Cecil Lee has been working at Eli Lilly and Company for the last 20 years in Medical and Commercial organizations. Being a pharmacist, his career at Lilly has been focusing on medical content authoring, knowledge management, and content strategy. He is part of the leadership team to govern content creation across business units with global accountabilities. In the past, he successfully led the transformation of implementing component authoring capabilities to Medical Information authors around the world and achieved sustainable results afterward. His current work in Commercial is leading Content Intelligence and enable personalized content delivery in omnichannel orchestration.

Transform Traditional Content Into Intelligent Modular Content

Eli Lilly’s commercial organization has a vision of delivering personalized customer experiences through omnichannel orchestration. This means deliver the right content to the right customer in the right channel at the right time. Transforming our traditional content into intelligent modular content is a key enabler for the ‘right content’. Traditional content is often human centric, resource and time intensive to produce and difficult to reuse or measure its effectiveness. Lilly has transformed its content operating model with modular approach on creating claims, implemented a technology stack that is machine friendly, and enables fast productivity of content and its measurement. In this session, we will explore the journey converting human only centric content to both human and machine friendly content that enables automation showcasing the modernization of product claims content.

In this session, attendees will learn:

• An opportunity to understand what is intelligent modular content and its values
• A better understanding on how to design features that are machine friendly
• How the vision of omnichannel orchestration impacts the design of modular content up front