1. CX Strategy in Life Sciences
Openworld 2013

2. Oracle Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

3. Session Agenda
Introduction Tim Kvanvig – Oracle Life Science Business Unit
Oracle Life Sciences CX Strategy Piers Evans – CRM/CX Product Strategy Director
Life Science Use Cases Andrew Keleher - Senior Director and CX Applications Architect Stephen Harris – CX Sales Consulting Manager
Q & A

4. Life Sciences in the Past
Scripted Sales Pitches
Abundance of new brands on the market
Brand Centric
Physician choses and prescribes the best brand
Life Sciences
Company
BRAND
Physician or
Lab Technician
Large Sales Forces
Less
Regulations
Aggressive Go To Market
The traditional go to market in Life Sciences has been brand centric, with the focus on the Sales Reps directly influencing a single point of contact (usually the Physician or the Lab Technician).
There was an abundance of new brands, less regulations and a lot more direct influence.
How times have changed…
Direct Influence
Sales Rep per Brand
Single Source of all knowledge

5. Sole Focus on the Prescriber Increasingly Ineffective98 15 56
Only 56% of prescribers are willing to meet with reps
The average rep interaction is only 98 seconds
A full product discussion occurs in only 15% of calls
This sole focus on the Prescriber is not effective anymore.
Healthcare professionals are buys people, and can’t afford to spend time talking to sales reps. Just over half are even willing to meet a rep, and when they do, the interaction is less than 100 seconds. A full product discussion occurs in less than 15% of calls.
And these numbers continue to go down…
Sources: “A Prescription For Change,” Oliver Wyman, 2008; “Sales Force Effectiveness: The New Strategic Imperative,” IMS

6. Need for Continuous, Cross Channel Dialogue & Interaction
Social
Contact Center
Social
Web
Face 2
Face
Contact Center
Web
There is a real need for Continuous, Cross Channel Dialogue & Interaction
And Sales is just one channel. This needs to be consistent across Social, Contact Center, Mobile, the Web
And it’s not just the Prescriber anymore – there is a a New Landscape of Customer Touchpoints
Mobile
Across a New Landscape of Customer Touchpoints

7. Life Sciences Today New Customer Landscape
Prescribers
Payers
Providers
Patients
With all that said, the Customer Landscape has dramatically changed, and rather than just having the Prescriber to influence – you must now consider the producer, payer and patient as well.
Things are very different, and there are a lot more customer touch points and interactions to consider now.
the prescriber chooses, the provider makes available, the payer pays and the patient consumes

8. Rise of the Digital Life Sciences Marketer
“Nearly one in four direct sales force interactions have been replaced with digital interactions for targeting doctors, providers, payers and patients over the last two years”
Life in the New Normal: The Customer Engagement Revolution
Accenture Research 2013
According to an 2013 Accenture survey of 200 sales and sales and marketing executives at large pharmaceutical companies, 25% of all interactions in the past 2 years have been digital with an expected growth of 26% in the next 2 years. By 2016, about half of prescriber interactions will be digital and non personal. Digital marketing plays in both sides of the product lifecycle – during new drug introductions or with drugs facing generic competitions where there is a need to improve digital conversations and wrap services around the products to maintain share

9. Your Customer Awaits Personalized & Relevant Messaging
Customers want to receive information that is unique and relevant to their daily lives. In marketing, one size does not fit all.
85% of respondents indicated their company’s personalization maturity as 50% or below
30% of HCPs want more marketing content to be delivered via digital media
20% of HCPs want to receive less information in person
57% of physicians indicated they were interested in using video detailing
Today’s Customer Responds to Personalized & Relevant Messaging
Customers want to receive information that is unique and relevant to their daily lives.
In marketing, one size does not fit all.
In that small amount of time you do get with the customer – you need make sure it counts. Don’t show them irrelevant brand content – make it specific – make it relevant!
*Source: Multichannel_Closed_Loop_Marketing___Digitally_Transforming_the_Life_Sciences_Industry.pdf

10. Refocus The Customer Experience
Only Oracle Can Connect Every Engagement Your Customer Has With Your Brand
To stay successful – you must refocus the customer experience and connect every engagement your customer has with your brand

11. Oracle CX Connects Every Engagement Your Customer Has with Your Brand
Leader in CRM Lead Management
Leader in E-Commerce
Leader in Sales Force Automation
Leader in CRM Web Customer Service
Leader in CRM for Large Organizations
Leader in CRM Customer Service Contact Centers
Leader in CRM Suite for Customer Service Solutions
In Store
Contact Center
Social
Field Service
Mobile
Direct Sales
Web
Oracle Marketing
Oracle Commerce
Oracle Sales
Oracle Service
Oracle Social
Channel Sales
Foundational Tools
The Oracle Customer Experience Portfolio is made up of applications that help business improve their customer experience through the whole lifecycle with best of breed applications for Marketing, Commerce, Sale and Service
In today’s world with the emergence of social it’s critical that we have social tools and capabilities which is why we call social out next to the key product pillars or processes
Under pinning these applications is a set of foundational tools and technologies that underpin the applications and accelerate their development
Oracles strategy is to be open, complete, integrated and best of breed and you see this in the CX Portfolio
These applications work together but also are capable of being deployed stand alone because we recognize someone will not always buy every box from Oracle
By taking this approach of being open and standards base we enable our applications to not only work with each other but 3rd party applications that customers may already have or may chose to purchase in the future
Oracle Cloud
Infrastructure and Platform Services
Oracle Mobile, Portal and Content Tools
Oracle MDM, BI and Decisioning Tools
Oracle Integration and BPM/SOA Tools

