David Adams
Digital Content Operations Strategist
As a strategist, I lead the discovery and requirements phases of Digital Transformation programs, with a focus on content. In discovery, I drive the creation of a wish list of requirements and an understanding of current capabilities, which are then evaluated through the lenses of leading practices and untapped tool capabilities. The resulting opportunities are prioritized using an effort/impact methodology. The strategy is documented in the form of a sequenced roadmap with supporting documents for each project outlining the approach, goals, resources, and timing at a high level.
Capturing Approved Rich Content for Reuse
To provide information to healthcare professionals faster, A major pharmaceutical company implemented tools and processes to capture the approval of rich content modules and store them in a repository for reuse. The landscape already had in place the industry defacto standard document management system for final documents. This was the source of truth for all approvals. Text claims were also already captured and stored in a specific medical authoring repository. Prior to this program, images, graphics, and video clips, were inserted into documents as drafts, and approved with the final document approval. There was no capture or catalog of those approved rich assets outside of the document approval and no repository for them, so rich content was usually used once and lost.
Documents
Documents how content is delivered to medical professionals. They can be a collection of claims, rich content, educational, and instructional materials. They can be delivered online, in print, as call center scripts, or as conference materials. All documents must go through medical approval in the final assembled form.
Claims
Claims reference the results of clinical studies to describe the potential effects of a medicine. They are text only. They must have a citation reference to the study. When a document is approved, the claims in that document are deemed approved and saved in a claim-specific repository.
Rich Content
Rich content includes data visualization from clinical studies, which must have a citation reference to the study. educational materials, and usage instructions. It can be images, graphics, interactive media, video, or audio. When a document is approved, the rich media in that document are deemed approved. There was no mechanism to capture and reuse rich media.
Medical Library
The medical library is the reference source of all claims. It contains medical journals, conference materials, and research results,
Content Operations Strategy Process
A systematic way to generate data and form a strategy
Content Capability Audit
A clear understanding of the maturity and interoperability of your capabilities across the entire content supply chain is essential to forming a workable strategy. When I lead audits I use a structured discovery process including interviews, document reviews, and metrics to evaluate your capabilities against leading practices for each stage of the content supply chain
Value Opportunity Identification
Addressing each capability gap unlocks value but also requires resources. Before embarking on capabilities projects you must confirm that the potential value is meaningful to your business’ When I lead value identification work I create a high-level economic model to estimate the potential value for each capability gap. Quantifying potential value provides filtering and validation for capabilities improvement programs.
Solution Design
The solution must fit into the enterprise landscape. When I lead solution design it includes recommendations on process design, team structure, and tools, including specific tool capabilities and integrations. The resulting solution design documentation has enough detail to validate solution feasibility as well as define the processes, resources, and tools needed to unlock value.
Prioritized Roadmap
Few organizations have the capability to tackle all of the value-added opportunities uncovered. When I lead roadmap creation, I will identify the organization’s capacity and appetite for change, dependencies among various solutions, and the impact of any external initiatives. The resulting sequencing is presented as a road map to validate the strategic goals of the organization.
Project outcome
We transitioned the team immediately after the feasibility study to implement the first 4 use cases. I acted as Product Owner.
-Stand up the new repository so that approved rich assets can be tracked and reused. -Refine vendor document delivery standards to include separate files for any rich assets that were in the final deliverable -Implement search capability (based on metadata) to improve findability for assets in the repository -Redefine document authoring processes to include searching for existing rich content After the successful completion of phase 1, I rolled off and additional phases are underway.