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FACULTY OF ECONOMICS AND BUSINESS ZAGREB

E –BUSINESS PROJECT

SMART CLINICAL TRIALS

STUDENT: Marko Kaselj MENTOR: Božidar Jaković, PhD COURSE: E-Business May 2013, Zagreb


Contents 1. INTRODUCTION ................................................................................................................................... 1 1.1 Essay Scope and Purpose .............................................................................................................. 1 1.2 Data Sources and Collection Methods .......................................................................................... 1 1.3 Essay Content and Structure ......................................................................................................... 1 1.4. E-business Model – Short Description.......................................................................................... 2 2. STRATEGIC BACKGROUND ................................................................................................................... 3 2.1 Mission .......................................................................................................................................... 3 2.2 Vision ............................................................................................................................................. 3 2.3 Project Goals.................................................................................................................................. 3 3. BUSINESS MODEL ................................................................................................................................ 4 3.1 E-business Model – Detailed Description ...................................................................................... 4 3.2. E-business Model Values .............................................................................................................. 4 3.3. Project Organization ..................................................................................................................... 5 4. INNOVATIONS...................................................................................................................................... 6 4.1. Innovation List .............................................................................................................................. 6 4.2. Project Innovations – Detailed Description .................................................................................. 6 4.2.1. Personalized Clinical Trials .................................................................................................... 6 4.2.2. Web patient tracking ............................................................................................................. 6 4.2.3. Integrated Social Networking Elements ................................................................................ 6 4.2.4. SMART Database ................................................................................................................... 6 4.2.5. E-health and Mobile Technology........................................................................................... 7 5. REVENUE MODELS ............................................................................................................................... 8 5.1. Revenue Model List ...................................................................................................................... 8 5.2. Revenue Models – Detailed Description ...................................................................................... 8 5.2.1. Subscriptions for the clients .................................................................................................. 8 5.2.2. Freemium .............................................................................................................................. 8 5.2.3. E-Marketing ........................................................................................................................... 8 5.2.4. Customized Trials Fee ............................................................................................................ 8 5.2.5. Professional Analysis Reports by Request ............................................................................. 9 6. CLIENTS .............................................................................................................................................. 10 6.1. Main Clients ................................................................................................................................ 10 6.2. Main Clients – Detailed Description ........................................................................................... 10 6.2.1. Patients or potential trial candidates .................................................................................. 10


6.2.2. Pharmaceutical Industries ................................................................................................... 10 6.2.3. Hospitals and other Health Institutions .............................................................................. 10 6.2.4 Health Governance Institution ............................................................................................. 10 6.2.5. Other ................................................................................................................................... 11 6.3. Markets and Website Language ................................................................................................. 11 6.4. Client Registration ...................................................................................................................... 11 6.5. Registered Client Benefits .......................................................................................................... 11 7. PARTNERS .......................................................................................................................................... 12 7.1. Main Suppliers and Associates ................................................................................................... 12 7.2. Supplier Description ................................................................................................................... 12 7.2.1. Hospitals .............................................................................................................................. 12 7.2.2. Doctors and other Relevant Medical Staff .......................................................................... 12 7.3. Associate Description ................................................................................................................. 12 7.3.1. European Medicines Agency ............................................................................................... 13 7.3.2. US Food and Drug Administration ....................................................................................... 13 7.3.3. World Health Organization.................................................................................................. 13 7.3.4. Other ................................................................................................................................... 14 8. COMPETITION.................................................................................................................................... 15 8.1. Main Competitors....................................................................................................................... 15 8.1.1. ClinicalTrials.gov .................................................................................................................. 15 8.1.2. ClinicalTrials.com ................................................................................................................. 15 8.1.3. Clinical Trials Management System Solutions ..................................................................... 15 8.2. Similarities and Differences with Existing Projects in the Market ............................................. 16 8.3. Project Competitive Advantage.................................................................................................. 16 9. WEB HOSTING AND DOMAIN ............................................................................................................ 17 9.1. Project Web Hosting................................................................................................................... 17 9.2. Project Web Domain .................................................................................................................. 17 9.2.1. .hr Domain ........................................................................................................................... 17 10. CONTENT MANAGEMENT SYSTEM.................................................................................................. 18 10.1. Possible CMS for Project .......................................................................................................... 18 10.2 Best CMS for Project – Description ........................................................................................... 18 11. MARKETING PLAN ........................................................................................................................... 19 11.1 Project Marketing Plan .............................................................................................................. 19 11.2 Project Keywords....................................................................................................................... 19


