Why a CMS needs business adaptation: Case study by Boehringer Ingelheim

CQ5- Our new Content Management System Why a system needs business adaptation - how to make the “car” run

About Boehringer Ingelheim

Pharmaceutical company, family-owned

138 companies worldwide

41,300 employees

Main business areas:

• Human Pharmaceuticals

Prescription Medicine (PM)

Consumer Health Care (CHC)

• Animal Health

• Industrial Customer Business

10/20/09 2 Manuela Pastore, Boehringer Ingelheim, Online Communications

Long Term Goal NetVision Enterprise Content Management (ECM)

NetVision: global project to harmonize Boehringer Ingelheim’s online world (business and technical).

New CMS as part and technical basis of NetVision.

The ECM project shall provide the basis for all content of:

External websites

•  Websites Operation Processing Units (OPU)

•  Product / Brand Websites

Internal websites

Intranets > Portal

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Prescription Medicine

COM DE

NL

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FR

US UK

BR

AR

JP

CN

...

Consumer Heath Care

COM DE

NL

FI

FR

US UK

BR

AR

JP

CN

...

Animal Health

COM DE

NL

FI

FR

US UK

BR

AR

JP

CN

...

A nice car in a garage is not enough

Do not only set up a new system, …

but “make it run”.

Manuela Pastore, Boehringer Ingelheim, Online Communications

CMS: Set up and roll out need guidance and communication Business Guidance and Communication – why?

I. For set up: Business requirements management and stakeholder involvement

-  RFP, POC, negotiation

-  How should content modules/templates look like? Editing structure & features, roles, tagging system, Digital Asset management …

2. And after implementation: Business users need to accept and to know …

-  What is the intention of the content model/modules? How does the system work (editing, publishing, DAM)? How to map existing websites to new content model?

-  The best system does not guarantee automatically good websites. Content training, accessibility, monitoring, SEO … Offer more and show benefits! Teaching the system is a necessity but… Mainly it’s about explaining the ideas and concepts behind the content model and the websites components!


Step by step releases Handling a challenging project

Various possible stakeholders and culture...

Various different ways to structure content...

Differing legal situation in different countries...

...lead to a vast range of business requirements.

Project decision: “Think big – Start small – Grow big”

1.  Get overall picture – where do we want to be in 1,5 years with Internet/Intranet/portal

2.  1st step: Implementation Internet/country websites following a release approach

3.  Template and module based approach.

Defined pilots. Other country websites follow content model and feature set for pilots.


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Templates and content modules What does this mean?

II. Build content/ Combine modules as needed

Separate content and design

I. Select templates/ page types


Accessibility and monitoring are technical and business tasks!

Accessibility: Fixed as far as possible technically or by design -  (Synchronized) text alternatives for all non-text content, keyboard

interface -  Keywords and description for each page mandatory -  Readable formats/sizes

Business task: Offer accessible, for online use optimised valuable content! Support users in navigating, finding content, make text content readable and understandable

Monitoring: Deletion/archiving of old, not updated websites

-  The content’s update frequency is monitored

-  Just content which has not been updated/edited for the last 18 month is deleted/archived after notification

-  The deletion and archiving process starts automatically if no update is done

Business task: Deliver editor training how monitoring issues should be handled!

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8 Manuela Pastore, Boehringer Ingelheim, Online Communications

Deletion and archiving of old, not updated websites after xxx months/years

Content is updated by: -  Any changes on the regarding page (e.g. text modification or new

images)

Workflows for deletion and archiving introduced which guarantee that: -  The content’s update frequency is monitored -  Just content which has not been updated/edited for the last 18 month is

deleted/archived -  The editor is informed before the deletion and archiving process starts -  The editor is able to avoid archiving/deleting by updating the content -  The deletion and archiving process starts automatically

But a technical solution is only a technical solution: Deliver editor training how monitoring issues should be handled!

October 20, 2009

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Monitoring of regular updates – When and how is the content deleted within CQ5?


Digital Asset Management (DAM) How can it support the online business?

The Digital Asset Management (DAM) provides an easy and comfortable way to manage multiple digital assets used on Boehringer websites.

-  Asset upload and editing (e.g. image cropping) -  Each Boehringer website manages its own assets -  Global assets from Corporate Communications are available for all

websites -  Metadata are defined once and usable on several areas of the

website -  Assets can be marked as copyrighted and a corresponding notice

appears when the asset is downloaded by the users -  Set of unified standard tags to be complemented by local/language

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10 Manuela Pastore, Boehringer Ingelheim, Online Communications

Templates and Modules Functional Specification

Define templates, modules, components and atoms based on business requirements


Training material for “power” editors

Workshop for power editors


Online module biblioteca

Start directly – based on Dummy website

Training material for “higher level editors”

Picture Book Content Guidelines

Handouts, use online + offline channels Manuela Pastore, Boehringer Ingelheim, Online Communications

0. Contact 1. Introduction 2. Reading on the web is different 3. General guidelines 4. Standardised page structure 4.1. Abstract 4.2. First paragraph 4.3. Additional paragraph(s) 4.4. Concluding paragraph

Training material for basic editors

Create Basic e-learning for all editors worldwide :

e.g. What is a CMS, how to get access, Icon explanation; How to edit, activate/ de-activate/ delete a page; Change a word/image & add paragraph …


Offer editor material for non-technical usage, e.g. DAM tagging

How to make the “car” run - lessons learned during business adaptation

CQ5- Our new Content Management System

Task: Selection of a new Content Management System (CMS) product finished, planning implementation of CMS

Challenges: Who is first?

