1. Agenda
• Brief introduction to CDM
• Presentation of standard Microsoft CRM for Pharma
• Getting started
• Standard roadmap
• Standard proporsal
• Standard data imports
• Next activity

2. CDM in short
Startet 1986 in Danmark
+100 employees
Copenhagen, Oslo and Kiev
CallCenter Solutions Pharma
Turnkey 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 certified
Reboot 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

3. 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

4. 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

5. CDM Microsoft CRM Software architecture
Pharma Basis Module
IntegrationTool
Mobile
Microsoft CRM
Dynamics CRM Metadata
CDM Development
foundation
Salesforce
ABC
Event
KOL
Telemarketing
LoyaltyProgram
e-survey
Customizations

6. 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

7. 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

8. 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

9. 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
Send
material
Booking
call
Content
call
Deliver
product
message
Send
e-survey
Report
Fillin
and
send
form
Y
No
sample
received
Y
N
N
N
Sample
received
Y
N
Send
email
Checkif
GP
received
sample
Material
offer
Sample
offer
Emailinfo
offer
Action
Informat
ion
Decision
Detailing

10. 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

11. 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
Key Opinion Leader

12. 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

13. 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)

14. 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.)
Pharma Data
•Cegedim
•a’PureBase
Market &
Sales data
• IMS, etc.
Standard solution
External
Internal
Configurable
ERP
System
BI
System
Integration Tools

15. 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
MobileCRM
Client Application
SQL Server
Compact
Client Database
ClientServer
Microsoft
Dynamics CRM
Mobile Device

16. Standard proporsal Unit
price
No. Total
EURO
Software and support
Pharma 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
Consultancy
Standard 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

17. 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