11.3 Google AdWords Ad .................................................................................................................. 19 11.4 Social Networks Advertising ...................................................................................................... 20 11.5 Marketing Plan Table................................................................................................................. 20 12. MOBILE TECHNOLOGIES .................................................................................................................. 21 12.1 Mobile E-Business ..................................................................................................................... 21 12.2 Mobile Application for Smartphone – Description ................................................................... 21 12.3 Mobile Application Functionality Description ........................................................................... 21 12.4 Graphic of Mobile Application Functionality............................................................................. 21 13. WEB 2.0 TECHNOLOGIES ................................................................................................................. 23 13.1 Project Facebook Profile ........................................................................................................... 23 13.2 Project LinkedIn Profile ............................................................................................................. 23 13.3 Project Twitter Page .................................................................................................................. 24 14. PROJECT SWOT ANALYSIS................................................................................................................ 25 14.1 Strengths ................................................................................................................................... 25 14.2 Weaknesses ............................................................................................................................... 25 14.3 Opportunities ............................................................................................................................ 25 14.4 Threats ....................................................................................................................................... 25 15. PROJECT STARTING COSTS .............................................................................................................. 27 16. WEBSITE PROTOTYPE ...................................................................................................................... 28 17. CONCLUSION ................................................................................................................................... 31 18. BIBLIOGRAPHY ................................................................................................................................. 32 19. LIST OF WEB LINKS .......................................................................................................................... 33


1. INTRODUCTION 1.1 Essay Scope and Purpose This essay project is written as a requirement for E-Business class taught on the Master Study Managerial Informatics. The scope of the essay is to introduce the innovation in clinical trials personalization through a web application. This will in turn be adjusted to the newest trends in information technology and especially in e-health and telemedicine. The purpose of the essay is to enable easier personalized connection and communication between users (usually referred to as the patients) and the relevant clinical trials. Furthermore users will be introduced with a new much easier information relevant to a clinical trial and also the application and admission procedure if they are interested. This will in turn lead to new options and possibilities for some users based on their profile such as new treatment options, support groups, personalized communication and similar.

1.2 Data Sources and Collection Methods Data sources for this project will usually be from internet and official information published by relevant institutions such as various pharmaceutical companies, governmental bodies like European Medicines Agency and US Food and Drugs Administration or commonly known as FDA. Other relevant information like legal and socio-cultural aspects will be collected from relevant sources from various books and the internet. Collection methods will not be specifically determined and will be used trough out a project as the nature of the project demands.

1.3 Essay Content and Structure The essay content and structure will follow the general rules of a business model and will include all the necessary and relevant information. Some of the most important parts will hold the structure of this essay. Namely the introductory part which will include brief overview and the methodology of the essay, the financial and marketing part which will describe such things as a revenue models, marketing methods and various financial analyses. The WEB related part which will describe new innovative technological aspects of the project adjusted to e-business, as well as web hosting and related web issues; and the conclusion part which will include both objective thoughts about the project as well as subjective ones. All other appropriate content like SWOT analysis or PEST analysis and similar will be introduced if considered relevant.

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1.4. E-business Model – Short Description The E-business Model part of this project is basically based on a web application for personalization of clinical trials. The web application will implement some of the newest trends in information technology such as social networking, location-based services, mobile technology communication and similar. The web application will enable patients to create their personal profiles and offer them various possibilities based on the collected data. On the other hand all the relevant institutions from pharmaceutical sector as well from public health and legal sector will participate in the model. The web application among all the other things, will be some kind of a “communicator” or “intermediary” between all the mentioned parties as well as personalized valuable database for all of them.

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2. STRATEGIC BACKGROUND 2.1 Mission The core mission of this project is to introduce personalization into the area of clinical trials and new treatment options for potential patients, as well as to serve as a communication between relevant parties. This will be done through a web application which will be adjusted to the newest trends in information technology.

2.2 Vision The vision of the project is to become an integral part in all clinical trials as well as to offer personalization, communication and implement newest technologies relevant to the matter.

