Starke Regulierungen, internationaler Wettbewerb und hohe R&D Investionen — diese Marktumstände erfordern optimale interne Zussammenarbeit, einen extremen Kundenfokus und Real Time Business Insights über die Ländergrenzen hinweg. Lassen Sie sich von unseren Kunden Phonak und Roche inspirieren wie auch Sie diese Herausforderungen mithilfe von social, mobile und Cloud Technologien meistern können.

1. A Journey to Success in CRM
Munich, 02.07.2013
Andreas Claus Kistner
EMEA Portfolio & Solution Architect

2. Basic facts at a glance
• Founded 1896 in Basel, Switzerland
• Founding families still hold majority stake
• Employing 82,000 people
• Currently active in 150 countries on all continents
• Sales 2012: 45.5 billion Swiss Francs
• Clear focus on healthcare
• Leadership in pharmaceuticals (#4)*
• World’s largest biotech company (position #1)* with
truly differentiated medicines in oncology, virology,
inflammation, metabolism and CNS
• Leadership in in vitro diagnostics (#1) and pioneer in
diabetes management
• Unique innovation model
* Source: Decision Resources, Q4/2012

3. Our
Journey

4. Starting point 2010

6. Set your strategy
before you start
the journey

7. Roche SFDC Platform history timelines
• December 2010 – Kick off APAC CRM as pilot
• January 2010 – First offline mobile CRM App
• February 2011: First successful restore of unintentionally deleted data within 48 h
• June 2011 – go live of first non-CRM project - iHCP
• June 2011 – LATAM CRM project kick off
• September 2011– MI atlas kick of as first GLOBAL application
• January 2012 – RE & EEMEA CRM started – core split
• June 2012 –SFDC PaaS pilot program (services for ROCHE DEV, 3rd party dev
vendors, code quality & deployments)
• Complete rework of UX
• February 2013 – PaaS team fully operational, service catalogue set up, OLA
• March 2013 –PD project has the validation requirements
• April: Hub & Spoke implemented

8. Sharing Principle for CRM Components
Global Component Owner
for
• Customer Account &
Location
• Merge and DCRs
• Activities and TOT
• Targeting
• Surveys
• Requests
• Promotional Materials
• Medical Request
• TAE Management
Global
Component
Owner for
• Profiling
• Workflows
Global Component Owner
for
• Competitive Intelligence
• Events Management
• Clinical Studies
• Samples
• Events
Regional Components
• Strategic Account Planning
• HCP Aggregate Spend
• Medical CRM
EMEA APAC LATAM

9. Current connections from CRM to other
Systems
CRM
eDetailing
cVent
CTMS
ARIBA
SAP
CDI/UCIeMarketing
MDMS
eMap
On The
Road
MI Atlas

10. Who are the customers 2013?

11. Barriers to overcome

12. 0
20
40
60
80
100
120
140
160
2010 2011 2012 2013 2014 2015
# Countries/CRM
Small start and fast growth
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
2010 2011 2012 2013 2014 2015
# User

13. The number of applications are increasing by
100% Y/Y

14. CRM4U
More to come
CRM4U MSPP
Symphonie
MI altas
Market
Access
rMeet
STaR
iHCP
eMS
PEER
TAEM
OTR
CC
UNITE

15. Endpoint 2014

16. Doing now what patients need next