Golden Gate

“Providing a bridge that can maintain our contact with clinicians and partners”

Introduction• Position today • Problem definition

– e-CRM– CoP

• Two solution approaches– Vision & Objectives– Scope – Features & benefits– Timing & Costs – Linkages and leverage

• Summary• Next Steps

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.

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

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

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.

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”

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

Audience - e-CRMUser Key RequirementsPartner users Product Manuals and training materials (train the trainer)

Product Training including API for partners developersCurrent registered users/partners could access Footprints support system.

MS technology users

Information of clinical relevance pushed to users who register an interest promoting site visitsCommunication and collaboration on Medicsight Technology tuning i.e. discussions of filter settingsTraining on product use, setting of expectations

Administrator Ease of updating of content, Membership maintenanceGlobal emailing

New potential user Product Specifications, case studies, downloads etc…

Features & Benefits - e-CRMFeature Benefits

Personalisation User create accounts so we know who is usingTargeted information of clinical relevance can be pushed to users who register an interest promoting site visitsCurrent 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…

Features & Benefits - e-CRMFeature 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.

Solution Examples e-CRM

• Client Services Web• WebEx Training

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

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

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

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”

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

Audience – CoPUser Requirements

Radiologists interested in CTC

Information sources for implementing CTC procedure in their departments.Acquire CME points

Radiographer’sinterested in CTC

Information source for supporting the implementation of CTC in their departmentsAcquire CPD points

Expert CTC Readers (KOL’s)

Exposure of their skills to a wider audienceThe ability to collaborate on defining new best practices for CTC implementationThe 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

Features & Benefits – CoPFeature BenefitsPersonalisation 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 visitsResumes/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

Features & Benefits – CoPFeature BenefitsClinical 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)

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)

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

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

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.