Healthcare Executives Reveal Online Sales and Marketing a 2001 Priority, According to Skila Study

Apr 25, 2001, 01:00 ET from Skila, Inc.

    MAHWAH, N.J., April 25 /PRNewswire/ -- Commercialization is the primary
 focus of healthcare companies' eBusiness initiatives in 2001, according to a
 report released today by Skila, Inc., the leading provider of web-based global
 knowledge solutions for the pharmaceutical, medical device and biotechnology
 industries.  Module One of the report, eBusiness EDGE: Prescription for
 Healthcare, reveals how biomedical suppliers are confronting the opportunities
 and challenges of the Internet as they develop their sales and marketing
 strategies.  In addition, the report offers a working framework to use as a
 foundation for commercialization efforts.
     During interviews conducted by Skila with leading eBusiness and Marketing
 executives from biomedical suppliers, commercialization (sales, marketing,
 customer relationship management, and eCommerce) emerged as the top eBusiness
 priority with 63% of all mentions.  Corporate initiatives aimed at improving
 uptake of the Internet, corporate branding or knowledge management followed
 with 25% of mentions.  Research and development is among the top three
 priorities, accounting for 10% of all eBusiness priorities mentioned.
     "It makes sense that the commercialization process is a key focus.  There
 is an immediate impact on the bottom line.  Without a successful
 commercialization process, all other efforts to produce and market a product
 are less effective," says Betsy Donovan, Skila's VP of eHealth.  "Biomedical
 suppliers began 2001 with the widely accepted view that eBusiness is just
 business done better and more efficiently by leveraging the Internet.  While
 this can include transactions it really extends to all business processes."
     The first module of the eBusiness EDGE: Prescription for Healthcare study
 also uncovered the following:
 
      -- Respondents are struggling with how to develop the correct mix of
         online and offline tactics to deliver a message to the correct
         audience at the right time and to do it more efficiently.  They are
         also experimenting with using the Internet to expand their customer
         base and intensify their relationship with targeted customers.
 
      -- Though the priority has not necessarily declined, many companies are
         moving at a more deliberate pace towards eBusiness than they were in
         late 1999 through mid-2000.  Impulsive reactions to shifts in the
         eHealth market have given way to a slower, more sequential approach to
         experimentation and roll out.  Nevertheless, experimentation will
         continue in 2001, as the Internet competence remains a high corporate
         priority with most firms.
 
      -- The search for return on investment (ROI) will result in a range of
         methods and rationales that compare costs and or rely heavily on
         qualitative feedback to demonstrate effectiveness of an Internet-based
         measure.  These are not likely to answer the ROI question with the
         specificity desired by financial analysts but will help to build the
         comfort level of decision makers.
 
      -- Customer relationship management (CRM) is high on the radar screen but
         few comprehensive initiatives were in place at the end of 2000.  In
         part, this is due to confusion on the part of marketers who see the
         CRM label attached to a wide range of activities including sales
         automation, customer service, and market segmentation.
 
      -- Lacking both a consistent framework to guide strategy and trusted ROI
         measures to assess alternatives, marketers are relying on traditional
         product and market variables to guide strategy development.
 
     "Most eTactics employed by biomedical marketers are attempts to 'migrate'
 tried-and-true concepts to the Web," Ms. Donovan continued.  "With the
 addition of new applications, knowledge, and capabilities, however, the
 potential to create incremental value is rising.  The winners will be those
 who focus less on individual web initiatives and more on a strategic mix of
 online programs and capabilities designed for the target-customer segment and
 eventually the individual customer or communities of specific customers."
     Detailed information on the sales and marketing activities of biomedical
 suppliers is available in Module One of Skila's report, eBusiness EDGE:
 Prescription for Healthcare.  Each module provides a detailed report from the
 vantage point of each major healthcare segment in the eBusiness landscape.  It
 provides a picture and analysis of the current situation in sales, marketing
 and the Internet as well as a framework for targeting key customers.  Also
 provided are a framework for decision-making, case studies, global insights
 and perspectives from outside healthcare.  To subscribe to Skila's eBusiness
 EDGE, please call Stacey Wasserman at 908-707-9540.
 
