- 1 - Roland Berger Roland Berger perhaps additional software for a connection to ERP systems Group companies Connection directly to the companies ERP system Required technology infrastructure Source: Roland Berger interactive effects; special features, .) additional software applications (e.g. content management software, log file analysis tools, .) E-commerce software Procurement software Market place software E-commerce software IT system integration (data migration, interfaces management, .) IT infrastructure and Internet access (hardware, databases, web hosting, .) Connection via interface database Discussion_Paper_SAG.ppt - 86 - E-commerce at the front-end means marketing, selling, and interactive customer relationship management 1) Depending on country regulations front end e-commerce SellingMarketing CRM OTC-commerce Internet pharmacies Claim management with health insurance and HMOs1) New organization of sales force E-detailing of drugs to doctors in practice and hospital Electronic prescription writing Online product information (e.g. epocrates) Ads on other webpages Link mangement on the web Increase of patient compliance Doctors (practices, hospital) Patients (severe, chronic, OTC, prevention) Hospital purchasers/pharmacist Paymasters, healthcare officials Indirect product marketing through content sites Info sites, electornic brochures, permission marketing Cost reduction in medicalcommunication Bi-directional flow of information/steady marketing effort toward clients Build up relationship to: “Build your community Source: Roland Berger to which conditions? Content sources and managementWhere does the content come from and how is it managed/updated? Source: Roland Berger direct contact to call center - Portal content features - Source: Roland Berger & Partners Discussion_Paper_SAG.ppt - 90 - The business concept represents the basis for a concrete IT-concept Business concept Know-how IT concept 1.Total architecture 1.1Development platform 1.2Runtime environment 1.3Web- and application server 1.4Security/firewall 1.5Mail server and API 1.6Relevant legacy systems 1.7Host/mainframe 2.Data model 2.1Relevant legacy systems 2.2Platforms, formats 2.3Data model specifications 2.4Extraction components 2.5Persistence 3.Provider concept 3.1Administration 3.2Access administration 3.3Training/train the trainer 4.Proof of concept 4.1Functional blocks and extent 5. CRM-Strategy Strategy Source: Roland Berger & Partners Discussion_Paper_SAG.ppt - 91 - The Internet platform needs to have different kinds of interfaces in order to connect its partners and customers Schematic Source: Roland Berger & Partners Homepage Internet WebserverDatabase Interfaces to partners and customers Firewalls Interface 1 Interface 2 Interface 3 Logistics provider: Exchange of order data Content provider: Set up and main- tenance of content Key customers: Electronic product ordering, billing etc., connection to ERP systems Discussion_Paper_SAG.ppt - 92 - Several technological success factors have been identified and shall be obeyed Source: Roland Berger & Partners Technological success factors Security Firewalls need to be installed A sophisticated access authority concept with various security levels is required Each customer needs only one password Intuitive and simple structure of the pages in order to make navigation more easily and to increase speed of page loading Various interfaces (between group companies, customers, logistics providers) need to be installed data exchange should be possible in both directions Platfo rm architecture needs to be modular in order to be able to connect further applications/modul es in the future Systems should be available on a 100% basis Scale of the system needs to be set up to cope with extensive growth of the amount of data User friendliness Scalability Interconnectivity Architecture Reliability Discussion_Paper_SAG.ppt - 93 - E.2. The call-center as a supporting CRM tool Discussion_Paper_SAG.ppt - 94 - The call center solution to be implemented must be oriented towards the cross-corporation, call center-specific demands of suppliers Call center solution Cross-corporation demands Call center- specific demands Supplier demands Strategic objectives Securing/expanding the market position Increasing the revolving ratio Expanding new business Raising productivity Securing/enhancing profitability Reducing internal cost structures Source: Roland Berger & Partners Discussion_Paper_SAG.ppt - 95 - The cross-corporation demands are clarified by means of qualitative and quantitative targets Cross-corporation demands Qualitative objectivesQuantitative objectives Motivated staff Longer opening times Attaining maximum availability levels Quick and uncom- plicated processing Controlling via stan- dardized reports Process optimization More efficient processing Image advantages Raising custo