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Intelligent Content Conference
- Life Sciences
2014
Mark Lewis
 What is ROI?
 What is Intelligent Content?
 Where can savings occur?
 Content reuse
 Content lifecycle
 Creation, review, edit
 Compliance
 Revenue Opportunity
Emphasis on
XML &
content
reuse
 Reduced Time to Market
 Translation
 Multi-channel publishing
 Managing Regulatory
Requirements
 Learning & Training
 Corporate Assets
Content Strategist, DITA Educator
STC Summit 2012 – 2013 Track Manager
– Content Strategy and Design
Past Co-Chair:
Oasis DITA for the Web SC
Manager:
DITA Metrics group on Linked In
It’s about metrics
…for intelligent content
white papers
discussions
webinar recordings
thought leadership
DITA 101 2nd edition
“Fundamentals of DITA for
Authors and Managers”
By the Rockley Group
with Mark Lewis
 For sale at LuLu.com
Managing Enterprise Content: A
Unified Content Strategy
2nd edition
By Ann Rockley
& Charles Cooper
 For sale at Amazon.com
Book & Spreadsheets
Published by
The Rockley Group
Metrics for Intelligent Content
Savings =
Cost of Old Processes – Cost of New Processes
Do you
know?
 Structured Documents
 XML & Semantic Tags
 Separation of Content from Format
You’ve already been authoring structured
documents
Resume
Contact Information
Objective
Skills
Experience
References
Hobbies
Expectation
Business Letter
Letterhead or sender's address
Date
Recipient's address
Subject
Salutation or Greeting
Message (body of the letter)
Closing
Signature
The Content
Chocolate Disaster
It’s chocolate!
Ingredients
Chocolate 1
Chocolate 2
Chocolate 3
Instructions
Chop
Add
Stir
Bake
Chocolate Disaster
It’s chocolate!
Ingredients
Chocolate 1
Chocolate 2
Chocolate 3
Instructions
Chop
Add
Stir
Bake
title
description
ingredients
ingredient
ingredient
ingredient
instructions
instruction
instruction
instruction
instruction
Chocolate Disaster
It’s chocolate!
Ingredients
Chocolate 1
Chocolate 2
Chocolate 3
Instructions
Chop
Add
Stir
Bake
Heading 1
Paragraph
Bulleted list
Bulleted list item
Bulleted list item
Bulleted list item
Numbered list
Numbered list item
Numbered list item
Numbered list item
Numbered list item
Chocolate Disaster
It’s chocolate!
Ingredients
Chocolate 1
Chocolate 2
Chocolate 3
Instructions
Chop
Add
Stir
Bake
The Content and
Generic Content
Elements
Heading 1
Paragraph
Bulleted list
Bulleted list item
Bulleted list item
Bulleted list item
Numbered list
Numbered list item
Numbered list item
Numbered list item
Numbered list item
<H1>Chocolate Disaster</H1>
<p>It’s chocolate!</p>
<bulleted list>Ingredients
<bulleted list item>Chocolate 1</bulleted list item>
<bulleted list item>Chocolate 2</bulleted list item>
<bulleted list item>Chocolate 3</bulleted list item>
</bulleted list>
<numbered list>Instructions
<numbered list item>Chop</numbered list item>
<numbered list item>Add </numbered list item>
<numbered list item>Stir </numbered list item>
<numbered list item>Bake </numbered list item>
</numbered list>
Generic Tags - HTML
Not Recipe
Specific
Chocolate Disaster
It’s chocolate!
Ingredients
Chocolate 1
Chocolate 2
Chocolate 3
Instructions
Chop
Add
Stir
Bake
title
description
ingredients
ingredient
ingredient
ingredient
instructions
instruction
instruction
instruction
instruction
Semantic Tags
<title>Chocolate Disaster</title>
<description>It’s chocolate!</description>
<ingredients>Ingredients
<ingredient>Chocolate 1</ingredient>
<ingredient>Chocolate 2</ingredient>
<ingredient>Chocolate 3</ingredient> </ingredients>
<steps>Instructions
<step>Chop</step>
<step>Add </step>
<step>Stir </step>
<step>Bake </step> </steps>
Dumb to Intel
Query Discover
Stop Formatting!
Use Style sheets
Styles are assigned to semantic elements
Let the Publishing Engine do the formatting
Save 30 – 35%
Corporate Goals = Areas to save
Main categories:
Increase revenue
Reduce costs
Process improvement and automation
Risk mitigation
Handout
Reduce costs
Reduce development cost
Reduce translation cost
Reduce call center cost
Reduce product returns
Process improvement and automation
Reuse of honed processes
Risk mitigation
Increase quality
Improve governance
Minimize branding damage
Did you
know corp
goals?
Increase revenue
