@arockley www.rockley.com ©2014 The Rockley Group, Inc. #ICCLSH Intelligent Content for Life Sciences and Healthcare Ann Rockley, President The Rockley Group
May 07, 2015
@arockley www.rockley.com ©2014 The Rockley Group, Inc. #ICCLSH
Intelligent Content for Life Sciences and Healthcare
Ann Rockley, President The Rockley Group
@arockley www.rockley.com ©2014 The Rockley Group, Inc. #ICCLSH
Rockley LS & H Customers
@arockley www.rockley.com ©2014 The Rockley Group, Inc. #ICCLSH
Content Challenges in LS&H
Survey developed and conducted by
@arockley www.rockley.com ©2014 The Rockley Group, Inc. #ICCLSH
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
@arockley www.rockley.com ©2014 The Rockley Group, Inc. #ICCLSH
@arockley www.rockley.com ©2014 The Rockley Group, Inc. #ICCLSH
@arockley www.rockley.com ©2014 The Rockley Group, Inc. #ICCLSH
@arockley www.rockley.com ©2014 The Rockley Group, Inc. #ICCLSH
How intelligent content can help
• Intelligent content is content that is: • Structured • Reusable • Adaptable • Retrievable • Managed
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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
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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
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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
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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.
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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
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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
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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
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Many ways in which we can make our content intelligent!
Many excellent presenters will share their
stories.
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Ann Rockley [email protected]
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