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Hong Kong – the Gateway to China
CellaVision in March 2014
Yvonne Mårtensson CEO
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Creating value in healthcare
Through innovative solutions,
we optimize the process of blood analysis so that
more patients can get better and faster care,
implying cost-effectiveness in health care.
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The automated testing process
Sample
taken.
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Analysis by
cell counter.
1,3 billion
Samples which
show signs of
disease are sent on
for further analysis.
15 %
Sales via the 4 major players
Parallel distribution channels increase market
penetration.
• Broad and efficient market penetration.
Partners have global sales forces with
local knowledge.
• CellaVision’s products are often sold via
large procurements in which laboratories
increasingly require that purchases of
hematology equipment are made via one
and the same supplier. Our partners have
wide product ranges. A narrow range of
products requires cooperation.
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Proportion of installed base
World leading supplier
of digital solutions for blood and body fluids analyses
Potential world market share
The hematology market
• 1.3 billion blood cell analyses in cell counter a
year.
• About 15 percent of these samples require
further analysis.
• Potentiel world market: 15 000 laboratories.
• Annual target market: 1 bilion SEK.
Annual target market share
• 95% of all digital image analysis systems comes
from CellaVision.
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Market drivers
Growing rationalization requirements in health care
1. Aging population and increased
prosperity.
2. Reduced healthcare resources. Saving
requirements and labor shortage of
qualified laboratory staff.
3. Consolidation of health care
resources.
Global demand for efficiency, quality and cost reduction.
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Unique product offering
Analyzers, software and a minor part consumables
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Q4 2013: Sales per geographical market
• Improved market
conditions in the US: + 50%.
• Continued strong sales in
China and Japan: +45%.
• Weak economic situation in
Europe partly compensated
by strong sales channels
and the new DI-60: -19%.
Full year 2013
20%
(7)
(61)
29%
(33)
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51%
(60)
CellaVision in Hong Kong – mainland China
2005 First sales to Queen Elisabeth Hospital in Hongkong
Sold by our Korean distributor 
2006 Distribution agreement with Vastec Medical Ltd a
Hongkong based company.
2008 CFDA approval in China
Vastec Medical has received its first order from Xijing
Hospital i Xi'an.
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CellaVision in the world
• 2000
Nordic and Europe
several small distributors, Sysmex starts w Germany
2013 BEC, Siemens, Abbott
• 2001
US, CellaVision Inc.
2004 Sysmex, 2010 BEC, 2013 Siemens, Abbott
• 2005
Asia
Korea, Taiwan, Hong Kong, China
• 2007
Canada, CellaVision Canada Inc.
• 2008
Japan
CellaVision KK
• 2012
China
CellaVision BSO in Shanghai/Bejing
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Market in number of hospital laboratories
• Hong Kong
38 public + 11 private
10-15 within our target group
• China
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800 on the most advanced level
CellaVision Customers
DM96 Distribution Map
Shenyang
Tianjin
Lanzhou
Shaanxi
Shanxi
Beijing
Xinjiang
Shandong
Shanghai
Anhui
Hongkong
Wuhan
Guangdong
Fujian
Taiwan
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Why Hong Kong?
• Relatively small easy to reach market
• Get market experience
• Entrance to China which we did know very little about
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Why Vastec Medical?
• First meeting at the Medica show in Düsseldorf 2003
• Based in Hongkong
• Easy to communicate with
• Already successfully selling an American digital imaging
product for urine analysis
• Experience from American company and image analysis
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2013: Growth: 6 %. Operating Margin: 14,4 %
Sales,
Personnel
EBIT
200
30
180
25
160
140
20
120
Sales, MSEK
100
15
EBIT, MSEK
80
10
60
40
5
20
0
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Personell, end of period
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09
10
11
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13
0
Since the target was set
in 2010, sales growth
has averaged 13.5 %.
Learn more!
• Web: www.cellavision.com
• Blog: http://blog.cellavision.com
• App: CellAtlas® – 90,000 users!
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