Unlocking the power of structured content in Life Sciences

Omnichannel Podcast Episode 30

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In this episode, Noz Urbina sits down with Regina Lynn Preciado, as they delve into the world of structured content and its critical role in the life sciences industry.

With over two decades of experience in solving complex content challenges, Regina shares insights on how structured content can transform the way organizations manage and deliver information.

They discuss the unique content management challenges faced by life sciences companies, such as legacy content and the transition from traditional writing to component-based modular structures. Regina emphasizes the importance of content standardization across dimensions, from full deliverables to individual words, to create a unified and efficient content ecosystem.

The conversation also explores the benefits of content reuse, reducing redundancy, and achieving full traceability of changes. Regina and Noz shed light on how structured content enables personalized, channel-specific, and audience-specific communication, ultimately enhancing the user experience.

“A lot of content is trapped in people’s heads where they know it. So the challenges are very similar, regardless of industry.” – Regina Lynn Preciado

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What you’ll learn

  • The significance of structured content in life sciences
  • The challenges faced by the industry in managing content
  • How structured content helps overcome these challenges
  • The journey from traditional content to modular, machine-friendly content
  • Real-life examples of structured content transformation.

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Noz Urbina
Noz Urbina
Urbina Consulting

Full session transcript



Noz Urbina  13:28

Okay. Hello, everybody. Welcome to the episode. I am here with Regina Lynn Preciad to talk about omni channel structured content. You know the role of all of that in the life sciences world today. You know, the state of pharma and life sciences and their adoption of things like structure, this Lego like modular content. And also some of the benefits like reuse personalization, faster time to market with your content, consistency, even you know staff morale and job satisfaction. So Regina is a Senior Director of Content Strategy solutions at a company called Content Rules. She is based out of California and has 20 years unstructured content and like myself, basically we have similar arc here 20 years unstructured content and then specialize in life sciences for the last 10 years. Fun fact about Regina she lives a dog spotting lifestyle which is very cute. You should Google it. Okay, so without any further ado, here is Regina

Hello. Do you want to say hello, do you want to introduce yourself to the to the omnichannel X audience and tell them a little bit about yourself?

Regina Preciado  13:51

Yes, so I’m Regina and I have been working in structured content for more than 20 years. My goal is to help companies solve their complex content challenges. And often structured content is the way to solve many challenges with one fell swoop. Although as you know, it is not an easy just oh, we just installed this software and everything’s fixed. So I have been specializing in life sciences for the last 10 or so years. I’ve worked in every industry so I bring a lot of experience to the to the game.

Noz Urbina  14:30

Awesome. Yeah, no, I think we have very similar backgrounds actually. Same like similar amount of time similar kind of mix of roles. So I am interested to know, just upfront, what do you think are the major factors for effective content management in the context of Life Sciences? So you know, I think the a lot of our listeners are or content management in general, but we’re doing a big push for Life Sciences this year. What makes life sciences content management, different and what do really those kinds of brands need to think about but they aren’t, maybe other brands are or that they they they have to simply because their life sciences

Regina Preciado  15:18

Well, first off, I think the content management challenges are pretty much the same. Too much content, can’t find content, don’t have the right content. It’s locked in big documents. Nobody knows exactly. I shouldn’t say nobody knows. It’s hard to find exactly where the same information is appearing throughout the body of work. A lot of it’s trapped in people’s heads where they know it. So the challenges are very similar, regardless of industry, I think for Life Sciences. One of the challenges is this industry has not embraced component based modular structure content as early as some other industries have. And so there’s a bigger legacy of content to deal with and less experienced in the industry with this type of content, although that has been changing in recent years, as you have seen.

Noz Urbina  16:14

Yeah, absolutely. Well, it’s Well, it’s been recent years have been great. I think that there’s been lots of great projects starting up, but as you say, they’re kind of starting from a disadvantage. Because they you know, they have they’re, they’re just starting now that there’s they’re facing AI and headless and personalization and omni channel and and and with the kind of doing it all at once because they’ve been a little bit behind. I also found that there’s can kind of be a challenge because there’s often a need no tradition of hiring, what they just say we need to hire content creators who actually have a lot of subject matter expertise, meaning that you can be actually even quite senior running teams that are quite content heavy, but content is really not your background. Maybe you’re a pharmacist, or maybe you’re an MD or maybe you’re a nurse or somehow medically trained you’re finding out a lot in your projects as well.

