drowning in a sea of information… what’s your rescue plan?

Copyright © 2007 Mark Logic Corporation. All rights reserved. Slide 1

Unlock Content™

Drowning in a Sea of Information

What’s Your Rescue Plan?


The bandage was wound around the wound

A bass was painted on the head of the bass drum

I had to subject the subject to a series of tests

The farm was used to produce produce

He could lead if he would get the lead out

Imagine what it’s like for a technology to decipher

Does this make sense to you?


Agenda

Current Information Management Challenges

Market Drivers and Trends

Need for Change

Medical Information Management Strategy

Sample Solutions

Q & A


Changing Market Dynamics

Continual, rapid changes in needs of customers and business

Heightened value of timely, high-quality medical information

Intense competition

Limited sales force access to physicians

Increased customer expectations

Technology advances

Business Pressures

Increase operational efficiency and decrease costs

Enhance the customer experience

Manage Regulatory compliance

Exponential growth of content internal and external to enterprise


The Information Explosion

In 2006, the amount of digital information produced was about 3 million times the information in all the books ever written.

Between 2006 and 2010, the information added annually to the digital universe will increase more than six fold.

Today, 20% of the digital universe is subject to compliance rules and standards.

An organization employing 1,000 knowledge workers loses $5.7 million annually in time wasted reformatting information.

Not finding information costs that same organization an additional $5.3 million a year.

Total spending to develop an IT infrastructure to support compliance initiatives will double from 2006 to 2010 to $21.4B

Source: IDC, 2007


Source: IDC, 2007


Evolution of ECM


Traditional Approaches

Fragmented Content & Data Repositories

Increased Compliance Risk

• Inconsistency of product

information & messaging across

organization

• Out of date or unapproved

versions of information

• Poor audit trails


Traditional Approaches

Accessing and Authoring Content

Time Consuming & Error Prone Methods

• Difficult to access timely data from disparate sources

• Little or no opportunity for content reuse

• Cumbersome document creation, review and

approval processes

• Too much time spent on formatting

• Error-prone processes can delay time to market

Technical Writers


The Need for Change

Lack of control of enterprise information

80%+ is unstructured

Document-centric“Just a bag of words”

Created for a single output

Nearly impossible to locate, let alone reuse

Increased regulatory risk

Enterprise strategy for Medical Information

Management

Combination of technology and process improvement

Drive operational efficiencies and customer service


Principles of Medical Information

Management Strategy

Roadmap, not a big bang approach

Designed to maximize the value of medical

information products

Assess current and future states

Customer needs and preferences

Medical information products

Inbound channels

Fulfillment channels

Increase value of existing content

Unlock critical content “stuck” in documents


Primary Functional Areas

Identify sources of medical information

Integrate systems that best manage specific types of content

CRM, CMS, AERS, PQ, Library

Leverage XML to enable “Single sourcing”

Content creation and reuse

Content management

Information publishing and delivery channels

Improve search, access, and reuse of information

Enhance business decisions

Reduce risks of non-compliance


Many approaches, depending on your needs

Native XML authoring tools

Conversion of consistently-styled MS Word to XML

MS Word plug-ins/add-ins

Outsource conversion of any format to XML

Word 2007

Tools that ingest and convert non-XML into XML database

Each has benefits and challenges

Single tool may not be right for all authors in enterprise

XML Content Creation Options


Information Access/eDiscovery

Archiving

Content Reuse

Regulatory Knowledge Management

Drug Information Knowledge Management Portal

Multi-channel publishing

Sample Solutions


Information Access & eDiscovery

Key for Legal, M&A, R&D

Enterprise search tool/appliance approach

Pros – availability of commercial products, adoption

Cons – relevance of results, document-based result set, ability to

search across all types of corporate repositories, ability to search

synonyms

Discovery number, research number, generic name, trade name

Migrate to single vendor platform

Pros – potential cost savings once in place

Cons – feasibility/probability of success?, costly migration

XML content platform – MarkLogic Server


Load – convert to XML from native format, independent of

schema/DTD

Enrich – leverage standard internal/external databases

MeSH, data dictionaries, etc.