Sales team
Improve prospect engagement
More accurate information
Faster and easier access to information
Reduce learning time
Shorten sales cycles
Reduce time to market
For local products
For translated products
Improve branding
All
 Quality Assurance Procedures
 Treatment Procedures
 Blinding Procedures
 (Test) Selection Procedures
 Follow-up
 Rechallenge
Clinical Study Report:
Info Type
Content Elements
Content Elements
 Title
 Short Description
 Pre-requisites
 Context Info
 Steps
 Result
 Title
 Short Description
 Pre-requisites
 Context Info
 Steps
 Result
Create Content
Average cost of each element
Predictive
Procedure 1
Procedure
2
Procedure
3
Content
Similar
Identical
Unique
Side-by-side
analysis
What can be
shared
Product 1 Product 3
Unique Content
Product 1 Product 3
Identical / Reusable Content
Procedure Components
Proc
1
Proc
2
Proc
3
Referenced
Component
Writing for
reuse
The ROI of Intelligent Content for Life Sciences
Cost of
Unique
Cost of
Reusable
Savings Trend
Referenced
Component
Scratch vs.
Unique +
Reusable
Awareness
Can intelligent content save time and
effort for everybody/every role?
Content reuse
• Authors
• Reviewers
• Editors
The ROI of Intelligent Content for Life Sciences
The ROI of Intelligent Content for Life Sciences
The ROI of Intelligent Content for Life Sciences
The ROI of Intelligent Content for Life Sciences
The ROI of Intelligent Content for Life Sciences
Savings are relative for every role
SME
The ROI of Intelligent Content for Life Sciences
The ROI of Intelligent Content for Life Sciences
The ROI of Intelligent Content for Life Sciences
Savings Trend for Author
Referenced
Component
Savings Trend for Compliance Reviewer
Referenced
Component
Percent reuse
Referenced
Component
Percent reuse
Referenced
Component
Salaries
Reduced
Cost
More time to generate revenue
Increased
Productivity
Increased
Revenue
The ROI of Intelligent Content for Life Sciences
How does Intelligent Content reduce
translation costs?...XML + TMS
What is a Translation Memory System?
Software and a Database of translated
content
Input an English sentence, translator
writes Spanish version and the
sentences are associated as a pair
Procedure version 1.0:
• Full translation
Procedure version 2.0:
• Pattern matching means
only new & changed has
to be translated
• Reusable Content = Free
Database of reusable
translated content
Product N
New procedure reuses content
Percent reuse
Remember
Me?
Percent reuse
Referenced
Component
Percent reuse
Page Layout
Eliminate Page Layout – Save More
The ROI of Intelligent Content for Life Sciences
The ROI of Intelligent Content for Life Sciences
Single
Source
Creation &
Maint.
XML/Intelligent Content facilitates:
• Workflow
• Accuracy & completeness
• Enforcement of regulations &
business rules
• Easier and better auditing
• Reduction of regulatory issues /
litigation
• Faster + easier updates
XML/Intelligent Content facilitates:
• Workflow
• Accuracy & completeness
• Enforcement of regulations &
business rules
• Easier and better auditing
• Reduction of regulatory issues /
litigation
• Faster + easier updates
Mitigation of
Litigation
 What is ROI?
 What is Intelligent Content?
 Where can savings occur?
 Content reuse
 Content lifecycle
 Creation, review, edit
 Compliance
 Revenue Opportunity
 Reduced Time to Market
 Translation
 Multi-channel publishing
 Managing Regulatory
Requirements
 Learning & Training
 Corporate Assets
DITAMetrics.com
Mark Lewis
mlewis@quark.com
mlewis@ditametrics.com
@LewisDITAMetric

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The ROI of Intelligent Content for Life Sciences

Notes de l'éditeur

  1. Book DITA Metrics 101 available at DITAMetrics101 dot com. Join DITA Metrics on Linked in.
  2. Savings is the number I’m always trying to determine. This is the approach I take. Yes you have to take into account the cost of the tools and services that it takes to implement your new processes. Do you know the cost of your current processes?
  3. Shaded background: has already been reviewed, already edited
  4. Great resource if you translate your content
  5. Book DITA Metrics 101 available at DITAMetrics101 dot com. Join DITA Metrics on Linked in.