Regina Preciado  17:14

Yes, definitely. And these people bring a ton of experience, not just the deep knowledge in their field. But a ton of experience with academic writing and scientific writing and journal articles and publishing and that kind of content, which is important. There’s also the more enterprise content mindset that is a more and when we talk about structured content here, we’re talking a more componentized standardized, modular way of thinking about the content.

Noz Urbina  17:47

I use the term Lego like,

Regina Preciado  17:49

yeah, exactly. The Lego bricks example. So that’s a very different way of thinking about contents. You know, thinking about it even before you’re creating it, reviewing it, assembly for delivery, etc. So there’s been maybe that’s another thing about you know, what makes it what are some of the additional or unique to Life Sciences? Challenges to have is helping people who’ve never been taught to write in that way don’t have experience in writing in that way, you know, are absolutely able to adapt. It’s just it hasn’t been part of the culture for a long time. So that is one of those. Those things that I do find though I work with people who are very experienced and have been writing scientific communications for a long time, who really embrace you know, they’re like, that’s the way I think, or that’s, oh, this makes it so much more efficient. Or I see that I’m not having to create redundant content all the time. I can find what I need. So once once you’re kind of in the in the structure content mindset, a lot of people aren’t really happy to be there.

Noz Urbina  18:56

Yeah, I think that once they grok them the methodological side. Yes, they can definitely get down with a methodology, having a methodology and having a particular way of doing things. It’s interesting because a lot of scientific writing that I see is actually the opposite of what you want. It’s, you know, it’s dense, and a lot of convoluted sentences, not a lot of bullets. You know, it’s it’s thick writing, and there’s and have you also encountered this kind of culture of, well, I can’t simplify it because for my professional audiences, it will sound like I’m talking down to them. Yes.

Regina Preciado  19:44

That’s not where, where I typically start in a project helping people move towards more structure up to more componentized feel for the content because, again, I think that that fits a lot in that subject matter expertise and knowing the audience. So then we start asking some questions. You know, if you also have to provide layperson versions of the same information, or where do we need to standardize and say the same thing to everybody, and then add more detail for the experts, maybe less detail or a simpler way of explaining the detail to patients. And that’s where the content would diverge a little bit and not have that same one. So, but yes, and there’s a long tradition of writing in the order in which you do things this is our study design. These were our people. This was our methodology, here’s his or the and then at the end, there’s the results in the conclusion. Well, a lot of times when the users or the audience is accessing this information, they just need the conclusion. And you do have to back it all up. Obviously you need all that information. But it’s just starting to think of this in in an in a upside down and inside out way for how we can deliver this content and make it more findable more usable and more just faster and more effective to achieve the purpose we want to achieve, which is to communicate information about you know, the the product.

Noz Urbina  21:18

Well, that’s a you raise a very interesting point, which is this kind of going back it building on what we were just saying about the trend, the building of new mental models, like there hasn’t been a lot of experience thinking about content this way. And so when when you say something like well you can have a document that lives front to back when you wrote it, but it’s presented back to front when you present it or vice versa. Or you can simultaneously have the, you know, one core thing and then extra detail for healthcare professionals. But simultaneously sometimes there’s things you can just say to a healthcare professional, but you’re gonna have to lead up to it to a for a layperson see that they are going to need actually more detail on the front end. But all of these things can happen at once. If you have this Lego world where you can have different Lego bricks for different situations. And you can remove them and reorder them when it comes to present them out. That takes some some some mental rethinking.

Regina Preciado  22:29

it does, it takes. So you know, it’s like, okay, I’m thinking about content and a Lego building block kind of way. Now, what do I do? Well, in order to get a team to write the content consistently enough that you can take the different pieces of content and put them together in different ways to create different deliverables, or even just sent one, you know, we are moving in. In the submissions management side, you’re moving to the health authorities are moving to data driven submissions, so it won’t always be a full document I’m sure we will have the full documents for all kinds of purposes, including archival for some time. However, we are already in a world where we can submit data as it becomes available insert pieces, you know, we’re really thinking about this data as data and not so much data that gets pasted into a document that gets delivered as a document.

Noz Urbina  23:23

So Amen.

Regina Preciado  23:26

So the way one of the ways we that we look at this is go how do we get the team to unify on writing the right information, so it’s in the right place at the right time?

