TOC 2011: Content as Application, presented by Scott Grillo

Content as Application: Scott L. Grillo Vice President, Group Publisher McGraw-Hill Professional Creating value with integrated digital solutions

McGraw-Hill has been a leading medical publisher for 60 years -- our Access platform is increasingly embedded in medical institutions ,[object Object],[object Object],[object Object],[object Object],[object Object]

Digital Beginnings: The Bookshelf Online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

In 2005 we started to think about expanding our digital offerings into key medical specialties ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Shift our product strategy from building aggregated content suites to providing customer-centric digital solutions that address points of pain for end-users and customers.

Examined the different types of end users we were serving to find underserved or emerging content needs in a target market Residents Practitioners Medical Student ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],End Users ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Identified particular points of pain for both end users and customers that we could address with content as application solutions ,[object Object],[object Object],[object Object],[object Object],[object Object],Deliver value by producing products and services that blend premium content with rich media and specific tools to address specific points of pain

AccessSurgery, our first platform in a subspecialty market, launched in 2006 and became the template for additional verticals Media Rich: A online repository of surgical videos and animations focused on established core topics Embedded: First site to include a custom curriculum Highly Structured: First site to have a strong core curricular organization system

Leveraging the power of Silverchair’s semantic tagging enabled us to provide context specific results to content queries ,[object Object],[object Object],[object Object],[object Object],[object Object]

In 2007 we introduced the Customer Curriculum Manager tool set to further embed our content and enhance the “content as application” model ,[object Object],[object Object],[object Object],[object Object]

Ease of use was key to adoption within residency programs ,[object Object],[object Object],By taking advantage of the semantic tagging on all content objects we make it extremely easy for administrators to search and/or clip content to build rotations while they are using the site

Introduced elements that borrow concepts from social networking and peer-to-peer sharing ,[object Object],[object Object],[object Object]

Given program directors more control over how and when content is assigned, and to whom ,[object Object]

Built in reporting functionality makes it easy to track students progress and generate customizable reports for accreditation

For end users Custom Curriculum Manager offers one complete interface for learner management of course materials and activities ,[object Object],[object Object],[object Object],[object Object]

Based on the success we’ve had targeting residency programs we’ve recently introduced similar functionality for the clerkships ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

By focusing on content as an application we have been able to transform our business by creating customer-centric digital solutions Constituents have defined needs Which require student, instructor, and institution-valued outcomes With student-specific assignments and tracking … and rich reporting of students’ progress for program directors Delivering student, instructor, and institution-valued outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],Our new digital platforms support core and custom curriculum ,[object Object],[object Object],[object Object],[object Object]

TOC 2011: Content as Application, presented by Scott Grillo

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TOC 2011: Content as Application, presented by Scott Grillo