Sourcing ePrints for iPads - Delivering Value and Minimizing Risk


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Restrictions are being placed on pharma and medical devices in terms of how products are sold and promoted while many promotional giveaways are no longer permissible.

Exceptions can be made by healthcare providers for educational, fact-based materials such as reprints of STM (scientific, technical, medical) journal articles. These materials can be leveraged to engage healthcare professionals in the selling process while remaining compliant.

This presentation covers the sourcing strategies for educational materials that maximize value in terms of boosting sales as well as minimize risk by compliantly engaging healthcare providers.

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Sourcing ePrints for iPads - Delivering Value and Minimizing Risk

  1. 1. Sourcing ePrints for iPadsDelivering Value - Minimizing Costs & Risk 25 January 2011
  2. 2. Agenda1. What are ePrints?2. The Supply Chain3. Size of ePrint Spend4. Spend Trends5. Different Apps – Different Purposes6. Maximizing Value – Minimizing Risk and Costs7. The Total Cost of Ownership Case8. Consult Suppliers pre RFP?9. Summary
  3. 3. What are ePrints?
  4. 4. What are ePrints?
  5. 5. What are ePrints?
  6. 6. What Does the Supply Chain Look Like?The flow of ePrints Aggregators: • eDevelopment • Ease of access • Order aggregation Publishers: • Own content Pharma & Device IP Companies: • Determine • Buy ePrints to price boost sales • Control usage rights Ad Agencies: • Buy ePrints on clients’ behalf for campaigns
  7. 7. How much is spent oneprints & reprints?
  8. 8. …but spend is  Creative servicesspread across  Media buyingcommon marketingcategories  Meetings & events  Printing  Advertising  Promotion  Campaign spend
  9. 9. Spenddriversbeforethe iPad!
  10. 10. “There appears to be something of an iPad arms race…” -- Wall Street Journal“Several major pharmaceutical companies are putting thecart before the horse by purchasing iPads in large quantitiesprior to even owning a single application to run on the iPad” - Computerworld
  11. 11. Apps Displaying Articles do Different Things • Facilitate brokering better content deals • Publisher agnostic user Licence  experience compliance  Apps Manage customer interactions eDetailing CRM Apps AppsInteractive customerexperience guides salesconversation
  12. 12. Factors that Impact Value, Cost and Risk = positive impact = negative impact RiskApp without licence compliance functionality Non-copyright compliant vendor Inadequate reporting for Sunshine Act Off the shelf app “Precision” licensing Disjointed content/ technology purchasesConsistent user experience Legislation re give-aways Aggregated procurementUsage tracking User confidence in reprints Value Cost eDetailing / app integration
  13. 13. Consistent User Experience • ePrint formats are inconsistent across the Publisher community. • Some ePrints will not display on an iPad, others require downloading an .exe file. • ePrint aggregators who can normalise this to deliver a consistent seamless user experience add real value.
  14. 14. Precision Licensing• Trusted app technology which can control and report on how many times an article is viewed, forwarded or printed means lower content licencing costs, or more content to enhance the user experience. • Publishers may add a hefty fee if no technical controls are in place to factor in loss due to expected abuse of their content. • ePrint aggregators with this technology add real value
  15. 15. Aggregated ePrint ProcurementNon-Optimized: Up to 50% total savingsOptimized: Group $ Savings
  16. 16. Total Cost of Ownership: Case One • In-house development of app • No licence compliance functionality • Decentralised ePrint procurement Total Cost of Ownership Order placement costs Publisher content licensing costs System maintenance Training Development costs Time Example for illustration purposes only
  17. 17. Total Cost of Ownership: Case Two • Licencing of 3rd party app • Licence compliance functionality • Consolidated/Co-ordinated ePrint procurement Total Cost of Ownership Aggregator fee Publisher Achieved through content volume discounts licensing costs and copyright compliance System maintenance functionality in app Training Development costs Time Example for illustration purposes only
  18. 18. Total Cost of Ownership: Case Two • Licencing of 3rd party app • Licence compliance functionality • Centralised/Co-ordinated ePrint procurement Total Cost of Ownership Aggregator fee Publisher content licensing costs Training App licensing fees Time Example for illustration purposes only
  19. 19. Consult the supply market? When to engage vendors pre RFPHigh 2. Growth Market 3. Mature Market Some benefits in engaging vendors pre RFP Limited benefits in engaging vendors pre RFP Growth in Demand Reprints 1. Early Adoption Market 4. Commodity Market Significant benefits from engaging vendors pre Very limited or no benefit in engaging RFP vendors pre RFP ePrint iPad solutions Uncertainty about what the market canLow supply and what the optimal solution is Low High Number of providers
  20. 20. Summary• ePrint spend is set to explode driven by the explosion in iPad adoption in pharma sales.• Spend aggregation and app technology which guarantees copyright compliance drives lower content licencing costs.• Licencing ePrint app technology is cheaper than developing it in-house.• Don’t just focus on cost. Apps which guarantee a consistent user experience despite publishers different ePrint formats, add real value.
  21. 21. More Information…ePrint / Reprint Buyers Guide available from Reprints DeskMore about Reprints Desk’s Article Viewer iPad app:
  22. 22. Thank you.16