The European e-Business Report The European e ... - empirica

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The European E-Business Report 2005 The survey findings also provide some evidence on the use of B2B trading platforms by pharma companies. It turns out that e-marketplaces as providers of procurement functionalities are not widely used. Rather, pharma companies prefer to use internally installed solutions. Marketing and sales Whereas company websites as an important basis for marketing activities are widespread, online sales are only of minor importance in this sector. The usage of specific customer-facing IT solutions in this sector shows similar patterns as those observed for supplier-facing IT solutions, particularly with respect to the gap between large and small companies. The importance of online auctions and e- marketplaces is also minor. The survey results provide some statistical background for the use of CRM systems and mobile solutions, which are key issues in the sector. According to the statistics, CRM systems are important in this sector, but used much more by large than by small companies. In addition, pharma companies – particularly large players – are well equipped with remote wireless access as basis for mobile solutions. However, e-mail and calendar dominate among mobile solutions in use today. Exhibit 2.4-2: Main findings of the e-Business Survey 2005 for the pharmaceutical industry Application area Basic ICT infrastructure and skills development Integration of Internal processes Supplier-facing activities Customer-facing activities Main findings • Basic components (internet, LANs, WANs) are widespread in this sector. • Data confirm DSL success – particularly among SMEs. • IT outsourcing is of high relevance in this sector, but offshore opportunities do not play an important role • There is a gap between large and small companies in the participation of employees in regular ICT training programmes. • Usage shares for almost all applications discussed in this field are equal to or above the average of all sectors surveyed. • A significant percentage of SMEs use ERP systems. • The share of pharma companies using knowledge management systems is – in light of the importance of this issue – relatively low, but use of intranets as possible alternative for managing company knowledge is widespread. • Online technologies supporting collaborative processes are mainly used for sharing documents as well as for capacity and inventory management. • The majority of pharma enterprises do not consider RFID to be important for their future company business. • A significant share of pharma companies purchase online, but online purchases usually account only for a small share of the entire purchasing volume. • Specific IT solutions to support procurement activities are mainly used by large companies. • The share of companies using specific software solutions or internet-based services for running online (reverse) auctions is insignificant. • E-marketplaces as providers of procurement functionalities are not important; pharma companies rather use internally installed solutions. • Company websites (to support marketing activities) are widespread. • Online sales are of minor importance in this sector. • The usage of specific customer-facing IT solutions shows similar patterns to those observed for supplier-facing IT solutions: a gap between large and small companies, minor importance of online auctions and e-marketplaces. • CRM systems are important in this sector, but used much more by large than by small companies. • Pharma companies – particularly large enterprises – are well equipped with remote wireless accesses as basis for mobile solutions. • E-mail and calendar applications dominate among mobile solutions in use. 97
The European E-Business Report 2005 2.4.3 Important topics and application areas Important e-business topics: B2B internet platforms, CRM, and RFID The key e-business issues analysed, as well as the case studies, should be understood as representative examples of current ICT and e-business practices and of related opportunities and challenges. The following topics have been selected for analysis due to their importance for the pharmaceutical industry: • The use of B2B internet trading platforms • CRM systems and mobile solutions for the support of sales activities • RFID-based solutions This selection does not claim to provide a comprehensive overview. This would be difficult to realize, as ICT and e-business are relevant for nearly all core business areas of the pharmaceutical industry. Existing B2B internet trading platforms meet needs of pharmaceutical companies B2B internet trading platforms are an issue that is particularly illustrative for developments in the field of e-procurement and supply chain connectivity. The analysis, and particularly the case studies discussed, show that the concept of B2B internet trading platforms is well suited to reflect the current reality of B2B e-business in the pharmaceutical industry. Case studies illustrate the use of different internet trading platforms that do not always have much in common with the original idea of e-markets. Nevertheless, these platforms meet the needs of companies for their B2B e-business activities. This shows that the needs of pharmaceutical companies differ in the field of B2B e-business. Online directories, for example, do not provide a trading function and have therefore been considered mainly as a side-product of e-marketplaces, if at all. However, as the example of Marmosa (see Exhibit 2.4-3) has shown, there is demand for industry directories to help in the establishment of new business contacts and to enhance the companies reach to customers. This holds particularly for SMEs, which do not have a large distribution network or own subsidiaries in different regions. Integration platforms, such as pharma-mall (see Exhibit 2.4-3), hardly fit into the original e-marketplace model, as price transparency – often considered to be the main advantage of e-marketplaces – does not play a role in this business model. However, both the associated pharmaceutical companies and their customers obviously profit from this offer. CRM systems: potential for streamlining processes – user acceptance required The pharmaceutical industry often serves as a prime example of the usefulness of specific customerfacing IT- and e-business solutions, as customer relationships are important and complex and as large sales forces need to be managed. In fact, IT and internet-based solutions play a key role in supporting marketing and sales processes in the pharmaceutical industry. CRM systems and mobile solutions show quite some potential for streamlining company processes on the sell-side and for facilitating the management and work of the pharmaceutical sales force. A key message of the analysis and case studies, however, is that for this potential to materialise, it requires more than just a CRM system or the equipment of the sales force with wireless devices. Their proper use and integration in company processes are key success factors for exploiting the potential of these systems. The implementation of state-of-the art technologies is less important in comparison. Acceptance of the solution by users turned out to be a key success factor. Companies have many possible ways of increasing user acceptance, including adequate and workflow-compatible design, and integration of stakeholders in the decision-making process. Forerunner in RFID/Auto-ID solutions – accepted standards necessary The pharmaceutical industry often serves as a prime example of the usefulness of RFID (Radio Frequency Identification) solutions today, particularly where tracking and tracing solutions along the supply chain are concerned. However, RFID in the pharmaceutical industry is still at an early stage, 98
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