“Consumers today seek out informational content on a variety of platforms,” said Ann Rockley, founder and president of The Rockley Group. “Prescriptions, for example, can be found not only on the paper insert that accompanies the medication, but digitally as well. It’s important that companies in the healthcare industry take steps to ensure that the information they provide is accurate and consistent across all channels available to the consumer. Not doing so can risk lives.”
Medical device and healthcare companies comprise the majority of the respondents to the DCL-TRG survey (28% and 39%, respectively). Survey results indicate that content is being reused in many ways, with 39% of respondents currently reusing their content among product versions, 42% among audiences (e.g., physician, healthcare worker, patient), and 31% across product/drug product families. In addition, respondents indicated that they would like to reuse their content with print-to-Web and mobile devices (49%), among audiences (47%) and across product versions (44%).
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Mobile devices especially have continued to grow in importance and popularity as a delivery platform. Trying to publish in print and various mobile devices such as Android tablets and Apple iOS smartphones means that there are many factors an organization needs to consider. Automated processes must be put in place to ensure that all types of content are being managed consistently in each aspect of the organization, and that when content is published, it is published effectively and delivered error-free on each platform.