B2B eCommerce in Health Industry

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  • Global ecommerce sales are growing at more then 19% a year. In 2013, Goldman Sachs predicts, retail web sales will reach 1.trillion. BTW, B2G (Business to Government) via eCommerce is 6 Billion. In 2010, only 4% of B2B companies had an ecommerce website
  • Introduction to B2B eCommerce Business ModelsSpecially in the health business all business models apply
  • Oracle Estimate Development cost: 1m (average)Magento: 20k – 30k (average)Custom Platforms
  • B2B Integrated with B2B
  • Pure B2B
  • B2B eCommerce in Health Industry

    1. 1. B2B eCommerce, “Checkup” και Αντιμετώπιση Stefanos Falkonakis eCommerce Marketing Manager / Reed Elsevier / www.elsevier.com Digital Media Consultant / g360 / www.g360.gr
    2. 2. B2B eCommerce, bubble or burst? Sales in Billions (Dollars) 820.5 680.6 572.5 2010 • • • • 963 2013 2011 2012 Many B2B companies like Oracle, eCommerce will comprise 50% of their total sales. In the US, B2B eCommerce is growing by over 34% annually. Only 25% of B2B companies have an eCommerce website. 81% B2B procurers would choose a supplier that offers eCommerce over another that does not.
    3. 3. Why we must Love B2B eCommerce? Affordable platforms Lower administrative costs Inventory management Live Sales Tracking Live Behavior Tracking Multi vendor usability B2B Companies that have over 50% of revenue coming from Online Channel 28% B2B companies that direct sales are driving most of the revenue but online is growing in importance 31% B2B companies that see no growth in their online business in 2013 5%
    4. 4. Quick Checkup, what are the differences between B2C and B2B eCommerce? Enhanced estimates Reseller pricing and discounts CRM integration (salesforce.com) Advanced eligibility management B2B payments: line of credit and PO Buyer management and hierarchy Advanced pricing and promotions Customized Product segmentation Advanced up selling & cross selling techniques
    5. 5. Direct Sales – B2B eCommerce Business Model
    6. 6. Channel Resellers – B2B eCommerce Business Model
    7. 7. Manufacturers – B2B eCommerce Business Model
    8. 8. Not a management priority No integration with CRM Lack of Internal teams education Rush development PO option as as payment gateway Pricing complexity Sales team compete with eCommerce How to guides Education B2B User Experience Marketing strategy Customer engagement 8 Where do most companies Fail in B2B eCommerce Budget constrains Personal approach Lack of resources Visibility Channel conflict Specialized customer service
    9. 9. Not a management priority No integration with CRM Lack of Internal teams education Rush development PO option as as Channel Conflict between Online Sales & Direct Sales payment gateway Pricing complexity Sales team compete with eCommerce How to guides 52% Where do most companies Fail of B2B companies with a B2B eCommerce website in B2B responded* that Channel Conflict is a big concern. eCommerce Education B2B User Experience *Oracle 2013 eCommerce Trends Marketing strategy Customer engagement 9 Budget constrains Lack of resources Visibility Channel conflict Specialized customer service
    10. 10. Corporate Identity Product mix Collections # Products License Content Pricing Return reasons Strategy Marketing budget Market segments Brand value Target groups Featured products Process flexibility Capacity Countries Returns Payments Fulfillment Single view of customer Video Relevancy Recommendations Behavioral targeting Mobile Personalization Channels Newsletter Loyalty Program Affiliate program Strategic Key Factors for Success in E-Commerce Campaigns Call Center Delivery times Service quality Payment Refunds Self-services Maintenance Stability Usability tests Navigation Business Plan Abandoned baskets Interfaces Features Scalability Customer retention 10 Performance Call Center complaints Conversion rate Publishing lead time
    11. 11. Top eCommerce Platforms for B2B eCommerce websites?
    12. 12. Best B2B eCommerce practices in Health
    13. 13. Best B2B eCommerce practices in Science & Technology
    14. 14. eCommerce is also about Services & Consultation
    15. 15. Summary & Quick Tips • Don’t be afraid of New Technologies and eCommerce. Thank you! S.Falkonakis@Elsevier.com • Don’t be afraid to use B2C practices on to B2B eCommerce. • Engage the Direct Sales with eCommerce. • Invest in Technologies that can support the complexities of B2B organizations. • Focus on the overall customer experience to drive customer acquisitions and retention.

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