2.3 Project Goals The main goals of the project are: 

Personalization of clinical trials up to 80% in 1st year

Creation of valuable database – constantly upgrading

Personalization of patient admission procedure – to ease the procedure as much as possible

To serve as a communication tool – to become the main communication tool for candidates and relevant institutions in the 2st 2 years

To assist patients with treatment possibilities and become main source of relevant information in the 1st 2 years of establishment

To adjust to the newest trends in telemedicine and e-health constantly monitoring advances trough own R&D

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3. BUSINESS MODEL 3.1 E-business Model – Detailed Description The web application will integrate the newest trends from information technology based on personalization including social networking, location-based services and mobile related technology like mobile applications and communication.

Patients will be offered to create their personal profile with all the necessary information for the clinical study. Information will be personalized and will consist of general information like name, age, race, location; but also medical information like diagnosis (including the world recognized International Classification of Disease Code or ICD1), relevant medical records including examinations, past and present therapy, other relevant conditions, duration of treatment, additional relevant information and similar.

On the other hand the web application will also offer all the relevant institutions from the pharmaceutical sector, health sector and legal sector to provide necessary information about new clinical trials, profile characteristics of potential candidates for the trial, admission and application procedure, legal characteristics and similar.

Based on this data the web application will serve as an intermediary and make it easier for both patients and relevant institutions (pharmaceutical companies, hospitals, etc.) to better interact and personalize the clinical study.

Among other things the web application will also create a valuable database of new clinical trials and further drug development and treatment possibilities as well as patient tracking records. The database will offer various analytical reports which will be of great use.

The web application will also have extended communication possibilities based on the newest social networking trends and telemedicine also including mobile technology.

3.2. E-business Model Values The values created by this E-Business model will be extensively useful in my areas of health and pharmaceutical related businesses. The model will offer a unique personalized approach to the clinical trials and patient interaction. It will be adjusted to the newest trends in the information technology. The created database and various analytical reports which could be customized on request will bring much benefit both to the relevant institutions and patients. The social networking 1

International Classification of Disease, http://www.who.int/classifications/icd/en/

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and mobile aspect of the model will make it possible for patients and institutions to interact and benefit from mutual communication. Values for the patients will be especially visible when all the previous treatment possibilities are exhausted and patient is in search for new ones. Patients will also interact among each other by creating specialized online communities.

3.3. Project Organization First of all the organization of the project will be flexible and based on the newest trends in management and organization. Each identified part of the organization will be managed by qualified team. The project will be based on mixed organizational system which will be extremely flexible and adjustable. All the organizational procedures like divisionalization, venture teams and similar will be performed as needed.

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4. INNOVATIONS 4.1. Innovation List 

Personalized Clinical Trials

Web patient tracking

Integrated Social Networking Element

SMART Database

E-health and Mobile Technology

4.2. Project Innovations – Detailed Description 4.2.1. Personalized Clinical Trials Personalized Clinical Trials are basically more focused on the patient or trial candidate rather than medicine or pharmaceutical institution relevant for the trial. Through creating their own profiles on the web application, patients will be able to create unique characteristics and compare them with other patients, making the whole clinical trial more personalized. Benefits will be seen in the safety and quality of trial for the patient.

4.2.2. Web patient tracking Web patient tracking isn’t something new in the world of e-health. But with the whole process of personalization, institutions conducting the trials will have more insight into personal experiences of each patient and therefore the trial will create better results with much less safety issues. Patient enrolled into trial will daily update their information relevant to the trial which then will be available to the institutions conducting the trial.

4.2.3. Integrated Social Networking Elements As with the whole expansion of social networks on the internet and their popularization this web application will integrate several social factors based on the requirements of its clients. Hereby I am referring so things as forums, support groups, 24h/7 communication, location-based communication and similar. Patients will be able to exchange experiences, review trials etc.

4.2.4. SMART Database SMART Database is maybe the crucial innovation in this field. It is actually an intelligent system which connects all the important elements of the whole idea of the project. SMART Database will be useful 6|Page


both for the institutions conducting the trial as well as patients involved into the trial. Database will collect all the information and make personalized analysis based on the preferences of the requester. SMART Database will be equipped with the newest trends in the world of artificial intelligence and will also work as a personal assistant on the web application for all its users.

4.2.5. E-health and Mobile Technology E-Health and Mobile Technology or we may also say telemedicine is nothing that innovative but could be implemented into the whole project and the previously mentioned innovation. An app for most popular mobile platforms will be created. By using the App users will be able to access both the SMART Database and social networking and other communication tools. They will also be able to update relevant information about their profile or the clinical trial involved.

