Agenda

• Brief introduction to CDM

• Presentation of standard Microsoft CRM for Pharma

• Getting started • Standard roadmap• Standard proporsal• Standard data imports

• Next activity

CDM in short

Startet 1986 in Danmark+100 employees

Copenhagen, Oslo and Kiev

CallCenter Solutions PharmaTurnkey Solutions

CallCenter Solutions

CDM Software Microsoft CRM – vertical Pharma

Flexible Microsoft ISV certified solutions

@PureBase (sister company)People in Motion (sister company)

Awards

AAA rating, ISO 9001/MQA certifiedReboot Best application, Best campaign system, Best CRM strategy

The golden @, Runner up i New York Festival World Championship in e-commerce Member of the Microsoft TAP og METRO programs

Microsoft certified for Dynamics and ISV

Pharma - Business pain

• Sales cost are to high• Making the sales organization more

effective, ABC categorization, KOL etc.

• Government regulation in Health Care Professional spending• Ability to make spending transparent

• Change in education approach• Web based

Main reason to choose Microsoft

•Outlook•The first application opened in the morning, last thing closed•One-to-one connection of mail, calendar and tasks with CRM

• Office applications Word, Excell, Powerpoint•Effortless import and export of data•Static and Dynamic worksheets•Save redundant work when mailing or e-mailing contacts with templates

•Intranet•Link portals and CRM - both internal and external (e.g. for events, clinical trials, etc.)•Display KPI’s and other statistics from CRM

CDM Microsoft CRM Software architecture

Pharma Basis Module

Integration Tool

Mobile

Microsoft CRM

Dynamics CRM Metadata CDM Developmentfoundation

Salesforce

ABC

Event

KOL

Telemarketing

Loyalty Program

e-survey Customizations

Pharma Basis

• Pharma duplicate handling (ex. Handling of multiple doctor occupations)

• Pharma brick handling(ex. Revenue allocated on sales districts)

• Pharma resource management(ex. Multidimensional pharma product hierarchy / Territory/teams/products)

• Pharma sales team structure (ex. Product line responsibility with shared contacts)

• Pharma specific reporting(ex. Dashboards, lists etc.)

Pharma Basis

Sales effectiveness: The quality dimension

• Advanced ABC segmentation• potential

(ex. Patients flow #)

• adoption level (ex. # of prescriptions of our product)

• dynamic and fixed loyalty maps (ex. A=top 100, A: top 20 % prescriptions)

• Context driven segmentation (ex. Oncology: A doctor, B in breast cancer, low adoption level vs. C doctor, A in breast cancer, high adoption level)

• Multidimensional easy-to-use graphics (ex. Expandable list through click on charts)

ABC Segmentation

Utilization of sales recourses

• Monitoring KPI on sales performance(ex. # meetings, detailing samples, calls etc.)

• Management of resources(ex. Deviation reporting etc.)

• Strong visualization of KPI indicators (ex. Dashboards for Sales Rep, Manager etc.)

Salesforce Effectiveness

Telemarketing/Detailing – the new communication channel

• Detailing module(ex. Phoners, call script, CTI, coding, batches, sales calendar, sample and material handling etc.)

• Detailing workflow(ex. See diagram)

• Monitoring easy-to- use-graphics(ex. Calls per detailing, per meeting etc.)

Y

Sendmaterial

Bookingcall

Contentcall

Deliver product message

Sende-survey Report

Fill in andsend form

Y

Nosample received

Y

N

N

N

Sample received

Y

N

Sendemail

Checkif GP received sample

Material offer

Sample offer

Email info offer

Action

InformationDecision

Detailing

Manage Your Events through Outlook and Dynamics CRM

• Event templates(ex. Conference, seminar, breakfast meetings etc.)

• Workflow supported(ex. Invitation, response etc.)

• Manage and visualize status(ex. Event participation, lodging, transportation etc.)

Event Management

Sales optimization through focus on high influencers

• Identifying KOLs(ex. Global top 5 oncologist influencers)

• KOL scoring parameters(ex. # publication, references etc.)

• Management and easy-to- use-graphics(ex. Context driven visualized KOL graphics) General Practicionairs

Specialists

KOL

Ex. #

doc

tors

in

fluen

ced

Key Opinion Leader

Functionality – direct update of customer database

• Questionnaire handling(ex. Create questions and possible answers, trigger based functionality, scoring etc.)

• Integration(ex. Segmentation, loyalty program)

• Graphics and management (ex. Multidimensional analysis and graphics)

Ord. mail

Phone

Meeting

SMS

E-mail/Web/e-survey

10000

100

10

<1

<1

Relative cost per contact

E-survey

Loyalty programs

Loyalty Programs

• Loyalty Matrix(ex. Loyalty and satisfaction parameters, loyalty F/S etc.)

• Data collection and handling (ex. Integration to e-survey, telemarketing module, mobile device, workflows enhancing customer loyalty and satisfaction etc.)

• Graphics and management(ex. Loyalty maps link to financials, multi dimensional satisfactions analysis)

Standard for external data, flexible setup for internal data

• Standard integration(ex. Cegedim, aPureBase, IMS etc.)

• Configurable(ex. Interface to ERP, Datawarehouse etc.)

• Management(ex. Transfer status, warnings etc.)

Microsof

t Dynamic

s CRM

Pharma Data•Cegedim•a’PureBase

Market & Sales data• IMS, etc.

Standard solution

External

Internal

Configurable

ERP System

BI System

Integration Tools

Standard integration for all mobile devices

• Standard mobile interface(ex. Windows, Android, iPad, iPhone) No need of any middleware

• Offline supported(ex. SQL Server Compact Edition local database)

• Easy management of set-up

MobileCRMClient Application

SQL Server CompactClient Database

Clien

tS

erv

er

Microsoft Dynamics CRM

Microsoft Dynamics CRM Web Service

Mobile Device

Standard proporsal Unit price

No. TotalEURO

Software and supportPharma system for Microsoft CRM inclusive 100 users 20.000 1 200.000

Number of users 500 50 25.000

Yearly CDM Maintenance & Support 22% 49.500

274.500

ConsultancyStandard Pharma checklist run through 1.500

Standard roll out implementation 5.120

Testing standard functionality and standard data imports 1.500

Standard train the trainer education 4.000

Follow-up meetings 1.500

13.620

Standard road map

• Description Responsible Deadline

• Phase 1 – Standard Microsoft CRM implementation for Pharma

• Planning• Salespresentation CDM 06.09.2012• Standard proprosal CDM 06.09.2012• Go ahead XX 06.09.2012• Pharma checklist XX/CDM 07.09.2012• Final proporsal and time schedule CDM 13.09.2012• Acceptance of proporsal and time schedule XX 14.09.2012

• Roll out• Standard Infrastructure established - see whitepaper XX 21.09.2012• Standard Implementation of Microsoft for Pharma CDM 25.09.2012• Standard test of data upload (IMS, 1Key) CDM 26.09.2012• Standard “train the trainer” education CDM 28.09.2012

• Kick off• Training the consultants XX 01.10.2012• First implementation control CDM/XX 03.10.2012• Second implementation control CDM/XX 31.10.2012