Presentation delivered at DocTrain East 2007 by Jeanette Eichholz, GE Healthcare -- Your department will never be the same after implementing a content management system (CMS). Things your writers wouldn’t let go of are forgotten without a backward glance. And, management won’t even remember having to explain the huge translation budget. Winning your team over is the most important challenge you will face as you implement a CMS. Let’s face it, change scares everyone. Do your writers cling to owning documents from start to finish; to seeing the pages as they’re writing; to touching the paper and viewing the CD upon completion? And, is management bravely running away from the costs you’re putting in front of them to implement the new paradigm that is content management? Understanding the differences before and after implementing a CMS will help you calm everyone’s fears and help them to prepare for-- and look forward to—the implementation. If you know what these differences are, and the cost benefits you will derive, you can avoid encountering apparently unconquerable hurdles during this transition. But more importantly, you can more easily win over your entire team if you understand the before and after picture very clearly. In this Management Summit session you will learn about: * Individual vs. collaborative team writing processes * Redundant content vs. content reuse strategy * Expensive program costs vs. sharing costs between teams * Multiple translation memories vs. leveraging a translation memory between teams * Manual vs. automated publishing tools * Unstructured vs. structured Writing * Unique publications (for training, tech pubs, marketing) vs. repurposing content between teams * Working in your own “bubble” vs. partnering on writing projects * Unique templates and processes vs. creating common style guides and SOPs * Paying extra for saying something 10 different ways vs. controlled writing * Inconsistent content vs. increased accuracy, consistency, and quality

1. Before and After
Implementing a Content
Management System
My Experience at
Jeannette Eichholz
GE Healthcare
Clinical Systems
Ultrasound

2. Economic Imperative When Global
MUST
Control Costs
Launch Products Simultaneously
Meet Global Regulatory Requirements
With Flawless Execution
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GE Healthcare /
10/22/2007

3. Benefits of Implementing CMS
• Reduced overall translation costs by
50-60%
• Shipped on-time at Product Launch
• Reduced cost per word of translation
cost
• Increased market coverage
• Established global collaborative writing
process
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GE Healthcare /
10/22/2007

4. Paradigm Shift
From
• Writer-owned, independent writing silos
To
• Collaborative team, shared content
environment
Writers perceive this as a loss of control, a loss
of ownership, a loss of creativity – in the
beginning. / 30
GE Healthcare /
10/22/2007

5. “Before” Scenario, without CMS
• Writing Silos – Mfg Centers in US, Japan, Korea
• Used tools where sharing or single sourcing
was impossible
• Content / Templates started out the same, but
diverged over time
• New acquisition assimilation difficult
• Difficult to launch globally on time with all
translations
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GE Healthcare /
10/22/2007

6. Documentation, circa 1999
L700 L500 L400 L200 L100
A Unique
Documentation
Help
Set was Created
for Each
Ultrasound
System
Paper
CD-ROM
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GE Healthcare /
10/22/2007

7. Redundant, Cumbersome,
Expensive L700 L500 L400 L200 L100
Spanish
French
German
Each Italian
Documentation Portuguese
Swedish
Set was Danish
Translated Russian
Help
Turkish
into Greek
10 Languages
Paper
CD-ROM
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GE Healthcare /
10/22/2007

8. “Before” Budget, without CMS &
TM
$.25 Per Translated Word
Each Page = ~250 Words
Or $62.50 Per Translated Page
X 1000 Pages = $62,500
X 30 Languages = $1,875,000 (10 languages in 1999, or $625,000)
X the number of each manufacturing center’s products (5 products/ 30
in 1999, 16 products in 2007) GE Healthcare /
10/22/2007

9. “Before” Timeline
Software tweaked until product launch.
Finish manual after software tweaking
done, or at product launch.
Start translating at product launch.
Ship systems to countries that accept
English manuals.
Global launch 3-4 months after English
launch.
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GE Healthcare /
10/22/2007

10. “After” Scenario, with CMS
• 1 Global Collaborative Team
• Common Tool Set
• Common Template
• New Acquisitions Easily Added To Team
• Able to deliver on time in all languages
on any media, in any format
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GE Healthcare /
10/22/2007