Noz Urbina  23:37

Yeah. What are your top techniques and tips for that? Yeah, so

Regina Preciado  23:40

some of it is we have this content roles. My where I work, we have a framework, the five dimensions of content standardization. And we look at content in all five of these dimensions, which are the output you know, your full deliverable that’s a clinical study report. That’s a standard response. Letter, whatever the deliverable is, the components, which are the pieces of content, the building blocks that make up the deliverable. And then within the components, you have paragraphs, you have sentences and you have words. So we’re really going from the biggest thing of all, here’s our entire dossier, or here’s our entire document. Down to these are the words we have standardized, which is terminology management. And when you standardize in all five of these dimensions, then you have a very rich body of content. That all fits together the same way. If you get Lego or if you get a different brand of building block all of the all of the pieces fit together. They have standardized the connectors they’ve standardized, the widths and the depths and all of that. So of course the content within these building blocks of content are your intellectual property. They’re your study results, they’re your data. But how you talk about it, what you include even something like the voice and tone, which we don’t often think about with scientific writing, but voice and tone is, like we were talking about, well, what’s to the healthcare professional, what’s to the patient. Anyway, so coming up with what are the standards for our content, so that all the authors know what to write, when to write it, what terms to use, and you end up with a body of content that’s so consistent that you can actually mix and match and deliver these personalized experiences.

Noz Urbina  25:43

Based personalized or channel specific or audience specific. I know that we say we sometimes say personalized is sort of shorthand, but there’s so many reasons that you actually might give a different view. It could be for a whole not for an individual person, but a whole type of Persona. whole audience an entire region to give channel and then the particular roles and so on. But yes, exactly. The there’s Can you walk us through an example. So where where have you had like a project and also in that when you’ve found a successful project, I’m very interested in talking about how do you make these standards available? Like there’s always like, sure they go on a training course. But how do you make the standard some something that they can access at their time of need, as they work? How do you keep you know, onboarding new people talking about the the real life of a real project a little bit about how to make these things fly? Because the theory is great, you know, totally down theory, but it’s the stories of how do we pull this off? I think that make the conversation so interesting.

Regina Preciado  26:59

Yes. So first off, it’s typically kind of a big project. It’s not something you’re going to do in a couple of weeks, or months or months. Although you can have incremental gains along the way to keep people engaged and to see that benefit and not have to wait a whole year before you see benefit. So typically, in developing standards, what I do when I come in, you know, I’m a consultant so I would come into a team, and we have a team of people who have a range of backgrounds and experience with content with the product with their particular area. And typically these teams include they might be medical writers, subject matter experts. Sometimes we have some folks from it, and engineering. So we’re already thinking about the technology to enable what we need to do with the content. And we work through as a team over a period of time, the basic food of the content architecture. And so that means what are the outputs we’ll be delivering, what components you need, there is an example from this is from the submission side, but there’s an example very, very early on. You are developing your clinical study protocol for your clinical study. And in that you have a schedule of assessments that says what assessments are we going to perform and when I know it’s a lot more complicated than that, but for the shorthand of this conversation, that schedule of assessment traditionally has been copied and pasted between the protocol. Maybe it’s even earlier than that in a protocol synopsis. It gets put into the clinical study report about that clinical study. If it’s in the investigators brochure, it appears kind of in in many places. And it has not historically been easy for a company, a life sciences company to just create the schedule of assessments as one unit of information and then reference it in from a single source of truth wherever it been. So with my small team we will work through what are the deliverables? What are the components within those deliverables? How do we write them? What’s a good architecture? With life sciences, we have certain regulatory requirements to meet in the output. But we all know there’s actually a lot of fluidity in how each company and each team within a company creates the content to meet those standards. So we will start with best practices. We don’t try to reinvent anything that’s already working well for an industry but there’s always these unique things. So the small team works on the architecture works on the other standards if we’re also doing terminology at the same time, we might even be talking about metadata. It depends on the size of the team and and how ambitious we’re being in phase one. After we know what the content is and needs to be then ideally is when we start talking about technology. Do our current systems enable us to do what we want to do with our content? Typically not if you’re moving from a document base to a structured content, ecosystem typically that’s when you’re looking at a structured content management system. At that point, of course, you’re choosing your what do we do for our proof of concept? What do we do for our pilot? What are we measuring? So how long did it do these important tasks take us today? What kind of improvement do we want to see? Did we see that? And then we bring different teams in in phases and we extend our structures which I’ve been calling the content architecture. Oh, you guys deliver a whole different set of content? Well, let’s see. Do our current structures fit your content? This one does this one does. This doesn’t that’s unique. Let’s build a structure but at that point, you are incrementally adding on as you’re bringing new teams in. So again, super high level. That methodology has worked in other industries. It’s worth it works in life sciences. I mean, it’s really just a good practice to keep a contained scope. Focus on that most crucial part of what you need to structure and why you know, we’re not structuring just a structure we are trying to get more efficient, have full traceability of every change make the content findable for us as authors and for our audience, make it usable once you find it and enable all these ways of delivering it. Those are what we’re trying to do. So we need to do it in an incremental and building block kind of way.

