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Developing A Unified Content Model

Presented by Ann Rockley at Documentation and Training Life Sciences, June 23-26, 2008 in Indianapolis, IN.

Patents expiring, increased shareholder expectations, increased competition in the market and increasing customer expectation for good reliable content has put pressure on today’s Life Sciences’ firms. Being able to create, manage, and deliver content in your firm effectively and efficiently will save your firm time and money, strengthening your bottom line and sustaining shareholder value, allowing your firm to build a solid foundation for future growth.

Life Sciences organizations create huge amounts of content. They put a lot of time and effort into creating it, both from a regulatory perspective, and from sales and marketing and customer perspectives. Yet, much of content needed to run these organizations is locked away in silos and does not provide maximum value to the organization because it is not easily discoverable, lacks consistency from one silo to another, and is limited in implementation and value. Content does not add value to business goals because it is very difficult to align all aspects of an initiative to the business goals and the business strategies underlying them, and to do it across the silos. There is no unified enterprise content model let alone across and individual department or a channel (e.g., the web). This session provides an understanding of a unified content model and identifies both the roadblocks and the reality of a common model.

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Developing A Unified Content Model

  1. 1. Developing a Unified Content Model Ann Rockley Prepared by Ann Rockley President, The Rockley Group Inc.
  2. 2. Today’s pressures <ul><li>Time to market </li></ul><ul><li>Increased shareholder expectations </li></ul><ul><li>Increased competition </li></ul><ul><li>Increasing regulation </li></ul>
  3. 3. Produce more than just pharmaceutics or medical devices <ul><li>Produce content … and lots of it! </li></ul><ul><ul><li>As molecules are discovered/applications are defined </li></ul></ul><ul><ul><li>As molecules/devices are formulated into deliverable forms </li></ul></ul><ul><ul><li>As they are tested for safety and efficacy </li></ul></ul><ul><ul><li>As applications for regulatory review and approval are created </li></ul></ul><ul><ul><li>As marketing, sales and training materials are created for approved products </li></ul></ul>
  4. 4. Content: Regulatory <ul><ul><li>Submissions </li></ul></ul><ul><ul><li>Label </li></ul></ul><ul><ul><li>Clinical </li></ul></ul>
  5. 5. Content: Customer <ul><li>Marketing & Sales </li></ul><ul><li>Product & Usage (physician, patient, IFU, packaging) </li></ul><ul><li>Customer support </li></ul>
  6. 6. Issues <ul><li>Difficult to manage content to ensure that valid, quality information, meeting regulatory and legal requirements, is easily accessible in a timely manner at minimal cost </li></ul><ul><li>Content is difficult to locate, results are often cumbersome to review, and content is often not easily viewed on multiple devices located in different geographies </li></ul><ul><li>Content standards vary too widely - published in many formats or languages and with varying metadata </li></ul>
  7. 7. Challenges <ul><li>Every content area is a silo </li></ul><ul><li>Tight timelines and resources results in “blinkered” processes where the only goal is the immediate deliverable, not a common goal </li></ul><ul><li>Some content is highly managed, other content is not </li></ul>
  8. 8. Necessity <ul><li>Work </li></ul><ul><ul><li>Faster </li></ul></ul><ul><ul><li>Better </li></ul></ul><ul><ul><li>More intelligently </li></ul></ul><ul><ul><li>Less waste </li></ul></ul>
  9. 9. Solution <ul><li>Enterprise Content Management (ECM) </li></ul><ul><li>Unified content strategy </li></ul><ul><li>Unified content model </li></ul>
  10. 10. What is ECM? <ul><li>Enterprise Content Management (ECM) is the creation, capture, delivery, customization, control and management of content across an enterprise/division. </li></ul>
  11. 11. What is a unified content strategy? <ul><li>A unified content strategy is: </li></ul><ul><ul><li>A repeatable method of identifying all content requirements up front </li></ul></ul><ul><ul><li>Creating consistently structured content for reuse </li></ul></ul><ul><ul><li>Managing that content in a definitive source </li></ul></ul><ul><ul><li>Assembling content on demand to meet your needs </li></ul></ul>
  12. 12. What is a unified content model? <ul><li>A unified content model is the framework that supports your strategy: </li></ul><ul><ul><li>Taxonomy </li></ul></ul><ul><ul><li>Structured content </li></ul></ul><ul><ul><li>Reuse </li></ul></ul><ul><ul><li>Business process management </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul>
  13. 13. Taxonomy <ul><li>More than just web sites </li></ul><ul><li>Critical to effective content management </li></ul><ul><li>Organizations are starting to mandate division or corporate wide taxonomy standards to ensure that content can be found regardless of where it is stored and by whom; however, organizations are overwhelmed with this task </li></ul>
