sourcing eprints for ipads - delivering value and minimizing risk
DESCRIPTION
Restrictions are being placed on pharma and medical devices in terms of how products are sold and promoted while many promotional giveaways are no longer permissible. Exceptions can be made by healthcare providers for educational, fact-based materials such as reprints of STM (scientific, technical, medical) journal articles. These materials can be leveraged to engage healthcare professionals in the selling process while remaining compliant. This presentation covers the sourcing strategies for educational materials that maximize value in terms of boosting sales as well as minimize risk by compliantly engaging healthcare providers.TRANSCRIPT
Sourcing ePrints for iPadsDelivering Value - Minimizing Costs
& Risk
25 January 2011
1. What are ePrints?2. The Supply Chain
3. Size of ePrint Spend4. Spend Trends
5. Different Apps – Different Purposes
6. Maximizing Value – Minimizing Risk and Costs7. The Total Cost of Ownership Case
8. Consult Suppliers pre RFP?
9. Summary
Agenda
What are ePrints?
What are ePrints?
What are ePrints?
The flow of ePrints
What Does the Supply Chain Look Like?
Aggregators:• eDevelopment• Ease of access• Order aggregation
Publishers:• Own content
IP• Determine
price• Control usage
rights Ad Agencies:• Buy ePrints on
clients’ behalf for campaigns
Pharma & Device Companies:• Buy ePrints to
boost sales
How much is spent on eprints & reprints?
Creative services
Media buying
Meetings & events
Printing
Advertising
Promotion
Campaign spend
…but spend is spread across common marketing categories
Spend driversbeforethe iPad!
“There appears to be something of an iPad arms race…”
-- Wall Street Journal
“Several major pharmaceutical companies are putting the cart before the horse by purchasing iPads in large quantities prior to even owning a single application to run on the iPad”
- Computerworld
Licence compliance
Apps
CRM AppseDetailingApps
Apps Displaying Articles do Different Things
• Facilitate brokering better content deals
• Publisher agnostic user experience
Interactive customer experience guides sales conversation
Manage customer interactions
Factors that Impact Value, Cost and Risk
Risk
Value Cost
“Precision” licensing
Consistent user experience
Off the shelf app
Aggregated procurementUsage tracking User confidence in reprints
eDetailing / app integration
Legislation re give-aways
Inadequate reporting for Sunshine ActNon-copyright compliant vendorApp without licence compliance functionality
Disjointed content/ technology purchases
= positive impact = negative impact
• ePrint formats are inconsistent across the Publisher community.
• Some ePrints will not display on an iPad, others require downloading an .exe file.
• ePrint aggregators who can normalise this to deliver a consistent seamless user experience add real value.
Consistent User Experience
Precision Licensing
• Trusted app technology which can control and report on how many times an article is viewed, forwarded or printed means lower content licencing costs, or more content to enhance the user experience.
• Publishers may add a hefty fee if no technical controls are in place to factor in loss due to expected abuse of their content.
• ePrint aggregators with this technology add real value
Non-Optimized:
Optimized: Group $ Savings
Up to 50% total savings
Aggregated ePrint Procurement
Total Cost of Ownership: Case One
Total Cost of Ownership
Development costs
Training
Order placement costs
Publisher content licensing costs
System maintenance
Time
Example for illustration purposes only
• In-house development of app• No licence compliance functionality• Decentralised ePrint procurement
Total Cost of Ownership: Case Two
Total Cost of Ownership
Development costs
Training
Aggregator fee
Publisher content licensing costs
System maintenance
Time
Achieved through volume discounts
and copyright compliance
functionality in app
Example for illustration purposes only
• Licencing of 3rd party app• Licence compliance functionality• Consolidated/Co-ordinated ePrint procurement
Total Cost of Ownership: Case Two
Total Cost of Ownership
App licensing fees
Training
Aggregator fee
Publisher content licensing costs
Time
Example for illustration purposes only
• Licencing of 3rd party app• Licence compliance functionality• Centralised/Co-ordinated ePrint procurement
Consult the supply market?
2. Growth MarketSome benefits in engaging vendors pre RFP
3. Mature MarketLimited benefits in engaging vendors pre RFP
1. Early Adoption MarketSignificant benefits from engaging vendors pre RFP
4. Commodity MarketVery limited or no benefit in engaging vendors pre RFP
Number of providers
Gro
wth
in D
eman
d
Low High
High
Low
When to engage vendors pre RFP
Uncertainty about what the market can supply and what the optimal solution is
Reprints
ePrint iPad solutions
• ePrint spend is set to explode driven by the explosion in iPad adoption in pharma sales.
• Spend aggregation and app technology which guarantees copyright compliance drives lower content licencing costs.
• Licencing ePrint app technology is cheaper than developing it in-house.
• Don’t just focus on cost. Apps which guarantee a consistent user experience despite publishers different ePrint formats, add real value.
Summary
ePrint / Reprint Buyers Guide available from Reprints Desk
More about Reprints Desk’s Article Viewer iPad app: http://www2.reprintsdesk.com/ArticleGalaxy/ArticleViewerApp.aspx
More Information…
Thank you.
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