IdealNet Podcast Lifesciences User Experience Management

2933 West Germantown Pike
Building 2, Suite 204
Fairview Village, Pa 19409
USA
Toll Free : 800 618-0836
Fax : 610 666-1006
Email : info@idealnetinc.com
Toll Free : 800 618-0836
Fax : 610 666-1006
August 3, 2012
Enterprise User Experience
Management for Life
Sciences

© 2010 IdealNet, Inc.Page 2
Taking Your Business to the Next Level™
Agenda
• IdealNet, Inc. overview
• Enterprise user experience management for life sciences – published in
April, 2012 and referenced as authoritative source in Wikipedia
– State of the life sciences market
– Application performance management market
– User experience management
– Use cases for user experience management in life sciences
• User education and training
• Information technology CIO dashboard
• Help desk optimization
• Best business process/compliance
– Summary and findings
– Leading vendors and vendor focus
• Questions & Discussion

State of the Life Sciences Market
• Legislative burdens get heavier
– Recent Supreme Court ruling on branded payments to generic
• Penalties continue to grow
• U.S. companies need to acquire new drugs – they can no longer afford
to develop them
– The cost is now between $1 billion and $1.5 billion to get new drug to
market
• International generics companies are now beginning to fund their own
R&D
• The information technology infrastructure is more complex than ever
– The infrastructure is redundant, virtualized and monitored more than ever
before
• Human processes, especially compliant ones, are essentially managed
the way they were 10 to 20 years ago!

Technology Trends in Life Sciences
• No “off-the-shelf” software you can easily use
• Movement to the cloud, is very slow if at all
– The compliance issues make it easier to keep critical systems on-premise
• SAP® is in over 90% of the top 200 pharmaceutical companies
– 20,000 seats is not atypical
– Some accounts have over 75,000 seats using SAP applications
– 75% to 90% or more of the existing SAP customers will move to Hana® -
new in-memory database environment
• Tremendously complex integration with government compliance,
chargebacks, rebates and more
• Mobility is seen as offering strong value proposition for doctors
• Half of the largest pharmaceutical companies in the world have licensed
enterprise class user experience management
– ROI is quite large which made these firms the early adopters a few years
ago

Application Performance Management Market
• Legacy market
• $2 billion + a year
• Focused on the performance of the software and infrastructure that
supports it
– Processors
– Storage
– Networks
– Applications
– Security
• Dashboards
– Alerts are used every day
– Manual implementation is often essential
• Scale of Capability
– Simplest is scripted alerts
– Basic dashboards – proprietary and BI based
– Some deliver full core analytics for drill down into system trends

User Experience Management (Monitoring)
• Overview of UEM
– Some analysts include UEM within Application Performance Management
• $100 million dollar segment – 5% of APM
– Other analysts view UEM as a separate space
– Idealnet perspective - what does it matter?
• Product variation is extensive within the segment – it is a new market
• Most relevant to customers is the use case that a given product can
support versus their needs and the potential for return on investment

User Experience Management (Monitoring)
• Market Segmentation
• We are the first to segment this market by use case which helps
customers identify the true value proposition of relevance
• Identified Enterprise class user experience management as
addressing high value, unique use cases with desktop agent for
performance capture of infrastructure and user proficiency
• Advanced UEM - desktop agent for performance capture of
infrastructure
• Basic UEM – scripted approach to instrumenting a few transactions

Why is User Experience Management Important?
• Basic user experience management
– It is often critical to measure transactions end-to-end, inclusive of network
traffic and overhead to understand true capability
– These measurements are usually simulated, synthetic or robotic
– A core part of the state-of-the-art in level 2 & 3 functional support
diagnosis tools
– An adjunct to help arbitrate problems with service level agreements

Why is User Experience Management Important?
• Advanced and enterprise class
– Actual user measurements from the desktop address a larger value
proposition in enterprise class
– Desktop agents are more accurate and tell you exactly what is happening
and where
– The data has a far broader capability to deliver return on investment
against a set of specialized solution scenario’s
– User performance and user proficiency add the potential for millions in
return on investment

Platforms Which All UEM Must Address
• Network
• Storage
• Thin Client (Citrix®)
• Client Server
• Web
• Windows
• Mobile Devices
– Reports and alerts
– More transactional data over time
• In-House Data Center
• 3rd
Party Cloud (perhaps)

Applications Mix – Where Do You Focus?
• 500 to 800 applications in a typical large life sciences company
• Another 1000++ more that are in various states of storage and disrepair
• 10 to 20 major enterprise applications that receive 90% or more of
available funding and staffing resources
– ERP
– Financials
– CRM
– HR
– BI
– Compliance
– Billbacks/Chargebacks/Rebates
• Focus on top 10 to 20 major applications will likely have your best ROI
for risk reduction (penalty avoidance) and compliance best practice

Segmentation
Category – Basic UEM Comments
Alerts, SMS, Pager Mandatory
Pre-packaged Reports Creating custom reports is often
difficult
Designated Transactions User must generally script everything
from scratch – every transaction,
every screen, every selectable
element
Custom Transactions No inherent support – this must all be
scripted
Measurement Point Server side or simulated (robot,
synthetic) user for timing data
Domains Covered Performance of infrastructure from
user perspective

