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Oracle Siebel CRM On Demand
Life Sciences EditionMedical Solution
Demonstration: Novamed
Novamed Users
Eric Carlson [email protected]
Role: Executive
Leslie [email protected]
Role: Service Mgr
Role: LS Sales and Mktg Mgr
LS Sales Rep
Mark [email protected]
LS Sales Rep 2
Kevin [email protected]
Role: Service Rep
Logan [email protected]
Role: Service Rep
Anne Atkins [email protected]: LS Administrator
Description of Dataset
Created LS Roles and Users Edited Administrator Role to expose Funds, Fund Requests, Households and MedEd as well as child
objects Created Medical Roles for typical companies. Exposed MedEd and many account/contact related objects.
LS Administrator (Anne Atkins (aatkins)) LS Sales & Marketing Manager (Sue Morgan, smorgan LS Field Sales Rep (actually has administrator-like privileges) (Sam Reed (sreed))
This is the user/role typically used during demos LS Field Sales Rep 2 (Mark Rogers (mrogers)) (has limited privileges relative to LS Field Sales Rep role)
Created users for existing roles Executive (Eric Carlson (ecarlson)) Service Manager (Leslie Jones (ljones)) Service Rep (Kevin Singh (ksingh), Logan Robinson (lrobinson))
Created Layouts for LS Admin, LS Sales & Marketing Mgr, LS Field Sales Rep Homepage (Solutions, Account Analysis) Account Appointment (added MedEd Event field and Solutions applet) Asset Contact Product Service Request (added Product and Asset) Solution (added Product and Product Category) Task (added MedEd Event field)
Fields Account Fields – relabeled Number of Physicians to # Physicians and Annual Revenues to Annual Revenue Account Relationship Fields – enabled several existing picklist values
Dynamic Sales Planning and Execution Solution Role: LS Sales Rep, Sam Reed ([email protected]) Preparation for a demo:
Move appointments Navigate to Calendar Click “7” for the Weekly View Click Next to navigate to the following week Three appointments are shown on a single day. Move these 3 appointments to the date of the demo so they will show in the home
page (Deliver Inventory to Albany General Hospital, Call on Dr. Marx at OC Hospital, Account Planning) Make sure ETL has run to populate analytics Adjust activity dates so items are still Open (homepage(s) and child applets) if necessary If showing forecasting, make sure data is present, set up forecasting to run either Account or Contact
Revenue forecast and allow for forecast to run at 1:00 am ET on day specified for forecast If showing Sales Process Coach/Opportunities
Navigate to Opportunities and drill into “Update Radiology Suite 1H’05”, Set Sales Stage to Building Vision Edit
Clear Next Step Delete activities generated by Coach (Generate Quote and Engage SWAT Team)
Log in to application so homepage is displayed Populate History Bar
Click Accounts tab > Drill into Albany General Hospital Click Contacts tab > Drill into Dr. Steven Marx Click MedEd tab > Drill into Lunch and Learn Event for the Helix Stent
Change Dr. Albright’s status to Pending Ensure Dr. Marx’s status is Pending too Ensure event date is in the future and some activities are open and closed
Return to homepage Prepare Offline Client
Download Client Synchronize All Accounts and Save Have client launched/open at start of demo Navigate to Steven Marx’s contact record offline
If planning to show Fund, Fund Request or Households, enable access for user’s role
Step 1: UI and Homepage
Describe UI Paradigm Tabs, Persistent Action Bar (Search, Create
Links, History Bar) UI Customized based on role (Visible tabs,
Homepage elements)
Point out Calendar Deliver Inventory to Albany General Hospital Call on Dr. Marx at OC Hospital Discuss Sales Plans
Point out Open Tasks Red/Overdue, Black/Pending(JACC = Journal of American College of Cardiology)
Point out Alerts Sales Forecast Due Product launch Item on back order now available
Point out Recently Created Solutions Sales solutions to be leveraged during sales calls
Point out embedded analytics High level assessment Identify problems and drill to details Proactively manage time
7:00 amWednesday, December 20Synergy Life Sciences Sales Representative, Sam Murphy
Every morning, Sam logs into his Siebel CRM OnDemand Life Sciences application to prepare for his busy day on the road. Using his customized home page, Sam reviews his appointments, familiarizes himself with new Sales Solutions, learns about the upcoming product launch and assesses his key accounts using embedded analytics.Today, Sam needs to deliver inventory to Albany General Hospital, call on Dr. Marx at OC Hospital and meet with his Team for Sales Planning.
