Title, Metatags and Google Verification
The title and metatag configuration has been modified so that each page has a title with likely key word entries along with a list of more detailed terms in the metatag section of each page. In addition, the MedLeads home page was verified by Google and the assigned verification number was pasted into the coding. The HTML code now looks as you see it below and you can review the text from the actual webpages by clicking “View/Source” from the Internet Explorer browser menu bar.

Site Solution Analysis
The first step taken was to paste the Medleads.com URL into the analysis engine provided by Site Solutions. The table below provides a before and after analysis of improvements that were made along with suggestions are what else can be done to optimize the website SEO. The key results after making the first round of recommended changes suggest SEO can be enhanced if the body text on the web pages can include more terms designated as “key words” in the metatag section. Before and after results are provided in the following table. The link to site solutions can be used to run your own analysis.

www.sitesolutions.com/analysis.asp?F=Form

Google Webmaster Tool Configuration
The next step was to register the site with Google and other search engines such as MSN, Yahoo and Ask.com. Google offers several wizard friendly tools and a tutorial on how to enhance SEO. Associated links are:
http://www.seochat.com/seo-tools/robots-generator/
http://www.google.com/webmasters/start/

The site verification process is illustrated in the image below and after entering the URL Google assigned a verification number which must be pasted in the site home page (index.html)

Google Webmaster tools include statistics on page ranking as a result of their spider searches and current MedLeads.com is ranked very low. We can revisit for progress after Google runs their next scan which typically happens once a month.

Adding a robot.txt file to the server files invites all search engines to scan the Server folder for web site text reviewed by the search engine database spiders. The image below verifies the robot.txt file was added to the MedLeads server location.

Another file that needs to be added to the server folder is a sitemap.html page which lists all possible weblinks in the website. You can either create the file yourself or download a tool that created the file automatically ($60).

http://www.sitemappro.com/google-sitemap.html

If you want to save the $60 cost for the Site Map Pro Tool, you can create the file yourself. That is what we did and here is the result of that effort:

http://www.medleads.com/sitemap.html

If you create the sitemap file yourself it is helpful to save a list of files from your directory to text so you can paste the file names into HTML code later (vs typing all the code by hand). To do this, you need to go to the DOS prompt window and target the desired directory. In this case, the directory was:
Directory of C:\Documents and Settings\Kurt Rodenhizer\My Documents\_Professional\ePD\Websites\MedLeads

The DOS window list the directories as shown in the image below: you can paste a code that exports the file to text.

Another way to get a list of your files is to search in Windows Explorer but you can not copy and paste the actual file names into text format.

The result of the DOS directory to text file export produces the following list:

The sitemap file is then registered with Google:
 

Current Web Search Results for MedLeads
Using the key word MedLeads or medleads.com produce a result that has almost nothing but MedLeads on page one. But if you search for MedLeads webpages by typing in “Medical Lead Generation” The results produce no MedLeads pages for at least the first 10 pages of results. See the table below the “recommendations” paragraph for details.

Recommendations
The goal at this point is to analyze the results of efforts detailed in this report after Google runs another database scan of webfiles (the dates of previous scans are provided in Google Webmaster Tools). We need to produce a partner and/or reference page to provide opportunities to link and out to other websites and perhaps get those websites to link back to MedLeads. Finally, the body text for all the webpages need to be upgraded so they include more key words from the metatag section.

Challenges:
Because of frequent change in the employee population, managing the database used to store names, employee numbers, working shifts, rotation dates and vehicle details has not been an easy task. An MS Access database was being used by one staff person to manage the information and then communicate details to the parking administration department. It was important to have the information on parking assignments available on demand and also to allow new employee to apply for their parking assignments when they found it convenient (vs getting parking assignments only when the staff person handling the database was available).

Diagnosis:
It was decided that the database would be most functional if the information was made available online and ePD was contracted to build the Web version of the database. The system would have to provide an employee parking application form and the form design would have to change depending on the type of employee applying for the lot allocation. There would have to be a way for administrators to search, view and edit the records and since lot assignments varied by employee type, a login system would have to be implemented.

Solutions

Login Page:
Handling the variations in the application form used for different employee types was done by using a drop down menu on the parking home page. No names or passwords are required.

Application Form:
The application form was used to collect needed details such as name, location, rotation dates, shift times, and vehicle identification details. Drop down fields and radio buttons were used whenever possible to make the application process as efficient as possible and to prevent the entry of inappropriate data.

