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Today’s Agenda


 •Current Situation

 •Business Strategy

 •Business Plan

 •Competition

 •Go-to-Market Plan
MacMedia
An internet channel support for
Academic Detailing delivery

                         Luis Quiroz
                         MEEI Candidate
Market Revision
                    Year                   1              2          3         4          5

                    Projected No of
  Canada            physicians              66,405      67,593     68,782     69,970    71,158

  Market Size for   A.D. rating     0.69    45,819      46,639     47,460     48,279    49,099
  Web-based A.D
                    Technology
                    Factor     0.63         28,866      29,383     29,900     30,416    30,932

                    Adjustment for
                    adoption rate              4,089     6,515     10,375     16,519    26,293



                    Year                       1          2         3         4          5

                    Projected No of
  Ontario           physicians             24,115       24,567     25,019    25,471     25,923

                    A.D. Rating 0.69       16,639       16,951     17,263    17,575     17,887
  Market Size for
  Web-based A.D
                    Technology
                    Factor     0.65        10,816       11,018     11,221    11,424     11,626

                    Adjustment for
                    adoption rate              1,532     2,443      3,894     6,204      9,882


                    Year                   1              2          3         4          5

                    Proportion of
                    adoption               14.17%      22.17%       34.70%   54.31%    85.00%

  Adoption Rate     Adoption rate in                             Effective
                    year 5                 85.00%      (datum)   growth      500%      (datum)

                                                                 Annual
                                                                 growth of
                                                                 adoption
                    Years                          4   (datum)   rate        56.51%
Expectations & Impact
                                                        KEY FINANCIAL PROJECTIONS (in thousand CAD)
                                                                                                                                        Advertisers’
                                                                                                                                                                Reasons
                                     Y1                   Y2                Y3                    Y4                  Y5                expectations

End-Users 60%                       1,200                1,913             3,050               4,859                  7,740                                •Service needs to
                                                                                                                                   •Service must be        be tested
Revenues                       $   242.40           $ 463.71          $ 739.32           $ 1,177.82          $ 1,876.18            attractive
                                                                                                                                                           •Unknown market
Expenses                                  $624.38         $655.60            $780.25              $868.72            $1,239.41     •Steady growth          response
Net Profit                            ($381.98)          ($191.89)           ($40.93)         $     309.11       $        636.77   •Stable online          •See to believe
Cash Balance before                                                                                                                community               attitude
financing                             ($381.10)          ($191.39)            $41.33              $354.87             $681.98

Financing                      $   400.00           $ 300.00

Cash Balance after financing   $    18.90           $ 108.61          $ (48.68)          $    (45.85)        $       281.26


Ending Cash (Accumulated)      $    30.90           $ 139.51          $ 90.83            $     44.98         $       326.24


                                                        KEY FINANCIAL PROJECTIONS (in thousand CAD)
                                                                                                                                    Academic Detailing
                                                                                                                                                                Reasons
                                    Y1                    Y2                 Y3                   Y4                 Y5               expectations

End-Users 25%                         500                  625                   781                   977             1,221                               •Academic Detailing
                                                                                                                                                           needs to be
Revenues                       $   242.40           $    151.50        $    189.31       $        236.82     $     295.97                                  promoted in Ontario

Expenses                              $624.38               $639.99           $752.75             $739.01            $767.75       •Conservative number    •Unknown market
                                                                                                                                   of enrolments           response
Net Profit                           ($381.98)            ($488.49)          ($563.44)        ($502.19)           ($471.78)

Cash Balance before                                                                                                                •Conservative rate of   •Service needs to
financing                            ($381.10)            ($487.99)          ($481.17)        ($456.43)           ($426.57)        growth                  be displayed &
                                                                                                                                                           tested
Financing                      $   400.00           $    300.00
                                                                                                                                                           •Limited resources
Cash Balance after financing   $    18.90                 ($187.99)          ($571.19)        ($857.14)           ($827.28)                                have been allocated
                                                                                                                                                           for similar programs
Ending Cash (Accumulated)      $    30.90                 ($157.09)          ($728.28)       ($1,585.42)         ($2,412.70)                               in the past
Business Strategy: Current Situation
                                                            Market Opportunity
                                             •New market in Ontario