Query

Manipulate

Transform

Assemble

Communicate

Format

Deliver

Analytics

XML Content Platform


Document and Email Archival

Current approaches require maintaining applications to support

native file formats (creation, viewing, managing)

Enterprise repository of all documentation in an open, future proof

format

Convert and store all legacy content into open, standard

formats

Enable search and retrieval through various methods

Thumbnail image of each page for easy visualization

inspection

XHTML representation for browser-based view of each

page; no need for native applications

XML used for search and long-term access

Integration with CMS and Records Management


Accelerate knowledge creation via discovery and reuse of existing

corporate knowledge

Aggregate and enrich information from content management silos

Enable multi-grained access to information from within Office

applications for seamless content reuse

Apply information reuse to :

Generate information products

Manage compliance

Improve internal productivity

Information Reuse (Casual)


Documents and/or systems drive downstream documents/systems

Clinical Protocol used for populating CTMS

SPL drives publishing of printed package inserts, promotional

labeling, product web sites

Prime candidate for native XML authoring tool using defined

schema/DTD

Information Reuse (Formal Structure)


Regulatory Knowledge Management

Holistic view of all Regulatory information

Regulatory Submission System (CMS)

Leverage intelligence from eCTD submissions

Metadata and content of submission documents

Correspondence Tracking

Submission Management/Registration Tracking

Integration enables

Workforce Management

Global Regulatory Dashboard


Drug Info Knowledge Mgmt

Portal

Aggregate and index information from disparate sources

External databases – Medline, NLM, NCI

Medical web sites – WebMD, disease-specific sites

Internal sources – Library, CMS, databases, email

Unified search interface

Locate information components, ranked by relevancy

Similar to Google/Yahoo, but accessing components, not full

documents

Build information products from various components

Enables quick, relevant access to enterprise-wide product

information

Potential application for consumer contact center with high volume

of products, and conducting research for updating scientific

documents


Create Deliver

• Aggregate content from internal

and external sources

• Convert non-XML content to XML

• Load and tag scientific and

medical content (MeSH, product,

etc.)

R&D

Marketing

Medical

Communications

Enterprise

search and

publishing

• Promotional literature

• Clinical study reports

• Product/label information

• Formulary dossiers

• Drug interactions

• Medical information

• CRM, SFA, ERP

Clinical

Data

Content

Mgmt

Enterprise

Apps

Library

Services

Medline Scopus Medical

web sites

MarkLogicServer

Drug Info Knowledge Mgmt

Portal


Single source of labeling content drives downstream outputs

Packaging artwork

Package inserts

Promotional Materials

Product web sites

Content reuse enables personalized fulfillment of response packages

in call centers

Integrate customer details from CRM with approved content from

CMS

Deliver to various output channels – Print, PDF, email, fax,

iPhone, self-serve websites, etc.

Multi-Channel Publishing


Single Source of Product

Information

Label Content (XML)

US PIs

Product Web Sites

SPL XML

Handhelds

Wireless

Devices

PIM XML

Package

Artwork

Prescribing Info

MS WordAnnotated Label

MedInfo Letter

Corporate

Databases

Brief Summary


Response Letter Using XML

PERSONALIZATION

John Smith, MD June 6, 2006

Street Address

City, State 01234

Dear Dr. Smith:

This letter is in response to your request for

information regarding Represitol®(agenericstatin)

forwarded by your sales representative, Alison L.

Smith. We appreciate the opportunity to be of service

to you.

You inquired about Represitol and kidney function. We

have enclosed data relative to this request in the

following pages.

As per our discussion, please see paragraph 4 in the

Article that I have enclosed.

Represitol is indicated as primary therapy for ……….

Represitol has been studied for its effect in

individuals with reduced kidney function in two major

studies. The first….

ADDRESS

SALUTATION

OPENING

REGARDING

RESPONSE

Body

Provided by Case

Management Tool

Automatically

Text Colors

Prewritten Content

Entered by User

During Package

Assembly

INDICATION


Questions


Contact Info:

Joe Jenkins

[email protected]

+1 215.256.6730

mailto:[email protected]