oracle partner sales playbook for life sciences - pharmaopnpublic/documents/webcont… · oracle...

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Oracle Partner Sales Playbook for Life Sciences - Pharma

Effective for FY’07, or until next version is released

Version: V1 - FinalApril 2006

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Playbook Structure

• Based on Solutions Map or “footprint” for each Industry • A Playbook recommends integration cross-suite where it exists

today or will exist in the next quarter in a supported manner• Playbooks include white space where ISV’s play a role and name

the major global ISV partners• Playbooks present the most common exception scenarios for

installed base and greenfield opportunities:– E-Business Suite installed in some functional areas– Enterprise/Enterprise 1/World installed in some functional areas– SAP installed in some functional areas– Industry sub sectors with different needs (e.g., Homebuilders within E&C

or Staffing Firms within Prof. Services)

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Corporate Administration

Analytics Business Operations

Customer Channels

Industry Solution Maps – The Major Functional Components of an Industry

Infrastructure

Solutions supporting customers either directly or through an organization’s employee or partners

Solutions supporting the business operations of the organizationincluding all transaction processing, direct supply chain, and

product management

Solutions supporting the Finance, HR, Facilities, Indirect Procurement and other organization-wide functions

Solutions supporting business intelligence and analysis of all functional

areas

Technology supporting the functional areas above including data management, security, and integration

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The Siebel Impact: General Rules of Thumb• CRM & Customer Hubs - Lead with Siebel CRM for “Greenfield”

accounts, particularly those wanting “Best-in-Class” functionality, and in Siebel installed base accounts

• Exceptions• High Tech & Mfg B2B Suite sales(E-Business Suite)• Project-centric industries (E-Business Suite)• Higher Education (Enterprise CRM)

• For clients where moving to a single suite is a requirement, particularly in the mid market:

Sell appropriate suite CRM solution – e.g., E-Business to E-Business customers/prospects, E1 to E1 customers/prospects, Enterprise to Enterprise

• Subscription-based CRM• Lead with Siebel OnDemand

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The Siebel Impact: Specific Solution guidance

• Order Capture/Order Mgmt driven by OM System consolidation• Siebel for customers that have numerous OM systems and require a single Order

Capture “interface” to consolidate order information• E-Business Suite for customers with complex, highly configured products and

require one OM solution from order capture to fulfillment

• Field Service solution is driven by supply chain complexity• Siebel if deal Contact Center Driven, B2C with simple products, basic logistics

capabilities and minimal Supply Chain Integration • E-Business Suite if deal involves Parts Logistics, Complex Products & Depot repair

• Help Desk is driven by specific needs of client• If stand-alone IT helpdesk is required, lead with Siebel Help Desk• If client wants one help desk environment across IT and HR, lead with suite related

help desk (either E-Business or Enterprise)

• Integration Platform– lead with Fusion Middleware (i.e. not Siebel UAN)

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What is the Best fit today based on customer needs?1. For customers that need to insight from data in multiple sources and/or transactional

applications - offer Siebel Analytics Platform & Applications 2. Source only from Peoplesoft Applications - Offer “Improved” EPM with Siebel

Analytics Platform & Applications 3. Source from Siebel Applications - Offer Siebel Analytics Platform & Applications 4. Source only from EBS applications - Offer DBI as the embedded analytics application

Analytics Applications – Overall Approach

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• Overall Solutions Footprint (Greenfield) 8• Solutions Details (Greenfield) 9-14• Detail Scenario (Clinical) 15-19• Exception Scenario 1 (Psft. Installed) 20-25• Exception Scenario 2

– (JDE E1, World or XE Installed) 26-32• Exception Scenario 3 (Siebel CRM Install) 33-37• Regional Exceptions 38-43

Topic Pages

Life Sciences-Pharma TOC

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Customer Channels

Oracle Applications

Infrastructure

Sales Marketing

Order &Trade Mgmt

Asset Management

Manufact.

Logistics

Clinical Trials Mgmt

Corporate AdministrationIndirect

ProcurementCPM

FacilitiesManagement

HumanResources

Projects CompensationFinancials HR ITHelpdesk

Technology [e.g. Database, Application Server, RAC, Oblix, Times Ten]Integration Framework (e.g. BPEL)

Hubs (Asset Hub, Product Hub) Universal Customer Master

Production Planning

Procurement

Sales and OperationsPlanning

Clinical Data Mgmt/Adverse Event Reporting

Customer Portal

Human ResourcesFinancials

Clinical Supply Chain

ISV Partners

Govt. Comp.