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5. REVENUE MODELS 5.1. Revenue Model List 

Subscriptions for the clients

Freemium

E-marketing

Customized trials fee

Professional analysis reports by request

5.2. Revenue Models – Detailed Description 5.2.1. Subscriptions for the clients Subscription for the clients will vary according to client’s needs. Usually patient interested in new treatment options will only have to pay a fixed amount of 1€ + amount requested by the conducting institutions if applicable. Institutions conducting the clinical trial will have to pay a fixed amount (later determined) + customized trial fee.

5.2.2. Freemium Freemium will be offered to all clients meaning basically that some kind of service offered or information needed will be free of charge, but for extra functions or functionality a premium will have to be paid. This will mostly be applicable to the reports created by SMART Database, and various features of the mobile application and web application.

5.2.3. E-Marketing E-Marketing is widely used today and the web application will offer customized marketing services to interested clients of a certain profile. This means that the E-Marketing will exclusively be for the relevant institutions and clients and things related with the service of the application. No third party marketing will be allowed. Marketing costs will be customized based on the features the client requested.

5.2.4. Customized Trials Fee Customized trial fee will be applied to each clinical trial conducted based on the features and functions of the web application which the client requested. This will in turn lead to some trials being more complex and expensive depending on the features requested by the client. 8|Page


5.2.5. Professional Analysis Reports by Request The project will offer various analysis options for certain data which is relevant for the client such as pharmaceutical governance agencies, independent research agencies, and all other possible clients. The price will depend on the complexity of the analysis and the data.

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6. CLIENTS 6.1. Main Clients 

Patients or potential trial candidates

Pharmaceutical Industries

Hospitals & Health Institutions

Health governance institutions

Other

6.2. Main Clients – Detailed Description 6.2.1. Patients or potential trial candidates This includes all the people around the globe who are willing to participate in a new clinical trial if they complete all the requirements for the specific trial. This can be patients with rare or terminal diseases who exhausted other treatment options and similar patients who do not respond well to conventional therapy and are willing to participate in a clinical trial for a new treatment.

6.2.2. Pharmaceutical Industries Pharmaceutical industries are probably the key clients in this project as they are almost always the institutions conducting a clinical trial or a clinical study. This is especially important for the new medicines in the pipeline and for the second and third phases of clinical trials of new medicines.

6.2.3. Hospitals and other Health Institutions Hospitals and other health institutions are almost always needed when conducting a clinical trial, sometimes a hospital can be the conducting institutions but usually pharmaceutical industries use hospitals and other health institutions for conducting their clinical trials. Hospitals and other health institutions are the key factor for providing patients and potential candidates.

6.2.4 Health Governance Institution This includes all the institutions like health security institutions or pharmaceutical-economics sector institutions which will be able to request data and/or perform analyses relevant to them.

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6.2.5. Other Other clients include all the people or independent research institutions who require data which this project can provide.

6.3. Markets and Website Language This project is supposed to be oriented towards the whole world, so here we are referring to the world market as various pharmaceutical companies come from different parts of the world. This in turn includes America and Europe as they have well developed pharmaceutical industry, but also Asia whose pharmaceutical sector is rapidly growing. The website language will be primarily English, with possible later introduction of new languages. But the website will be adjusted to translating applications like Google Translate and similar.

6.4. Client Registration Client Registration is done on the web application with all the necessary information about the whole registration process. The registration of a new clinical trial will be somewhat different and strictly and extensively regulated as this web application is concerned with patient safety. There should be by no means shortage of information or false information.

6.5. Registered Client Benefits Registered clients will be introduced with usual benefits for this type of a web application like special promotion period, newsletter and information services, 24h/7 free communication and similar.

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7. PARTNERS 7.1. Main Suppliers and Associates Main suppliers for this projects will be hospitals which could serve as an institutions where the trial is actually conducted, and doctors and other medical staff with scientific ambitions which will be directly involved in the trial.

Associates will be mostly institutions which could provide us with details about various kinds of relevant information. For now the three most important ones are European Medicines Agency, US Food and Drug Administration, World Health Organization and Other which include various relevant research facilities.

7.2. Supplier Description 7.2.1. Hospitals Hospitals are usually the places where the clinical trial is being conducted especially if the participants require 24h/day hospital care. Hospitals are equipped with all the important features for providing the best quality of a clinical trials.

