Developing Intelligent Content Strategy for Life Sciences and Healthcare


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Pharmaceutical, medical devices and healthcare companies face complex - and often unique - content challenges. Due to the nature of their businesses, and the regulatory compliance, legal, and privacy issues they face, pharmaceutical, medical device, and healthcare companies require specialized intelligent content solutions designed specifically to address these stringent business requirements. But how do you make it happen? Join Ann as she takes you through the steps to create an intelligent content strategy including:

1) Determining requirements
2) Content modeling
3) Reuse strategy
4) Metadata strategy
5) Multichannel strategy (web, mobile, print)

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Developing Intelligent Content Strategy for Life Sciences and Healthcare

  1. 1. @arockley©2014 The Rockley Group, Inc.#ICCLSH Developing Intelligent Content Strategy for Life Sciences and Healthcare Ann Rockley, President The Rockley Group
  2. 2. @arockley©2014 The Rockley Group, Inc.#ICCLSH Intelligent Content Strategy • Know your customer and content requirements • Content models • Reuse strategy • Metadata • Workflow
  3. 3. @arockley©2014 The Rockley Group, Inc.#ICCLSH Customer requirements • Who are the primary customers? • Who are the secondary or associated customers? • What is the typical customer profile? • Where do your customers come from (region/country, referring site, search engine)? • What are the regulatory requirements? • What do customers “really” need to know to effectively use your product? • What do customers need to know to make the buying decision? • How does your customer want to receive the information (form/channel)?
  4. 4. @arockley©2014 The Rockley Group, Inc.#ICCLSH Content models • Content models are developed in spreadsheets • Content models identify: • The semantic (structure with meaning) of the content • The organizational structure • How content can be assembled into deliverables
  5. 5. @arockley©2014 The Rockley Group, Inc.#ICCLSH Reuse strategy • A reuse strategy identifies: • What content can be reused • How it can be reused (identically or with change) • Who is allowed to change reusable content • Where/when it can be reused
  6. 6. @arockley©2014 The Rockley Group, Inc.#ICCLSH Metadata strategy • A metadata strategy identifies: • A taxonomy • The allowable values for the metadata • Where metadata is applied • What is the minimum metadata that must be applied
  7. 7. @arockley©2014 The Rockley Group, Inc.#ICCLSH Examples
  8. 8. @arockley©2014 The Rockley Group, Inc.#ICCLSH Labeling model (IFU) Simplified version
  9. 9. @arockley©2014 The Rockley Group, Inc.#ICCLSH Empty structured template IFU
  10. 10. @arockley©2014 The Rockley Group, Inc.#ICCLSH Automatically filled IFU
  11. 11. @arockley©2014 The Rockley Group, Inc.#ICCLSH Empty structured label template
  12. 12. @arockley©2014 The Rockley Group, Inc.#ICCLSH Automatically filled label
  13. 13. @arockley©2014 The Rockley Group, Inc.#ICCLSH Marketing model Note: The structure is the same for a Product Description page, but the content may vary for the patient vs. the healthcare professional. This illustrates structural reuse, not content reuse.
  14. 14. @arockley©2014 The Rockley Group, Inc.#ICCLSH Cont. • Typically this kind of information is reused from the IFU and is reused across all instances of the same product.
  15. 15. @arockley©2014 The Rockley Group, Inc.#ICCLSH Web to mobile
  16. 16. @arockley©2014 The Rockley Group, Inc.#ICCLSH Healthcare model
  17. 17. @arockley©2014 The Rockley Group, Inc.#ICCLSH • Healthcare content could be published to: • Print as in the labeling example • Web and mobile as in the Marketing example • Partially reused for a video script • Partially reused for a script for audio • Partially reused for learning materials
  18. 18. @arockley©2014 The Rockley Group, Inc.#ICCLSH Workflow • Workflow allows us to control our content throughout its lifecycle • Roles • Tasks • Interactions • Dependencies • Wait states • Approvals • Exceptions • Tracking metadata (attributes)
  19. 19. @arockley©2014 The Rockley Group, Inc.#ICCLSH Benefits of intelligent content • Increased consistency and quality • Increased productivity • Flexibility • Ease of publishing to multiple channels/devices • Reduced cost of translation
  20. 20. @arockley©2014 The Rockley Group, Inc.#ICCLSH Summary • Intelligent content is structurally rich and semantically categorized, and is therefore automatically discoverable, reusable, reconfigurable and adaptable. • An intelligent content strategy consists of: • Content models • Reuse strategy • Metadata
  21. 21. @arockley©2014 The Rockley Group, Inc.#ICCLSH Ann Rockley @arockley