                                             •Almost 10,00 physicians who would potentially sign up
                                             into the service within the next 5 years

                                             •Around $ 2 million in revenues a year in advertising
                                             services for hosting a stable community of health care
                                             professionals

                                             •Rate of familiarity with technology is 65%in Ontario

                                             •Online CME adoption rate is the fastest in N.A. (85%)




                     Strengths                                                                         Weaknesses
•Extensive primary and secondary market research
                                                                                    •MacMedia has no track-record of any product or
                                                                                    service for the health sector
•Expert advice and monitoring from the School of
Engineering and other McMaster departments or
                                                                                    •No feedback from real use of the service
programs
                                                                                    •Unknown market response
•Academic Detailing programs have been already
deployed and successfully evaluated
                                                                                    •Opposed views and expectations about market size
                                                                                    and growth
•The Family Medicine Dpt. is open to cooperation as a
supplier of A.D knowledge
                                                                                    •Lack of Capital
•McGraw Hill Canada is open to cooperation under
certain conditions as a sponsor/advertiser
Business Strategy: Strategic Decisions
                                                                   It is necessary to:
                                               •Raise Capital

                                               •Build a prototype & run a pilot education program in Ontario

                                               •Promote the service

                                               •Create interest among advertisers to invest in the channel


       Options for Raise Capital
Venture Capitalist

•No track of success
•Very risky
Early Stage Investment
                                                            Prototype & Pilot Education
•Ministry of Research and Innovation-Ontario         Do it alone
Government
•Knowledge Development and Exchange –                •No Academic Detailing knowledge & materials
Health Canada                                        •No credibility
•Microsoft Pharmaceutical and Life Sciences          •No access to physicians who receive CME
Innovation –Private company
                                                     Establish Partnership with Academic
                                                     Detailing Ontario
                                                                                                                  Options for Bringing Advertisers
                                                     •Access to A.D. expertise and materials                   Launch the system and look for advertisers
                                                     •Access to detailers or educators
                                                     •Access to physicians                                     •It can take time to convince
                                                     •Expose physicians and advertisers to the                 •Payment for the operating costs will be delayed
                                                     prototype and real system
                                                     •Bundle MacMedia system with A.D for funding
                                                                                                               Invite advertisers in the early stages

                                                                                                               •Allow to compare the benefits with other
                                                                                                               advertising options
                                                                                                               •Allow to identify the advertiser with the channel
Benefits from Partnership


     A potential formal agreement with the ACADEMIC DETAILING SERVICE ONTARIO and
     MCGRAWHILL CANADA to start the project will lead to the following benefits:



     MACMEDIA                        ACADEMIC DETAILING               MCMGRAW HILL
                                     ONTARIO


                                     •Disseminate Academic
                                     Detailing in a broad scale
     •Build track of success                                          •Reach prospective customers in
                                     •Deliver CME and credit          a more personalized way
     •Confirm assumptions on         education in a more efficient
     market size and growth          manner                           •Tailor the message for the type
                                                                      of user
                                     •Evaluate the influence of A.D
                                     on physicians’ prescribing       •Access to a captive audience all
                                     behaviour                        the time




                               This is Win-Win deal for al parties
The Business Plan

MACMEDIA’s Mission Statement

•MacMedia’s mission is to serve as a channel for research institutions that
 disseminate medical knowledge. MacMedia helps these institutions in their
 quest to reach the healthcare sector by using online supporting tools.

•By positioning as an online channel, MacMedia builds permanent online
 community of HCPs which become attractive for advertising services.