Service

Analytics (e.g. Mobile Analytics, Delivers, Dashboards)

CRM

Life Sciences Solution Map - Recommended Solutions in all Greenfield and most Installed Base Scenarios

MESPLM

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Life Sciences Solutions Details

Customer Channel SolutionsCustomer Channel SolutionsBusiness Business

AreaArea Product/SolutionProduct/Solution

Sales

Siebel Pharma Sales

Siebel Pharma Sales Analytics

Siebel Pharma Handheld

Oracle Incentive Compensation

Siebel Pharma Sales – Allows reps to plan and deliver personalized messaging and register their interactions with medical professionals. Siebel Pharma Sales Analytics – Offers online and offline capability and includes Analytics dashboards, ad-hoc data model, and prebuilt ETL from Siebel and third party data sources. This application is fully integrated with Siebel Pharma Sales. Siebel Pharma Handheld – Supports streamlined pharma processes and signature capture on a handheld device to enable personalized messaging and increased sales effectiveness. Oracle Incentive Compensation – Provides incentive compensation capabilities with flexibility to enable timely changes to comp plans for proper alignment of sales activities.

Customer Portal Siebel Physician Portal Siebel Physician Portal – Allows physicians to order samples, get product details, view

medical requests, product complaints and product information.

MarketingSiebel Pharma MarketingSiebel Marketing Analytics

Siebel Pharma Marketing – Provides end-user enabled segmentation and targeting, integrated marketing resource management and real-time ROI tracking.Siebel Marketing Analytics – Offers insight into marketing planning, campaign performance, and marketing events

Service

Siebel Pharma Service Siebel Service Analytics Adverse Events/ Complaints Management

Siebel Pharma Service – Captures and manages medical information requests and adverse events.Siebel Service Analytics – Enables effective management of medical information requests and adverse events by offering greater insight into operational effectiveness and agent performance.Adverse Events/ Complaints Management (AECM) – Captures, investigates and monitors adverse events and product quality complaints.

Sales Strategy/ DependenciesSales Strategy/ Dependencies

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Analytics SolutionsAnalytics Solutions

Business AreaBusiness Area Product/SolutionProduct/Solution

CRM Analysis Siebel Analytics

Siebel Analytics – Provides complete, real-time, and enterprise-wide insight for all users, enabling fact-based actions and intelligent interactions. Siebel Analytics offerings include Sales Analytics, Service/CC Analytics, Marketing Analytics, Financial Analytics, Supplier & Supply Chain Analytics, IPM & Workforce Analytics andAnalytics applications for Industries, including Life Sciences.

Siebel Pharma Sales Analytics – Offers online and offline capability and includes Analytics dashboards, ad-hoc data model, and prebuiltETL from Siebel and third party data sources. This application is fully integrated with Siebel Pharma Sales.

Clinical Analysis Siebel Analytics

Siebel Clinical Analytics – Measures effectiveness and improves forecasting of clinical trials. It supplies multi-dimensional analysis capabilities to measure effectiveness of clinical subject recruitment, clinical site selection, clinical visits, investigator recruitment, and clinical document tracking. It supplies prebuilt integration with Siebel Clinical and MS Project Server.

Supply Chain, Financials, and HR Oracle DBI Core DBI offering for Supply Chain, Financials and HR

Profitability, Planning, and Budgeting Oracle CPM Linked to core Financials and CPM Budget and Planning and

Consolidation processing



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Business Operations SolutionsBusiness Operations Solutions


Order and Trade Management

E-Business Order and Trade Management, Adv Pricing and Sales Contracts

Lead with Order Management, Adv Pricing and Sales Contracts.*US Requirement - Government Compliance covered by iMany or Model N

Procurement E-Business Procurement Includes Strategic Sourcing

Manufacturing E-Business Process Manufacturing

Oracle Process Manufacturing

Asset Management E-Business Asset Lifecycle Managment

Lead with E-Business Asset Tracking for Consolidation of disparate asset systems and improved management of asset.. Dependency is E-Business Financials

Sales and Operations Planning

E-Business Advance Planning

Demand Consensus is a “must have.” S&OP critical to link bulk/API supplies with finish/packaging.



