Internship Poster
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The document summarizes an internship at Roche Molecular Systems working on 3 projects to enhance marketing of nucleic acid purification and qPCR products. Project 1 involved redesigning an existing nucleic acid purification webpage to make it more user-friendly by consolidating information onto one page using tabs. Project 2 revised a publication database to make it more intuitive for user interaction by modifying the user interface and coding the database to remove errors. Project 3 analyzed Roche's modular assay competitors by identifying product features, benefits, important disease panels, and conducting affiliate interviews to understand positioning and identify what Roche offers over competitors. The internship provided valuable experience working across teams on multiple projects and helped develop skills in project management, analysis
Internship Poster
- 1. Project 2: Genomic Workflow Publication Database Revised the database to make it more user friendly Project 1: Nucleic Acid Purification Webpage Got rid of the current websites pain points The revamped webpage Has information about the manual extraction- High Pure kits. It also has all the information consolidated in one page using various tabs. Step 1: Collaborated with the International Product Manager (IPM) and the research and development team to identify important areas of the product that is of customer interest. Step 2: Identified the pain points of a nucleic acid purification system and how each MagNA Pure addresses them, to devise keywords. Read the brochures and IFUs and compiled all the data. Step 3: Designed the layout of the website and submitted the package to the webpage developers and graphic designers. Final Step: Webpage to Go Live soon. Generating marketing notification to inform affiliates of the development. NAP/qPCR in the LDT and Life Science Markets: Marketing Materials for Improved Customer Satisfaction and Affiliate Marketing Shruti Agarwal, MBS Marketing Support Intern- NAP/qPCR Roche Molecular Systems, Inc., CA, USA Project 3: LightMix Modular Assays in the LDT Market Analyzed, what makes us better than our competitors Step 1: Identified the product features and laddered it up to identify the functional, economical and higher order benefits. Step 2: Listed the most important panels in the market, and created a competitive matrix for the LightMix Modular assays. Step 3: Conducted affiliate interviews in EMEA and APAC to identify the strategy of the competitors, things they do better than us and things we do better than them. Introduction Project Goals To enhance the marketing activities of the NAP/qPCR team by generating marketing tools for their product profile and revising the existing marketing materials. My Internship Experience Biggest competitors Market segment they target Disease Panel they promote Positioning their assays What they say about Roche Interview Logic Customers Panels Roche promotes Applications in future Objections faced by sales force What we say about our product May June July August Project1Project2Project3 Modified the layout and HTML coded the existing publications Updated the database with new publications Collected information and formulated website data Designed the layout Go Live Collected secondary data Conducted affiliate interviews Generated affiliate marketing materials Wholeblood BloodCells Plasma CellCulture Serum BodyFluids FreshFrozenTissue FFPEtissue Swab Stool Sputum MagNA Pure LCDNA Isolation Kit I (Blood, Blood Cell) MagNA Pure LCDNA Isolation Kit II (Tissue) MagNA Pure LCDNA Isolation Kit III (Bacteria, Fungi) MagNA Pure LCDNA Isolation Kit- large Volume MagNA Pure LCTotal NA Isolation Kit MagNA Pure LCTotal NA Isolation Kit- Large Volume MagNA Pure LCTotal NA Isolation Kit- High Performance MagNA Pure LCRNA Isolation Kit III (Tissue) MagNA Pure LCRNA Isolation Kit- High Performance MagNA Pure Bacteria Lysis Buffer Lysis Buffer Roche Supported Protocols in combination with the MagNA Pure Bacteria Lysis Buffer and DNA_Bacteria purification protocol Genomic or Bacterial DNA Viral DNA/RNA Total RNA Reagent Kits Target Starting Material Roche Supported Protocols PRODUCT FEATURE FUNCTIONAL BENEFIT ECONOMICAL BENEFIT HIGHER ORDER BENEFIT Feature 1 Feature 5 Feature 2 Feature 4 Feature 3 Feature 1 PRODUCT FEATURE S GASTROINTESTINAL PATHOGENS RESPIRATORY PATHOGENS SEXUALLY TRANSMITTED DISEASES OTHER PANELS CARBAPENEMASE PANEL TRANSPLANT PANEL Future Direction Motivated to look into product management as a career path in the life science industry after completing my graduate studies at Keck Graduate Institute, CA. Experience at Roche -Received valuable mentorship and got an overview of the life of a product manager and different aspects of marketing. -Maintained a rich and regular feedback loop. -Obtained guidance to ensure personal and professional growth. -Motivated to explore my creative, analytical and strategic abilities. Working in a Biotech World Gained industry experience by working in a global environment, across cross-functional teams and handling multiple projects simultaneously. Development of Transferable Skills -Developed skills of designing a webpage. -Enhanced my capability to conduct interviews and analyze the competitive landscape. -Strengthened my written and oral communication skills. -Demonstrated critical problem solving and project management skills. Nucleic Acid Purification- Pain Points Pain Point 1 Final Step: Updating the original database with new articles. Current Webpage Revamped Webpage Customer Publication Submission Form Please complete the below form. Your paper(s) will be evaluated for placement on lifescience.roche.com. First Name* Last Name* E-Mail* Institution/Company, Country* PubMed ID and/or Journal Information* What are the Roche products used in your paper?* *Required Field Submit Close Step 1: Modified the user interface design of the database, to make it more intuitive, for better user interaction. Step 2: HTML coded the existing database to remove errors and unidentifiable characters. Final Step: Compiled all the information and formulated materials for affiliate marketing: objection handling documents and competitor slide deck. Laddering Feature 1 Pain Point 2 Pain Point 4Pain Point 3 Pain Point 5 Future Steps and Direction: Collected all the required information to implement in creating marketing tools for both internal and external use. My summer internship at Roche Molecular Systems, Inc., the world Leader in molecular diagnostics, was very rewarding. I got an opportunity to learn about the working of a medical device industry through a workshop presentation series Working in a Biotech World where Vice Presidents of different departments presented the work their department does. My International Business Team is focused on developing and marketing nucleic acid purification and qPCR product portfolio for the life science and LDT market segments. I would like to thank Sangita Parikh (Hiring Manager and Sr. IPM), Jennifer Yaung (IPM), Julie Desnoyers (IPM), the rest of the NAP/qPCR team, IT development team, regulatory team and the country affiliates for giving me an opportunity to work on these diverse projects and help me develop valuable transferrable skills.