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
Ann Rockley, President The Rockley Group

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Intelligent Content Strategy
• Know your customer and content requirements
• Content models
• Reuse strategy
• Metadata
• Workflow

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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)?

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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

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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

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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

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Examples

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Labeling model (IFU)
Simplified version

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Empty structured template IFU

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Automatically filled IFU

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Empty structured label template

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Automatically filled label

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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.

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Cont.
• Typically this kind of information is reused from the IFU and is reused
across all instances of the same product.

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Web to mobile

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Healthcare model

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• 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

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Workflow
• Workflow allows us to control our content throughout its
lifecycle
• Roles
• Tasks
• Interactions
• Dependencies
• Wait states
• Approvals
• Exceptions
• Tracking metadata (attributes)

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Benefits of intelligent content
• Increased consistency and quality
• Increased productivity
• Flexibility
• Ease of publishing to multiple channels/devices
• Reduced cost of translation

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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. @arockley
www.rockley.com©2014 The Rockley Group, Inc.#ICCLSH
Ann Rockley
rockley@rockley.com
@arockley