Administration Form:
Parking Administrators were given a weblink to a form that allows for the search of records by name, plate number, date of application and , employee type. The table section lists all filtered employee and allows access to the full record, editing of the information and record deletion.

Results:
1. The custom Web site database was created in four days.
2. The database handles parking lot allocation for over 10,000 employees and is available to anyone when needed.
3. The admin options include record location, editing and deletion.

MedLeads is a professional communications company that generates sales leads for its clients by calling potential customers, interviewing key contacts and collecting essential information. For each client, online calling forms (surveys) are created and used to collect the data requested by their clients. MedLeads uses a team of trained specialist to conduct the customer interviews.

Challenges:
With multiple clients being serviced concurrently, MedLeads was finding if difficult to manage all the data and present the information to their clients in a professional manner. In addition, since the MedLeads staff were living all over the country, it was quite difficult to manage the files of information that had to be emailed or faxed to the MedLeads’ offices for processing and report generation.

Diagnosis:
MedLeads had an online database but they needed a more sophisticated system for data management and the the decision was made to upgrade to a new online database that could do a better job of managing all aspects of the business. The results of a portion of this project can be reviewed via the MedLeads website (also developed by ePD). For details and to evaluate the “Real Time Reporting” demo, visit www.MedLeads.com

Solutions

Online database development:
ePD was contracted to create the online database and the first step in the system architecture was to create a series of Web-based tables (MySQL) that would store essential information such as organization names, contacts, call log history and interview data.

Online forms are used to locate and edit all organization and contact information

Calling Form Development – Header area
Once the database tables were set up, ePD created a header that would be placed at the top of each “calling form.” This was done so the caller had all associated details (e.g. names, number of beds at the hospital, contract groups, etc) in front of them while they were interviewing the customer. The header area is a shared area used in all client calling forms.

Calling Form Development – Survey area
For each client, a separate calling form is used and they can all be selected using a drop down selection field or by assigning a client to a specific caller as specified in the easily edited user table

Fields in the calling form use check boxes, drop downs, radio buttons, text fields and memo fields
to allow for the most efficient data collection process possible.

To Do Table Section:
The system used to organize all calling forms and store them in various stages of project completion is called the To Do Table Section. When a calling form is loaded and targeted for a specific customer call, the project can be found in the “Pending” section. When a call is first place, the calling log history begins and the calling form sits in the “In-Process” section until the callers clicks on complete at the bottom of the form. The other two sections where the project can be located includes “Awaiting Approval” and “Rework.”

The image above illustrates the “Rework” section of the To Do Table and it is used to send a calling
form back to the caller for modifications.

Reports:
All collected calling form data is stored in the Report section where the records can be viewed by the MedLeads clients. The records are color coded to point out which leads are “Urgent,” “Rep Requested,” “News and Updates Requested” or “No Action Required.” When a lead is generated that requires a sales representative’s attention, an automatic email is sent to the person responsible for that territory.

The Report section of the database actually presents 5 different reports formats and allows for record
location by account number, territory and lead urgency.

Customer Communications:
During a lead interview, a customer may be asked if they are interested in receiving some type of product information from the client. If so, check box can be marked that signals the database that a specific customer letter will be sent automatically. A log of all customer communications is retained for the client and presented as one of the reports.

Letters can be designed in the standard format as shown or as a newsletter.
Dissemination of the material can be targeted to an individual or distribution list.

Results:
1. An online database that manages multiple calling forms (surveys) and reports for MedLeads clients was built in 6 weeks.
2. The system is efficient in that it shares the same table for organizations and contacts
3. The To Do Table section allows multiple MedLeads calling specialists to find their projects (sorted by date and time of next call), collect information and send the project on for administration approval.
4. The reports allow the clients to log in and see the results online as information is collected.
5. The built in communications system automatically sends customer letters and online literature on demand. The sales reps for the MedLeads clients are sent emails when information comes in that they should be aware of.

Dräger Medical provides hospitals with medical systems designed to optimize clinical processes. They have several offices throughout the world and there are over 900 parts in their product catalog.

Challenges:
Dräger’s parts as described in the product catalog change frequently and it is difficult to keep the customers and product specialists up-to-do-date with the most recent information. Another problem is that following a joint venture agreement with Siemens Medical, there were several sections of the product catalog in different publication programs including MS Publisher, Quark Express and Adobe PageMaker. The objective was to consolidate all versions of the catalog into one and to investigate ways to more quickly publish product update information.