              MACMEDIA delivers your medical knowledge
              and messages fast and efficiently
The Business Team

Business Development:

•Luis Quiroz
 Bachelor of Industrial Engineering, Master in Business Administration,
 Master’s Candidate of Engineering, Entrepreneurship and Innovation at McMaster

Technical Expertise:

•Mohammed Amjad
Graduate from the MEEI Program
CEO of ISDN Technologies. Telecommunications & Energy
The Organization Structure

                                         CEO          TBA

                Advisory Board

                •Dr. David Potter
                •PharmD. Lisa Dolovich
                •Dr. Kamran Sartipi




   Operations         Business                 Administration
                                                                Commercialization
     R&D             Development                 & Finance



   Mohammed          Luis Quiroz                    TBA                TBA
   Amjad
Operations: The location

Location: Hamilton

The city is center of Hamilton Health Science (HHS) group of
Hospitals:

•Chedoke
•Hamilton General
•Henderson General
•McMaster Children's Hospital
•McMaster University Medical Centre
•The Juravinski Cancer Centre

-CBRT (Community Based Residency Training): It is provided by McMaster
Family Practice

-CBRT provides residents with the opportunity to train in a ”typical”
community practice

*Proximity to almost 4,200 physicians (Hamilton-Niagara-Waterloo-
Wellington-Brampton)
The Ontario Physician Human Resources Data Centre
Products & Price Structure

                     Products                          Cost per year
       Subscription & Banner*                    $ 2,000
       (Basic Service)
              Value Added Services**

       In-session advertising                    $ 36,000
       (short infomercials before or after the   (3 times a year per physician x
       session)                                  $12 per infomercial)

       Customized emails                         $ 60,000
       (Surveys, discounts, specials offers,     (10 times a year per physician
       product list/information delivered to     x $6 per customized email)
       personal accounts)




*Renewable annual subscription. Banner visible to all subscribed physicians
**Packets of 1,000 physicians
Products Costing: ABC

         Existing Costs
Web-Conferencing Annual
                                 Existing costs                                  Activities are
Subscription
                                 are allocated                                   allocated
Internet Services                proportionally                                  proportionally
EBM Annual Subscriptions         into activities                                 into products

Physicians Databases                               Organization’s Activities
Annual Tax Services                           Development & Testing
                                                                                                  Products contained
Office Supplies                               Service Maintenance/Availability                     in an advertising
Telephone Services                                                                                     package
                                              Operations Administration
Amortization Office Rental                                                                        Banners
                                              Sales Activity
Furniture Depreciation                                                                            In-Session Advertising
                                              General Administration &
Amortization of Equipment &                   Finance                                             Customized emails
Software
Accounting Soft Depreciation
Trademark Amortization           •Whenever more than one product is produced. It is advisable to
Payroll IT/Programmers - Fully   calculate the cost of each product by estimating the proportion of
Loaded                           effort/resources allocated specifically to that product.
Sales Salaries - Fully Loaded
                                 •Direct costs become into fixed costs. Fixed costs are allocated proportionally
Office Administrator - Fully
Loaded                           the making of the products
Manager - Fully Loaded
                                 •In this case, the only variable costs are those of sales commissions
Product Costing for Year 4
(in thousand CAD)                     Banners                      In-session advertising          Customized emails


                             Total              Unit Cost           Total         Unit Cost        Total        Unit Cost


    Sales for Year 4
         (Units)                      29                                     12                            12
                         $                                     $
    Sales $ for Year 4       58.31         $           2.00          419.82       $    36.00   $ 699.70         $    60.00   $   1,177.82
                         $                                     $
    Variable Costs           2.92          $           0.10          20.99        $    1.80    $   34.98        $     3.00   $     58.89

                         $                                     $
    Fixed Cost               127.61        $           4.38          316.59       $    27.15   $ 316.59         $    27.15   $    760.80

                                                               $
    Profit ($)                 ($72.22)              ($2.48)         82.23        $    7.05    $ 348.12         $    29.85   $    358.13


    Profit (%)                                     -123.86%                           19.59%                        49.75%         30.41%

    Even Break Point = Fixed Cost / (Unit Price - Unit Variable Cost)

      Break-Even Point
                              67                                      9                             6
              (Q=)




