This webinar focuses on the technical aspects of your program with an emphasis on development, testing, workflow management, and regulatory review process support. This session also provides a tool overview and best practices for Web Content Management Systems. This discussion will include: Overview of the Development Process Testing Related Operational Processes Workflow Management eSig Content Management Systems Hosting Development within the confines of a Regulated environment

1. 6 doses for a healthy
global online marketing launch
Webinar 5: Implement Your Program
Presented by:
Byron Cohen, Nicole Holly, Nathan Kurtyka, Greg Lyon & Christine Mortensen
Ask questions:
• through the Chat window in the upper right corner of your screen to: Pre_Scribed -
Questions
• via Twitter to @Pre_Scribed
• via email at Pre_Scribed@vodori.com
Audio access:
Pre_Scribed is a webinar series sponsored by:
Phone number: 1-650-429-3300
Access Code: 790 627 426
Meeting Password: Wave1234

2. Pre_Scribed Webinar Series Overview
6 Modules about Developing a Successful Online Marketing
Program for Biotech, Pharmaceutical and Healthcare
Companies
1 Define Goals for Your Global Online Marketing Program
2 Find Partners & Devise a Game Plan
3 Design Content to Fit Your Goals
4 Coordinate your Channels
5 Implement Your Program
6 Evaluate Your Success, Maintain Momentum, and Grow Your Program
Please stay in touch with us through Twitter by following us @Pre_Scribed and also by
checking our Pre_Scribed page (http://www.vodori.com/pre-scribed.html) for updates.
Step 5: Implement Your Program November 16, 2011 | 2

3. Pre_Scribed About Vodori
Understand: Create:
• current interactive portfolio • wireframes
• business objectives • visual design
• user needs • content for all written
• competitive landscape and visual media
To create a plan for To cohesively express brand
relationship building online personality online
FULL
LIFECYCLE
SUPPORT
Provide: Apply:
• training • Vodori methodology
• ongoing support coupled with best-in-class
• online marketing program technologies
management
(SEM, Social Media, etc.) To build the online presence
To ensure continued success
Step 3: Design Content to Fit Your Goals June 8, 2011 | 3

4. ABOUT
RACKSPACE®
Founded in 1998
Headquartered in San Antonio, Texas
9 worldwide data centers
A recognized “leader” by Gartner
3,799+ employees, or Rackers (Q3/11)
161,422 + customers and growing (Q3/11)
78,717+ Servers (not including Cloud Servers)
Listed NYSE 2008 (RAX)
Source: Gartner Magic Quadrant

5. Pre_Scribed Overview
• Development process overview
• Impacts to cost
• Rollout
• Workflow management
• Audit considerations
• eSignature implementation
• What to Look for in a Content Management System
• Pepper®
• Hosting
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6. Pre_Scribed Development Overview
Environment set up-
Local
development, staging/QA, WIP, Production
Setting up the web server, DNS, server
configuration
Programing
Front-end (HTML/CSS)
Back-end development
Content Loading
For an existing site— content migration,
upgrades, platform changes, etc.
Testing
QA internally, UAT, and client approvals
Deployment
Tasks that are required in order to make
the site live (different for every situation)
Step 4: Coordinate Your Channels September 14, 2011 | 6

7. Pre_Scribed Impacts to Cost
1 2 3 4 5
Technical complexity Project Timeline Scope change
In general, the more A variety of factors can Adding or subtracting
complicated the impact overall timelines functionality at the
project, the more likely a but working within a development phase after
custom solution is compressed timeframe requirements gathering is
necessary. drives cost up quickly. often detrimental to any
• Feature-rich • Adding more budget
• Multiple systems developers does not • The Define phase aims
integration always mean manage expectations
• Multiple engineers accelerated progress
• Experimental?
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8. Pre_Scribed Rollout: Related Operational Processes
Systems
• Thorough understanding and QA of all systems impacted by
website
(CRM, ERP, etc.)
Training
• Who? (internal and external)
• What? (one size fits all or tailored to individual user?)
• How much? (one time or ongoing?)
Cross-Channel Coordination
• Coordination of offline and online marketing activities
• Announcing the launch of new web presence on legacy channels
Legal, Medical, & Regulatory Review
• Final review and approval before launch
• Clear process for ongoing review cycle
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9. Pre_Scribed Workflow Management
Therapy.com Therapy.com Therapy.com
Therapy.com
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10. Pre_Scribed Audit Considerations
eSignature overview
• Puts more formal requirements around auditing
• Collects all the required data needed
• Users have to re-login so that the system can authenticate the user against internal records
• Benefit for non-regulated industries when working in an unsecure environment (e.g., fragmented workforce that
may set up shop in a coffee house)
Considerations:
• Determine what state does content need to be signed off on
• Determine how will you authenticate (e.g., Biometrics, RSA, etc.)
Challenges:
• Needs to be validated, has a very high level of detail and accuracy
• Needs to be completely secure (cannot change historical data)
HIPAA & PCI compliance
• These are relatively easy to implement but very important to plan ahead for
• These are additional technical factors that can dramatically increase cost
To avoid unforeseen costs, choose an implementation partner with
industry expertise so that they can advise you along the way.
Step 5: Implement Your Program November 16, 2011 | 10