Step 2: Accounts
Account: Albany General Hospital
Scenario Context: Review account data in
preparation for possible impromptu sales call at Albany General Hospital
Accounts Homepage Point out accounts homepage Homepage elements Each object has a homepage
Drill to Albany General Hospital Point out items which are
underlined are hyperlink. Navigation is just as easy as using a web browser
Point out account fields that make sense for a Life Sciences company
7:02 amWednesday, December 20Synergy Life Sciences Sales Representative, Sam Murphy
To prepare for his call on Albany General Hospital, Sam reviews the account data, noting the address for delivery, the contact information for the Charge Nurse and the status of pending Service Requests.
In addition, since Sam will be on the surgical floor, he may run into Dr. Albright, a key influencer of the department’s product preferences. Therefore Sam prepares for a potential, impromptu sales call by noting that Albany General Hospital is a member of the Premier Healthcare GPO network, and that they have recently purchased a Dia-Pro system and other products from Synergy’s Coronary Product line.
With the Siebel CRM OnDemand Life Sciences Edition, Sam can quickly and easily gain a 360 degree view of his customers including their complex hospital and physician relationships.
Account Related Information: Key Items
Addresses Address blocks, also reflected in Address List applet Life Sciences accounts can have many addresses. Primary Billing and Primary Shipping Description field available for other addresses (ex: Clinic)
Account Relationships Captures Account-Account Relationships Start Date, End Date, Status Defines relationship in both directions (A to B and B to A) Hyperlink to related account Ex: GPO Membership, Referrals, etc. Drill into Premier Healthcare GPO and point out Account Relationships, then Back
Contacts M:M (Many-to-Many)
Account can have many contacts Contacts can have many accounts
Ex: Physician practices at many hospitals/clinics Drill into Dr. Albright to see all Account affiliations (Contact > Accounts), then Back
Revenues Track actual, projected, quota revenues by account Record revenues by Product or Product Category/Line Roll up forecast revenues by Account
Based on customer’s business, point out specific applets:
Account Related Information: Additional Items
Opportunities
Not all medical companies use Opportunities
Applies to Medical Equipment Companies primarily
Can be used for Account Planning. Leverage Sales Process Coach
Can be used for Bids & Tenders (EMEA)
Assets
Medical Equipment: Installed Base Assets
Medical Devices: Leased/loaned Assets
Setting Notify Date automatically creates activity to “follow up”
Service Requests
Drill to show Product and Asset fields, then Back
Can be used to order literature fulfillment
Open Activities/Completed Activities
Shows activities by team
Automatically generated for Asset based on Notify Date
Account Team
Supports Team-based account management
Controls user-level access to accounts and related information
Point out: Notes and Attachments (View Driving Directions)
Hide: Partners and Competitors; covered by Account Relationships
Based on customer’s business, point out specific applets:
Step 3: Contacts
Contact: Dr. Steven Marx
Scenario Context Review contact data in
preparation for planned sales call with Dr. Marx at OC Hospital
Drill into Dr. Steven Marx from History Bar Point out contact fields that
make sense for a Life Sciences company 7:10 am
Wednesday, December 20Synergy Life Sciences Sales Representative, Sam Murphy
Next, Sam is going to see Dr. Marx at OC Hospital to discuss the new Symphony Remote Surgical System. As he reviews Dr. Marx’s contact profile, he makes a mental to note to follow up on the MedEd event invitation and to thank Dr. Marx for referring Dr. Simons to Synergy. Sam also notes the lab location, reviews Dr. Marx’s hospital affiliations, and scans the recent activities performed by sales team.
Gaining a complete picture of physicians across multiple touch points is critical to Sam’s success in influencing medical purchasing decisions.