    To encourage advertisers to purchase a package, the service charges less on banners
    Therefore, banners subsidizes in-session advertising and customized e-mails
The Competition
Academic Detailing      MacMedia                         Academic
Collaboration                                            Detailing CME
Other CME programs      Currently, do not use other      Traditional CME
                        party to disseminate knowledge

Pharmaceutical          Customer Relationship
companies               Management (CRM) companies       E-detailing



                             Products                E-detailing       Academic    Traditional
Services                                                               Detailing      CMR

                     Detailing session via Web-          X                 X
                     conferencing
                     Printed Educational Materials                         X           X
                     (Unbiased sources)
                     Product Description                 X
                     (Commercial)
For Physicians
                     Sales Reps Appointments             X


                     CME Credit                                            X           X

                     Drug sample ordering                X


For Academic         Intelligence System                                   X
Detailing

For Pharmaceutical   Intelligence System
Companies                                                X
Competitors’ Response & Strategy
       Type of Competitor                Type of threat               Most Likely Response

      Other CME programs                   Very Low                      Create partnership

  E-detailing &
  Customer Relationship                    Very Low                            None
  Management (CRM) companies


Other businesses offering solutions                               Emulate MacMedia but may create
                                           Very Low
& support for Academic Detailing                                  switching costs for A.D.



Competition Strategy

•Initially focus on Academic Detailing Collaboration in Ontario
       -Gain experience, build credibility, create success

•Move quickly to establish partnership with other CME programs
     -The first mover creates switching costs issues for the future

•Use the experience, credibility and success to propose similar solutions to Academic Detailing Programs
 in other provinces to use the existing platform and enhance collaboration

•Plan for other ways to update HCPs beyond pcs and laptops

•Explore new markets. Example: universities in North America
The Path for Growth
                                                      New Markets:
                                                      Universities


                                      New Services:
                                      Wireless
                                      Devices

                      Target other
                      A.D. programs
                      in other
                      provinces


          Other CME
          Programs



A.D. in
Ontario
The Business Model

                                                 Facilitation of
                Partnership                      Online sessions
                                                 & material distribution


Academic
Detailing                          MacMedia                            Physicians
                Academic
Collaboration   Detailing
                                   channel
                knowledge                          Promotion of
                                                   Products &
                              Pays for             services
                              Advertising
                              service



                                   Advertisers
Customer Acquisition Strategy:
Physicians
    Stage             Pilot Education Program                          Full Service
                             for 2 years

                        •Personal Visits
                        (Recruiter/Promoter)
                                                                   •Online invitations
                                                                   (Physicians DBs)
   Strategy             •Online invitations
                        (Physicians DBs)


                                              ONLINE REGISTRATION

 Performed by                MacMedia                      Academic Detailing Collaboration

                •Focus on residents to create a strong   •A.D. will be in charge of the online
                 critical-mass and word-of-mouth         invitations and registration information

                •Aim at Community Based Residency        •Promote intensively the use of system
                Training Centres                         forum
  Description       (state-of-the-art technology)
                                                         •Provide incentives to encourage
                •Promote service to the HCPs in the      referrals. Example: one personal web
                surrounding areas                        page for the physicians who invited a
                                                         number of new subscribers
                •Promote the use of system forum
Customer Acquisition Strategy:
Advertisers
    Stage       Pilot Education Program                   Full Service
                       for 2 years

                                               •Employ full-time
                 •Personal Visits
                                               Salespersons
                 (Recruiter/Promoter)

   Strategy                                    •Advertising charges are applicable
                 •Service at no costs
                                               according to yearly contracts


                                   ONLINE REGISTRATION

 Performed by         MacMedia                             MacMedia


                •Try the service                       •Add new features.
  Description
                                                       Example: wireless
                •Suggest improvements
Go-to-Market Plan
                    Business and Service Marketing Promotion

      Conferences & Organizations                          Media



                                           Journals & Newsletters
    Conferences

                                           •The Canadian Medical Association
    •Public Health Without Borders         Journal
        Annual Meeting. San Diego.
        California                         •Archives of Internal Medicine

