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

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

Our Journey

Starting point 2010

Set your strategy before you start the journey

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

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

Current connections from CRM to other Systems

CRM

eDetailing

cVent

CTMS

ARIBA

SAP

CDI/UCI eMarketing

MDMS

eMap

On The Road

MI Atlas

Who are the customers 2013?

Barriers to overcome

020406080

100120140160

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

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

CRM4U

More to come

CRM4U MSPP

Symphonie

MI altas Market Access

rMeet

STaR

iHCP

eMS PEER

TAEM

OTR CC

UNITE

Endpoint 2014

Doing now what patients need next