11. Pre_Scribed Integration of Electronic Signature - Full Change Request
Processing
1 User creates new change
request
2 User initiates workflow to
route request for review and
approval
3 Reviewer approves request
and must provide an
electronic signature to
publish the change
Step 4: Coordinate Your Channels September 14, 2011 | 11

12. Pre_Scribed Checklist: What to Look for in a CMS
Does the content management system you are considering include:
 Usability (for non-IT people)  Performance & Scalability
 Simple to use for non-IT  Ensure that the platform is elastic to handle
 Intuitive surges in traffic
 Allow for future growth (jump from 1,000
 Internationalization
visitors/month to 100,000 visitors/month)
 Handles multiple sites in different languages
(Translations) rather than a toggle between  Workflow / eSignature
languages on the same site.  Facilitates online review of content
 Mobile support  Auditing
 Support dedicated mobile sites as well as  Accountability for regulated environments
support a mobile-friendly version of an
 Robust security / Hack-proof
existing site
 Update content for mobile versions
environment
 Role-based permissions
 Preview what content will look like
via mobile device  Expandable / Customizable
 Multi-channel publishing (today’s and  Room to grow, add new sections, functionality,
etc.
tomorrow’s channels)
 Updates to existing site(s)  Analytics Integration
 Microsites  Integrate third-party analytics: Google Analytics,
 Facebook and Twitter Omniture, etc.
 Emerging communities, i.e., Google+  Native analytics, real-time data*
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13. Pre_Scribed
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14. Pre_Scribed
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15. Pre_Scribed
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16. Pre_Scribed Content Management Systems
Screenshot of P3, speak to the features (we have all of the above)
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17. Pre_Scribed Content Management Systems
Screenshot of P3, speak to the features (we have all of the above)
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18. Pre_Scribed Hosting Basics
Common Customer Needs:
1. Corporate Websites – Primary Site for Brand/Business that often serves as
primary interface with customer
2. SaaS Hosting – Software delivered from B2B or from B2C via the web
3. Rich Media Site – Highly interactive websites serving dynamic web pages
that deliver large/growing volumes of digital content
Common Pain Points:
• Reliable performance to ensure good end user experience
• Must be able to scale to maintain brand integrity and unpredictable traffic
loads
• Able to make changes quickly to keep site relevant/competitive
• End user must be able to quickly and reliably access digital and static content
• Scalable storage
• Secure
• High availability
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19. Pre_Scribed Hosting – Rackspace Solutions
Platform Fits:
Cloud Hosting (multi tenant)
Good fit for sites that need scalable and
affordable hosting and storage solution.
Dedicated Hosting
Good fit for customers that need highest
level of customization, security/data
isolation, high I/O database, high CPU
and memory requirements, dedicated
storage, etc.
RackConnect (hybrid hosting)
Good fit for sites that need scalability of
the Cloud, but need high performance
database, isolation of a dedicated
backend, dedicated storage, etc.
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20. Pre_Scribed Thank You!
Ask questions:
via Twitter to @Pre_Scribed
• via email at Pre_Scribed@vodori.com
To learn more about this series, visit:
http://www.vodori.com/pre-scribed.html
For further information about this For further information about
presentation, contact: hosting solutions, contact:
Rob DeMento Byron Cohen
312.324.3626 210.312.6205
rob.demento@vodori.com byron.cohen@rackspace.com
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