    •Events of the Canadian Advertising    •ACP Journal Club
    Research Foundation (CARF)

                                           •Local Academic Detailing Newsletters

    Organizations
                                           •Canadian Advertising News

    •The Canadian Agency for Drugs and
    Technologies in Health                 Website
    •Association of Canadian Advertisers
                                           Completed and functional for Pilot
                                           Educational Program beginning 2010
The Path to the Market
                                        Full
                                        Service
                                        -Launch to
                                        the market-

                            Pilot
                            Education
                            Program
                            - Year 2-

                Pilot
                Education
                Program
                - Year 1-

  Visual &
  Functional
  Prototype
  - 6 months-
Marketing Estimate Budget
                                In Canadian Dollars
             Description                   Year 1      Year 2
    For academic detailing
    Conferences Fees                       $1,500      $3,000
    Travel Expenses                        $1,200      $2,400
    Publications in Journals               $2,200      $2,200
    Association Fees                       $1,300      $1,300
    For advertising
    Conferences Fees                       $1,500      $3,000
    Travel Expenses                        $3,000      $4,000
    Publications in Journals               $3,500      $3,500
    Association Fees                       $2,600      $2,600
    Recruiter for physicians
    Salary (Fully loaded) factor 2.5      $31,250     $62,500
    Related Expenses 15%                   $4,690      $9,375
    Recruiter for advertisers
    Salary (Fully loaded) factor 2.5      $31,250      $31,250
    Related Expenses 15%                   $4,690       $4,690
    Total                                 $ 88,680    $ 129,815
Sales Projection
Financial Projection
Business Break–Even Point
Risk & Mitigation Plan
Thanks for your attention

