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How Global Life Sciences Leaders Solve the Customer Experience Puzzle
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How Global Life Sciences Leaders Solve the Customer Experience Puzzle


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We know your customers are more than just consumers. They’re doctors, nurses, hospitals and clinics, and their patients. The overall experience they have with your company determines your success. …

We know your customers are more than just consumers. They’re doctors, nurses, hospitals and clinics, and their patients. The overall experience they have with your company determines your success. Every interaction provides a unique touchpoint to improve that experience. These days, digital touchpoints are driving much of this activity. Having the right customer experience strategy that fully integrates online interactions with real world patient care is critical for beating competitors and earning your customers’ loyalty.

But what does that mean for your organization, your employees, your processes and systems? In order to deliver the experience your customers seek, you must have the right infrastructure in place. The right systems can enable you to:

- manage information effectively
- meet compliance and regulatory requirements
- orchestrating delivery of content to all digital touchpoints
- simultaneous delivery to global markets
- manage and reduce translation costs

With the right pieces in place, the customer experience 'puzzle' comes together. Having the right global customer experience strategy that fully integrates online interactions with real world patient care is critical for beating competitors and earning your customers’ loyalty.’ Join Andrew Thomas, Product Marketing Director, SDL and Tom O'Dwyer, Regional Sales Manager, SDL to learn more about our success stories with global life sciences leaders.