Noz Urbina  31:53

So that’s, that took us two things in there but shortcut which I’ll come back to isn’t measures I’m interested to see if you are here about what kind of metrics are you setting and are those different than what the company was already doing? Cuz I’m finding metrics are in a bit of a sad state. When we started a lot of these projects, and then also at you know, you’re doing this incremental build as you say, it’s not it’s not one week to another to another, and having the challenge people kind of dropping off and, you know, keeping their knowledge up throughout the project. But I think I’m sure our audience is excited about the numbers first.

Regina Preciado  32:37

Yeah, so the number one thing that you can do today right now as soon as you have finished listening to this podcast is go honestly look at what are all the things people are doing and how long does it take to do them? From there you can get what is it cost, I mean, you know, cost and time and all of that. So I’m going to take one example. So one big advantage of going to a component based structured content ecosystem is content reuse, and content reuse replaces redundancy. And I think nausea where I mentioned before this you have a single source of truth, which is wherever you need to provide information, say it the same way simply reference that single source of truth and provide the information. You may have five different ways you have to provide the same information. And there’s a justification for each of those five ways. So your five single sources of truth, but they are not a copy paste and tweak copy, paste, edit, copy, paste, copy, paste, copy, paste. So what we look at today, that often surprises teams, even though the author’s the reviewers, we all know people are copying and pasting and maybe tweaking a little bit here and there or rewriting. People are often surprised at how much redundant content gets created in this way because a lot of the changes are not actually necessary for that audience or that time. It’s it’s people falling into the words and kind of changing the words

Noz Urbina  34:20

just because this variation, for variation sake,

Regina Preciado  34:24

and we haven’t been writing as a team in a consistent componentized way following our five dimensions of standardization following the standards we as a team have defined, so therefore today, if you’re copying and pasting some content from one document to another, it probably is going to fit smoothly. When we look at metrics and we’re looking at well, how much redundant content, how much time is spent, copy paste tweak. We think that’s not a big deal, until it’s time that that content needs to be updated. And then authors are opening checking out from SharePoint or document of the big hole doc or some other tool you know, a big document using Ctrl F trying to find based on the all the terminology they could think of that someone might have used. Or it’s in our own heads. I wrote that I know where it is, I go in and I change mine, but that’s not helping you change yours. Um, so as soon as you get in an update cycle, that’s where you have risk. That content will stay out of date because no one can find it to update it. And that’s where you have a lot of time spent updating and finding and trying to get it all polished up. So if we go to structure and we say ah but now we’re reusing this piece of content everywhere. We need to say this, where are we using it and all these places, we only have to update it in that one place. The tools give us options about versioning and things like oh, we’ve made an update, but that legacy content isn’t allowed to have the new updates so we won’t let it update whereas this content needs to receive the update. So we’ll let it update and that all gets into the tooling in the plant. So with metrics, if you look at what is happening today, and you look at it honestly and you know that it’s a bigger number than anyone wants it to be. That’s okay, you’re meeting your deadlines. You’re working as best you can and the tools and the processes you have started. What’s the big number? It’ll be a bigger number than you think how much time is being spent

Noz Urbina  36:25

finding the time being spent? Right?

Regina Preciado  36:27

Yeah, yeah. Which of course will have a cost associated with it. If it’s all in different authoring tools, there’s different licensing costs. I mean that you you can go as far as you want in developing these KPIs and developing what you’re measuring. And then you need to look down the line there’ll be an initial game. of hey, we’re not spending that much time on copy, paste, and finding any more because we have a single source of truth and we know where it is and we can update it and then down the line, that’s going to just keep growing. You know, at first you haven’t gotten every piece of redundant content out of there and replaced it with a single source of truth. You can’t, but over time, your reuse, the percentage of content you’re reusing goes up and therefore the cost of that content is coming down.


