A world leader in the pharmaceutical sector, this client was looking for new ways to penetrate the health market during the early 1990’s. Selling was fast becoming a lost cause. General Medical Practitioners in the UK were only either seeing salesmen that they had a previous relationship with or were allocating three days a year for dedicated sales appointments, which, if missed, were not rescheduled. Corporate branding was seen as a way forward and sponsorship as a tactical tool was an obvious medium term solution. At the same time, Alexander Simpkin had become interested in high bandwidth transmission for home working enhancement and had made contact with a Welsh University that was engaged in distance learning and distance diagnosis experiments with General Medical Practitioners in remote Welsh surgeries. The Welsh at the time had possession of the most advanced and resilient network backbone in the whole of the UK and were looking at various applications that could make sensible use of it. However, being academics, they were also clearly looking for further sponsorship. The University was applying for Fourth Framework funding from the European Commission and needed a business partner in order to obtain it. Alexander Simpkin was already in contact with the UK planning Director of this major pharmaceutical client and was being used to present information on the development of business to trade communication channels, through high bandwidth technology and digital/satellite television advances. It seemed like an obvious partnership of mutual interests and Alexander Simpkin put the two organisations together. European funding was won, the American research institute belonging to the sponsor became involved and Welsh doctors operating clinics in remote areas of the countryside are now able to have consultants' expert opinions on ailments highlighted in real time on screen or on X ray in a matter of hours rather than weeks. |