12. Oracle Life Sciences CRM Solutions Supporting The Needs of Life Sciences Companies
Drive Sales Effectiveness
Deliver the right messages to customers
Integrated Service
Account Management, Business Planning, KOL engagement, Sales visit planning & reporting, Samples Management
Personalized Content Delivery, Sales Rep Detailing, Multi-channel marketing campaigns, Cross-channel interaction
Integrated Service Support to provide information through Chat, Co-Browse and automatically create the activity for reference
Mobility – anytime, anywhere access
Flexible Cloud Deployment Support
Oracle sees all of these engagements as part of a continuous Customer Relationship Lifecycle.
There is a need for a continuous, Cross Channel Dialogue & Interaction
Whether you are trying to market and sell to your customer in order to influence the use of your brand, or support and server them in order to retain them as a customer – it is a continuous flow.
There will be a Need for your brand in the market – and you need to best understand this using every available data point you can get your hands on
You need to deliver a personalized customer experience, so you must segment and target in a relevant way – going to market via the most effective channels
You must persuade and influence your customer to use your brand
Payment must then take place – which in an ever evolving stakeholder ecosystem – isn’t just one physician signing a cheque anymore!
Treatment is then provided, and brand availability is always key
Progress is then tracked, and any issues or adverse events must be logged and tracked through
Patient and Prescribers may have Medical Inquiries or Product Issues and will want to answers
And rather than always being reactive, proactive education can then take place to counter and brand issues or product miscommunication
Mobile offline Selling solutions, Designed by sales reps for sales reps, next generation devices
Advanced security & flexibility, Extensible configure to code platform, deep Industry editions

13. The Challenges for Life Sciences Selling Forces The Brand Needs to Make Every Interaction Count
Highly competitive customer environment
Difficult to access customers
Need to make every interaction count
On the Road, intermittent connectivity
Require easy use and access CRM
Oracle sees all of these engagements as part of a continuous Customer Relationship Lifecycle.
There is a need for a continuous, Cross Channel Dialogue & Interaction
Whether you are trying to market and sell to your customer in order to influence the use of your brand, or support and server them in order to retain them as a customer – it is a continuous flow.
There will be a Need for your brand in the market – and you need to best understand this using every available data point you can get your hands on
You need to deliver a personalized customer experience, so you must segment and target in a relevant way – going to market via the most effective channels
You must persuade and influence your customer to use your brand
Payment must then take place – which in an ever evolving stakeholder ecosystem – isn’t just one physician signing a cheque anymore!
Treatment is then provided, and brand availability is always key
Progress is then tracked, and any issues or adverse events must be logged and tracked through
Patient and Prescribers may have Medical Inquiries or Product Issues and will want to answers
And rather than always being reactive, proactive education can then take place to counter and brand issues or product miscommunication

14. CX for Life Sciences Customer Relationship Lifecycle3
Persuaded &
Influenced 8
Educate 4
Pay &
Prescribe
Influence
Market & Sell
Retain
Support & Serve 7
Medical
Inquiries
& Research 2
Segment
& Target 5
Provide
Treatment
Oracle sees all of these engagements as part of a continuous Customer Relationship Lifecycle.
There is a need for a continuous, Cross Channel Dialogue & Interaction
Whether you are trying to market and sell to your customer in order to influence the use of your brand, or support and server them in order to retain them as a customer – it is a continuous flow.
There will be a Need for your brand in the market – and you need to best understand this using every available data point you can get your hands on
You need to deliver a personalized customer experience, so you must segment and target in a relevant way – going to market via the most effective channels
You must persuade and influence your customer to use your brand
Payment must then take place – which in an ever evolving stakeholder ecosystem – isn’t just one physician signing a cheque anymore!
Treatment is then provided, and brand availability is always key
Progress is then tracked, and any issues or adverse events must be logged and tracked through
Patient and Prescribers may have Medical Inquiries or Product Issues and will want to answers
And rather than always being reactive, proactive education can then take place to counter and brand issues or product miscommunication 1
Need
(Understand
the Market) 6
Track Progress
& Manage Issues

15. Session Agenda
Introduction Tim Kvanvig – Oracle Life Science Business Unit
Oracle Life Sciences CX Strategy Piers Evans – CRM/CX Product Strategy Director
Life Science Use Cases Andrew Keleher - Senior Director and CX Applications Architect Stephen Harris – CX Sales Consulting Manager
Q & A

16. Market Insight
Multi Channel Sales & Marketing
Nurture HCP
Plan Face 2 Face Visit
Review Digital Body Language
Execute Call & eDetailing