The document discusses two proposed solutions: an e-CRM site to deliver client services and support Medicsight's products, and a Community of Practice (CoP) site to facilitate collaboration between Medicsight and medical professionals. The e-CRM would be a tactical extension of client services, while the CoP is a more strategic site focusing on collaboration to help develop new products. Next steps recommended developing prototypes and further defining requirements for the e-CRM, and conducting additional investigation into the CoP proposal over 4-6 weeks.

1. Golden Gate
“Providing a bridge that can maintain our contact with
clinicians and partners”

2. Introduction
• Position today
• Problem definition
– e-CRM
– CoP
• Two solution approaches
– Vision & Objectives
– Scope
– Features & benefits
– Timing & Costs
– Linkages and leverage
• Summary
• Next Steps

3. Position Today
• Client Services department created July 2004
• Progress so far:
– Selected, installed and using incident management system
‘Footprints’
– Developed new support processes and SOP’s based on ITIL best
practices
– Developed Ready For Service approach to product release
– Initiated contact management with tech partners and beta sites
– Re-written user manual’s for all three products
– Installed in 19 sites, delivering initial product training to many
– Produced initial CD-ROM training materials
– Supported overseas conferences providing product
demonstrations.

4. Problem Definition – e-CRM
• The transition of our product deployment strategy
from a Application with a UI to API reduces our
visibility with end users of products which means:
– That we lose contact with their requirements and inputs to
help develop the future products
– They aren’t aware that Medicsight is the technology provider
in the applications
• The use of Partners to distribute our products instead
of dealing directly with the end customers reduces
our contact which means:
– We are unaware of issues where end users do not
understand how to use the Medicsight Technology and are
failing to get full value of our product

5. Problem Definition – CoP
• The migration of screening procedures from Optical Colonoscopy
to CT Virtual Colonoscopy is being slowed down / resisted
because there is a lack for trained readers to perform the reporting
which means:
– That the slow adoption of CTC will limit the market for our industry
leading Colon CAR losing valuable market development time, allowing
competitors to catch up.
– The use of partners to distribute our product prevents the users from
being aware that Medicsight is the technology provider within the
applications
• The lack of knowledgeable readers means we draw on a limited
number of experienced users to guide our product development,
which means:
– That products are developed in a “make and sell” predictive
way or we develop products that are limited to a small section of
the market
– We run the risk of being behind the market curve without wider
consultation

6. Solution Approaches
1. Develop a full e-CRM solution with our internal resources that
links to our current website and provides capabilities to inform
at a wider level than just Medicsight products (i.e. information
and discussions on a procedure)
2. Develop a Strategic Community of Practice (CoP) type website
with rich technology infrastructure such as e-learning, Webinar
conferencing with decision support to aid the access to current
knowledge, exchange of knowledge and the learning by both
Medicsight and the clinical community. Other functionality to
add value such as facilitation of the CME certification for clinical
members.

7. Vision and Objectives – e-CRM
• Provide a Client Services Portal that supports our
distribution partners and provides a bridge to the end
users / clinicians who are using products that contain
Medicsight Technology
• Provide a Client Services Portal that helps support
potential Medicsight technology users to aid their
understanding of the issues, applications and
solutions to their clinical problems.
“Medicsight is rated as world class for its support services
to partners and end users of Medicsight Technology”

8. Scope – e-CRM
• The e-CRM service should provide some or all of the
following:
– Personalized presentation of services and information
– Delivery of training in the use of Medicsight Technology
utilising a tool such as WebEx to deliver training.
– Delivery of information and possibly training in the procedures
that Medicsight technology supports i.e. CTC
– Access to Your Support Log and the ability to check on status
of incidents and add new ones etc.
– Ability to download product information, manuals and train the
trainer materials for partners

9. Audience - e-CRM
User Key Requirements
Partner users Product Manuals and training materials (train the trainer)
Product Training including API for partners developers
Current registered users/partners could access
Footprints support system.
MS technology
users
Information of clinical relevance pushed to users who
register an interest promoting site visits
Communication and collaboration on Medicsight
Technology tuning i.e. discussions of filter settings
Training on product use, setting of expectations
Administrator Ease of updating of content, Membership maintenance
Global emailing
New potential user Product Specifications, case studies, downloads etc…

10. Features & Benefits - e-CRM
Feature Benefits
Personalisation User create accounts so we know who is using
Targeted information of clinical relevance can be pushed
to users who register an interest promoting site visits
Current registered users/partners could access Footprints
support system.
Downloads could be restricted on items such as Product
Manuals and training materials (train the trainer)
Discussion
Forums
Promote communication and collaboration on Medicsight
technology tuning i.e. discussions of filter settings
Product Training Medicsight product training – “how to” type
Product
information
Specifications, case studies etc…

11. Features & Benefits - e-CRM
Feature Benefits
Product
Download
Providing trial applications/upgrades to partner’s installed
based from clicking a button. [this may have limitations from a
regulatory position as it would represent a patch to software, so
configuration management would be compromised]
Providing trial time limited applications to new users.
License Updates Reduce the need for keys and speed up the license
management of the products.
Feedback
Mechanism
Suggestion boxes, email feedback, surveys can all
provide feedback on product performance, features and
development direction.

