Oracle Siebel CRM On Demand Life Sciences Edition Medical Solution Demonstration: Novamed
Novamed Users Eric Carlson ecarlson@MED-ENU. com Role: Executive Anne Atkins aatkins@MED-ENU. com Role: LS Administrator Sue Morgan smorgan@MED-ENU. com Role: LS Sales and Mktg Mgr Sam Reed sreed@MED-ENU. com LS Sales Rep Mark Rogers mrogers@MED-ENU. com LS Sales Rep 2 Leslie Jones ljones@MED-ENU. com Role: Service Mgr Kevin Singh ksingh@MED-ENU. com Role: Service Rep Logan Robinson lrobinson@MED-ENU. com Role: Service Rep
Description of Dataset § Created LS Roles and Users § Edited Administrator Role to expose Funds, Fund Requests, Households and Med. Ed as well as child objects § Created Medical Roles for typical companies. Exposed Med. Ed 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 Med. Ed Event field and Solutions applet) Asset Contact Product Service Request (added Product and Asset) Solution (added Product and Product Category) Task (added Med. Ed 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 (sreed@MED-ENU. com) § 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 forecast to run at 1: 00 am ET on day specified forecast § If showing Sales Process Coach/Opportunities § § Navigate to Opportunities and drill into “Update Radiology Suite 1 H’ 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 Med. Ed 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 am Wednesday, December 20 Synergy Life Sciences Sales Representative, Sam Murphy Every morning, Sam logs into his Siebel CRM On. Demand 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 am Wednesday, December 20 Synergy 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 On. Demand 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 Based on customer’s business, point out specific applets: 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
Account Related Information: Additional Items Based on customer’s business, point out specific applets: 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
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 20 Synergy 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 Med. Ed 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.
Contact Related Information: Key Items Based on customer’s business, point out specific applets: 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 Med. Ed § Shows the Med. Ed 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
Contact Related Information: Additional Items Based on customer’s business, point out specific applets: 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
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 7: 30 am § Enables the mobile salesforce Wednesday, December 20 Synergy Life Sciences Sales Representative, Sam Murphy Now that he’s prepared for the day, Sam synchronizes his Siebel CRM On. Demand 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 pm Wednesday, December 20 Synergy 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 On. Demand 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 Med. Ed Event § Point out: § Med. Ed 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 pm Wednesday, December 20 Synergy 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 Med. Ed 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 Up Gaining 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 1 H’ 05 § Prior to demo: § For Opportunity, “Update Radiology Suite 1 H’ 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 B 2 C Funds and Fund Requests Leads § Only if relevant to the company Opportunities – Update Radiology Suite 1 H’ 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 On. Demand § § 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 On. Premise § 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 Devices Equipment Supplies Distributors Implantables Capital Equipment Instruments Devices § § § § § Hemostats § Surgical Products § Endoscopes Consumables § § § Reagents Equipment Analytic Equipment Disposables § Cardiovascular § Blood Analyzer § Sterilization § Hygiene Products § Sutures § Bandages Supplies Pacemakers Coronary Stents Prosthetics Heart Valves Diagnostic Products Consumer Products § Blood monitors § Home healthcare J&J Cordis Medtronic Boston Scientific Guidant MR/CT EP/Nuclear/X-Ray Fluoroscopy Ultrasound Therapeutic / IGT Siemens Medical GE Healthcare Abbott Labs STERIS Tyco Healthcare J&J EES Dade Behring Baxter Neurology Ophthalmology Orthopedics Pediatrics § Other Mc. Kesson Cardinal Health Fisher Scientific Invitrogen
Medical Industry Issues § Key Issues By Role § Key Issues By Product Type § 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) § EQUIPMENT § § Account planning & segmentation Opportunity & Forecast Mgmt Track installed base (assets) Account & Contact team § DEVICES § § § Physician YTD sales ($ and units) Med. Ed 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 On. Demand Q 4 2004 Release Features § Accounts and Contacts § § Medical-specific fields Account-Contact Relationships Affiliations Addresses § Forecasting § Account & Contact Revenues § Product or Product Category § Medical Events (Med. Ed) § New object and views § Invitees § Session details § Sales Literature § Management § Detailing § Device Tracking § Territory Management § Service Enhancements § § § § Expanded Marketing & Sales analytics Integrated Contact On. Demand 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 § On. Demand Microsite (My. Siebel > Prouct Portal > Siebel CRM On. Demand > Industry Solutions > Life Sciences) § Sales Training Webinar (Deep Dive – Fall Release: Medical) § Siebel CRM On. Demand Life Sciences Edition Data Sheet § Siebel Medical Microsite (My. Siebel > 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 (On. Demand) Other miscellaneous § Pre-populated Demo Accounts § Log an SR for each account request (My. Siebel > Help Desk) § Specify: § § § SR Type: SR Area: SR Sub-Area: On. Demand HD On. Demand - Request Demo Accnt Med - English - USA § New accounts are available the next day after requesting them § § § Requests must be received by 3 pm 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
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