Cegedim Relationship Management
Key Perspectives on
Customer Databases
November 2013
Agenda
Introduction
2013 Survey Results
Executive Summary
Recommended Readings
Contacts
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Key Perspectives on Customer Databases
INTRODUCTION
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Cegedim
Our Vision
“Guide clients through the continuous
transformation of the Life Sciences industry”
Our Mission
“Provide innovation in the sales, marketing
& medical processes for Life Sciences with
state-of-the-art technology, comprehensive
value added data & industry leading
services”
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Cegedim
43 years
8.100
experience improving
sales & marketing
employees worldwide
€922 million
86
revenue in 2012
countries supporting
customers
Listed on NYSE Euronext Paris
1,1% Increase vs. 2011
Relationship
Management
for Life Sciences
59% Outside France
Software &
Services
for Healthcare
Professionals
Solutions &
Services
for Healthcare Insurers
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Cegedim Relationship Management
KNOW
13.7M
HCPs in 73
Countries
COMPLY
20M
Aggregate spend
transactions Globally
PERFORM
PROMOTE
50K+
5M+
Tablet and
smartphone users
Prescriptions filled
thru Co-Pay
EVALUATE
SUPPORT
20K+
1.5M
Analytics users
Calls Supporting
Commercial Teams
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Key Perspectives on Customer Databases
SURVEY RESULTS
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Results from an Industry Survey
2011
2013
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Data Usages
2011
1. Targeting strategy
2. Territory management
3. Customer knowledge
for Sales force
effectiveness
2013
1. Targeting strategy
2. Territory management
3. Customer knowledge
for Sales force
effectiveness
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Data Usages
What for?
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Data Values
Main Attributes
2011
2013
1. Accuracy
96%
2. Freshness
88%
1. Accuracy
82%
3. Coverage
81%
2. Flexibility
65%
3. Freshness
64%
4. Coverage
58%
5. Completeness
45%
4. Completeness 67%
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Data Values
How to guarantee Accuracy?
Processes listed as best practices for validation
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Data Quality
What’sthe
the impact
of HIGH data Quality?
What’s
impact?
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Data Quality
What’s the impact of POOR data Quality?
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Data Management
Inhouse or Outsourced ?
2011
Inhouse
2013
Outsourced
Outsourced
51%
+ 4 pts
49%
47%
53%
Inhouse
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Data Management
Key challenges
2011
1. Matching all sources
2013
2. Establishing a unique
1. Matching all sources
ID/consoling Data
2. Establishing a unique
ID/consolidating Data
3. Verifying Data
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Data Expectations
What to expect from an Outsourced Database?
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Data Investments
Top 3 priorities
2011
1. Customer Master
2013
2. Compliance tools
3. Inhouse Data
management
1. Outsourced DataBase
2. Compliance tools
3. Customer Master
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Data Investments
Major trends
68 %
66 %
65 %
59 %
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Key Perspectives on Customer Databases
EXECUTIVE SUMMARY
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2013 Survey key findings
Values: Accurate data
Validation: Phone verified by data experts
53% of the Surveyed participants already uses Outsourced database services
Challenges: Matching all data and Consolidating a comprehensive view of
customers along with verifying data.
Expectations from an outsourced database: Access full panel of HCPs and
Better Data quality through Professional data experts services
Perspectives: Companies are coming to an understanding that data is becoming
too problematic to collect and maintain internally.
Investments: 68% of respondents plan on outsourcing this non-essential
function and drive new advantages from next generation solutions.
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Cegedim Industry
Survey
2013 EU State of
Customer Data
63% consider phone
verification by data experts as
the most reliable method to
validate
customer data.
Companies are coming to
understanding that it is
becoming too problematic to
collect and maintain data
internally
Targeting
Segmenting
Low Data
Quality
impacts All
levels !
Key Challenges of
managing data internally:
 Matching all sources
 Establishing a unique
ID for each HCP
82% of survey
respondents value
accuracy as the most
important criteria in
selecting a data vendor.
High Quality
data enhance
Sales
&Marketing
Perfomance
68% of Life
Sciences Executives
Plan to Invest in
Outsourced Databases
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OneKey Uniqueness
Only OneKey
provides
Quality data
mined by both
Technology and
Research
Associates
worldwide.
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Key Perspectives on Customer Databases
RECOMMANDED READINGS
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Recommanded Readings
Multichannel: Insights for Measuring Effectiveness October 2013
http://www.cegedimrm.com/Docs_Whitepaper/CRM/Multi-channel-Engagement-Strategy-2013.pdf
2013 US Trends in Aggregate Spend and Disclosure Reporting March 2013
http://www.cegedimrm.com/Docs_Whitepaper/Compliance/US-Trends-AggregateSpendDisclosureReporting.pdf
2012 US Pharma Insights November 2012
http://www.cegedimrm.com/Docs_Whitepaper/Industry/2012_US_Pharma_Insights_Report.pdf
Emerging Markets Today and Tomorrow: Insights on Healthcare, Pharmaceuticals
and Future Trends in the BRIC Landscape April 2012
http://www.cegedimrm.com/Docs_Whitepaper/Industry/Emerging-Markets-Whitepaper-2012.pdf
2011 European Industry Survey on the Current State of Customer Data June 2011
http://www.cegedimrm.com/Docs_Whitepaper/Data/EU_Cust_Data_Mgmt_Survey_Rpt_June_2011.pdf
Key Perspectives on Customer Databases
CONTACT
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Contacts
Authors:
Esther van Hulten
Senior Vice President, OneKey Customer Insights Division
Cegedim Relationship Management
[email protected]
Morgane Lepee
Marketing Director, Global OneKey Customer Insights Solutions
Cegedim Relationship Management
[email protected]
Thank you!
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