Addresses
Address block also reflected in Address List applet
Life Sciences contacts can have many addresses.
Primary Contact Address
Description field available for other addresses (ex: Clinic)
Accounts
Ex: A physician practices at many hospitals/clinics
Shows the Account:Contact M:M
MedEd
Shows the MedEd events to which a contact has been invited and their status
Drills to the event
Referrals
Shows other contacts (Physicians) referred
Especially applicable to Medical Device companies
Assets
Applies to Medical Device segment
Leased/loaned Assets (Doctors)
Implanted Devices (Patients)
Revenues
Track actual, projected, quota revenues by contact
Record revenues by Product or Product Category/Line
Roll up forecast revenues by Contact
Based on customer’s business, point out specific applets:
Contact Related Information: Key Items
Service Requests
Drill to show Product and Asset fields
Can be used to order literature fulfillment
Open Activities/Completed Activities
Shows activities by team
Many Medical companies team sell
Contact Team
Supports Team-based contact management
Controls user-level access to contacts
Can be inherited from Account Team
Point out: Campagins, Leads, Opportunities, Notes and Attachments as appropriate
Based on customer’s business, point out specific applets:
Contact Related Information: Additional Items
Step 4: Offline
Show Offline Client Show same contact online
(Dr. Marx) Then switch to contact displayed
offline (Dr. Marx)
Point out Same look and feel
Persistent Action Bar with search
Tabs Detail Form Related Lists
Respects custom layouts Includes medical fields New, Edit, Log a Call buttons
Talk about Has data accessible while mobile
and without an internet connection
Changes can be made while offline
Changes made offline are uploaded when online
Enables the mobile salesforce7:30 amWednesday, December 20Synergy Life Sciences Sales Representative, Sam Murphy
Now that he’s prepared for the day, Sam synchronizes his Siebel CRM OnDemand Life Sciences data to his offline client and heads out the door.
Step 5: Call Detail
Navigate Home Drill into appointment:
Call on Dr. Marx at OC Hospital
Point out: Appointment has
related lists: Solutions and Attachments
“Solutions” tracks the sales solutions used during sales calls. Point out “Clinical Trial Results”.
Point out completed form for enrollment in the Phase II clinical trial in “Attachments”
5:40 pmWednesday, December 20Synergy Life Sciences Sales Representative, Sam Murphy
When Sam returns to his home office, he synchronizes the changes he made to his offline data back to the Siebel CRM OnDemand Life Sciences application. He records the details of the day’s sales calls, including the Sales Solutions he presented, the forms he completed, and the next steps, which keeps his sales team and management current on the customer-related activities.
Step 6: Manage MedEd Event
Point out: MedEd Event fields including
Session Details Invitees related list showing
invitees, their attributes and attributes related to the invitee for this particular event
Open Activities Completed Activities Supports team coordination
and management
5:55 pmWednesday, December 20Synergy Life Sciences Sales Representative, Sam Murphy
When Sam returns to his home office, he records the details of the day’s sales calls, including updates to information on his upcoming MedEd event. He changes Dr. Marx’s status to “confirmed,” and adds Dr. Albright to invitee list.
Step 7: Wrap Up
Talk to: Updating revenue records/forecast based on customer meetings
completed during the day Prepare for tomorrow’s customer calls Tailor wrap up to customers usage scenarios and priorities
Wrap UpGaining a complete picture of hospitals, physicians, their complex relationships and purchasing behavior, and being empowered to execute in a mobile environment is a Life Sciences CRM best practice which enables Sam and his sales team to collaboratively increase productivity and profitability.
Additional Topics (Optional): Sales Process Coach
Show based on customer usage scenarios and interest
Opportunity: Update Radiology Suite 1H’05
Prior to demo: For Opportunity, “Update Radiology Suite 1H’05”, Set Sales
Stage to Building Vision Clear Next Step Delete activities generated by Coach (Generate Quote and
Engage SWAT Team)
During demo, point out sales stage, blank next step and existing activities
Click Coach Review Building Vision Review Short List, point out attachment
Click “Edit” to Edit opportunity Point out fields shown in Red are required Update sales stage to Short List, point out:
Next Step becomes required Next Step is automatically populated New activities (Generate Quote and Engage SWAT Team) are
automatically generated, assigned to different users and assigned a due date
Show easy run-time administration Show Admin > Data Rules & Assignment > Sales Stage
Definition Drill into Short List. Point out how Sales Process Coach is managed in run time
environment.
