The Integration Of E - Business In To CRM

Pharmaceuticals

The Integration of e-Business into CRM

eye for pharma Europe September 2002

Dr. V. BarakS&M Information Management

F. Hoffmann-La Roche Ltd

Pharmaceuticalse-Business Strategy

CRM Goals

Customer Relationship Management systems ensure a single, unified view of customers and integrate different customer interaction channels.

Customer Relationship Management systems ensure a single, unified view of customers and integrate different customer interaction channels.

Greater shares of customer spend

Optimize customer relationships

Gain new customers

Maximize profit contribution of each

customer over lifetime


Implementation Framework

Whole-salers;

Hospitals;Pharmacies

Doctors

Patients

Bu

sin

ess-t

o-C

on

su

mer

Bu

sin

ess-t

o-B

usin

ess

KAM

TMSTMS C

all C

en

ter

Inte

rnet

Port

al

Pharmaceuticals

CRM FRAMEWORK

Customer Information

Platform

Implementation Method

Business Content

Strategy, Processes, Systems

CRM specificRoadmap

Portals(e-Commerce)

KAM

Marketing

Regional Mgmt.

SummitD

Data Model

Master Data Management

Integration

CRM Business Case TemplateTrail of Evidence KPIs Calculation Tool

e-Business Strategy Charter

Pharmaceuticals

Customers

e-Business Strategy Evolution of Internet Technology

CRMUnified

CustomerView

WebPublishing

Web Interaction

PersonalizedWeb

Interaction

WebPortals

Field Force KAM Call Center

Traditional Channels for customer Interaction

“Compliance to CC Guidelines, focus on

uniform look & feel”

“Unified approach to optimize costs

and benefits”


Portal Definition in CRM context

“CRM Portal is a e-gateway for diverse personalized interactive services that add value to our customers’

business processes”

Pharmaceuticals

Regulatory Bodies

e-Business Strategy Future e-Business Opportunities

Payers

Retail Pharmacies

Patients

Doctors (GPs)

WholesalersMarketplaces

Distribution

ERP

Portals

Online Pharmacies

Telemedicine

Marketplaces

TelemedicineMarketplaces

or Portals

Doctors

Hospitals

DTC

Marketplaces

Portals

CRM

Sales & Marketing

Pharmaceuticals

MediPro’s use of “one-to-one” technology means that the screen is customized for each user . . . here for Dr. Furukawa

The site is filled with medical contents, including several which have exclusive contracts with MediPro

The MRs who actually visit each doctor also visits him or her on screen . . . for example, here are two reps “e-detailing” Dr. Furukawa

While only two MRs can appear on the first screen, the doctor can admit many more to his “waiting room.” The doctor selects the reps who appear first

e-Business Strategy Portal Example: Japan


Portal Example: Italy


Portal Example: France

Pharmaceuticals

Cu

sto

me

rsO

bje

cti

ve

sIn

teg

rati

on

Se

rvic

es

e-Business Strategy Portal Pilots (Doctors)

InfoMedics (Italy) Roche.fr (France) MediPro (Japan)

• General Practitioners• 6’000 GPs are targeted• Focus on a breadth rather than depth of information

• Specialists• 1500 priority physicians• Focus on Dermatology, HIV

• General Practitioners• Focus on Dermatology,

• An alternative channel• Building customer relationship• Providing better information • Reducing marketing costs

• Optimizing customer satisfaction• Increasing the number of contacts• Targeting priority customers

• Focus on product presentation• Increasing efficiency• Reaching all enrolled doctors• Facilitate offerings of different companies for a doctor

• Manual integration into CRM system• Product medical information is manually sent to the portal outsourcer

• Automated integration into CRM system• Automated integration with product medical information systems

• No integration with CRM system but sends E-mail to sales reps• Product presentation is manually sent to the portal service provider

• General marketing information• Meet the expert• Internet health guide and help• Congress list and reports• GP Forum• Literature

• In-depth Information services• Product catalogue• Bibliography• Doctor-Patient links supported (e.g. SMS service)

• Overall medical Information• Presentation of specific products of different companies• Coordinates e-visits from different companies (e-Waiting room)• Supports video conferencing

• Out-sourced Portal • In-house Portal • Industry collaboration Portal

Pharmaceuticals

ERP

Portal Strategy for EuropePortal Framework

Doctors

Hospitals

Pharmacies

Wholesalers

Patients

PresentationIntegration Personalization

Product/Medical Information

TAObesity

TAOthers

TAOncology

CRM

Marketing

Supply Chain Mgmt Logistics Services(SC Visibility etc.)

Logical Portal

Logical Portal

Logical Portal

Logical Portal

Logical Portal

Portal ArchitectureJ2EE (BEA/ATG)

Cu

sto

mer

Ser

vice

s

Pharmaceuticals

Onc

olog

y

HIV

Tra

nspl

ant

Ost

eopo

rosi

s

Ane

mia

Influ

enza

Hep

atiti

s

Obe

sity

Common Portal Platform (European standard solution): Development Environment, Security, Integration and Personalization

Roche Core Information: Corporate/divisional Information, News service, Bibliographies, ...

Added Value Services:Congress coverage, C.M.E., Help for publication,Support for medical practice, ...

Specialty specific information & services

e-Business Strategy Portal Architecture (Doctors)

All d

octo

rsP

riori

ty d

octo

rs

Pharmaceuticals

Microsoft

Personalisation

Application server

Content management

Customer Database

(Siebel/Marketing Manager/Others)

Desktop, Office

Current Future

CRM Portals

Documentum

Documentum

ATG

BEA

e-Business Strategy Standard Tools for Portals

(BEA)


Our Philosophy

e-Business is an additional channel that is logically unique for each customer group but physically integrated under one architecture

e-Business extends our CRM framework - it provides a genuinely cost effective additional channel to build relationship with our customers

e-Business is an integral part of our value chain with focus on various services provided to add value to our customers’ processes