There’s there’s a there’s a

Noz Urbina  37:30

there’s always and I’m interested to hear your experience of this. There’s always a kind of a tense moment at the beginning of this, where you’re you’ve invested more than you’re getting out and like keeping everybody engaged and excited through that. period where especially because that as you’re duplicating this mass of content. You there’s there a lot of new stuff suddenly starts hitting the review process. And if you are reusing and you’re able to create personalized variations and all these outputs, people can get excited and start putting out all sorts of new stuff that they would didn’t have the time to do before. So now you’re you’re let’s say you’re faster your your or error rates are going down, etc. But then there’s this kind of rough patch where you go okay, but the review team isn’t able to keep on top of all this stuff. We’re putting it through through them, or it takes a long time to actually take look at seven disparate examples and choose the best one or reconcile the best one. How do you kind of how do you advise people to kind of Shepherd their organization through that through that phase, the project?

Regina Preciado  38:45

Right, so there’s a couple of ways that can go. One is start with new and don’t change the old one is start with new content. And then the most importance, you know the still living often frequently updated existing content. You do go through and you do maybe during its regular review cycle and then the third and this is a service actually my company Content Rules provides which is you know, maybe the team is working on new content in the new way. We have a service we call content transformation, where we come in and we actually deduplicate and convert and, you know, anything that needs to happen to that legacy content. And I’m saying legacy I don’t mean like it’s old an archive, it’s it’s just the, you know, the exhibit already exists. And that is kind of a one time investment. After which that content is is valuable. And you can find it and you can update it. You can use it and you can publish it. So I think a lot of teams will will start in the new way of thinking about content. They want to start with kind of their newest product. They’re probably also in that case, life sciences organizations are really looking at structure in many different areas right now. So you might find that your colleagues over there in clinical for over and CMC are also moving to structure and you can talk to them and figure out okay, now this product is have started their component eyes journey on so we’re going to do with that product as well. So again, there’s it’s kind of a the initial investment of going from. We’ve worked in Word processors for 40 years to a componentized structured ecosystem. You know, there’s a, there’s change management, there’s new technology, there’s new ways of thinking about the content, there’s content architecture, there’s a lot of streamlining that has to happen, you know, and meanwhile, the health authorities are also going hey, you got to give it to us in this new format in this new way.

Noz Urbina  41:06

So, yeah, so it’s basically it’s, it’s great, but it’s not instant, and it’s not trivial. It’s worth it. That’s worth it.

Regina Preciado  41:16

It’s worth it’s worth it and you don’t want it to be instant or trivial because or instant I should say because people need time to learn how to do this and think about it in the new way. It’s very quick. And by very quick. I mean the first time you’re working in the new system thinking the new way, it feels very slow when you have to look things up and you’re like I forgot what we’re doing here and the second time you’ve already the second release second update. You know the teams have already got it. The especially the people who really are enthusiastic, which not everybody is but are really enthusiastic about this new way. By the third time you’re taking for granted. It’s more efficient and you can find the content, you can pull it together and that’s when you can start complaining. Because now your expectations are raised so high. You’re like well, why can’t we do this? At which point it’s time to start having fun? Yeah, yeah. Transitions, not fun, but the transition from documents to structure is a foundation. And once that foundation is laid, you can do all kinds of things. We you and I have talked a lot about the omnichannel delivery and the personalized giving the person what they need when they need it. However, that comes on the other side of the transition

Noz Urbina  42:35

so I made me think of a quote I know that listeners will kind of kind of be getting bored of me quoting this project. It’s just one of our favorites from Eli Lilly, where one of the writers said that I find it strange to think about going back to old ways. You know, I think about how to build my my content rather than how to write my content. they’ve internalized that that building block methodology and they’re going back to thinking about copying and pasting and rewriting going on. Have you ever do it that way?

Regina Preciado  43:07

Yeah. I mean, you’re still writing. I hate to tell you writers. You don’t actually get out of writing. You’re still writing, you’re writing the new the the slants that you didn’t get to write before. You know maybe you guys have barely been keeping up with some of the regulations in Europe around providing lay summaries and lay versions of everything well, you regain some capacity. It takes away you know, all your formatting and fighting to try to get your bullet list in this correctly. All of that is taken care of by the system. So you are back to focusing on you know, really writing the valuable content and it’s kind of more visible, has more impact. You know, it’s a little bit scary.