Additional Topics (Optional): Territory Management
Show based on customer usage scenarios and interest,
Point out that you are assuming an Administrator role. End users would never see these views
Navigate to Admin > Data Rules and Assignments > Account Assignments
Drill into Western Region Account Assignment Group
Point out Rule Group, attributes and child rules
Drill into first Rule and point out attributes, Team Assignment and Rule Criteria
Click New in Rule Criteria to add a rule
Point out fields involved in defining rule and their picklist values (Cancel, do not save rule)
Additional Topics (Optional): Analytics focusing on Answers
Show based on customer usage scenarios and interest
Dashboards Navigate to Dashboards Point out existing dashboards with reports
Reports Navigate to Reports Point out existing out-of-the-box reports
which can be used as is or customized
Answers Point out and click “Create New Analysis” Choose Account Real-Time link Click to add fields:
Account, State Metric: # of Contacts
Add Filters to State State “is equal to or is in” CA Add Value: State “is equal to or is in” NV
Click Next, Point out Table Click Add View > Chart Point out bar chart Change to pie Chart and click OK Point out Table and Chart and ability to
further customize Point out ease of report creation
Additional Topics (Optional)
Based on customer usage scenarios and interest, consider discussing and showing: Custom Fields/Layout
Create new custom field – ask customer where and what field/field type Ex: Contact – KOL (Key Opinion Leader), checkbox
Add to layout Show field appearing in layout
Other Campaigns – use Web Site Leads campaign Solutions
Point out Product and Product Category fields Service
Point out Product and Asset fields Households
Applies to B2C Funds and Fund Requests Leads
Only if relevant to the company Opportunities – Update Radiology Suite 1H’05
Only if relevant to the company Or repurpose for Sales Planning
Forecasts Account Revenue, Contact Revenue forecasting Opportunity and Opportunity Product forecasting, only if relevant to the company
Industry Background
Value Proposition for Medical OnDemand
Need for low cost, low risk CRM to support Medical Sales business processes (low adoption of enterprise CRM for Medical Sales) Lack of compelling event to drive purchases of enterprise CRM for Sales Lack of medical-specific sales functionality in Siebel Medical Sales;
Unclear value to the sales representative Costs are too high Deployment risk is too great Time to implement is too long Maintenance including upgrade is expensive
Value Blended architecture/integration to Siebel Medical OnPremise Support for key medical business processes in both team-based account
sales and influence selling Fast, easy, affordable – shared risk Integrated analytics
Medical Industry Segments
Implantables Pacemakers Coronary Stents Prosthetics Heart Valves
Diagnostic Products
Consumer Products Blood monitors Home healthcare
Siemens MedicalGE Healthcare
Abbott LabsSTERIS
Capital Equipment MR/CT EP/Nuclear/X-Ray Fluoroscopy Ultrasound Therapeutic / IGT
Analytic Equipment Blood Analyzer Sterilization
J&J CordisMedtronic
Boston ScientificGuidant
Devices Neurology Ophthalmology Orthopedics Pediatrics
Equipment Cardiovascular
Supplies Other
McKessonCardinal HealthFisher Scientific
Invitrogen
Instruments Hemostats Surgical Products Endoscopes
Consumables Reagents
Disposables Hygiene Products Sutures Bandages
Tyco HealthcareJ&J EES
Dade BehringBaxter
Devices Equipment Supplies DistributorsDevices Equipment Supplies Distributors
Medical Industry Issues
Key Issues By Role SALES
Manage territory and top accounts Track sales ($ and units) Manage events, tasks, calendar Customer support /follow-up (literature)
SERVICE Resolve customer issues quickly Manage service requests 360° view of the customer Track hospital affiliations
MARKETING New product launches Manage campaigns
EXECUTIVES Insight-to-Action, Manage exceptions KPI Dashboards, Alerts, Rank Performance
IT DIRECTORS Low-cost, Quick to implement, flexible Comply with regulations (HIPPA, 21 CFR)
Key Issues By Product Type EQUIPMENT
Account planning & segmentation Opportunity & Forecast Mgmt Track installed base (assets) Account & Contact team
DEVICES Physician YTD sales ($ and units) MedEd events and seminars Product Literature Fulfillment Calendar Management (Cases/Calls) Device registration
SUPPLIES / DISTRIBUTORS Managing territory quotas Actual vs. Planned Sales Increase value-add
Selling into the Medical Industry
Approach with Small Companies Low cost - $100 per user per month Easy to sign up…free trial Web-based, online, hosted, medical-specific CRM app Leverage best practices learned from industry leaders Embedded, pre-packaged analytics and reports Track accounts, contacts, addresses, calls and events
Questions How do you track revenue by hospital, by physician by product line? MDOD
enables your sales reps to see actual vs. expected sales. How do you track service requests? MDOD helps you to easily manage
customer issues through closure.