Segmentation
Category – Advanced UEM Comments
difficult
element
scripted
user perspective
Measurement Point Desktop agent for every user

Segmentation
Category – Enterprise Class UEM Comments
difficult & BI based analytics
element
scripted
user perspective & performance and
proficiency of user execution
Measurement Point Desktop agent for every user

Use Cases By Segment
Segment Use Cases
Basic Tie transactions to alerts/notifications
Instrument specific transaction as
part of diagnostic process
Advanced Understand specific performance by
user, by desktop, by IP node
True service level agreement (SLA)
Enterprise All advanced cases above
User error and workflow opens new
high value use cases:
User education and training
Information technology – CIO dash
Help desk optimization
Best process and compliance

High Value Use Case – Education and Training
• Major enterprise applications require ongoing training
• Targeting is difficult
• Measurement of before, during and after is marginal
• Understand the relative merits of alternate training technologies
• Understand your team
– 10% best – your subject matter experts in major enterprise applications
– Mainstream
– Segment of user population needing remediation

High Value Use Case – CIO Dashboard
• Data which has not been available before without manually
investigating vendor specific logfiles and parsing by hand
– certainly no real analytics to any of this data
• Define the true service level agreements (SLA) with less contention
• Understand the gap between performance perceptions and reality
• A true view to enterprise performance
• A true view to the cost of user error – huge but invisible impact
• Resolving problems for which known solutions have been beyond
reach
• The CIO has never seen some of this data before!

High Value Use Case – Help Desk Optimization
• Improve the existing process
– Reduce interrogation and the great “paper chase” to understand exactly
what is wrong
– Less phone calls
– Less investigation time
– Lower call times
– Very strong ROI for this one $$$ - most large customers have potential to
gain several million in operating benefit per year
• Pro-active
– See clusters of errors
– Understand severity and impact
– BI can bring a view to economic impact – powerful capability
• The cost of this user error or system error
• # of users * frequency * time per error * salary = soft operating loss
– Change the face of customer service – this is big
– 2,000 errors in Remedy® system today versus 10,000 errors which
actually happened but were not reported

High Value Use Case – Best Process & Compliance
• Ability to audit, by user, an abbreviated version of workflow through
any transaction
• Assess compliant practice versus everything else
– Government pricing is like the Terminator
• It has no mercy
• It has no understanding
• It won’t stop until it gets you (finds a problem)
• Understand problems – as before remediate with training
– The alternatives are astronomically expensive – penalties are huge
– Vendor focus sponsor has a special capability called Field Level
Monitoring which allows you to potentially see every data entry depending
on how long you keep/store transactional data

Summary and Findings
• Substantial opportunity for top 200 pharmaceutical, top 50 medical
device manufacturers, top hospital systems and top health insurance
• Rapid implementation
• Fairly minimal risk – generally non-invasive to back end systems
• Leading vendors with basic UEM
– Hewlett Packard®
– CA Technologies®
– SAP®
– IBM®
– BMC®
– Others
• Leading vendor with advanced UEM
– Aternity®
• Leading vendor with enterprise class UEM – adds user proficiency!
– Knoa® software

Vendor Focus – Enterprise Class – Knoa Software
• We recommend a close look at Knoa Software
• Knoa Software is a market visionary in the developing segment of user
experience management. Their view of overall direction and capability
set them apart and positions them to continue success as the user
experience market develops
• EPM for SAP® and Oracle Siebel® maps to our recommendations for
enterprise class offering – leads the market in capability
• Strong customer base
– Several hundreds of licensee’s, global reference base
– Major channel through SAP®
– Other unannounced, potentially powerful channel relationships – we will
see this product everywhere
• Unique data fuels the four enterprise class use cases
– User error, system error, user workflow with analytics front end

Select Publications of Christopher Biddle
• Della Vecchia, K., Biddle, C.C., Pharmaceutical Price Pressures: Challenges
and Opportunities,”PharmaInfo. Net monthly column, September 2009.
• Biddle, C.C., “Detailed Present Value Analysis of Nuclear Medicine
Contracts,” Customer report with detailed financials and analytics, May 2009.
• Beatty, T, Biddle, C.C., “Life Sciences Part D Whitepaper: Get Ready for Part
D Changes That Are Coming,” Life Sciences Insights, May 2009.
• Biddle, C.C.,“Stop the Bleeding,” Pharmaceutical Executive Magazine,
October 2008 issue.
• Biddle, C.C., “Complete Product Suite Unique Business Value (UBV) and
Return On Investment (ROI) Calculator including : NPV, IIR, KPIs,” I-many,
Inc. Toolkit, August 2008.
• Biddle, C.C., “Why Validate?,” PharmaVOICE.com Thought Leader Interview,
June 2007.

2933 West Germantown Pike
Building 2, Suite 204
Fairview Village, Pa 19409
USA
Toll Free : 800 618-0836
Fax : 610 666-1006
Toll Free : 800 618-0836
Fax : 610 666-1006
Contact Christopher C. Biddle at cbiddle@idealnetinc.com
Thank You
Visit us online at www.idealnetinc.com

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