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  • 1. SDL Proprietary and Confidential SDL Multilingual Labeling Solution Unifying the Customer Experience Presented by: Tom O’Dwyer & Chip Gettinger May 8, 2014
  • 2. 2 Global Labeling Solution SDL Global Translation Management Commercialization Manufacturing Pharmacovigilance Regulatory Approval ClinicalPreclinicalDiscovery Local Language Local LanguageLocal Language MedInfo (Off-label), SOPs, Case Narratives Int. Dossiers, Training & Sales & Web Content, Guidance Documents … Protocols Investigator Brochures Informed Consent Clinical Report Forms Questionnaires, Clinical Summaries … Labeling Documents: Patient Leaflet, Summary of Product Characteristics, Labels, (QRD Templates), PI inside the CTD …. English Only English Only
  • 3. 3 An example: Multilingual Regulatory Necessity per Region Electronic Labeling Submission and Multilingual Content per Region* US 99:1 JP, Brazil,.. 50:50 Europe 4:96 *Submissions valid only for one region Ratio of English to Non-English Regulatory Approval
  • 4. 4 CP Timelines Day 0 Day 120 Day 121 Day 150 Day 210 Day 215 Day 276 Clock Stop Create English Submission, Negotiation, Approval of the English Baseline (Review Cycle with Rapporteur and CHMP members) Official Translation Phase Linguistic Review Pre- opinion internal translation review Re- view of HA Comments Negotiation with MS Creation of translation ahead of Opinion Post Opinion internal translation review TargetLanguageHA Comments ReplyonTarget LanguageComments Phase I Day +-150 to 210 ca. 2 to 4 weeks Phase II Day 210 to 215 5 days Phase III Day 229 to 236 ca 2 day Awaiting HA comments Negotiation of Translations Day 232 This slide shows a schematic representation and the length or size of each box representing a process step is not intended to be proportional to the timescale depicted. Finalize Trans- lations Type II NCE Day +5 Day +19 Day +22 Day +44Day 0 Opinion Decision Day 60(90) Launch EMA Applicant (MAA) Abbreviations MAA = Marketing Authorization Applicant) HA = Health authority MS= Member State (EU) NCE = New Chemical Entity Day 229 4
  • 5. 5 Major Linguistic Activity Points ○ New Marketing Authorization Day 150 Pre-Opinion short before Opinion (DAY 210) HA Comments Always Only if changes to baseline occurred Always Day 180 Only if changes to translations occurred Only if changes to baseline occurred Day 40(70) Opinion DAY 60(90) HA Comments Day +19 Always Only if changes to translations occurred Start translation early if needed • Type II Variation
  • 6. 6 Labeling Process/Stakeholders
  • 7. What is the Solution?
  • 8. 8 Content Preparation Linguistic Source Analysis  Review & analysis of existing materials to clarify linguistic questions  Develop Translation guidelines ensuring compliance with latest standards to ensure a “fix once use all” principle  Gathering and validating linguistic reference materials Linguistic Alignment & Strategy  TM Alignment  Glossary Development (aligning with approved regulated term bases)  Define TM Strategy Process & Training  Define process workflow from Central Labeling to Affiliate to Translators to Regulators  Train & educate stakeholders on the linguistic tools and how it makes their life easier
  • 9. 9 Multilingual Labeling System components Multilingual Labeling System Workflow & Task Automation Database of Translations End-to-End Synchronization Foundation: Processing of Microsoft Word Documents
  • 10. 10 Multilingual Labeling System components
  • 11. Why is it Valuable?
  • 12. 12 Multilingual Labeling Solution – 5 Key Benefits Reduce Workload for Global Labeling and Affiliates SDL Business Case 1. Efficiently manage frequent label changes 50% less work identifying changes 15% less repair work 2. Eliminate manual target language formatting work Overall: 96% process improvement 3. Lower translation workload 50% less work = cost 4. Simplify review Increase reviewer efficiency by 20% 5. Eliminate communication overhead Triple staff output
  • 13. 13 SDL Multilingual Labeling Solution 1. WorldServer Global Labeling solution - Developed over the past 2 years to address complex localization process for Pharmaceutical drug labeling - Very different than medical equipment translation requirements 2. Based on proven products - SDL WorldServer (Translation Management System) - SDL TRADOS Studio (Translation Editor) 3. Leverages 10 years of Labeling experience at SDL - 6 PIM implementations - Co-operation with EFPIA, EMA, Local Regulators 4. True Enterprise Solution - Highly scalable system - Integrations with Content Management systems and other Enterprise software products SDL Trados Studio Translation and Reviewer Editor + SDL WorldServer Browser Based Translation Management System (TMS)
  • 14. Unifying the Customer Experience
  • 15. 15 Challenges, Trends and Solutions ○ Diagnostics and mean time to repair (for device and machines) – Improve findability of solutions, reduce repair time ○ Difficult for companies to get product claims approved by FDA – When claims are approved reuse as much as possible across channels – Integrated story between doc and web is applicable ○ Shift towards telemedicine – Utilizing digital to reach rural customers – Emerging markets like Community Health Centers ○ Using Web daily to gather health, medical or prescription drug info – 86 percent of physicians in the United States – 82 percent of physicians in Europe use the.
  • 16. 16 Analysts Describe It As The Problem of Unified Customer Experience But the problem is actually more complex than this
  • 17. 17 TOO MUCH CONTENT • Content not targeted for task to complete • 10% of content gets 80% of traffic • Content not easy to contextualize or personalize • Downstream insights don’t make it back up as feedback loops SILO’D CONTENT • Companies often let their internal silos and BU’s dictate customer experience, which appears fragmented to the customer with information, billing, Website, branding. • No feedback loops from customers to content developers INCONSISTENT CONTENT • Customers have inconsistent experience across channels • Content gets replicated and duplicated • Difficult to minimize flood of content • Not in the language required
  • 18. 18 Towards a Unifed Customer Experience Commerce Product & service Marketing Support Content & Media Channel Experience Customer Profiles Channel Optimization Customer optimization Customer • Product catalog • Category management • Merchandizing • Order fufilment • Brand Identity • Campaigns • Loyaty programs • Creative assets • Marketing message • Product collateral • Channel Delivery • Personalization • Campaigns • Segments • Contacts • Analytics • Social communities • Brand advocates • Journey phases • Customer care • Incident management • Knowledge bases • Product information • Engineering CAD • Technical documents • Needs • Behavior • Targeting • Contextualization • Device adaptations • Journey mapping
  • 19. 19 OutputsInputs Current state Future requirements Leading practices Strategic vision and goals • Consistent with vision and goals • Addresses current state issues • Meets future needs • Incorporates success factors Best practices Plan Recommendations Discovery SDL Discovery Process
  • 20. Copyright © 2008-2014 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Global Customer Experience Management