Noz Urbina  43:55

That makes staff happier though, you know, because it’s it’s, it’s you don’t want to be copying and pasting and tweaking, like that’s not what anybody’s job is. About. Like people want to feel that everything they create is going to deliver maximum value so it can actually be really good for staff morale to be going okay, I’m not doing menial document and content management stuff. I’m when I sit down to produce it’s gonna be as productive as possible. I kicked off the airways if I don’t ask you about AI. Oh, yes. Now that we have AI, why do we need to teach all these these methodologies and standards and just AI magic it for us?

Regina Preciado  44:43

I think people have now used the freebie versions of AI enough to know Oh, now it can’t. So or it isn’t the answer. So one of the things we’ve been talking about internally hear a lot about generative AI and that’s what I know. You know, several life sciences companies are really looking at can we use Gen AI, generative AI so that’s it’s going to ingest all of your content and then it’s going to be able to write at least first drafts for you. So, when AI is writing for stress for you, if it is writing, long form content, beginning to end, you don’t have all that ability to deliver it in a personalized way. You don’t have any tracking you don’t have the traceability you’re not managing the content. It’s just like you had a writer go and write something with Gen AI right now, every time it writes something, it’s writing it differently. So you know, you’d have to really train it on your standards. Basically everything that we have to do to our content to train an AI system to make it effective at producing content. That’s useful for humans, is all the same things that we do as humans. So anyway, and the AI also will tag everything internally that makes sense to AI. But it’s not necessarily putting on human friendly metadata and organizing into taxonomies either and I’m not saying that it can’t or we won’t get there. I’m just saying right now. It’s not. I’m gonna use the mature, but it doesn’t do a lot of the things right now that we think it does. It can generate draft content for us. A lot of risk. I think people are really looking at the risk because it can only generate based on what it knows and I’m using air quotes here. And what it knows is maybe all the content you have fed it from your past history, well, how much? How much bias how much limitation in the past in the legacy content because we didn’t have the technology that we have today? How many times were studies done that were too small or too not diverse enough or something like that? So we have to be really cognizant of what we train the AI to do and recognize that an AI is not a structured content management system, you’re not going to get all those content management capabilities. Yes. Knowing where your content is and tracking and who reviewed it and when did they review it? And when the Health Authority comes back and says Hey, did you follow your standard operating procedure for this? You’re gonna have to be able to prove and right now that’s available.

Noz Urbina  47:45

And if you’ve just had the AI, kind of turn it out, and then you’ve put it back into the same paradigm like you’re just putting it into big documents and you’re managing it, you’re putting it through Viva and signing it off. Then you haven’t, you’ve maybe created it faster, but you have not addressed any of the other things we’ve been talking about.

Regina Preciado  48:06

Yeah, you can’t use it as much. Now that said, I think you know what, I’m kind of geeky, but I think there’s a lot of potential. I mean, AI does a couple of things really well. It can process enormous amounts of data. And it can process it very quickly. And it can spit out something that a human can understand and as long as it’s accurate. You know, I think there’s a lot of potential for AI to help us out. In a number of areas in life sciences. I don’t think right now, it’s not I mean, it’s not meant to be tracking, oh, this content, got all these reviews and it was approved and it was submitted to these five health authorities and all of that, like it might take that information and know that after it happens, but it’s not giving us everything that we need.

Noz Urbina  48:59

I think for me, the big one is you cannot throw AI at these problems. You have to apply it carefully. And I I don’t know if I don’t know if you said it or whether it was just thinking it while inspired somewhat by what you were saying. I am a big proponent of the idea that that structure and AI can work very nicely together in the sense that if you’re using all of this drafting and analyzing capability, that’s fine, but you have to have a human in the loop, putting the results where they need to go or very carefully integrating your AI into your straight your system so that when you say do a short version of this, it knows what that means and put it puts it where it’s supposed to go as opposed to just chucking it out into our browser and then you ending up having to, to, to manage it then as another output.

