japan, China, Latin
America, India, EU East Europe, ROW)
o Economic Conditions in United States of America
o Economic Conditions in Europe
o Economic Conditions in Japan
o Economic Conditions in China
CHAPTER FOUR: Market Overview/Supply Analysis
Market Analysis, revenue estimates 2007 - 2015
IVD Sectors Revenues
o Clinical Chemistry,
o Immunoassays - non isotopic Infectious Diseases
o Other Immunos
o Blood Bank Screening
o Hematology
o Microbiology (ID/AST)
o Molecular Microbiology
o Radioimmunoassays
o Coagulation
o Histology/Cytology
o Nucleic Acid Assays
o Blood Grouping/Typing
o Blood Bank Molecular
o Flow Cytometry
o POC -OTC diabetes
o POC -OTC other
o POC -Professional/Hospital
IVD Events

4. o New Tests and Technologies
 Abbott Diagnostics
 Adnavance Technologies
 Arbor Vita Corporation
 Arcxis Biotechnologies and Roche
 Assay Designs
 Aureon Laboratories
 Bayer Healthcare
 BD Diagnostics
 bioMérieux
 BRAHMS
 Caris Diagnostics
 CISBIO Bioassays
 Decision Biomarkers
 DexCom
 Diagnostic HYBRIDS
 Fujirebio Diagnostics
 GeneNews
 InVivoScribe Technologies
 Network Biosystems
o Acquisitions, Mergers
 Abbott Diagnostics-Ibis
 Beckman Coulter-Nephromics
 Exiqon A/S-Oncotech
 GE Healthcare-Whatman
 Others
o Collaborations
o Market Expansion Activities
o Lab Services
o Lab Information
 Google
 IBM
 Intel Corporation
 General Data Company Technology
CHAPTER FIVE: Company Profiles
Abbott Diagnostics
Beckman Coulter Inc.
Becton, Dickinson and Company (BD)
bioMerieux Inc.
Celera Corporation
Cellestis Ltd
Cepheid
Clarient Inc. (formerly ChromaVision)
deCode Genetics Inc.

5. Genomic Health
Gen-Probe Inc.
Immucor, Inc.
Inverness Medical Innovations
Luminex Corporation
Monogram Biosciences, Inc.
Nanogen
Ortho Clinical Diagnostics (OCD)
Qiagen N.V.
Quidel Corporation
Roche Diagnostics
Seegene, Inc.
Sequenom, Inc.
Siemens Medical Solutions Diagnostics
Sysmex Corporation
Vermillion/Ciphergen Biosystems Inc.
CHAPTER SIX: Conclusion
Pricing Strategy
Marketing Strategy
Supply and Demand
TABLE OF EXHIBITS
CHAPTER ONE: EXECUTIVE SUMMARY
Figure 1-1: Growth Rates Compared: World Regions
CHAPTER TWO: INTRODUCTION
Table 2-1: Selected IVD Venture Investments
CHAPTER THREE: MARKET TRENDS/DEMAND ANALYSIS
Table 3-1: Number of People Worldwide Who Get Chronic Diseases Every Year
Table 3-2: Percent Change in Industrial Productivity, by Country or Region,
December 2007 to December 2008
Table 3-3: Worldwide In Vitro Diagnostic Reagent Sales by country, 2009-2014
Table 3-4: Europe Unemployment Rates and % change in GDP
CHAPTER FOUR: Market Overview/Supply Analysis
Table 4-1 Worldwide In Vitro Diagnostic Reagent Sales by Product Segment,
2009-2014 (Clinical Chemistry, Immunoassays, Blood Bank Screening,
Hematology, Microbiology, Radioimmunoassays, Coagulation,
Histology/Cytology, Nucleic Acid Assays, Blood Grouping/Typing, Blood Bank

6. Molecular, Flow Cytometry, POC OTC diabetes, POC, OTC Other, POC,
Professional/Hospital)
CHAPTER SIX: Conclusion
Table 6-1: Pricing Structures That Create Value for the Customer
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