Frost
& Sullivan defines dynamic publishing as a value chain of software products
that enable the creation, repurposing, publication and delivery of content
across a variety of medium.
Dynamic
publishing has broadened the horizons of organizations across all
markets, allowing them to unlock the power of their content. It can be provided
as an
on-premise client-server model or vendor-hosted as software-as-a-service
(SaaS). Dynamic publishing plays an integral role in the shift towards
organizational enterprise content management (ECM), integrating with
software including marketing process optimization solutions (MPOS) and
digital asset management (DAM).
The Advantages
Key
benefits of dynamic publishing include:
-
Workflow
efficiency and content flexibility: Reductions in time and
overall costs associated with traditional publishing methods remain the most
critical benefit of dynamic publishing for
organizations. Dynamic publishing solutions enable organizations to reduce
overall time allocated to content creation and update, as content can be
edited at the source. Edits are automatically reflected in all usages of
the XML content, including PDFs, factsheets, marketing collateral, web
content or mobile content, eliminating the need for editing, updating and
republishing or reposting to multiple documents or content channels.
Dynamic publishing solutions can be tailored to fit each organization's
unique usage requirements on the basis of content users, organizational
workflows or existing software infrastructure.
For example, multiple content creators can work in a collaborative
environment on a single document. Content components can be locked for
certain users on the basis of editing rights, reducing errors or the
insertion or deletion of unnecessary content. Organizations with brand
specifications greatly benefit from having the most current product
overviews and photos, which can easily be repurposed for marketing efforts,
corporate communications or regulatory compliance — the effect being greater accuracy,
reduced redundancy and clearer messages. Time savings result in
cost savings and increases in productive time for organizations, as time
utilized on content maintenance can be redirected to more productive and
profitable tasks.
-
Easy
customization: One-off content creation provides organizations the ability
to create
unique dialogues with regional markets or individual buyers. For many
organizations, this concept remains out of reach due to both time and
resource constraints. Dynamic publishing addresses this dilemma, as
organizations can generate audience-specific offers using templates, or they can
reuse XML for content across various media channels. Additionally,
regionally focused content can be translated and repurposed with respect to
cultural or regulatory requirements. All of this can be done while
retaining the integrity of the original content.
Overview of SPL and PIM
The FDA and the EFPIA aim to transform the health care industry by
simplifying product information submission and update processes via:
-
Structured
Product Labeling (SPL),
a document markup standard approved by Health Level Seven (HL7) and adopted by
FDA as a mechanism for exchanging product information.
-
Product
Information Management (PIM), a project that was initiated in 1999 to develop
a new way of handling product information. Its membership has been drawn from
EMEA, Member State competent authorities and EFPIA members. It has gone through
several phases, which have culminated in the publication of the PIM standard.
Traditional Challenges Faced by the
Pharmaceutical Industry
The highly regulated pharmaceutical industry is plagued by the maintenance
of content. Submitting thousands of documents annually, health care
organizations are challenged by the manual generation and maintenance of
content. Intensive in both time and human resources, the process is error-prone
and subjects organizations to the risk of non-compliance or inaccurate
information, which lead to problems ranging from submission rejections to
serious legal complications.
Using
Dynamic Publishing to Streamline the Process
The application of a dynamic publishing solution greatly enhances both the
integrity of product-specific information and reduces the costs associated
with the maintenance and submission of product labeling and regulatory
information. Easy-to-use cut-and-paste functionality from approved label
files prevent the inclusion of errors. Additionally, formatted templates
can only contain required fields, assuring that the correct information is
put into a specified location.
Through the automatic conversion of content into XML-based
SPL and PIM,
content generation and submission is greatly simplified. XML can be
repurposed for usage needs outside of the scope of regulatory materials
for product brochures or supporting documents. As updates to the original
text will reflect across all publishing usages, up-to-date product
information is more achievable than ever. This content retains integrity
across all media channels while decreasing label submission cycle time.
Information can be easily exchanged with regulating bodies, including the
FDA and EFPIA, and labeling and drug listing content can be validated prior to
submission, aiding in any last-minute corrections.
Mukul Krishna is global director, Digital
Media Practice, at Frost & Sullivan. Visit www.frost.com for more information.
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