Download - Intelligent Content for Life Sciences and Healthcare

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

Intelligent Content for Life Sciences and Healthcare

Ann Rockley, President The Rockley Group


Rockley LS & H Customers


Content Challenges in LS&H

Survey developed and conducted by


Why a survey?

• Prepare for LS&H conference • Increasing regulatory requirements • Growing need for good healthcare • Fast-paced environment • Growing pressure on resources • Strong emphasis on content • Knowing the challenges makes it possible to address the

them


How intelligent content can help

• Intelligent content is content that is: • Structured • Reusable • Adaptable • Retrievable • Managed


Multichannel publishing

• Content is frequently created for one channel (e.g., print or web) and manually recreated over and over again for each channel (print, web, mobile)

• Multichannel publishing can be addressed through: • Structured content that is separate from format • Treating devices and channels as output only • Taking format-free content from a single source and

automatically converting the content for delivery to the channel


Time to market

• Reviews can be lengthy • Errors cost time in rework • Retranslation for changes add time and money • Incorrect/missing claims can result in agency problems

• Time to market can be addressed through:

• Reuse • Translate content as it is approved, only change content

must be retranslated • Controlled content


Rapid customer response • Responding to customer questions and needs often requires

searching through content to find the right information. This takes time and content may have to be approved before release.

• Content may have to be written because it cannot be found. • Customers often ask the same questions. • Customers want answers anywhere, anytime, and on any device

• Issues of responding to customers can be addressed through:

• Well organized content tagged with metadata • Reuse of common content • Automatic response configured for the device


Multiple versions

• Someone accidentally uses/copies an old version. (Incorrect content gets published, errors in the field, regulatory fines)

• Time is spent looking for the most recent version. (Stuck in email, on fileserver, in multiple folders)

• Common content isn’t common. (Variations of images, symbols, statements, text are similar but different).

• Issues of version control can be addressed through content management and planned reuse.


Regulatory requirements

• Large number of regulatory requirements. • New people may not understand the requirements or know where

to find the correct information. • Different people may respond differently to the same requirement. • Different requirements for multiple agencies.

• Regulatory requirements can be addressed through:

• Best practice/approved common content • Reuse • Version control • Metadata


Translation • Number of languages is increasing. • Common content isn’t common so it is translated and

retranslated. • Content is retranslated for every channel. • Content is written inconsistently (different terms, phrases,

style) so it is retranslated.

• Costs of translation can be addressed through: • Reuse • Workflow (content management) • Automation of multichannel publishing • Automated content quality control and voice


Supporting claims

• Every claim must have supporting content to ensure approval. Supporting content is often tracked manually.

• Claims are easily separated from their supporting content across products and channels.

• Claims must be worded identically or with minimal change to be approved. People create and recreate the claims differently.

• Supporting claims costs can be addressed through: • Metadata (content management) • Reuse


Many ways in which we can make our content intelligent!

Many excellent presenters will share their

stories.


Ann Rockley [email protected]

@arockley

mailto:[email protected]

Download - Intelligent Content for Life Sciences and Healthcare

Top Related