•  Over 150 user requirements from different stakeholders

•  User requirements for portal, non-portal integrated, internal and external websites

•  Multiple, conflicting timelines

Conclusion: Implementation starts with external, non-portal integrated websites

•  Most pressing timeline

•  Limited number of requirements

•  Limited number of stakeholders

•  Early deliverables feasible

Project situation at start of implementation

Thomas Giersberg – IS project lead 16

Lessons learned – XML and XSLT approach

Strict separation of layout and content via XML and XSLT, application logic in its own layer (Spring framework). Data model (XML) is stored inside the CMS, Rendering is done via XSLT.

•  WCMS produces only XML (Data model)

•  Maximum reusability of components

•  XSLT (View) is editable content

•  XML from multiple sources (e.g. Search and CMS) may be combined and rendered as one page

•  Non-content centric application logic (e.g. login via 3rd party service) runs in its own layer


Enterprise Search approach (using FAST) is business relevant for a research driven pharmaceutical company like Boehringer Ingelheim.

•  Underestimated Enterprise search approach implementation efforts

•  Multiple new technologies (CQ5, FAST, XML and XSLT) implemented in parallel

•  Feeding to multiple locations

•  Clustering of FAST2JCR adapter

•  Where to put features (e.g. paging – View [XSLT], application logic [Search Result Servlet] or FAST)?

•  FAST XML machine2machine communication – never meant to be rendered as HTML search result page via XSLT

Lessons learned – Enterprise Search


As a worldwide operating company Boehringer Ingelheim delivers CMS products and services to all Business units around the globe.

•  Latency for edit environment (US and Asia)

•  Latency for delivery environment (US and Asia)

•  Access for external agencies

•  WAN clustering

•  Active Directory connection

•  Centralized hosting of CMS

•  One IT organization

Lessons learned – Worldwide usage and availability


Right from the beginning “blueprints” approach was used to enable fast worldwide rollouts. Country websites took the lead in defining components and functionality.

•  Centralized client configuration (e.g. language, date/time format, currency, webstatistics parameter, …)

•  Generic component creation

•  Multiple used content (e.g. Global Assets, Contacts, News, Events)

•  Standard website structure

•  No html nor iframe component

•  Integration of Boehringer Ingelheim’s guidelines and SOPs (e.g. Records Retention – websites are moved to archive if not updated)

Lessons learned – Worldwide rollouts


Country websites as a product encapsulate different services.

•  One price for the product

•  Easy localisation

•  “Quick start” with translation-ready texts and multimedia elements

•  Webstatistics

•  Search

•  Global news pool

•  Content Delivery Network usage

•  1st level Support

Lessons learned – Product definition


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Contact in Case of Questions

ECM Team

Manuela Pastore [email protected]

Thomas Giersberg [email protected]

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Backup – Country website product description

• template based (no costs for design, layout)

• site search

• web statistics

• easy editing

• fast, worldwide delivery to consumers (usage of CDN provider)

• easy editing for external agencies

• reliable service

• "quick start" - existing text and images; translate and publish that's it

• superior support

• RSS Feeds

• Restricted areas

• different login services (e.g. explcit consent, doccheck)

• easy localisation

• low training effort (basic online training available)

• Multimedia teaser

• global multimedia content pool

• enrich your website withe the global news pool

• Versioning of content

• human readable urls (SEO friendly)

• compliant with BI accessibility guidelines

• support of common browsers and operation systems

• facilitate agency communication with the service catalogue

• bread crumbing

• claim, header band, etc rendered in house font

• automatic link management

• image maps

• in-site image manipulation features (cropping, rotation, ...)

• easy event publishing

• editable disclaimers

• urgent communication feature (lightbox or redirection)

• automatic sitemap and navigation creation

• delyed publication

• easy publishing workflow (no qa step necessary) Thomas Giersberg – IS project lead 23

Portal enables personalized access to multiple systems. Furthermore it serves as “single point of access” for applications and processes.

•  Form based editing vs. Content editing via CQ5

•  Portal2JCR connection vs. Portal2Rendered Output

•  Navigation: rendered in portal? Rendered in CQ5?

•  Caching: where to cache, how to invalidate?

•  URLs: linking between sites? How aware are CQ5 of the portal domain?

•  Discussion still ongoing

Backup – Portal integration


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Contact in Case of Questions

ECM Team

Manuela Pastore [email protected]

Thomas Giersberg [email protected]

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Why a CMS needs business adaptation: Case study by Boehringer Ingelheim

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