Selling into the Medical Industry
Approach with Mid-Sized Companies (Note: Incremental) Quick to deploy…helps manage rapid growth Leverage sales processes across the organization Standardize service processes across the organization 360° view of the customer Visibility to customer’s installed base assets (device/equipment companies)
Additional Questions How does your company keep track of accounts? Do sales and service share
information…one view of the customer? Do you segment your customers? MDOD helps you segment hospitals and
physicians by market potential, market share and YTD sales. How do you share solutions across your organization to quickly resolve
customer issues or product questions?
Selling into the Medical Industry
Approach with Large Companies (Note: Incremental) Low cost…quick to deploy…try before you buy Predicable costs tied to the # of users Ad Hoc reporting and analytics Rapidly expand IT system coverage to other business units or geographies Integrate with existing system (ERP/Mfg/Service) World-class partners with IBM & Siebel…secure, compliant, scalable, performant Online and Offline capability
Additional Questions Do sales reps have any tools to help them manage educational events and product
seminars? How do sales reps request product literature for their customers? MDOD can automate
literature fulfillment How do you track devices in the field? MDOD enables automated asset notification What IT tools are remote locations using to manage customer relationships? MDOD
allows you to quickly and easily share account and contact information across groups and product lines.
How do you track Hospital networks and GPO memberships? MDOD tracks account affiliations and physician referrals to increase insight.
Medical OnDemand Q4 2004 Release Features
Accounts and Contacts Medical-specific fields Account-Contact Relationships Affiliations Addresses
Forecasting Account & Contact Revenues Product or Product Category
Medical Events (MedEd) New object and views Invitees Session details
Sales Literature Management Detailing
Device Tracking Territory Management Service Enhancements
Expanded Marketing & Sales analytics Integrated Contact OnDemand Lead conversion mapping Campaign source tracking Sales process coach Home page customization Object Renaming Role management Layout management Export Parameterized web links Extended web services Expanded UAN Expanded International Support
French, Italian, German, Spanish Japanese, Simplified Chinese, Korean Portuguese
Resources
OnDemand Microsite (MySiebel > Prouct Portal > Siebel CRM OnDemand > Industry Solutions > Life Sciences)
Sales Training Webinar (Deep Dive – Fall Release: Medical) Siebel CRM OnDemand Life Sciences Edition Data Sheet
Siebel Medical Microsite (MySiebel > Product Portal > Siebel Medical)
Demo script – (this presentation) Sales Presentation (Product Info > General Product Info) A Primer on Sales in the Medical Products Industry (Customers & References) General Orthodontic (OnDemand) Other miscellaneous
Pre-populated Demo Accounts Log an SR for each account request (MySiebel > Help Desk) Specify:
SR Type: OnDemand HD SR Area: OnDemand - Request Demo Accnt SR Sub-Area: Med - English - USA
New accounts are available the next day after requesting them Requests must be received by 3pm PT to be available the next day Requestor receives email with account details The prior restriction of creating accounts only on Fridays no longer applies
New accounts have dates “rolled forward” relevant to the date the account was created, so that data is current as of the creation date
