Web Cast Series Archive
Couldn't attend one of the recent DxMA Web Cast Sessions? You've come to the right place - now you can gain access to the archived sessions for just $99!
Simply register using the link below. You will receive an email (at the address provided during registration) with a link and instructions for accessing a recording of the session. Please note the recording contains both the audio from the presentation and visual aids - synchronized as they were actually presented - as well as a bonus question and answer session with the speaker.
ACCESS TO THE INTERNET IS REQUIRED.
2009 DxMA WEB CAST SERIES - SESSION FOUR
The Digene Story: Not an Overnight SuccessC. Douglas White
Executive VP & General Manager, Diagnostics, BG Medicine
PROGRAM DESCRIPTION
Mr. White has 24 years of experience in the IVD market serving multiple senior executive roles . He has a successful track record in the leadership and development of markets and commercial organizations at Digene, Bayer and Chiron Diagnostics. Most recently Mr. White was Sr. VP of Sales and Marketing, Americas and Chair of the Americas Management Counsel at QIAGEN. In his role at QIAGEN he was part of the executive leadership team responsible for the successful integration of Digene Corporation into QIAGEN. At Digene, Mr. White served as the Sr. Vice President of Commercial Operations where he was responsible for all commercial activities in the Americas and Asia Pacific in addition to the global product management organization.
Check out the latest addition to the DxMA Web Cast Series Archives - The Digene Story: Not an Overnight Sensation.
REGISTER NOW TO RECEIVE THE DOWNLOAD2009 DxMA WEB CAST SERIES - SESSION THREE 
A $3,000 TEST
The Oncotype DX Story: Understanding How to Justify Value-Based Pricing for Molecular DxTed Snelgrove
Chief Commercial Officer, Crescendo Bioscience
PROGRAM DESCRIPTION
The biotechnology industry has been successful in establishing a pricing framework for novel products that attempts to capture the value such products bring to the health care system. By restricting the pricing options for diagnostics to the levels allowed under the CPT manual, the diagnostic industry has made a pact with the Devil, and traded the ability to seek value for testing products in exchange for the simplicity of automated billing. In the case of newer molecular diagnostics with data and claims that can support a strong value proposition, the opportunity to leverage the biotechnology pricing model in the diagnostic space can now be realized.
The case study of Oncotype DX(r) is illustrative and helps frame the issues that should be considered when contemplating this approach. A new era is dawning for the diagnostic sector as emerging technologies, sophisticated bioinformatics and a deeper understanding of disease biology are all coming together to allow questions to be asked and answered that drive significant value.
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2009 DxMA WEB CAST SERIES - SESSION TWO 
SELLING A MOUSETRAP TO A MOUSE
Point of Care Testing - A Marketing Challenge William P. Moffitt
President & CEO, Nanosphere, Inc.
PROGRAM DESCRIPTION
Bill Moffitt, former president and CEO of i-STAT, successfully developed the point of care category, resulting in the acquisition of his company by Abbott. In July 2004, Mr. Moffitt joined Nanosphere, Inc. He is an innovator in the diagnostics and medical device industry. For more than 20 years, he has been developing novel technologies into products and solutions that have helped shape the industry.
Bill Moffitt - the Big Cheese in POC - Speaks Out.
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2009 DxMA WEB CAST SERIES - SESSION ONE 
WALL STREET'S VIEW OF THE IVD MARKET Quintin B. Lai, Ph.D.
CFA & Senior Analyst, Robert W. Baird & Co.
PROGRAM DESCRIPTION
In recent months, we've seen several powerhouse health care companies acquire diagnostics companies. Hear first-hand, from one of the life science and health care industry's top financial analysts, how Wall Street views the in vitro diagnostics market in these unprecedented times.
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2008 WEB CAST SERIES - SESSION TWO
MARKET RESEARCH FOR BRANDING DIAGNOSTIC DEVICES
Mark Ingwer, Ph. D.
Managing Partner, Insight Research Associates
PROGRAM DESCRIPTION
This session explored a diverse angle in the marketing of diagnostic devices, which de-emphasizes the traditional appeal of technological features and scientific statistics, in favor of behavioral economics, which applies scientific research to consumers' emotional needs and motivations. He demonstrates how established market research methods, breakthrough psychological techniques and innovative new tools can help diagnostic device marketers develop branding efforts that can add significant value to their efforts and increase brand differentiation and loyalty.
