Developing A Unified Content Model
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Transcript of 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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
Content: Regulatory Submissions Label Clinical
©2008, The Rockley Group Inc.
Content: Customer Marketing & Sales Product & Usage (physician, patient, IFU,
packaging) Customer support
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
Necessity• Work
• Faster• Better• More intelligently• Less waste
©2008, The Rockley Group Inc.
Solution Enterprise Content Management (ECM) Unified content strategy Unified content model
©2008, The Rockley Group Inc.
What is ECM? Enterprise Content Management (ECM) is
the creation, capture, delivery, customization, control and management of content across an enterprise/division.
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
“Unstructured content is stupid and old-fashioned. It's costly, complex, and does not generate a competitive advantage.” Anne Mulcahy, Xerox Chairman and CEO
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
The deliverables Taxonomy Structured content models and templates Reuse governance Workflow Patterns of collaboration and governance
Benefits
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
Better use of resources• Repetitive processes are reduced• More value added work• Optimization of resource time
©2008, The Rockley Group Inc.
Increased consistency• Guided authoring• Best practices content design and delivery• Reuse
©2008, The Rockley Group Inc.
Improved quality of content• Best practices for writing and management• Content is structured for improved
consistency and readability• Consistency can be controlled
©2008, The Rockley Group Inc.
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
©2008, The Rockley Group Inc.
Questions/Resources www.rockleyreport.com www.rockleyblog.com
www.rockley.com, 905-939-9298