11. User Documentation Paradigm Online Help
Collaborative Global Effort Content Management Xslt Via F1 on Scanner
System Conversion 1-Step Process
Israel Norway Germany
US China Paper Docs only
on Request
Korea VIVID PDFs eDOCs
Japan Content
1-Step Process
LOGIQ Decrease Cost
India
8 Product Content
Centers
eDOCs Ship Complete
(BTO)
Structured Electronic
SGML Documentation
Increased
VIVID 7 Translate Consistency
EchoPac PC Leveraged
VIVID i Translation Memory
LOGIQ 9 16 Languages
LOGIQ 7
No Desktop
LOGIQ 5
Publishing Cost
LOGIQ 3/LOGIQ Uno
LOGIQ Book
LOGIQ Works
LOGIQ P5/A5
LOGIQe/LOGIQi/VIVIDe / 30
LOGIQ S6 GE Healthcare /
10/22/2007

12. “After” Budget, with CMS & TM
• Only pay to translate the delta in the database (fuzzy + no
matches)
• Over the past 7 years, the budget has remained constant, between
$250,000-$350,000
• Even though we’ve gone from 10 to 30 languages and from 5 to
16 products
• And this $250,000 - $350,000 cost is divided by the number of
manufacturing centers
• So each manufacturing center pays roughly $70,000 vs ~$1 GE Healthcare30
/
/
million in 1999 10/22/2007

13. Reduced Translation Cost
Total (LOGIQ Only) in thousands of
$1,300
$1,200
$1,100
$1,000
$900
$800
$700
$600
$500
$400
$300
1999 $200
20002001 $100
2002 2003 2004 $0
2005 2006
LOGIQ 700 5 Systems LOGIQ 9
15 Products
LOGIQ 500 10 Languages LOGIQ 7/LOGIQ 7 Pro 17 Languages
LOGIQ 400 LOGIQ S6
LOGIQ 200 LOGIQ 5 Expert/Pro
LOGIQ 100 LOGIQ P5/A5
LOGIQ 3/LOGIQ Uno
LOGIQ Book XP/LOGIQe/LOGIQi/VIVIDe / 30
GE Healthcare /
LOGIQWorks 10/22/2007

14. Reached more markets
Korean
Traditional Chinese
Turkish
Serbian
European Portuguese
Icelandic
Slovakian
Estonian 30.0
Latvian 28.5
27.0
Lithuanian 25.5
Czech 24.0
22.5
Hungarian 21.0
Bulgarian 19.5
18.0
Romanian 16.5
15.0
Dutch
Finnish
13.5
12.0
Norwegian 10.5
9.0 Languages Supporte
Polish 7.5
6.0
Swedish
Danish1999 4.5
3.0
Russian 2002 1.5
0
Greek 2004
Spanish 2007
French
German
Italian
Portuguese
Japanese
Chinese
English
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GE Healthcare /
10/22/2007

15. “After” Timeline
Software not tweaked as much toward product
launch – but, still exceptions
Write continuously until product launch
Translate incrementally as content is complete
Nearly all content already translated by the time
we export the final, complete book
Just need to translate a small delta of changes 3
weeks prior to product launch
Able to launch globally with all languages (pdf +
online help)
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GE Healthcare /
10/22/2007

16. “Before”  “After”
Stand-Alone Writers Collaborative Writing Team
Author-Controlled Corporate Intellectual Capital
Content Controlled “Brand” Identity
Tweaked Templates Shared Budget
Independent Budgets Common Tools & Processes
Assorted Tools Translate
Incrementally .
Start Translation When
Manuals Done Controlled Content
Management System
Content on Writers’ PCs
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GE Healthcare /
10/22/2007

17. Redundant Content Development
vs Shared Content Reuse Strategy
• Eliminated Redundant Content
Development in Each Manufacturing
Center
• Develop Reuse Strategy – Plan Yearly
• No Duplication of Effort / No
Redundancy
• New features written by writer where new
feature was developed – Migrated to
product line as feature added to product’s / 30
GE Healthcare /
10/22/2007

