REVIEWERS: Yves Hennequin, director of business support, and Jean- Christophe Huet, director of IT for Lundbeck, France.
BACKGROUND: Lundbeck is a unique pharmaceutical company focusing solely on the treatment of diseases of the central nervous system (CNS). Our vision is to help patients suffering from neurological and psychiatric diseases within the CNS area. In addition to developing world-class pharmaceuticals, Lundbeck places great emphasis on increasing knowledge by offering education to healthcare providers, patients and their relatives. Lundbeck business and R&D focus areas are psychiatry and neurology. In the last few years we have greatly intensified our research and development activities, investing approximately 20 percent of revenue in R&D. We are the third largest pharmaceutical company in Western Europe within antidepressants and sixth largest company within sales of antipsychotics. Headquartered in Denmark, Europe is Lundbeck's home market. Lundbeck has subsidiaries in 29 countries and partner alliances in the Far East, Middle East, Latin America, North Africa and East Europe. In 2002, Lundbeck employed 4,534 employees, with 834 people in R&D. Operating in the French market since 1992, Lundbeck France markets one main product: Seropram/Citalopram, for depression and two others for psychotic disorders: Fluanxol/Flupentixol and Clopixol/Zuclopenthixol. Lundbeck France is about to launch two new products: Cipralex/Escitalopram (depression) and Ebixa/Memantine (Alzheimer). In 2002, Lundbeck France had 454 employees, with 347 in sales and 54 in R&D.
PLATFORMS: One 6-processor server for BOARD Web Server (500 users) Windows 2000 Professional. One biprocessor server for the development environment (25 users).
PROBLEM SOLVED: In July 2001, we received a clear target from our CEO: "You have 15 months to be ready for the pre-launch of two new products." Taking into account the challenge, the company culture and the potential for delays, we took an atypical approach by starting the project from the back office. We decided to build a completely new information system, based on a new CRM solution (ATLAS), codeveloped with CEDEGIM and specifically designed for the pharmaceutical industry. We selected BOARD M.I.T. to support the analysis for a distributed community of users and provide high-speed access to all the information coming from the CRM system. This information is used to define individual action plans and monitor performance. The ease of development and the speed in deploying a low- maintenance Web-based solution allowed us to answer each specific need of the different sales channels.
PRODUCT FUNCTIONALITY: After the success in solving the front-office needs, we then decided to tackle the challenges of the back office, where we made extensive use of BOARD M.I.T. simulation functions in developing fully customized applications supporting the budgeting process and performance management. Today, several Lundbeck subsidiaries in different countries are coming "on BOARD," after having seen the added value provided by projects deployed with BOARD M.I.T. in Lundbeck France.
STRENGTHS: BOARD M.I.T. provides a unique combination of speed and simplicity. The original toolkit paradigm allowed us to develop fully customized analytic applications without any programming and with an iterative approach, adapting the multidimensional model to our ever-changing business needs.
WEAKNESSES: In order to further improve the integration within the company intranet, we would like to be able to customize the Web pages not only with Cascade Style Sheets (already available), but also by managing a page's events. It does appear, however, that this will be available with the next release of BOARD Web Server.
SELECTION CRITERIA: We selected BOARD M.I.T. for its flexibility, ease of use and competitive cost. A key selection criterion was also the quality of the service provided by the partner, SDG Consulting France.
DELIVERABLES: More than 300 reports and charts are available through 17 intranet Web sites for all of our 450 authorized users.
VENDOR SUPPORT: The first project with SDG Consulting France allowed us to master the BOARD toolkit. On our own, we then had the opportunity, in a second project, to fully appreciate the potential of BOARD M.I.T. across the entire organization. Obviously, we benefited from SDG's expertise and vision in the more complex projects and fully appreciated the quality of resources made available by their international group. Thanks to Orenburg's responsiveness and their dedication, we had the pleasure to see that the product development took into account a large number of our requests.
DOCUMENTATION:It could be improved by adding examples for some of the functionality offered in the product.
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