developing a unified content model

Developing a Unified Content Model

Ann RockleyPrepared by Ann Rockley

President, The Rockley Group Inc.

©2008, The Rockley Group Inc.

Today’s pressures Time to market Increased shareholder expectations Increased competition Increasing regulation


Produce more than just pharmaceutics or medical devices

Produce content… and lots of it! As molecules are discovered/applications are defined

As molecules/devices are formulated into deliverable forms

As they are tested for safety and efficacy As applications for regulatory review and approval are created

As marketing, sales and training materials are created for approved products


Content: Regulatory Submissions Label Clinical


Content: Customer Marketing & Sales Product & Usage (physician, patient, IFU,

packaging) Customer support


Issues• 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

• 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

• Content standards vary too widely - published in many formats or languages and with varying metadata


Challenges• Every content area is a silo• Tight timelines and resources results in

“blinkered” processes where the only goal is the immediate deliverable, not a common goal

• Some content is highly managed, other content is not


Necessity• Work

• Faster• Better• More intelligently• Less waste


Solution Enterprise Content Management (ECM) Unified content strategy Unified content model


What is ECM? Enterprise Content Management (ECM) is

the creation, capture, delivery, customization, control and management of content across an enterprise/division.


What is a unified content strategy? A unified content strategy is:

A repeatable method of identifying all content requirements up front

Creating consistently structured content for reuse

Managing that content in a definitive source

Assembling content on demand to meet your needs


What is a unified content model? A unified content model is the framework

that supports your strategy: Taxonomy Structured content Reuse Business process management Collaboration


Taxonomy More than just web sites Critical to effective content management 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


Why taxonomy? Content that is spread across sources is hard

to find and retrieve Common naming scheme facilitates access Content can be discovered wherever it

appears Fast access to content saves time, money,

and supports compliance


Structured content More and more previously unstructured

content is being structured using XML and forms including:

Marketing and sales Manufacturing Purchasing Customer Service Finance HR Corporate


“Unstructured content is stupid and old-fashioned. It's costly, complex, and does not generate a competitive advantage.” Anne Mulcahy, Xerox Chairman and CEO


Why structured content? Consistent content

Common structures Common style Common content

Reduced time to create content No guesswork, authoring is guided

Content reuse Tagged identifiable content can be easily

reused Content as data

Content can be mined like data IP can be controlled


Reuse Reuse used to imply repurposing/multi-

channel publishing Reuse now means the reuse of elements of

content Granular elements can be as small as words,

sentences, sentence fragments Customers are looking to systematic reuse

(automatic reuse) to ensure reuse happens easily, correctly, and automatically in more and more complex content suites


Why reusable content? Reduced time to create content Increased consistency and quality Simplified translation

Translate elements instead of documents Reduce DTP costs by 30-50%

Better audit trail of only changed elements


Business process management Need the ability to define, document, and

track processes not just content Manage the lifecycle of a process from

definition, through deployment, execution, measurement, change, and eventual re-deployment


Why BPM? Compliance is about BPM Organizations need to build more efficient,

end-to-end processes Controlled processes means controlled

content, controlled content means meeting compliance requirements


Collaboration Collaboration has become associated with

document-centric collaboration within workspace environments

Collaboration is much more than just sharing documents, collaboration is the integration of content and process

Collaboration is working together to create together for a common goal


Why collaboration? Need to start running the organization as a

series of business processes, instead of traditional functional silos

Today’s business drivers call for higher degrees of collaboration within and across organizational boundaries

More than just documents, collaboration now needs to include email, calendaring, instant messaging and web conferencing

Compliance


The deliverables Taxonomy Structured content models and templates Reuse governance Workflow Patterns of collaboration and governance

Benefits


Faster time to market• Less work to create content• Less work to maintain content• Less time to review content• Higher quality and consistency• Faster discovery of content


Better use of resources• Repetitive processes are reduced• More value added work• Optimization of resource time


Increased consistency• Guided authoring• Best practices content design and delivery• Reuse


Improved quality of content• Best practices for writing and management• Content is structured for improved

consistency and readability• Consistency can be controlled


Conclusion• In today’s world with increasing pressures to

produce more, faster, and with greater accuracy working intelligently makes sense

• A unified content model supports intelligent content through

Taxonomy Structured content Reuse Business process management Collaboration


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