Solutions

Consolidating data into one master record:
ePD was contracted to work on the project and the recommendation was that all the parts and their descriptions be loaded into a database so the editing can be done from one source. After the part numbers, description and images were updated, a software code would be used to export the data into the preferred publication software.

A customized data entry form was created to assist in data entry and the master database
was placed in a network folder so that multiple people could work with the same file.

Automatic generation of the product catalog on demand:
The software protocol written to export the data into the publication software’s customized style sheet (template) allows Dräger to upgrade their product catalog on demand and as easily as executing a mail merge.

All the text and images used for the catalog comes from one master database and once the
export protocol has been written, catalogs can be update on demand.

Results:
1. The text from several segments of the product catalog were collected into a master database it was edited by product specialists.
2. A style sheet was created in the publication software so the text and images from the database would generate the product catalog automatically and whenever needed.

Dräger Medical provides hospitals with medical systems designed to optimize clinical processes. The company uses “flow sheets” to provide their sales force with part numbers and order information. The flow sheets help Dräger sales reps understand the complex configuration requirements for over 900 parts.

Dräger sales reps use flow sheets as shown above to follow system configuration guidelines

Challenges:
The flow sheets were difficult to edit. Since changes in part numbers occurred frequently, flow sheet management required a full-time outside specialist. Dräger wanted to bring flow sheet management in-house, and they needed to do it quickly. The company had just embarked on a joint venture with Siemens that made Dräger responsible for a new line of monitors and as a result, numerous part configurations had changed. There were nine separate flow sheets that needed to be updated so the sales force could create accurate order configurations for their patient monitoring systems.

Diagnosis:
Dräger needed one place to house all product information that would be easily accessible to a number of people working in different parts of the office. They also wanted a solution that would work well with Visio, a software program the company had recently begun to use and support. Finally, Dräger needed a solution that they would be able to support and troubleshoot in-house.

Solutions

Consolidation of data:
ePD developed an Access database to hold all product information. The database was placed on the company network, making it accessible to different people throughout the company.

A customized data entry form was created to assist in data entry and the master database was placed
in a network folder so that multiple people could use the same information.

Automatic updates of data:
ePD then created an automated process for updating the product information in the Access database with up-to-date information from the company’s SAP system.

Linking Visio to the master database:
The next step was to link Visio flow sheet templates to the Access database allowing the Visio drawings to be automatically populated with data (similar to a mail merge).

All the text used in the flow sheets comes from the database, eliminating re-typing.

Inserting images and order quantity boxes:
Finally, ePD developed programming codes that would integrate all product images and order quantity boxes into the database

Placement of all images and order quantity boxes are done automatically

Training the staff on the new software:
ePD conducted an in-house training for all staff members who need access to product information.

Results:
1. All nine flow sheets were submitted for final review in eight weeks, 50% less time than previously required to generate the flow sheets.
2. All of the order management staff and product managers are now using one database to add, remove and edit part numbers and part descriptions.
3. Since one centralized database has replaced four separate databases, naming protocol for the parts has been streamlined (for example: SW Option, Delta SW Option or Option, SW).
4. Dräger staff has produced three additional flow sheets in-house.
5. Dräger is now using the master database to automatically generate an online and offline product catalog. The system also allows the order management system to be presented online and to generate automatic customer quotes. (click here for demo)

Customer Quotations:
“ePD helped us overcome significant obstructions in organizing our data. They helped us save an estimated two months of work and helped us reach our goals. At the time, we did not have the database and Visio skills needed to complete the project, but we are now able to quickly create new order configurations and upgrade flow sheets in-house.”
-Anders Brograde, Product Manager, Dräger Medical Systems

“ePD was excellent to work with. They understood our needs, and provided us with a product that was done right and done well. They had the expertise to ensure the project met our immediate objectives and the foresight to point how we can use the data for other projects. Money well spent, and time well saved.”
-Dina LaTulippe, Senior Product Manager, Dräger Medical Systems.

Challenges:
BM Medical was using multiple files to manage contact information and to generate sales reports. The method for data entry left room for error and there was no relationship between customer contact information and sales made to the respective hospitals. In addition, the sales activity reports per region required the integration of multiple files into one and this was not being done as efficiently as the company had wanted..