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MacMedia - Tollgate 3

  • 1. Today’s Agenda •Current Situation •Business Strategy •Business Plan •Competition •Go-to-Market Plan
  • 2. MacMedia An internet channel support for Academic Detailing delivery Luis Quiroz MEEI Candidate
  • 3. Market Revision Year 1 2 3 4 5 Projected No of Canada physicians 66,405 67,593 68,782 69,970 71,158 Market Size for A.D. rating 0.69 45,819 46,639 47,460 48,279 49,099 Web-based A.D Technology Factor 0.63 28,866 29,383 29,900 30,416 30,932 Adjustment for adoption rate 4,089 6,515 10,375 16,519 26,293 Year 1 2 3 4 5 Projected No of Ontario physicians 24,115 24,567 25,019 25,471 25,923 A.D. Rating 0.69 16,639 16,951 17,263 17,575 17,887 Market Size for Web-based A.D Technology Factor 0.65 10,816 11,018 11,221 11,424 11,626 Adjustment for adoption rate 1,532 2,443 3,894 6,204 9,882 Year 1 2 3 4 5 Proportion of adoption 14.17% 22.17% 34.70% 54.31% 85.00% Adoption Rate Adoption rate in Effective year 5 85.00% (datum) growth 500% (datum) Annual growth of adoption Years 4 (datum) rate 56.51%
  • 4. Expectations & Impact KEY FINANCIAL PROJECTIONS (in thousand CAD) Advertisers’ Reasons Y1 Y2 Y3 Y4 Y5 expectations End-Users 60% 1,200 1,913 3,050 4,859 7,740 •Service needs to •Service must be be tested Revenues $ 242.40 $ 463.71 $ 739.32 $ 1,177.82 $ 1,876.18 attractive •Unknown market Expenses $624.38 $655.60 $780.25 $868.72 $1,239.41 •Steady growth response Net Profit ($381.98) ($191.89) ($40.93) $ 309.11 $ 636.77 •Stable online •See to believe Cash Balance before community attitude financing ($381.10) ($191.39) $41.33 $354.87 $681.98 Financing $ 400.00 $ 300.00 Cash Balance after financing $ 18.90 $ 108.61 $ (48.68) $ (45.85) $ 281.26 Ending Cash (Accumulated) $ 30.90 $ 139.51 $ 90.83 $ 44.98 $ 326.24 KEY FINANCIAL PROJECTIONS (in thousand CAD) Academic Detailing Reasons Y1 Y2 Y3 Y4 Y5 expectations End-Users 25% 500 625 781 977 1,221 •Academic Detailing needs to be Revenues $ 242.40 $ 151.50 $ 189.31 $ 236.82 $ 295.97 promoted in Ontario Expenses $624.38 $639.99 $752.75 $739.01 $767.75 •Conservative number •Unknown market of enrolments response Net Profit ($381.98) ($488.49) ($563.44) ($502.19) ($471.78) Cash Balance before •Conservative rate of •Service needs to financing ($381.10) ($487.99) ($481.17) ($456.43) ($426.57) growth be displayed & tested Financing $ 400.00 $ 300.00 •Limited resources Cash Balance after financing $ 18.90 ($187.99) ($571.19) ($857.14) ($827.28) have been allocated for similar programs Ending Cash (Accumulated) $ 30.90 ($157.09) ($728.28) ($1,585.42) ($2,412.70) in the past
  • 5. Business Strategy: Current Situation Market Opportunity •New market in Ontario •Almost 10,00 physicians who would potentially sign up into the service within the next 5 years •Around $ 2 million in revenues a year in advertising services for hosting a stable community of health care professionals •Rate of familiarity with technology is 65%in Ontario •Online CME adoption rate is the fastest in N.A. (85%) Strengths Weaknesses •Extensive primary and secondary market research •MacMedia has no track-record of any product or service for the health sector •Expert advice and monitoring from the School of Engineering and other McMaster departments or •No feedback from real use of the service programs •Unknown market response •Academic Detailing programs have been already deployed and successfully evaluated •Opposed views and expectations about market size and growth •The Family Medicine Dpt. is open to cooperation as a supplier of A.D knowledge •Lack of Capital •McGraw Hill Canada is open to cooperation under certain conditions as a sponsor/advertiser
  • 6. Business Strategy: Strategic Decisions It is necessary to: •Raise Capital •Build a prototype & run a pilot education program in Ontario •Promote the service •Create interest among advertisers to invest in the channel Options for Raise Capital Venture Capitalist •No track of success •Very risky Early Stage Investment Prototype & Pilot Education •Ministry of Research and Innovation-Ontario Do it alone Government •Knowledge Development and Exchange – •No Academic Detailing knowledge & materials Health Canada •No credibility •Microsoft Pharmaceutical and Life Sciences •No access to physicians who receive CME Innovation –Private company Establish Partnership with Academic Detailing Ontario Options for Bringing Advertisers •Access to A.D. expertise and materials Launch the system and look for advertisers •Access to detailers or educators •Access to physicians •It can take time to convince •Expose physicians and advertisers to the •Payment for the operating costs will be delayed prototype and real system •Bundle MacMedia system with A.D for funding Invite advertisers in the early stages •Allow to compare the benefits with other advertising options •Allow to identify the advertiser with the channel