     About Skila
     Skila, Inc., is dedicated to providing turnkey, global knowledge solutions
 for the pharmaceutical, medical device and biotechnology industries to improve
 our healthcare partners' critical business processes such as New Product
 Launch, Product Life Cycle Management, Licensing and Lead Optimization.
 Skila's revolutionary Web-based iWorksite redefines how healthcare
 intelligence decisions are made through an integrated suite of decision-
 enabling applications, relevant market-based intelligence and connectivity.
 Using Skila's Intelligration(TM) technology, all internal data and text-based
 information throughout an organization and relevant external information from
 key markets around the world are synthesized into complete, organized and
 relevant healthcare intelligence.  Driven by Intelligration(TM), clients
 receive succinct views of actionable intelligence enabling smarter, faster and
 more confident business decisions.
     Skila has strategic relationships with Dendrite(R) International, Inc. and
 Datamonitor, plc.  Skila's investment partners include The Sprout Group (a
 venture capital affiliate of Credit Suisse First Boston Corporation),
 Crosslink Capital, Inc., BancBoston Ventures, Intel Capital and Carlyle
 Venture Partners.  Skila is privately held and headquartered in Mahwah, New
 Jersey, with offices in Somerville, New Jersey, England and Japan.  For more
 information on Skila and its global knowledge solutions, please visit
 http://www.skila.com.
 
     About the Methodology
 
     Primary Research
     Approximately 250 in-depth interviews will be conducted by telephone or
 in-person to complete all modules of this report.  Interviews will be
 conducted among leaders and decision makers from all segments of the
 healthcare industry including suppliers, physicians, payers, eHealth
 companies, and patients.  The number of interviews and position of the persons
 interviewed varies by module.
 
 For Module One, a total of 49 respondents were interviewed.  Of these, 26 were
 from pharmaceutical companies, 18 from medical device companies and 5 from
 biotechnology companies.  All companies are in the top 50 in their sectors
 worldwide.  Of the 49 respondents, 34 were director or above; remaining
 included managers responsible for leading key elements of the eBusiness or
 eMarketing initiatives within their firms.  Of the 49 respondents, all were
 responsible for leading all or part of eBusiness or eMarketing initiatives
 within the companies.
 
     Secondary Research
     A wide range of public sources published online and offline were reviewed
 on an ongoing basis by Skila's EDGE team. These include but are not limited to
 financial reports, industry reports and press releases, company marketing
 materials, company, brand and healthcare websites, industry newsletters,
 healthcare industry journals and publications and the general press.
 
                      MAKE YOUR OPINION COUNT - Click Here
                http://tbutton.prnewswire.com/prn/11690X69215286
 
 

SOURCE Skila, Inc.
    MAHWAH, N.J., April 25 /PRNewswire/ -- Commercialization is the primary
 focus of healthcare companies' eBusiness initiatives in 2001, according to a
 report released today by Skila, Inc., the leading provider of web-based global
 knowledge solutions for the pharmaceutical, medical device and biotechnology
 industries.  Module One of the report, eBusiness EDGE: Prescription for
 Healthcare, reveals how biomedical suppliers are confronting the opportunities
 and challenges of the Internet as they develop their sales and marketing
 strategies.  In addition, the report offers a working framework to use as a
 foundation for commercialization efforts.
     During interviews conducted by Skila with leading eBusiness and Marketing
 executives from biomedical suppliers, commercialization (sales, marketing,
 customer relationship management, and eCommerce) emerged as the top eBusiness
 priority with 63% of all mentions.  Corporate initiatives aimed at improving
 uptake of the Internet, corporate branding or knowledge management followed
 with 25% of mentions.  Research and development is among the top three
 priorities, accounting for 10% of all eBusiness priorities mentioned.
     "It makes sense that the commercialization process is a key focus.  There
 is an immediate impact on the bottom line.  Without a successful
 commercialization process, all other efforts to produce and market a product
 are less effective," says Betsy Donovan, Skila's VP of eHealth.  "Biomedical
 suppliers began 2001 with the widely accepted view that eBusiness is just
 business done better and more efficiently by leveraging the Internet.  While
 this can include transactions it really extends to all business processes."
     The first module of the eBusiness EDGE: Prescription for Healthcare study
 also uncovered the following:
 
      -- Respondents are struggling with how to develop the correct mix of
         online and offline tactics to deliver a message to the correct
         audience at the right time and to do it more efficiently.  They are
         also experimenting with using the Internet to expand their customer
         base and intensify their relationship with targeted customers.
 
      -- Though the priority has not necessarily declined, many companies are
         moving at a more deliberate pace towards eBusiness than they were in
         late 1999 through mid-2000.  Impulsive reactions to shifts in the
         eHealth market have given way to a slower, more sequential approach to
         experimentation and roll out.  Nevertheless, experimentation will
         continue in 2001, as the Internet competence remains a high corporate
         priority with most firms.
 