  14. 14. Why taxonomy? <ul><li>Content that is spread across sources is hard to find and retrieve </li></ul><ul><li>Common naming scheme facilitates access </li></ul><ul><li>Content can be discovered wherever it appears </li></ul><ul><li>Fast access to content saves time, money, and supports compliance </li></ul>
  15. 15. Structured content <ul><li>More and more previously unstructured content is being structured using XML and forms including: </li></ul><ul><ul><li>Marketing and sales </li></ul></ul><ul><ul><li>Manufacturing </li></ul></ul><ul><ul><li>Purchasing </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Finance </li></ul></ul><ul><ul><li>HR </li></ul></ul><ul><ul><li>Corporate </li></ul></ul>
  16. 16. <ul><ul><li>“ Unstructured content is stupid and old-fashioned. It's costly, complex, and does not generate a competitive advantage.” Anne Mulcahy, Xerox Chairman and CEO </li></ul></ul>
  17. 17. Why structured content? <ul><li>Consistent content </li></ul><ul><ul><li>Common structures </li></ul></ul><ul><ul><li>Common style </li></ul></ul><ul><ul><li>Common content </li></ul></ul><ul><li>Reduced time to create content </li></ul><ul><ul><li>No guesswork, authoring is guided </li></ul></ul><ul><li>Content reuse </li></ul><ul><ul><li>Tagged identifiable content can be easily reused </li></ul></ul><ul><li>Content as data </li></ul><ul><ul><li>Content can be mined like data </li></ul></ul><ul><ul><li>IP can be controlled </li></ul></ul>
  18. 18. Reuse <ul><li>Reuse used to imply repurposing/multi-channel publishing </li></ul><ul><li>Reuse now means the reuse of elements of content </li></ul><ul><li>Granular elements can be as small as words, sentences, sentence fragments </li></ul><ul><li>Customers are looking to systematic reuse (automatic reuse) to ensure reuse happens easily, correctly, and automatically in more and more complex content suites </li></ul>
  19. 19. Why reusable content? <ul><li>Reduced time to create content </li></ul><ul><li>Increased consistency and quality </li></ul><ul><li>Simplified translation </li></ul><ul><ul><li>Translate elements instead of documents </li></ul></ul><ul><ul><li>Reduce DTP costs by 30-50% </li></ul></ul><ul><li>Better audit trail of only changed elements </li></ul>
  20. 20. Business process management <ul><li>Need the ability to define, document, and track processes not just content </li></ul><ul><li>Manage the lifecycle of a process from definition, through deployment, execution, measurement, change, and eventual re-deployment </li></ul>
  21. 21. Why BPM? <ul><li>Compliance is about BPM </li></ul><ul><li>Organizations need to build more efficient, end-to-end processes </li></ul><ul><li>Controlled processes means controlled content, controlled content means meeting compliance requirements </li></ul>
  22. 22. Collaboration <ul><li>Collaboration has become associated with document-centric collaboration within workspace environments </li></ul><ul><li>Collaboration is much more than just sharing documents, collaboration is the integration of content and process </li></ul><ul><li>Collaboration is working together to create together for a common goal </li></ul>
  23. 23. Why collaboration? <ul><li>Need to start running the organization as a series of business processes, instead of traditional functional silos </li></ul><ul><li>Today’s business drivers call for higher degrees of collaboration within and across organizational boundaries </li></ul><ul><li>More than just documents, collaboration now needs to include email, calendaring, instant messaging and web conferencing </li></ul><ul><li>Compliance </li></ul>
  24. 24. The deliverables <ul><li>Taxonomy </li></ul><ul><li>Structured content models and templates </li></ul><ul><li>Reuse governance </li></ul><ul><li>Workflow </li></ul><ul><li>Patterns of collaboration and governance </li></ul>
  25. 25. Benefits
  26. 26. Faster time to market <ul><li>Less work to create content </li></ul><ul><li>Less work to maintain content </li></ul><ul><li>Less time to review content </li></ul><ul><li>Higher quality and consistency </li></ul><ul><li>Faster discovery of content </li></ul>
  27. 27. Better use of resources <ul><li>Repetitive processes are reduced </li></ul><ul><li>More value added work </li></ul><ul><li>Optimization of resource time </li></ul>
  28. 28. Increased consistency <ul><li>Guided authoring </li></ul><ul><li>Best practices content design and delivery </li></ul><ul><li>Reuse </li></ul>
  29. 29. Improved quality of content <ul><li>Best practices for writing and management </li></ul><ul><li>Content is structured for improved consistency and readability </li></ul><ul><li>Consistency can be controlled </li></ul>
  30. 30. Conclusion <ul><li>In today’s world with increasing pressures to produce more, faster, and with greater accuracy working intelligently makes sense </li></ul><ul><li>A unified content model supports intelligent content through </li></ul><ul><ul><li>Taxonomy </li></ul></ul><ul><ul><li>Structured content </li></ul></ul><ul><ul><li>Reuse </li></ul></ul><ul><ul><li>Business process management </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul>
  31. 31. Questions/Resources <ul><li>www.rockleyreport.com </li></ul><ul><li>www.rockleyblog.com </li></ul><ul><li>www.rockley.com , 905-939-9298 </li></ul>