Regina Preciado  49:57

It might be great at things like from all this generated a summary of that or even on the fly. Somebody’s coming in and we want to serve them the right information. And it’s as long as it’s accurate. It’s trained well it’s not just taking garbage that we gave it and spitting out garbage. So I think we have a lot of opportunity with it. But that’s why I keep saying is structured content ecosystem. Yes. Because a structured content management system is is one piece, it’s your repository, and it’s your tracking, and it might be your Publishing Engine, but there’s also maybe you have a terminology management maybe you have a metadata management, a taxonomy or a knowledge graph, you know, is working in there and then AI piece two, so I didn’t want to just limit us to like, oh, we have our database of content.

Noz Urbina  50:50

The the metaphor I’m using, which I think actually didn’t even occur to me until now works nicely in life sciences is actually laying out your AI anatomy, like you have your Knowledge Graph and your ontology which we’ll define those don’t have time to define those. But basically, you have your intelligence kind of mapped out in a structured way. Then you have something like a chat GPT which is kind of your your mouth where you can speak to people and they can speak back. Then you’ve got auto tagging and natural language processing. It’s through kind of the got the intellectual brain part of the AI, you’ve got social listening. And to not consider like, Okay, I’m gonna buy chat GPT and it can do everything. There are types of API’s and they have different roles and they plug into different parts of your stack to create this overall body of inter inter related AI organs to get really medical. I’m afraid we’re out of time. I actually really enjoyed this would love to run longer. If you just need to hear more from Virginia, you can contact us and tell him tell us you gotta gotta gotta have her back on the on the podcast because I am very sad to be cutting for time. But Regina, where can people get in touch? Are you a LinkedIn person or?

Regina Preciado  52:01

Yes, I’m on LinkedIn. Our website is content. rules.com Okay, find me at content rules.com And I, I don’t know, I’m on LinkedIn. You can just Google me I’m everywhere.

Noz Urbina  52:15

Great. Okay, fantastic. Thank you so much. I really appreciate it. You’re having you here today. And I thank you all for listening. Give us a shout. Remember, this is part of our omnichannel for Life Sciences farm and life sciences series. There’s lots of other sessions on the website. So if you can sign up, you can sign up for this one. Or you can listen on. This one’s obviously free. You don’t have to sign up. But if you sign up for that, you get the whole library that goes with this one, and all the different sessions that go for this market that we’re doing this in this package. Thank you so much, Regina. I will hopefully see you on the podcast sometime in the future. Great, thank


you. Thanks, everybody. recording stopped. Awesome. How are you feeling? My first day back?

Regina Preciado  53:03

i It was the thing we’re knowing your audience knows things. We don’t have to be quite so basic. And then I’m realizing I can’t I can’t talk details. Even our methodology there’s it would take it would take an hour and people would be bored. So that was enough.

Noz Urbina  53:20

Well, yeah, it was it was fun. I think we got there and the in the end there was part where I was going to download a little bit more meat here but I think we got some good stuff out of it. So I’m gonna record the intro and you don’t need to necessarily hang out. Just let’s run through it from this quickly. So we talked about getting getting started. Modules in their modules, structure and their benefits anything else? Ai obviously, and just gonna say the list that sort of like reuse personalization


Omni and

Noz Urbina  54:23

where farmers are today today, all right, cool. All right. Yeah, so I’m gonna record a little intro. I do I have your bio and stuff I got a fun fact about you.

Regina Preciado  54:51

What’s fun I live at dog spotting lifestyle.

Noz Urbina  54:59

Dog spotting Yeah, one word. Yep. Very good. Dog spotting lifestyle. What does that mean?

Regina Preciado  55:09

If you know you know, it means that I miss dogs. And there’s a whole community online called Dog spotting where you get permission to take pictures of dogs that you meet out in the world and then you post them with a little story on the online community. But it’s it’s better not to explain it’s better to just say it as a fun fact. And the people who know it know it and everyone else goes what? Okay, if you want something more,

Noz Urbina  55:37

that’s that’s fine. That’s fine. Perfectly. Yeah. All right. Perfect. So so you’re at content rules.

Regina Preciado  55:47

You know, I never even mentioned my title. I’m a Senior Director of Content Strategy solutions.

Noz Urbina  55:52

Senior Director strategy solutions

Regina Preciado  56:01


Noz Urbina  56:10

yeah, okay, great. Okay, perfect. So I’m gonna You don’t need to hang out for the for the intro. I’ll just kind of knock up a little one minute. Hey, you can talk to Regina a little bit. And then I got to be wearing the same shirt. And then I’ll edit that over onto the beginning. All right. Thank you so much.


Thank you.