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Logistics E-Business Logistics Solutions

WMS, TMS, G-Log, Mobile Inventory, RFID offer complete logistics solution.

Production PlanningE-Business Advanced Planning - Production Planning

Emphasize Production Planning to manage outside contract production.

Clinical Data Management/Adverse Event Reporting

Oracle Clinical, Remote Data Capture, Adverse Event Reporting, CDR

Lead with Integrated suite of Clinical applications

Clinical Trials Management Siebel Clinical

Lead with Siebel ClinicalSiebel Clinical – Offers global trial management capabilities with intelligent investigator targeting and recruiting, real-time enrollment tracking and trial status reporting, CRA site visit planning, payments generation and tracking.


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Corporate Administration SolutionsCorporate Administration Solutions


Corporate Performance Management

E-Business CPM Suite This would include Budget and Planning, Balanced Scorecard and Consolidation Hub for end to end Financial analysis

Indirect Procurement

E-Business Suite Self Service apps through Purchasing for all indirect purchases such as supplies and internal facilities

CompensationOracle Incentive Compensation Workbench

Lead with OIC in all situations because of greater product functionality, customer base, flexibility

Financials E-Business Suite Integrated suite including Payables, Expense Management, Fixed Assets and G/L

Facilities Management

E-Business Property Manager

Used for managing both corporate (employee) space and associated costs, as well as retail storefronts

Human Resources E-Business Suite HR HR, Benefits and Payroll including self-service

Projects E-Business Suite Used for capital project management and management of IT projects

Help DeskSiebel for IT,E-Business for HR

Siebel IT Help desk best in class as standalone solution, HR helpdesk should be tied to HR solution



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Infrastructure SolutionsInfrastructure Solutions


Analysis Siebel Analytics (Mobile Analytics, Delivers, Dashboards)

Siebel Business Analytics Platform – provides “guided analytics” that lead users along a path to discover and action, based on real-time business conditions. The applications provide intelligent links, analytics alerts and automated workflows that contain relevant insight which will lead a user to the next logical action in an analysis. It also enables users to receive proactive, event-based, and scheduled alerts that automatically detect problems and are delivered directly to them via email, handheld and/or to their dashboard.

Product Data Consolidation

E-Business Product Hub

Leverage product consolidation from disparate systems

Customer Data Consolidation

Siebel Universal Customer Master (UCM)

Siebel UCM has best in class industry specific customer dataSiebel UCM - Unifies customer data across multiple business units and functionally disparate systems to provide a trusted authoritative source of customer information across the enterprise.

Core Technology Oracle Lead with Oracle tech stack unless not a standard at the client

Integration Framework

Oracle Fusion Middleware or with BPEL or Siebel UAN



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Detail Scenario 1: Clinical Trials and Adverse

Event Reporting

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Clinical Operations

Customer Channels

Infrastructure

Sales Marketing

Life Sciences Solution Map - Recommended Solutions in all Greenfield and most Installed Base Scenarios



Clinical Data Warehouse/Integration

Adverse EventReporting

Remote Data Capture

Customer Portal Service


ClinicalSupplies

Clinical Data Mgmt.

Terminology Mediation

Clinical TrialMgmt.

IVRS

Clinical Analytics

Adverse Event/Complaint Mgmt

Clinical SitesService Clinical Trial Mgmt

Oracle Applications ISV Partners

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Clinical OperationsClinical OperationsBusiness AreaBusiness Area Product/SolutionProduct/Solution

IVRS 3rd Party

Electronic Data Capture

Remote Data CaptureUpsell Oracle Clinical customers

Clinical Supplies 3rd Party

Adverse Event Reporting

Adverse Event ReportingSystem

Position AERS w/ Siebel AECM once integration built; capability from call center to reporting

Terminology Mediation Thesaurus Mgmt System Integrated w/AERS and OC for managing dictionaries

Clinical Trial Mgmt Siebel Clinical Upsell Oracle Clinical customers once integration built



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Clinical OperationsClinical OperationsBusiness AreaBusiness Area Product/SolutionProduct/Solution

Clinical DataWarehouse/Integration

Clinical Data Repository Position as framework to support integration and transformations of data

Clinical Analytics Siebel Analytics Measure effectiveness and improves forecasting of clinical trials



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Customer Channel Solutions/Clinical SitesCustomer Channel Solutions/Clinical Sites


Adverse Event and Complaint Handling

Siebel Adverse Event and Complaint Handling

Manage complaints from call center to reporting; integration with AERS potential

Site Clinical Trial Mgmt SiteMinder Lead with Oracle Siteminder to manage trials at site locations and academic medical centers



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Exception Scenario 1: Installed Base PeopleSoft

Corporate Administration and/or Business Operations

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Customer Channels

Infrastructure

Sales Marketing

Order and Trade Mgmt

Asset Management

Manufact.

