Basics of DNA & Sales and Marketing Presented by: Kim Levaggi of Chromosomal Labs DNA (DeoxyriboNucleic Acid) DNA a very long molecule that is essentially the instruction manual to cells and organisms. It contains the genetic material for all living organisms and many viruses. DNA is packed into a shape called a double helix and is organized into chromosomes 1 DNA in Humans 99.9% of our DNA is identical to all humans 0.1% is different 0.1% is what we test 50/50 Half of your DNA comes from your mother Half of your DNA comes from your father 2 1
Paternity/Relationship Testing Paternity Maternity Father not available Grand Parentage Avuncular (aunts and uncles) Siblingship Half vs Unrelated Half vs Full Full vs Unrelated Y Chromosome Other Types of DNA Tests Infidelity ~60% of husbands cheat on their wives ~40% of wives cheat on their husbands Semen Screen DNA profile of evidence DNA profile of reference 4 Other Types of DNA Tests Immigration Paternity Maternity Siblingship Always include mother(s) Forensic Investigative Forensic Criminal Forensic 5 2
Legal vs Non Legal Non Legal Legal ID Verification No Required Photos No Required Consent ** **Recommended Required Chain of Custody No Required Date/Time No Required Non Legal cases can be self collected 6 DUO/TRIO DUO Child Alleged Father TRIO Mother Child Alleged Father Additional alleged father or child is not a trio 7 Always Include the Mother Reduces the chances of getting inconclusive results 3% of cases without the mother result in inconclusive Option #1 Add the mother to improve results Option #2 Additional markers can be tested if mother is not available 8 3
THE GENETIC REPORT Child Receives 50% of DNA from Each Parent Mother A B 12 15 Father A B 12 13 Child A B 13 15 Sample Report Gene Child Alleged Father Mother A B A B A B Paternity Index D8S1179 12 15 12 13 12 15 1.57 D21S11 28 27 28 28 31.2 2.27 D7S820 8 9 8 10 9 10 2.76 CSF1PO 12 11 12 12 2.25 D3S1358 15 18 17 18 15 18 1.52 TH01 6 8 6 8 7.54 D13S317 12 12 12 13 2.25 D16S539 8 11 9 11 8 10 1.66 D2S1338 19 23 17 23 19 20 5.6 D19S433 10 12 10 11 12 14.2 39 vwa 16 17 15 16 17 19 1.85 TPOX 9 11 10 11 8 9 2.31 D18S51 15 16 15 17 15 16 1.41 AMEL X X Y X 1 D5S818 13 12 13 11 13 1.99 FGA 22 26 25 26 22 11.5 Combined Paternity Index 29,000,000 4
Performing a Legal DNA Collection 1. Identify each individual prior to starting Government issued photo ID Child birth certificate or hospital documentation Marriage license if married 2. Fill out the information on COC (Chain of Custody) 3. Fill out the information on one sample envelope for one person 4. Use clean pair of latex/nitrile gloves for collection 5. Open a package of swabs DNA Collection (cont.) Remove 1 swab Swab inside of the cheek Gently rub/twirl for 20-30 sec. 4 swabs per person 2 on the right side 2 on the left side Place each swab in the sample envelope DNA Collection (cont.) Seal the envelope Repeat the process for each person to be collected Complete each person prior to moving on Take clear photos of all persons collected 5
Probability of Paternity Probability of Paternity 95% 97% 98% 99% 99.9% 99.99% 99.999% Average Combined Paternity Index CPI 20 35 50 100 1,000 10,000 100,000 Average number of individuals with the same genetic pattern RMNE (random men not excluded) 1 out of 20 1 out of 35 1 out of 50 1 out of 100 1 out of 1,000 1 out of 10,000 1 out of 100,000 Out of State Collection Sites Mother and child in your city, state Alleged father in another city, state ChromoConnect On-line 24/7 2400+ collection sites in the US 16 How to Market DNA to Businesses, Institutions & The General Public 6
Types of Marketing Business to Business/Institutions Business to General Public Business to Both Each has separate challenges and approaches. Know your target audience. Repeated exposures are typically required for all. Marketing Media Website Yellow pages Super pages Grocery store bulletin boards Car magnets Radio Television Newspaper Billboards Ad panels Website Key Words DNA ADN Paternity Immigration AABB 7
Who is the Audience for DNA General Public Paternity, Infidelity, Criminal, Genealogy, Immigration, Attorneys: Family, Divorce, Immigration, & Criminal Law Private Investigators Adoption, Infidelity, Criminal, Paternity Government Agencies Law Enforcement & Family Courts Native American Tribes Genealogy Organizations MEDICAL (Paternity) HOSPITALS 1. Birth Recorder/Records 2. Clinical Lab 3. Maternity Ward OB/GYN PATIENT TESTING CENTERS MARKETING MATERIAL Business Cards/Magnets Paternity Brochures w/coupons Strategies Site visits Letters 22 LAW (Paternity) Client Divorce Attorneys Family Law Court System Judges Marketing Material Business Cards/Magnets Paternity Brochures Strategies Site visits Letters Court Clerk 23 8
OTHERS (Paternity) Single Parent Support Centers Women s Centers/Clinics Insurance Companies Military Bases Funeral Homes Adoption Agencies 24 GOVERNMENT AGENCIES Client Child Protective Services Department of Economic security Marketing Material Business Cards/Magnets Paternity Brochures Strategies Site visits 25 IMMIGRATION Immigration Attorneys Civil Surgeons State Immigration Offices Ethnic Communities China Town Ethnic Neighborhoods Ethnic Newspapers Taxi Cab Companies 26 9
INFIDELITY Client Marketing Material Private Investigators Divorce Attorneys Family Law Attorneys Business Cards/Magnets Strategies Site visits Letters 27 CSI (Child Safety Identification) Hospitals Maternity Ward New Baby Package Kid s Fair Women s Expo Boy/Girl Scouts Charter Schools Photography Studios 28 29 10
30 Need for Repetition Marketing rarely shows the fruits of success immediately. If you are just beginning a marketing campaign it may take anywhere from 1 to 12 months to see results. Be consistent, creative, use multiple approaches, and learn from mistakes. 11
Final Thoughts Marketing takes time and is a repeat process. Practice Strategic Marketing which is where one marketing product builds off of or is somehow related to another. Be creative and have fun. Remember even a small one person company can be branded and viewed by the outside as a top notch and highly qualified company through good marketing and it can be done creatively with limited budgets. Have a call to action to initiate contact. Thank you for your time Additional information can be found at: 623-434-0292 Kim.levaggi@bodetech.com 12