      -- The search for return on investment (ROI) will result in a range of
         methods and rationales that compare costs and or rely heavily on
         qualitative feedback to demonstrate effectiveness of an Internet-based
         measure.  These are not likely to answer the ROI question with the
         specificity desired by financial analysts but will help to build the
         comfort level of decision makers.
 
      -- Customer relationship management (CRM) is high on the radar screen but
         few comprehensive initiatives were in place at the end of 2000.  In
         part, this is due to confusion on the part of marketers who see the
         CRM label attached to a wide range of activities including sales
         automation, customer service, and market segmentation.
 
      -- Lacking both a consistent framework to guide strategy and trusted ROI
         measures to assess alternatives, marketers are relying on traditional
         product and market variables to guide strategy development.
 
     "Most eTactics employed by biomedical marketers are attempts to 'migrate'
 tried-and-true concepts to the Web," Ms. Donovan continued.  "With the
 addition of new applications, knowledge, and capabilities, however, the
 potential to create incremental value is rising.  The winners will be those
 who focus less on individual web initiatives and more on a strategic mix of
 online programs and capabilities designed for the target-customer segment and
 eventually the individual customer or communities of specific customers."
     Detailed information on the sales and marketing activities of biomedical
 suppliers is available in Module One of Skila's report, eBusiness EDGE:
 Prescription for Healthcare.  Each module provides a detailed report from the
 vantage point of each major healthcare segment in the eBusiness landscape.  It
 provides a picture and analysis of the current situation in sales, marketing
 and the Internet as well as a framework for targeting key customers.  Also
 provided are a framework for decision-making, case studies, global insights
 and perspectives from outside healthcare.  To subscribe to Skila's eBusiness
 EDGE, please call Stacey Wasserman at 908-707-9540.
 
     About Skila
     Skila, Inc., is dedicated to providing turnkey, global knowledge solutions
 for the pharmaceutical, medical device and biotechnology industries to improve
 our healthcare partners' critical business processes such as New Product
 Launch, Product Life Cycle Management, Licensing and Lead Optimization.
 Skila's revolutionary Web-based iWorksite redefines how healthcare
 intelligence decisions are made through an integrated suite of decision-
 enabling applications, relevant market-based intelligence and connectivity.
 Using Skila's Intelligration(TM) technology, all internal data and text-based
 information throughout an organization and relevant external information from
 key markets around the world are synthesized into complete, organized and
 relevant healthcare intelligence.  Driven by Intelligration(TM), clients
 receive succinct views of actionable intelligence enabling smarter, faster and
 more confident business decisions.
     Skila has strategic relationships with Dendrite(R) International, Inc. and
 Datamonitor, plc.  Skila's investment partners include The Sprout Group (a
 venture capital affiliate of Credit Suisse First Boston Corporation),
 Crosslink Capital, Inc., BancBoston Ventures, Intel Capital and Carlyle
 Venture Partners.  Skila is privately held and headquartered in Mahwah, New
 Jersey, with offices in Somerville, New Jersey, England and Japan.  For more
 information on Skila and its global knowledge solutions, please visit
 http://www.skila.com.
 
     About the Methodology
 
     Primary Research
     Approximately 250 in-depth interviews will be conducted by telephone or
 in-person to complete all modules of this report.  Interviews will be
 conducted among leaders and decision makers from all segments of the
 healthcare industry including suppliers, physicians, payers, eHealth
 companies, and patients.  The number of interviews and position of the persons
 interviewed varies by module.
 
 For Module One, a total of 49 respondents were interviewed.  Of these, 26 were
 from pharmaceutical companies, 18 from medical device companies and 5 from
 biotechnology companies.  All companies are in the top 50 in their sectors
 worldwide.  Of the 49 respondents, 34 were director or above; remaining
 included managers responsible for leading key elements of the eBusiness or
 eMarketing initiatives within their firms.  Of the 49 respondents, all were
 responsible for leading all or part of eBusiness or eMarketing initiatives
 within the companies.
 
     Secondary Research
     A wide range of public sources published online and offline were reviewed
 on an ongoing basis by Skila's EDGE team. These include but are not limited to
 financial reports, industry reports and press releases, company marketing
 materials, company, brand and healthcare websites, industry newsletters,
 healthcare industry journals and publications and the general press.
 
                      MAKE YOUR OPINION COUNT - Click Here
                http://tbutton.prnewswire.com/prn/11690X69215286
 
 SOURCE  Skila, Inc.