12. Solution Examples e-CRM
• Client Services Web
• WebEx Training

13. Timing & Costs - e-CRM
• Initial site available 1st
May 2005
• Resource requirements
– Project work
• Project Manager – DW 100% of his time
• Site Building – MB 100% of his time from last week of Feb.
– Software Costs
• Branded WebEx training site £3k
– Hardware Costs
• Non runs on existing hardware.
– External Costs
• Content creation 5-18k per hour of professionally produced e-learning
content (optional but speedy)
– Ongoing costs
• WebEx £700 per month for max of 5 concurrent users unlimited time

14. Linkages and Leverage - e-CRM
• Links could be made to:
– I-ELCAP (Early Lung Cancer Action Program)
– Partner product pages(GEC, Medical Inst)
– Medicsight ...
• Leverage
– Key Opinion Leaders participating in some pre-recorded
Webinars
– Brand awareness

15. Community of Practice
• A group of people who share a concern, a set of problems, or a passion
about a topic, and who deepen their understanding and knowledge by
interacting on an ongoing basis (Wenger et al, 2002, P.4)
• Strategic Partnering between Medicsight and the clinical community to aid
product development and to help increase the rate of uptake of CTC as a
mechanism for CRC screening
• Characteristics
– The purpose is to understand CTC requirements to help build new
products for the future and assist the creation of knowledge and
capabilities of members in practicing CTC
– Membership – Self joining, member invited or Medicsight suggested
– Jointly developed by members and sponsors
– Evolve by purposeful planned development
– Visibility – Global
– Knowledge creation -> knowledge sharing -> knowledge use

16. Vision and Objectives – CoP
• Provides a Community of Practice Portal that focuses on:
– Collaborative development moving Medicsight from a “make and
sell” mentality to one of “sense and respond”.
– Supporting the implementation of CTC in hospitals
– Alignment of purpose speeds up knowledge creation
– Provides community members with information and training on
implementing and helps them use CTC as a mechanism for a
CRC screening program
– Provides CTC Luminaries with the opportunity to explore and
exchange clinical best practices with the community
– Provides Medicsight with an opportunity to get closer to the CTC
market and maintain our pre-eminent position
“CTColon is rated as world class for its provision of information and
services to members and aids in the development of products and
procedures to assist in the implementation of CTC as part of a global
CRC program”

17. Scope – CoP
• The CoP site should provide some or all of the following:
– Personalized presentation of services and information
– Delivery of training in the use of Medicsight Technology utilising a tool
such as WebEx to deliver training.
– Use the Medicsight technology to support the visualisation in training
in the procedures
– Access to functionally rich discussion forums
– Ability to survey members to score on priorities and converge on
discussions
– Ability to download information, cases materials
– e-learning to deliver CME’s or CPD’s for all members of the
community
– Online assessment of e-learning
– KOL led Webinar’s on core CTC issues
– Links to key organizations in the CTC arena

18. Audience – CoP
User Requirements
Radiologists
interested in CTC
Information sources for implementing CTC procedure in their
departments.
Acquire CME points
Radiographer’s
interested in CTC
Information source for supporting the implementation of CTC
in their departments
Acquire CPD points
Expert CTC
Readers (KOL’s)
Exposure of their skills to a wider audience
The ability to collaborate on defining new best practices for
CTC implementation
The ability to collaborate on defining new best practices on
reading CTC scans.
Other community
Sites (ESCAR)
Collaboration opportunities and shared membership
Administrators and
Facilitators
Ease of use and content management

19. Features & Benefits – CoP
Feature Benefits
Personalisation User create accounts so we know who is using
Targeted information of clinical relevance can be
pushed to users who register an interest promoting site
visits
Resumes/home pages with photos
Levels of membership The ability to define members by different levels will
enable the governance of the community to be built
from within rather than managed by external
organization.
Indication of who is
signed on
Promotes feeling of community
Front Page eye
catchers such as
community news and
discussion of the day
Simulates a café mentality, walk in browse and chat

20. Features & Benefits – CoP
Feature Benefits
Clinical Study
Summaries
Summaries of clinical studies pushed to interested
members will gain quick insights about studies relevant to
their patients. Promotion of value and community
Featured Speaker
Webinars
Webinars allow presenters to reach a wider audience,
they can also be saved and archived for later viewing by
new members ($)
Organization
Supporting
Webinars
Support for organizations such as ESCAR … who could
present more papers, without having delegates leave their
home towns. Pre or Post conference webinars
Product
Evaluation
Establish wider review audience which will validate the
planned product release
Product
Development
Requirements gathering on a wider scale with customers
defining and prioritising (voting on requirements)

21. Timing & Costs - CoP
• June 2005 or later
• £30-40,000 for site functionality
• Content generation costs
• WebEx Webinar functionality (no site cost only running costs)

22. Linkages and Leverage - CoP
• Links could be made to:
– ELCAP
– ESCAR
– Medicsight e-CRM and others ...
• Leverage
– KOL’s participating in pre-recorded Webinar
• Archived viewing ($)
– e-learning for members ($) more knowledgeable they are
the better product development input.
– Continued professional development with CME’s CPD’s ($)
– Brand awareness

23. Summary
• e-CRM is focused site dedicated to delivering client services
• e-CRM is a tactical extension of our client services department
• CoP is a strategic site focused on a collaboration between
Medicsight and the medical community to help sense their
needs and supply products to meet those needs
• CoP would help increase our penetration into the CTC
marketplace similar to EZEM (who are the international leaders in the
design, manufacture and marketing of contrast media for gastrointestinal tract
radiography)
• Key is focus on the best vehicle for the right reasons

24. Recommended Next Steps
• e-CRM – Functional Iteration
– Functional Model
– Functional Prototypes, build a white site
– Non Functional Requirements List
– Functional Model Review Records
– Implementation Strategy
– Development Risk Analysis
• CoP
– Move to a 4-6 week initial investigation/business study stage
to define in more detail.