Logistics



ProcurementCPM


HumanResources


Life Sciences Solution Map - Recommended Solution PeopleSoft Components Installed



Production Planning

Procurement


Clinical Trials/Adverse Event

Customer Portal

Human Resources

Financials


CRM

Service


MES/PLM


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Supply Chain, Orace DBI Core DBI offering

Profitability, Planning, and Budgeting PeopleSoft CPM Linked to core Financials and CPM Budget and Planning

and Consolidation processing

Financials, and HR PeopleSoft CPM Linked to core Financials and CPM Budget and Planning and Consolidation processing


Life Sciences Solutions – Additional Details if PSFT Installed

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E-Business Order & Trade Management, Adv Pricing and Sales Contracts

Lead with Order Management and Sales Contracts as industry has large complexity here – then link to Logistics. *US Requirement - Government Compliance covered by iManyor Model N

Procurement E-Business Procurement

Includes Strategic Sourcing and Advanced Procurement. Integrated with OPM


OPM for Bio and Pharma. Discrete and OSFM for Medical Device. Look for Flow Mfg possibilities.

Asset Management E-Business Asset Lifecycle Management

Lead with E-Business Asset Tracking for Consolidation of disparate asset systems and improved management of asset.. Dependency is E-Business Financials






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Lead with Siebel Clinical; Note if TrialMindercustomer

Siebel Clinical – Offers global trial management capabilities with intelligent investigator targeting and recruiting, real-time enrollment tracking and trial status reporting, CRA site visit planning, payments generation and tracking.



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PeopleSoft Corporate Admin Systems InstalledPeopleSoft Corporate Admin Systems Installed

Business Area Installed Product/Solution

Human Capital Mgmt(Enterprise HCM )

PSFT Enterprise CRM Help Desk

Sell Enterprise Help desk to HCM Install Base, continue to sell E-Business suite products in all other Corporate Admin. areas

AnalyticsPSFT Siebel Analytics and PeopleSoft EPM

SBA for CRM, Order to Cash, AR, Agent Performance, EPM for Procurement and Spend Analysis, EPM for HR and FinancialsEPM for Profitability, Planning, and Budgeting

Enterprise EPM or Financials systems

PSFT Enterprise EPM and other Corporate Solutions

Continue selling within suite, both for Corporate Administration components, like Projects and Property Management and related Analytics EPM solutions

Enterprise EPM or Corporate Administration systems

PSFT Enterprise Business Operations Solutions

Sell Enterprise Ordering capabilities, Field Service, Procurement, ALM asset Management, Contract and Revenue Management

Sales Strategy/ Dependencies

Life Sciences Solution Map- Additional Details if PSFT Installed

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Exception Scenario 2: Installed Base JD Edwards

EnterpriseOne 8.11, World, and XE

Corporate Administration and/or Business Operations

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Customer Channels

Infrastructure

Sales Marketing

Trade Mgmt and Govt. Comp.

Asset Management

Manufact.

Logistics



ProcurementCPM


HumanResources




Production Planning

Procurement


Clinical Trials/Adverse Event

Customer Portal

Financials


Service


MES/PLM

RFID

CRM


Life Sciences Solution Map - Recommended Solution JDE Enterprise One Components Installed

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Exceptions for JDEdwards World and XE

• For customers preferring not to use Oracle, other technology platforms will be used.

• HR will be PeopleSoft

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Life Sciences Solution Map –Additional details if JDE Installed



Supply Chain, Financials.

EnterpriseOne EPM No HCM offering.

