Sentara Healthcare had a problem finding and accessing the many reports across its systems. It worked with Smartlogic to create a content intelligence solution using semantic technology to model and catalog all reports. The solution allows users to search based on their own terminology and visually explore relationships to easily find the right information. Lessons included starting with a small domain, focusing on information science over technology, and allowing for dynamic change.

1. Beyond Big Data:
Mining Content for Business Value
in Healthcare
Phil Lanzafame, Sentara Healthcare
Anne Lapkin, Smartlogic

2. • A bit about Smartlogic
• What is content intelligence?
• A bit about Sentara Healthcare
• Sentara’s business problem
• Sentara’s solution
• Lessons learned
Agenda

3. A bit about Smartlogic
There is huge business value locked away in content, because content contains the
majority of the organization's intelligence. Organizations that unlock that value can
outperform competitors in their market. Content augments the value that most
organizations have already found in structured data - it is the untapped frontier of
competitive advantage.
To realize this value we know you must understand your content, the information and
knowledge it contains, how it can be applied in the context of your operations and how it
enhances the insights from structured data. The content must be described completely
and consistently with metadata.
We focus all our energy on creating value from unstructured content – something we call
Content Intelligence.
Jeremy Bentley, CEO
Through 2015 organizations integrating high value, diverse, new information types
and sources into a coherent information management infrastructure will outperform
their industry peers financially by more than 20%
Gartner
“

4. Content Intelligence is to the 80% of information
what business intelligence is to the 20%

5. Content intelligence is…
Content Intelligence is the
combination of semantic technology
and information science that allows
machines to model, interpret,
describe, analyze and visualize the
content of the enterprise in order to
leverage the human intelligence
locked in that content.

6. • 126-year not-for-profit mission
• 12 hospitals, 2,727 beds, 3,799 physicians on staff
• 13 long term care/assisted living facilities
• Extended stay hospital
• 5 medical groups (650+ providers)
• 444,000-member health plan
• Sentara College of Health Sciences
• $4.3B total operating revenue
• $5.9B total assets
• 27,000+ members of the team
• AA/Aa2 bond rating
A bit about Sentara

7. The opportunity
A funny thing happened on the way to big data; we have it, but
nobody can find anything
Clinical Business Systems
PhysiciansHealth Insurance
Financial Operations
Human ResourcesPatients
Reports-Systems
- SAP
- SAAS
- KPIs
- Dashboards
- Excel
- Documents
- SharePoint
Discovery of Existing Reports
Which one(s) do I need?

8. • Create a cataloging system to discover and keep track of
all the reports in the enterprise
– What they are about
– Where and when they were created
– What data was used to create them
– What is their validity
• Make this catalog available across the enterprise
– Find the right information when we need it
– Reduce duplication
– Address gaps
How would you feel if you went to the library and there was no card catalog?
The solution

9. We modelled the problem
domain
People use different vocabularies based on the discipline they are
comfortable with

10. People search using terms
they are comfortable with

11. Or they can visually explore

12. They can drill down on
individual terms

13. And find exactly what they
want

14. • The ontology “organizes your organization” – we are using the model to push
down de facto standards
– The next step is to use the knowledge map to standardize across the reporting systems
• Don’t boil the ocean – going domain by domain is more productive
– Start with something that is small enough to do, but large enough to be visible
• It’s not a technology exercise – technology facilitates the information science
– We needed to teach people the rudiments of information science
• Don’t get ahead of yourself
– People get excited when they see what it can do and ask for more
– You can easily get distracted and never deliver anything
• Dynamic change and extensibility is critical
• The more we show the tool in context, the more use cases get generated
– Easier to understand not only what the tools are doing but how they do it
– People are creative – they will continue to find new ways of referring to the same thing
Lessons learned

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