7.2.2. Doctors and other Relevant Medical Staff Doctors and other medical staff are usually of key importance for a clinical trials. Ambitious doctors with strong research drives will be valued the most in this project. They will monitor the whole progress of a clinical trials and provide information of key importance. Especially doctors with R&D ambitions.

7.3. Associate Description Associates include all the institutions that could assist and help with their information in this project. For now the associates are European Medicines Agency, US Food and Drug Administration, World Health Organization and Other.

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7.3.1. European Medicines Agency2 The European Medicines Agency's main responsibility is the protection and promotion of public and animal health, through the evaluation and supervision of medicines for human and veterinary use. The Agency works through: providing specific support to pharmacovigilance activities for centrally authorized products, in particular through risk-management plans; developing guidelines and setting standards; coordinating the monitoring of pharmaceutical companies' compliance with their pharmacovigilance obligations; informing the public on the safety of medicines and cooperating with all external parties, in particular through the Agency's interaction with representatives of patients and healthcare professionals; contributing to international cooperation activities with authorities outside the EU.

7.3.2. US Food and Drug Administration3 The Food and Drug Administration (FDA) is an agency within the U.S. Department of Health and Human Services. It consists of the Office of the Commissioner and four directorates overseeing the core functions of the agency: Medical Products and Tobacco, Foods, Global Regulatory Operations and Policy, and Operations. FDA is responsible for protecting the public health by assuring that foods are safe, wholesome, sanitary and properly labeled; human and veterinary drugs, and vaccines and other biological products and medical devices intended for human use are safe and effective; protecting the public from electronic product radiation; assuring cosmetics and dietary supplements are safe and properly labeled; regulating tobacco products; advancing the public health by helping to speed product innovations; helping the public get the accurate science-based information they need to use medicines, devices, and foods to improve their health.

7.3.3. World Health Organization4 WHO is the directing and coordinating authority for health within the United Nations system. It is responsible for providing leadership on global health matters, shaping the health research agenda, setting norms and standards, articulating evidence-based policy options, providing technical support to countries and monitoring and assessing health trends. WHO fulfils its objectives through its core functions: providing leadership on matters critical to health and engaging in partnerships where joint action is needed; shaping the research agenda and stimulating the generation, translation and dissemination of valuable knowledge; setting norms and standards and promoting and monitoring their implementation; articulating ethical and evidence-based policy options; providing technical support, catalysing change, and building sustainable institutional capacity; and monitoring the health situation and assessing health trends.

2

European Medicines Agency; available at: http://www.ema.europa.eu/ema/index.jsp?curl=pages/about_us/general/general_content_000091.jsp&mid= WC0b01ac0580028a42 3

U.S. Food and Drug Administration; available at: http://www.fda.gov/AboutFDA/Transparency/Basics/ucm194877.htm 4

World Health Organization; available at: http://www.who.int/about/en/

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7.3.4. Other This includes all the other associates in the field which are willing to be involved in the project. This can be various research institutions as well as statistical institutions and similar.

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8. COMPETITION 8.1. Main Competitors Some of the possible main competitors for this project are ClinicalTrials.gov; ClinicalTrials.com and various competitors providing Clinical Trials Management System Solutions.

8.1.1. ClinicalTrials.gov5 ClinicalTrials.gov is a Web-based resource that provides patients, their family members, health care professionals, researchers, and the public with easy access to information on publicly and privately supported clinical studies on a wide range of diseases and conditions. The Web site is maintained by the National Library of Medicine (NLM) at the National Institutes of Health (NIH). Information on ClinicalTrials.gov is provided and updated by the sponsor or principal investigator of the clinical study. Studies are generally submitted to the Web site (that is, registered) when they begin, and the information on the site is updated throughout the study. In some cases, results of the study are submitted after the study ends. This Web site and database of clinical studies is commonly referred to as a "registry" and "results database."

8.1.2. ClinicalTrials.com6 ClinicalTrials.com is a comprehensive resource for trusted information about medical research studies, also called clinical trials. Whether you’re interested in participating in a clinical trial or want to become a clinical trial investigator, find out how you can help advance health.