18. Individual Writing vs Collaborative
Team Writing Process
• Write Content Once – Reuse Many Times
• Write Generically to Fit Multiple Products
• Consistent Content – Changes Decided
Upon as a Team
• Content Easily Migrated Across Product
Lines
• Content Reviewed Continually
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GE Healthcare /
10/22/2007

19. Expensive Program Costs vs
Shared Costs Between Team
• Share Template Development Costs
(FrameMaker, Online Help, Translated
Templates)
• Share CMS and CMS Customization Cost
• Share Automated Tool Cost
• Share Translation Cost
• Centralized Control & Management
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GE Healthcare /
10/22/2007

20. Multiple Translation Memories vs
Leveraged TM Between Team
• No longer unique product
documentation sets, generating multiple
sets of translation memories -- Now only
one set of Core Content
• One Core Content
• One Core Content Translation Memory
• One TM Leveraged across Multiple
Products
• Consistent, Correct, and Clean TMs / 30
GE Healthcare /
10/22/2007

21. Manual vs Automated Publishing
Tools
• Manually created FM Books, TOCs,
Indexes, PDFs, Online Helps vs Using
automated tools
• Now automatically generate FM Books,
TOCs, Indexes, PDFs from sgml file
• Use Batch File to generate 30 translated
files
• Online Help auto generated from sgml
xml  xslt transformation  html help / 30
GE Healthcare /
10/22/2007

22. Unstructured vs Structured
Writing in a CMS
• Controlled Templates
• Controlled Content
• No more copying and pasting
• Change content in one place; updated in
every reuse
• Assures content integrity
• Achieves Brand
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GE Healthcare /
10/22/2007

23. Unique Pub Development vs Re-
Purposed Content
• Can re-purpose content to be used by
Marketing, by Training, Help Desks
• Single source content for pdf and chm
files Automatic (Not a Separate Effort)
• Can re-purpose same content into
different manuals
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GE Healthcare /
10/22/2007

24. Working in Your Own Bubble vs
Partnering on Writing Projects
The Whole is Greater than the Sum of Its Parts
• Each writer learns from everyone’s strengths
• Together as a team, we accomplish more,
cheaper, faster, with increased quality and
consistency
• Can generate a 1000-page manual as quickly
as 2 days, but normally within 2 weeks
• Can translate a 1000-page manual into pdfs
and online help within 3 weeks
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GE Healthcare /
10/22/2007

25. Unique Templates & Processes vs
Common Templates and SOPs
• FDA Regulations require that we all
follow the same processes and SOPs
– Compliant
– Increased Quality and Consistency
– Verifiable
– Repeatable
– Cost-Effective
• Brand Identity
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GE Healthcare /
10/22/2007

26. Paying Extra to Say Something 10
Different Ways vs Controlled
• Refer to Chapter…, See Chapter…, Go
to Chapter…
• Every word costs $.25 x the number of
languages
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GE Healthcare /
10/22/2007

27. Inconsistent Content vs Increased
Consistency, Accuracy, & Quality
• Consistent Content
• Accurate Content
• Tested Content
• Subject Matter Expert Verified Content
• End User Validated Content
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GE Healthcare /
10/22/2007

28. Writers’ Jobs Don’t Go Away, They
Evolve
• Content Analysis, Metadata Strategy
• Reuse Analysis and Strategy
• Tool / Techology Selection, Upgrade, Migration
• Concise Source Content – Editing Skills, Testing,
Verification with SMEs, Validation with End Users
• Template, CSS Management, Automated
Processes
• More Techno Savvy (sgml, xml, sgml, DITA,
language encoding, unicode…)
• Better, Smarter Writing, NOT More Writing / 30
GE Healthcare /
10/22/2007

29. / 30
GE Healthcare /
10/22/2007

30. One CMS with Ongoing
Development of Content Objects
by 1 Collaborative Writing Team
Enabling global content on time –
no longer a cost center, but a corporate asset
Information becomes capital
when it is employed to produce profit.
Developing the Content Management System to manage our
corporate knowledge assets allows us to easily find, use, and re-use
content in a way that maximizes its value to our organization and
minimizes the cost to create, maintain, and assemble it for a
particular business need.
/ 30
GE Healthcare /
10/22/2007