  • 7. Benefits from Partnership A potential formal agreement with the ACADEMIC DETAILING SERVICE ONTARIO and MCGRAWHILL CANADA to start the project will lead to the following benefits: MACMEDIA ACADEMIC DETAILING MCMGRAW HILL ONTARIO •Disseminate Academic Detailing in a broad scale •Build track of success •Reach prospective customers in •Deliver CME and credit a more personalized way •Confirm assumptions on education in a more efficient market size and growth manner •Tailor the message for the type of user •Evaluate the influence of A.D on physicians’ prescribing •Access to a captive audience all behaviour the time This is Win-Win deal for al parties
  • 8. The Business Plan MACMEDIA’s Mission Statement •MacMedia’s mission is to serve as a channel for research institutions that disseminate medical knowledge. MacMedia helps these institutions in their quest to reach the healthcare sector by using online supporting tools. •By positioning as an online channel, MacMedia builds permanent online community of HCPs which become attractive for advertising services. MACMEDIA delivers your medical knowledge and messages fast and efficiently
  • 9. The Business Team Business Development: •Luis Quiroz Bachelor of Industrial Engineering, Master in Business Administration, Master’s Candidate of Engineering, Entrepreneurship and Innovation at McMaster Technical Expertise: •Mohammed Amjad Graduate from the MEEI Program CEO of ISDN Technologies. Telecommunications & Energy
  • 10. The Organization Structure CEO TBA Advisory Board •Dr. David Potter •PharmD. Lisa Dolovich •Dr. Kamran Sartipi Operations Business Administration Commercialization R&D Development & Finance Mohammed Luis Quiroz TBA TBA Amjad
  • 11. Operations: The location Location: Hamilton The city is center of Hamilton Health Science (HHS) group of Hospitals: •Chedoke •Hamilton General •Henderson General •McMaster Children's Hospital •McMaster University Medical Centre •The Juravinski Cancer Centre -CBRT (Community Based Residency Training): It is provided by McMaster Family Practice -CBRT provides residents with the opportunity to train in a ”typical” community practice *Proximity to almost 4,200 physicians (Hamilton-Niagara-Waterloo- Wellington-Brampton) The Ontario Physician Human Resources Data Centre
  • 12. Products & Price Structure Products Cost per year Subscription & Banner* $ 2,000 (Basic Service) Value Added Services** In-session advertising $ 36,000 (short infomercials before or after the (3 times a year per physician x session) $12 per infomercial) Customized emails $ 60,000 (Surveys, discounts, specials offers, (10 times a year per physician product list/information delivered to x $6 per customized email) personal accounts) *Renewable annual subscription. Banner visible to all subscribed physicians **Packets of 1,000 physicians
  • 13. Products Costing: ABC Existing Costs Web-Conferencing Annual Existing costs Activities are Subscription are allocated allocated Internet Services proportionally proportionally EBM Annual Subscriptions into activities into products Physicians Databases Organization’s Activities Annual Tax Services Development & Testing Products contained Office Supplies Service Maintenance/Availability in an advertising Telephone Services package Operations Administration Amortization Office Rental Banners Sales Activity Furniture Depreciation In-Session Advertising General Administration & Amortization of Equipment & Finance Customized emails Software Accounting Soft Depreciation Trademark Amortization •Whenever more than one product is produced. It is advisable to Payroll IT/Programmers - Fully calculate the cost of each product by estimating the proportion of Loaded effort/resources allocated specifically to that product. Sales Salaries - Fully Loaded •Direct costs become into fixed costs. Fixed costs are allocated proportionally Office Administrator - Fully Loaded the making of the products Manager - Fully Loaded •In this case, the only variable costs are those of sales commissions
  • 14. Product Costing for Year 4 (in thousand CAD) Banners In-session advertising Customized emails Total Unit Cost Total Unit Cost Total Unit Cost Sales for Year 4 (Units) 29 12 12 $ $ Sales $ for Year 4 58.31 $ 2.00 419.82 $ 36.00 $ 699.70 $ 60.00 $ 1,177.82 $ $ Variable Costs 2.92 $ 0.10 20.99 $ 1.80 $ 34.98 $ 3.00 $ 58.89 $ $ Fixed Cost 127.61 $ 4.38 316.59 $ 27.15 $ 316.59 $ 27.15 $ 760.80 $ Profit ($) ($72.22) ($2.48) 82.23 $ 7.05 $ 348.12 $ 29.85 $ 358.13 Profit (%) -123.86% 19.59% 49.75% 30.41% Even Break Point = Fixed Cost / (Unit Price - Unit Variable Cost) Break-Even Point 67 9 6 (Q=) To encourage advertisers to purchase a package, the service charges less on banners Therefore, banners subsidizes in-session advertising and customized e-mails