Profitability, Planning, and Budgeting

EnterpriseOne EPM

Linked to core Financials and EPM Budget and Planning and Consolidation processing


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Life Sciences Solution Map -Additional Details if JDE Installed



Trade Management 3rd Party

Life Science T.M. and Government Compliance covered by Model N or iMany.Lead with BPI (JDE reseller) for low cost, and if Gov’tCompliance not an immediate issue.

Procurement Supplier Relationship Management Includes Strategic Sourcing

Manufacturing EntepriseOne Mixed Mode Manufacturing

Consider OPM for Bio/Pharma Process Manufacturing Consider EBS/PLM for Medical Device.MES partner Camstar likely for Medical Device.

Asset Management Asset Lifecycle Managment

EnterpriseOne has best-in-class offering based on ERP suite, including Financials.

Demand and Supply Planning

EnterpriseOne Advance Planning



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Life Sciences Solution Map - Additional Details if JDE EnterpriseOne Components Installed



LogisticsAdvanced WMS, TMS, Data Collection and RFID

WMS-TMS-Lot Control are native applications.Data Collection and RFID come from one of three partners (DSI, ICS, IBM)


EnterpriseOne Advanced Planning

PDP for multi-site optimized planning.PS for single site TOC planning.Order Promising for global ATP, CTP, PTP


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Life Sciences Solution Map - Additional Details if JDE EnterpriseOne Components Installed

EntepriseOneEntepriseOne 8.11 Corporate Admin Systems Installed8.11 Corporate Admin Systems Installed

Business Area Installed Product/Solution

Human Capital Mgmt (EnterpriseOne HCM )

Continue to sell E1 suite products in all other Corporate Admin. Areas.Help Desk can be done through Service Call Center and through Employee Self Service

AnalyticsSiebel Analytics and EnterpriseOne EPM

EPM for Procurement and Spend Analysis, EPM for HR and FinancialsEPM for Profitability, Planning, and Budgeting

Enterprise EPM or Financials systems

Enterprise EPM and other Corporate Solutions

Continue selling within suite, both for Corporate Administration components, like Projects and Property Management and related Analytics EPM solutions.

Enterprise EPM or Corporate Administration systems

Enterprise Business Operations Solutions

Sell EnterpriseOne (CRM) Ordering capabilities, Advanced Pricing, and Service Management at 8.11., new self-service Procurement, plus self service for customers, employees, buyers, and suppliers

Sales Strategy/ Dependencies

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Exception Scenario 3: Installed Base Siebel CRM

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Customer Channels

Infrastructure

Sales Marketing

Order & Trade Mgmt

Asset Management

Manufact.

Logistics



ProcurementCPM


HumanResources

Projects Compensation*Financials HR ITHelpdesk



Production Planning

Procurement


Clinical Data Mgmt/Adverse Event Reporting

Customer Portal

Human ResourcesFinancials


Govt. Comp.*

Service


MES/PLM

CRM


Life Sciences Solution Map - Recommended Solution if Siebel CRM Installed

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E-Business Order and Trade Management, Adv Pricing and Sales Contracts

Lead with Order Management, Adv Pricing and Sales Contracts as industry has large complexity here – then link to Logistics. *US Requirement - Government Compliance covered by iMany or Model N

Procurement E-Business Procurement Includes Strategic Sourcing


OPM for Bio and Pharma. Discrete and OSFM for Medical Device. Look for Flow Mfg possibilities.

Asset Management E-Business Asset Lifecycle Management

Lead with E-Business Asset Tracking for Consolidation of disparate asset systems and improved management of asset.. Dependency is E-Business Financials. Ensure cust understands asset servicing is one small part of Asset Mgt before positioning Siebel Field Service.



Demand Consensus is a “must have.” SNO has biggest bang for the buck –takes 5 years to open a new bio/pharma plant. S&OP critical to link bulk/API supplies with finish/packaging.



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Lead with Siebel Clinical; Note if TrialMindercustomer

Siebel Clinical – Offers global trial management capabilities with intelligent investigator targeting and recruiting, real-time enrollment tracking and trial status reporting, CRA site visit planning, payments generation and tracking.