8.1.3. Clinical Trials Management System Solutions There are many companies providing CTMS solutions. A Clinical Trial Management System, also known as CTMS, is a customizable software system used by the biotechnology and pharmaceutical industries and clinical research institutions to manage the large amounts of data involved with the operation of a clinical trial. It maintains and manages the planning, preparation, performance, and reporting of clinical trials, with emphasis on keeping up-to-date contact information for participants and tracking deadlines and milestones such as those for regulatory approval or the issue of progress reports. Often, a clinical trial management system provides data to a business intelligence system, which acts as a digital dashboard for trial managers.7

5

ClinicalTrials.gov; available at: http://www.clinicaltrials.gov/ct2/about-site/background

6

ClinicalTrials.com; available at: http://www.clinicaltrials.com/

7

Wikipedia; available at: http://en.wikipedia.org/wiki/Clinical_trial_management_system

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8.2. Similarities and Differences with Existing Projects in the Market With the research done so far, I consider this project to be unique in its full complexity, it is similar to other projects in providing similar information and by working as a CTMS solution. But apart from other existing projects this project stresses out huge focus on personalization, social networking, customization, SMART Database and similar. It can really be an all-in-one solution for improving the quality of clinical trials and related issues.

8.3. Project Competitive Advantage This project’s competitive advantage is mainly in its uniqueness and innovation in this field of clinical trials. It follows the trends in information technology and incorporates them into unique solution for clinical trials. By successfully implementing all the mentioned innovation this project could have huge competitive advantage over other projects.

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9. WEB HOSTING AND DOMAIN In this part of this essay more details will be provided about web hosting and related issues. This is just the proposed solution and is not fixed so further changes could be implemented.

9.1. Project Web Hosting As this project is pretty much complex it will require a complex web hosting that will provide database support, application development platforms, cloud computing, mobile technology services and similar. At this point the best choice would be Colocation Web Hosting Service or Cloud Hosting Service. There are many provider of this service like Carpathia Hosting.8

9.2. Project Web Domain At this point the project web domain is strictly chosen for the experimental purpose and could later be changed if needed and appropriate. At this point I chose SMARTClinicalTrials and using the GODaddy.com following domains are available:

9.2.1. .hr Domain For the .hr domain I checked if smartclinicaltrials.hr is available through www.dns.hr and it is available for registration.

8

Carpathia Hosting, Inc; available at: http://www.carpathia.com/home

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10. CONTENT MANAGEMENT SYSTEM Because of the complexity of this project content management system and creation will be assigned to qualified staff and/or external supplier.

10.1. Possible CMS for Project At this stage it is really hard to define the ultimate CMS for the project because as the project advances new adjustments will constantly need to be made. Solutions like Adobe Dreamweaver CS 6 or NetObjects Fusion will certainly be used but in the hands of professional staff.

10.2 Best CMS for Project – Description Since this project deals with serious issues the whole CMS work would be assigned to professionals who would take care of it. For now I prefer Adobe Dreamweaver CS6 as a good solution as it has good reputation and integration with other Adobe software which could be used. But for the purpose of this project I will choose Joomla since it is open source and can describe the basics aspects of this project.

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11. MARKETING PLAN 11.1 Project Marketing Plan This project's marketing plan will be focused on various modern marketing techniques including Google AdWords, Social Media Marketing as well as standart marketing techniques. Marketing of the project will be assigned to experienced marketing experts if possible or adjusted with various software solutions like Marketing Plan Pro and similar. Marketing will be extremely professional and fully optimized to the healthcare sector.

11.2 Project Keywords Project keywords for this will be constantly updated based on the analysis of relevant keywords. But for this time project keywords may include: clinical trials, smart clinical trials, medicine development, personal clinical trials, smart treatment solution and similar.

11.3 Google AdWords Ad This project will use Google AdWords for marketing purpose. The following example was made as a preliminary example.

FIGURE 1

FIGURE 2

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FIGURE 3

11.4 Social Networks Advertising This project will be advertised on most popular social networks (e.g. Facebook, Myspace, Friendster, Twitter, LinkedIn, etc.) as well as other less popular but relevant social networks like health community forums and similar.

Since this project is all about personalizing clinical trials, social network advertising will have an important role in the project and will be managed constantly.

11.5 Marketing Plan Table Method

Description

Approximate Cost

Search Engine Marketing

Google AdWords, other paid keyword marketing methods

1€-200€

Website Promotion

Banners, Newspapers, Magazines, Flyers, Newsletters

1€-300€

Social Network Marketing

Facebook, Twitter, LinkedIn, Health related social sites (forums)

1€-200

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12. MOBILE TECHNOLOGIES 12.1 Mobile E-Business With the expanding use of smartphones in the world this project will adopt to mobile E-Business. Mobile E-Business will be used as an integral part of this project as it is closely related to personalization factor. Many technologies will be used like geo-location, integration with social networks, personalized tracking system and similar.