  • 15. The Competition Academic Detailing MacMedia Academic Collaboration Detailing CME Other CME programs Currently, do not use other Traditional CME party to disseminate knowledge Pharmaceutical Customer Relationship companies Management (CRM) companies E-detailing Products E-detailing Academic Traditional Services Detailing CMR Detailing session via Web- X X conferencing Printed Educational Materials X X (Unbiased sources) Product Description X (Commercial) For Physicians Sales Reps Appointments X CME Credit X X Drug sample ordering X For Academic Intelligence System X Detailing For Pharmaceutical Intelligence System Companies X
  • 16. Competitors’ Response & Strategy Type of Competitor Type of threat Most Likely Response Other CME programs Very Low Create partnership E-detailing & Customer Relationship Very Low None Management (CRM) companies Other businesses offering solutions Emulate MacMedia but may create Very Low & support for Academic Detailing switching costs for A.D. Competition Strategy •Initially focus on Academic Detailing Collaboration in Ontario -Gain experience, build credibility, create success •Move quickly to establish partnership with other CME programs -The first mover creates switching costs issues for the future •Use the experience, credibility and success to propose similar solutions to Academic Detailing Programs in other provinces to use the existing platform and enhance collaboration •Plan for other ways to update HCPs beyond pcs and laptops •Explore new markets. Example: universities in North America
  • 17. The Path for Growth New Markets: Universities New Services: Wireless Devices Target other A.D. programs in other provinces Other CME Programs A.D. in Ontario
  • 18. The Business Model Facilitation of Partnership Online sessions & material distribution Academic Detailing MacMedia Physicians Academic Collaboration Detailing channel knowledge Promotion of Products & Pays for services Advertising service Advertisers
  • 19. Customer Acquisition Strategy: Physicians Stage Pilot Education Program Full Service for 2 years •Personal Visits (Recruiter/Promoter) •Online invitations (Physicians DBs) Strategy •Online invitations (Physicians DBs) ONLINE REGISTRATION Performed by MacMedia Academic Detailing Collaboration •Focus on residents to create a strong •A.D. will be in charge of the online critical-mass and word-of-mouth invitations and registration information •Aim at Community Based Residency •Promote intensively the use of system Training Centres forum Description (state-of-the-art technology) •Provide incentives to encourage •Promote service to the HCPs in the referrals. Example: one personal web surrounding areas page for the physicians who invited a number of new subscribers •Promote the use of system forum
  • 20. Customer Acquisition Strategy: Advertisers Stage Pilot Education Program Full Service for 2 years •Employ full-time •Personal Visits Salespersons (Recruiter/Promoter) Strategy •Advertising charges are applicable •Service at no costs according to yearly contracts ONLINE REGISTRATION Performed by MacMedia MacMedia •Try the service •Add new features. Description Example: wireless •Suggest improvements
  • 21. Go-to-Market Plan Business and Service Marketing Promotion Conferences & Organizations Media Journals & Newsletters Conferences •The Canadian Medical Association •Public Health Without Borders Journal Annual Meeting. San Diego. California •Archives of Internal Medicine •Events of the Canadian Advertising •ACP Journal Club Research Foundation (CARF) •Local Academic Detailing Newsletters Organizations •Canadian Advertising News •The Canadian Agency for Drugs and Technologies in Health Website •Association of Canadian Advertisers Completed and functional for Pilot Educational Program beginning 2010
  • 22. The Path to the Market Full Service -Launch to the market- Pilot Education Program - Year 2- Pilot Education Program - Year 1- Visual & Functional Prototype - 6 months-
  • 23. Marketing Estimate Budget In Canadian Dollars Description Year 1 Year 2 For academic detailing Conferences Fees $1,500 $3,000 Travel Expenses $1,200 $2,400 Publications in Journals $2,200 $2,200 Association Fees $1,300 $1,300 For advertising Conferences Fees $1,500 $3,000 Travel Expenses $3,000 $4,000 Publications in Journals $3,500 $3,500 Association Fees $2,600 $2,600 Recruiter for physicians Salary (Fully loaded) factor 2.5 $31,250 $62,500 Related Expenses 15% $4,690 $9,375 Recruiter for advertisers Salary (Fully loaded) factor 2.5 $31,250 $31,250 Related Expenses 15% $4,690 $4,690 Total $ 88,680 $ 129,815
  • 28. Thanks for your attention