Diagnosis:
Data on customers such as organization numbers, address, phone numbers, etc. was not associated to the sales data that was being entered by customer service.

Solutions

Table Architecture:
The first objective was to collect all the data from multiple files and create the minimum number of tables needed to develop the database. The table below is the organization table. Organization ID’s were assigned and regions were linked to the Sale rep regional tables. the link to the regional tables were important since sales quotas are based on sales made per region.

Product Table:
A product table was created so data did not have to be entered into the sales files. This table and others were used to create forms with drop down fields and check boxes to eliminate data entry error and spelling inconsistencies.

Report Generation:
Because all information has been stored in linked tables, hundreds of reports are possible in multiple formats.

Results:
1. The custom database was created in three days.
2. All data has been linked via assigned id numbers (database table relationships were resolved)
3. The establishment of database relationships allows for hundreds of report options which are all automatically updated as new data is entered into the system.

Challenges:
AX has several offices throughout the US, and their customer contact information had become a collection of files from several sources. The objective was to create one master database for all their contacts, remove duplications and then start making updates to one data source.

Diagnosis:
ePD was contracted to manage the creation of an offline database (built in MS Access). The objective was to create a database that would allow for the effective categorization, search and edit capabilities for all key contacts and to produce numerous variations of print ready reports on demand.

Solutions

Master Table
ePD collected all the records into one table, removed double entries and assigned customer numbers to each client office. The number of records was reduced from 30,000 to 9,000 following the data scrubbing.

Standardization Process:
Data scrubbing included standardizing the way information is presented in the database (e.g. VP vs. Vice-President; First Street vs 1st Street). This tedious work was essential so the filters (search and queries) set for department, job titles, office locations, etc., would work reliably.

Master Form:
Once the tables were ready, a master form was organized to allow for record location and editing. A linked sub-table was used to provide details on all contacts working for a specific client office. Drop downs and checkboxes were inserted whenever possible to reduce the time associated with data entry and editing.

Filter-based Reports:
Numerous report templates were set up and a software code was used to display in the print ready reports, only what was filtered (queried) from the “filter” page. For example and as shown in the image below, a filter was applied for key accounts, and then by sub-division. The report shows only the filtered data. On a subsequent filter, the user can select contacts in just the purchasing departments and in a specific territories.

Results:
1. The custom database was completed in five days including the data processing.
2. The database allows for hundreds of filtering or query options (e.g. by job title, department, territory, sales volume, etc)
3. Whatever is filtered remains in queue as the user clicks on the templated reports (allows for hundreds of report options without needing to design hundreds of reports)

Aronson & Novicki is a title examination company with over 300 clients. The company’s work predominately entails organizing client files, compiling details for new work order, researching titles, completing invoices and matching contact information to billing statements.

Challenges:
A&N needed to improve their file management system and reduce their dependence on paper files. They wanted to electronically generat to-do lists and associated reports. Work order, billing details and invoices were being created by hand and then re-entered into a limited database. If work orders, invoices and billing data were not carefully collected at the end of each day, important data was lost and the collections process incomplete. In addition, the competition was beginning to use email to contact their clients and a website to accept work order forms and review billing statements.

Diagnosis:
In order to streamline business processes and ensure collections, A&N needed to develop an automated electronic process. The first step was to create a customized database that would allow the company to operate their entire business from one master form. The database would also allow invoices and mailing labels to be printed on a pre-determined schedule.

Solutions

Master Form:
Allows the user to scroll through each client’s history and review contact information, payment history, outstanding invoices and the results of their title exam.

Automated Search:
The database allows A&N staff members to search for specific client details and run custom reports, such as address lists formatted to print on mailing labels, pending jobs, payments received and payments due.

Customer Reporting:
A&N can now use the information stored in the database to create several reports. This Pending Jobs Report once had to be filled out by hand. Now it can be printed with the click of a button and used as the daily To-Do list.

Automation:
A&N can now automate the production of its customer invoices, FedX packing slips and mailing labels

Results:
1. The custom database was created in three days.
2. The database saves approximately 10 hours of work per week.
3. Daily task lists are now automatically generated.
4. Automating the accounts receivable processes is expected to improve revenue.

