The document discusses lessons learned from implementing a new content management system (CMS) at Boehringer Ingelheim, a large pharmaceutical company. Key lessons included the need to start small with a limited set of requirements and stakeholders, challenges integrating enterprise search, ensuring worldwide availability, and defining a standardized approach for worldwide rollouts through "blueprints" and country websites as products. Contact information is provided for any additional questions.

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

2. 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
Manuela Pastore, Boehringer Ingelheim, Online Communications 2

3. 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 ...
COM
DE
CN NL
• Websites Operation Processing Units (OPU) JP
Prescription
Medicine
FI
COM
AR FR ... DE
• Product / Brand Websites BR
UK
US
CN NL
COM
... DE Consumer
JP Heath FI
Internal websites CN NL
Care
JP
Animal FI AR FR
Health
Intranets > Portal AR FR
BR
UK
US
BR US
UK
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Manuela Pastore, Boehringer Ingelheim, Online Communications 3

4. 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

5. 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!
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Manuela Pastore, Boehringer Ingelheim, Online Communications 5

6. 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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Manuela Pastore, Boehringer Ingelheim, Online Communications 6

7. Templates and content modules
What does this mean?
I. Select
templates/
page types
II. Build
content/
Combine
modules as
needed
Separate
content and
design
Manuela Pastore, Boehringer Ingelheim, Online Communications 7

8. 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
October 20,
Business task: Deliver editor training how monitoring issues should be 2009
Manuela Pastore, Boehringer Ingelheim, Online Communications 8
handled!

9. Monitoring of regular updates –
When and how is the content deleted within CQ5?
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
Manuela Pastore, Boehringer Ingelheim, Online Communications 9

10. 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
October 20,
2009
Manuela Pastore, Boehringer Ingelheim, Online Communications 10

11. Templates and Modules
Functional Specification
Define templates, modules, components and atoms based on business
requirements
Manuela Pastore, Boehringer Ingelheim, Online Communications

12. Training material for “power” editors
Workshop for power editors Online module biblioteca
Start directly – based on Dummy
website
Manuela Pastore, Boehringer Ingelheim, Online Communications

13. Training material for “higher level editors”
Picture Book Content
Guidelines 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
Handouts, use online + offline channels
Manuela Pastore, Boehringer Ingelheim, Online Communications

14. 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
Manuela Pastore, Boehringer Ingelheim, Online Communications

15. CQ5- Our new Content Management
System
How to make the “car” run - lessons learned during
business adaptation

16. Project situation at start of implementation
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
Thomas Giersberg – IS project lead 16

17. 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
Thomas Giersberg – IS project lead 17

18. Lessons learned – Enterprise Search
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
Thomas Giersberg – IS project lead 18

19. Lessons learned – Worldwide usage and
availability
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
Thomas Giersberg – IS project lead 19

20. Lessons learned – Worldwide rollouts
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)
Thomas Giersberg – IS project lead 20

21. Lessons learned – Product definition
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
Thomas Giersberg – IS project lead 21

22. Contact in Case of Questions
ECM Team
Manuela Pastore
manuela.pastore@boehringer-ingelheim.com
Thomas Giersberg
thomas.giersberg@boehringer-ingelheim.com
10/20/09
22

23. Backup – Country website product description
• template based (no costs for design, layout) • enrich your website withe the global news pool
• site search • Versioning of content
• web statistics • human readable urls (SEO friendly)
• easy editing • compliant with BI accessibility guidelines
• fast, worldwide delivery to consumers (usage of CDN • support of common browsers and operation systems
provider)
• facilitate agency communication with the service catalogue
• easy editing for external agencies
• bread crumbing
• reliable service
• claim, header band, etc rendered in house font
• "quick start" - existing text and images; translate and publish
that's it • automatic link management
• superior support • image maps
• RSS Feeds • in-site image manipulation features (cropping, rotation, ...)
• Restricted areas • easy event publishing
• different login services (e.g. explcit consent, doccheck) • editable disclaimers
• easy localisation • urgent communication feature (lightbox or redirection)
• low training effort (basic online training available) • automatic sitemap and navigation creation
• Multimedia teaser • delyed publication
• global Giersberg – IS project lead • easy publishing workflow (no qa step necessary)
Thomas multimedia content pool 23

24. Backup – Portal integration
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
Thomas Giersberg – IS project lead 24

25. Contact in Case of Questions
ECM Team
Manuela Pastore
manuela.pastore@boehringer-ingelheim.com
Thomas Giersberg
thomas.giersberg@boehringer-ingelheim.com
10/20/09
25