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Trend - Global Reuse of Medical Information and Improved Customer Experiences
 

Trend - Global Reuse of Medical Information and Improved Customer Experiences

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There is a tremendous amount of data that is generated in many different forms when developing and manufacturing a pharmaceutical product. At the same time, new devices are changing the way people ...

There is a tremendous amount of data that is generated in many different forms when developing and manufacturing a pharmaceutical product. At the same time, new devices are changing the way people consume content and the migration of critical content to the cloud is changing the industry by creating more agile capabilities. Paul Trotter, a visionary in the development of content management systems, will discuss best practices within Pharmas' Global Medical Information teams and illustrate ways medical writers are collaborating to provide superior customer experiences. Using examples, he will highlight these best practices and discuss how some Pharmas are realizing their goals of continuous process improvement and efficiently reusing medical information - globally.

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    Trend - Global Reuse of Medical Information and Improved Customer Experiences Trend - Global Reuse of Medical Information and Improved Customer Experiences Presentation Transcript

    • TREND: Global Reuse of Medical Information and Improved Customer Experiences Paul Trotter Founder and CEO, Author-it Software May 8, 2014
    • Customer experience is today’s business benchmark. (Forbes)
    • Customer experience has emerged as the most important factor for achieving success, for all companies and all industries. (Peppers & Rogers, 2005)
    • The bottom line: Customer experience drives revenues.
    • Companies like Apple know this.
    • …so does Disney.
    • Great customer experience means giving customers the content they need, when they need it, and how they want it.
    • For this to happen, content must be reusable and adaptable to different channels and devices. Example: On-label product info delivered to the customer’s smartphone.
    • Its not just about customer experience its about a great user experience too.
    • File-based systems are locked into a document-centric approach, making reuse difficult or even impossible.
    • Content reuse can significantly reduce the cost of translation and localization.
    • Where have we come from… Cuneiform tablet 1450s26th century BC First printed book Modern printed book XML files Database-driven, cloud-based 1996 Today
    • re·us·able Capable of being used again or repeatedly.
    • OrganMolecule OrganismCellAtom Tissue Life is assembled from many smaller parts
    • SectionComponent ProjectSub-topicString Topic Reusable content is also assembled from smaller parts
    • A Component ( “chunk”) Example: A paragraph, drug name, disclaimer, etc. The smallest, contextually reusable part.
    • The right level of chunking will vary for each business and context.
    • Single-sourcing & reuse are not the same thing.
    • Single-sourcing: Publishing one content project to multiple output formats. PDF HTML XML
    • Content Reuse: Componentizing (“chunking”) your source content to repurpose pieces within and between multiple projects.
    • Search Example: A pharmaceutical company call center agent creates a custom response to a health care provider’s inquiry. Craft custom response Assemble & Publish Get Approval Send response VaultAuthor-it Salesforce
    • Global platform enabling the reuse of critical content HCP Government Regulatory Entities Patients MI Responses Citations Abstracts Posters Slide decks Website info Brochures Publications Q&A’s More… CONTENT CUSTOMERSCONTENT COLLABORATORS Medical Writers Stakeholders (MLR, PV) Field Medical Disease overview Drug overview Indication overview Study overview More… COMMUNICATION CHANNELS Call Center Self Service Sales Marketing JV/Partners Learning
    • Content lifecycle Content Collaborators Communications Channels Consumers Maintenance Measurement Translation
    • Thank you!