12.2 Mobile Application for Smartphone – Description The mobile application for smartphone will be available on most popular platforms today including Apple iOS, Android and Windows Phone 8. The application will be developed fully professionally and will offer relevant services which will be monitored and constantly adjusted to new trends with future updates.

12.3 Mobile Application Functionality Description The mobile application will offer the patients to view their personal profile, track their progress, communicate with other patients, communicate with relevant institutions, get updates on their progress and similar. The registration will have to be made on the web application in order to connect it to mobile application and to log in to Your profile.

12.4 Graphic of Mobile Application Functionality

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13. WEB 2.0 TECHNOLOGIES WEB 2.0 Technologies are considered today to be amongst emerging trends in the e-business area. In order to adopt them to this project most popular social network services like Facebook, Twitter and LinkedIn will be used.

It is important to notice that the WEB 2.0 Technologies will mainly be focused on the “personalization� part of this project and will be constantly managed in order for the project not to lose its professional nature.

13.1 Project Facebook Profile This is an example of how the projects Facebook page will look like. This is just a prototype and is a subject of many further improvements and changes.

13.2 Project LinkedIn Profile LinkedIn as being one of the most professional social networks will have an important role in this project especially for making corporate connections and new contacts including both partners and customers.

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13.3 Project Twitter Page Twitter is also one of the most popular social networks especially in America. The projects Twitter page shows a prototype and similar to the Facebook page the orientation here is more on the personalization nature of the project. Twitter page will be mostly valuable for the American customers.

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14. PROJECT SWOT ANALYSIS The following chapter of this project will in brief explain the SWOT analysis; namely strengths, weaknesses, opportunities and threats. These are made on the basis of preliminary project specifications and are due to change if applicable.

14.1 Strengths The following could be reckognized as a strenthgts of this project:

First solution of its kind

Perspective future

Highly professional approach

14.2 Weaknesses Weaknesses of the project are the following based on the project specifications:

New on the market

No investors

Unpredictable market situation

No reputation

14.3 Opportunities Opportunities of this project could be the following:

Open market

New partners and affiliates

Possible aggressive and efficient marketing strategy

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Threats of this project could be the following:

Law and Legislation

Personal rights conflicts

Possible pharmaceutical industry instability

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15. PROJECT STARTING COSTS Based on the specifications of the project it is pretty hard to estimate the starting costs with precision. Due to the professional nature of the project the starting costs represented in monetary value are expected to be unpredictable and to constantly change as the project is built from scratch.

On the present specifications of the project the estimated costs (fictional, for presentation purpose) including both fixed and monthly costs would be as follows:

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16. WEBSITE PROTOTYPE

The website for this project should be made fully professionally as it is one of the integreal part of the project.

The website prototype presented is this paper is basically a brief overview and built only for presentational purpose. The real website will be much more complex and professional.

The website prototype was made using the popular Wix service as it is probably the most convenient for this purpose. The website prototype can be accessed on the following address http://mkaselj.wix.com/sct

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17. CONCLUSION In the area of E-business and especially WEB 2.0 this project might have a bright future. Based on the emerging trends in the world of IT, the integration of the later into pharmaceutical industry services is expected to follow.

Smart Clinical Trials represents a project that extorts well the available technology and incorporates it efficiently and effectively. The idea behind the project is driven by the global personalization trends in almost every industry in the world.

The perspective of the project is jet to be evaluated if it goes into the stage of realization and hopefully it will.

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18. BIBLIOGRAPHY 1. European Medicines Agency; available at: http://www.ema.europa.eu 2. U.S. Food and Drug Administration; available at: http://www.fda.gov 3. Wikipeadia; available at: http://wikipedia.com 4. World Health Organization; available at: http://www.who.int

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19. LIST OF WEB LINKS 1. DNS - http://www.dns.hr/ 2. GoDaddy.com - http://www.godaddy.com/ 3. Joomla - http://www.joomla.org/ 4. Wix - http://www.wix.com/ 5. Prototype sites: i.

https://www.facebook.com/SmartClinicalTrials

ii.

https://hr.linkedin.com/pub/smart-clinical-trials/70/89/8b1

iii.

https://twitter.com/SCTrials

iv.

http://mkaselj.wix.com/sct

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