Customer Quotation:
“ePD reviewed our business processes and managed to convert most of our hard-copy material into a database that put us one click away from all work orders, invoices, contact information, project lists, collection data and sales summaries. The electronic process has translated to the effective reduction of 10 hours per week.”
-Carl Aronson, Aronson and Novicki Title Examiners, LLC

Online marketing and retail refers the use of the Internet to expose customers to a company’s products and to create opportunities to sell products electronically from the consumer’s personal computers. The change in buying behavior is characterized by the terms “online” vs. “bricks-and-mortar” retailing. Retailers did not immediately extend their business to the Internet due to the uncertainty of its effectiveness, the initial cost, lack of understanding, slow initial broadband speed and the loss of face to face sales to name just a few reasons. Since the proliferation of DSL and cable modems, there has been a large surge in online retail activities. Most businesses today are either selling products online or are moving in that direction.

The term electronic commerce is used synonymously with online retail and includes the concepts associated to B2B or B2C activity. In general, online shopping is popular because of its convenience, speed and ease of use. Some advantage of shopping online is being able to use the internet to research prices and make feature comparisons. For example, if one is buying a digital camera he/she can enter “digital camera” into a search engine and find prices, features, benefits, reviews and ratings.

Significance
Retailers did not immediately extend their business to the Internet and aside from the reasons previously mentioned, there was some fear that those online activities could have an adverse impact on off-line sales. reviewed the topic in a 2003 publication called “Clicks and Mortar: The Effects of Online Activities on Off-Line Sales.” The authors developed and analysis tool that allows retailers to measure the effects of online marketing and its impact on off-line sales. The results suggest that online sales do not significantly cannibalize retail sales, and that in fact a firm’s Web activities actually build long-term online equity.

Companies with concerns about online marketing and sales appear to be affected by factors related to competition and general consumer marketing/sales channel confusion. One of the presumptions was that online sales would deprive the retailers of the benefits associated with traditional sales. Biyalogorsky and Naik discovered conversely, that information on consumer behavior derived from online activity could actually help with off-line sales. Furthermore, the results indicate that online equity now accounts for 38% of online sales. In general, companies must appreciate that the Internet has become an accepted format for the sales of nearly any company’s products.

References
Eyal Biyalogorsky and Prasad Naik. Clicks and mortar: the effects of online activities on off-line sales. Marketing Letters, 14:1, 22-32, 2003.

Electronic Data Interchange (EDI) is the computer-to-computer exchange of data transmitted in accordance to some type of standards, from one computer application to another. EDI systems must be created so that the interchange follows both national and international standards. This transfer of business transaction data and typically involves the automated purchase of goods and services.

EDI systems have migrated from expensive proprietary solutions to Internet based, XML services, which has brought the cost down considerably and put the applications in the hands or almost any company interested in the service benefits. Mainly this translates to enhanced business processes, efficiency and B2B exchange.

EDI documents contain the same data that would normally be found in a paper document used for the same organizational function such as a document used for inventory management or warehouse to distributor supplies. EDI is not confined to just business data related to trade however, as it has evolved to include the fields of medicine (patient records, laboratory results), transport, engineering and construction. The article “The evolution of supply chain management software” suggest that EDI has spawned the development of several related applications (and terms) such as enterprise resource planning work ERP systems, warehouse management systems (WMS), and to a lesser extent transportation management systems (TMS).

Significance
Now that EDI systems can be implemented for mid-level companies at price points less than $100,000, there has been an explosion of use and one might suggest it affects the overall domestic and international economy. EDI’s are now designed to interface with new technologies such as radio frequency scanners, e-commerce management plug-ins, portals for online booking and shipment visibility, alerts and customized reports.

Organizations that send or receive documents from each other are referred to as “trading partners” in EDI terminology and the number of partnerships has enabled thousands of new companies to be created or to flourish. Service providers provide global platforms to connect and integrate “business partners” around the world. These providers will track documents and help to reduce errors and improve supply chain performance. In the field of medicine, EDI can be used to generate electronic prescriptions which reduce error and ensure accountability, ultimately saving lives.

One of the most notable benefits to using EDI is the time-saving capability it provides. By eliminating the process of distributing hard copies of information easy access to electronic data simplifies inter-department communication (not to mention saving trees). Another time-savings advantage is the ability to track the origin of all information therefore significantly reducing time spent on corresponding with the source of the information.

References
The evolution of supply chain management software. Logistics Management, 41(9), pp.66-70. [3] Bergert S, Kazimer-Shockley K. (2001).