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Corporate Administration SolutionsCorporate Administration Solutions


Corporate Performance Management

E-Business CPM Suite This would include Budget and Planning, Balanced Scorecard and Consolidation Hub for end to end Financial analysis

Indirect ProcurementE-Business Suite Self Service apps through Purchasing for all indirect purchases such as

supplies and internal facilities

Compensation E-Business Suite Payroll Payroll integrated with HR

Financials E-Business Suite Integrated suite including Payables, Expense Management, Fixed Assets and G/L

Facilities Management E-Business Property Manager Used for managing both corporate (employee) space and associated

costs, as well as retail storefronts

Human Resources E-Business Suite HR HR, Benefits and Payroll including self-service

Projects E-Business Suite ProjectsOracle Projects is a full scale Corporate Administration solution integrated with Financials Siebel Project & Resource Management is more for project collaboration.

Help DeskSiebel for IT,E-Business for HR

Siebel IT Help desk best in class as standalone solution, HR helpdesk should be tied to HR solution


Life Sciences Solutions – Additional Details if Siebel Installed

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Regional Exceptions

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General Regional Exceptions: APAC

• Anywhere that a front office end user has to use multiple products / UIs, standardize on a single suite solution from Oracle or Siebel to reduce complexity and integration issues.

• Help Desk – HR Help Desk should be Enterprise not Oracle in all scenarios – where both HR and IT Help Desks are required, select same suite.

• Where Field Service is required select same suite for B2B and B2C.

• Use Oracle CDH alone in all cases where only dedupe / Data Quality Management are required without industry specific data model. Position UCM where vertical data model is available and required by the specific account (e.g., Banking, Insurance, Communications)

• Check ongoing support of Siebel OEM relationships for multi language data dedupe and merge, search engine, knowledge base, etc.

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• Lack of availability of products in some European languages willlimit options

• CDH/UCM– No Siebel → CDH– Siebel CRM for Industry Solution → UCM– Siebel CRM & FSI → UCM– Siebel CRM, public sector, Oracle apps → CDH– Siebel CRM, public sector, no Oracle apps → UCM– Siebel CRM & Industry w/o specific Siebel data model → CDH– No Siebel CRM → CDH

General Regional Exceptions: EMEA

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Regional Exceptions EMEA: Life Sciences & Pharma

• Architecture doesn’t cover all sales approaches so different approaches will have to be considered.

– The Influencer/Opportunity sale to medical professionals, payers and provider organisations to get the product prescribed (not an order to cash process)

– Opportunity Based/Repetitive Sell to wholesalers, distributors and direct to provider organisations where product is ordered, shipped, invoiced and paid for.

• 3 types of contact centre– Medical information department, often staffed by medical professionals

→ Siebel – Order taking integrated to Supply Chain ERP → Oracle with Telesales

and Order Management– After sales service for medical devices → Oracle

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Siebel 8.0: Supported Languages

• Arabic• Chinese - Simplified• Chinese - Traditional• Czech• Danish • Dutch• English• Finnish• French• German • Hebrew• Italian • Japanese • Korean• Portuguese – Brazilian• Portuguese – European• Spanish• Swedish• Thai

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Siebel 8.0: Supported Platforms• Database Management System

– IBM DB2 UDB ESE 8.2– IBM DB2 for z/OS 8– IBM DB2 Connect 8.2– MS SQL Server 2005– Oracle 10g R2 Enterprise Server

• Siebel Enterprise Server OS– MS 2003 Server (IA32) – HP-UX 11i 11.23 IPF– IBM AIX 5L 5.3 – Sun Solaris 10 (32 and 64 bit) – Red Hat Enterprise Linux 4.0 on IA32– SuSe Linux 9.0 on IA32– Solaris 10/x86 (web tier only)

• J2EE App Servers– IBM WebSphere Application Server 6.0 – BEA WebLogic Application Server 9.0– MS .Net (Windows 2003 Advanced Server)

• Web Server– HP Apache Web Server Suite 2.0.3– IBM HTTP Server 2.0 on AIX 5.3– Microsoft IIS 6.0– SuSe Apache Web Server 2.0 – Red Hat Strong Hold Web Server 2.0 – Sun ONE Web Server EE 6.1 SP 4 SPARC &

IA32

• HI Client IE 6.0 browser (also IE 7.0 on XP)– Windows 2000 SP 4– Windows XP Professional SP2– Windows XP Tablet PC Edition

• SI Client compliant with HTTP 1.1, HTML 4.0, JavaScript 4.1

– Windows 2000– Windows XP– Windows 98– Windows ME– Solaris 10– Macintosh OS X 10.3– SuSe Linux SuSe

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