Enterprise Mobility
October 4, 2011 (Session 10860)
Driving Business Value with a Content
Infrastructure for Mobility: Medtronic Case Study
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Speakers
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Jim Freeland
– Sr. Principal IT Mobility Analyst, Medtronic – 11 years of IT, Security & Risk Management – 5+ years with Medtronic
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Chuck Day
– Sr. Mobile & Web Project Manager, Medtronic – 25 years of IT, Development and Architecture – 23+ years with Medtronic
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Tim Gruidl
– President, Fishbowl Solutions
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Agenda
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Medtronic & Fishbowl Overviews
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Business Drivers & Goals
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Project & Technical Detail
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Solution Demo
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Results
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Lessons Learned
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Medtronic Overview
Mission
– To contribute to human welfare by the application of biomedical engineering in the research, design, manufacture and sale of
instruments or appliances that alleviate pain, restore health and extend life.
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Medtronic Overview
Scientists and Engineers
9,000
Manufacturing Facilities
44
Training and Education Facilities
22
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Cardiac Rhythm Disorders Cardiovascular Disease
Spinal Conditions and Musculoskeletal Trauma Neurological Disorders
Urological and Digestive Disorders Diabetes
Ear, Nose and Throat Conditions
Therapy & Product Categories*
*39 therapies across 7 categories in 2011
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Medtronic Products
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Innovate across core medical technologies
– Sensors
– Electrical stimulation – Mechanical devices
– Drug and biologics delivery
– Diagnostics and remote monitoring – Surgical tools
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Medtronic Overview
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World’s largest independent medical technology company
– Founded in 1949
– Headquarters in Minneapolis, MN – $15.8 billion in revenues in FY 2011
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6 business units across 8 regulatory regions globally
– 40,000 employees in 120 countries
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Regulated organization (FDA, HIPAA, SOX, etc.)
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Marketing & sales strategy differ globally
– 5,000 sales representatives in the US
– International sales staff include employees, contractors, distributors, etc.
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Fishbowl Solutions
Strategic Partner: Fishbowl Solutions
President
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+ Focus
• Specializes on portals & content management
• Enterprise wide consulting services
• Packaged solutions based on Oracle WebCenter
• 100+ E2.0 & related deployments in last 2 years alone
+ Commitment
• Officially certified Oracle ECM & WebCenter Specialized Partner
• North America Public Sector E2.0 Pillar Partner
• Oracle Validated Integration – SharePoint Connector for Oracle WebCenter
• Google Enterprise Partner
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• Local Cache
• Client Data Store • Offline Mode • Performance • OS Specific
• Takes Advantage of Device Capabilities
• Alternate Engagement Channel
Apps
• Reduced Web
• Browser Dependent • Smaller Form Factor • Minimum Navigation • Content Focus
• Consistent Information
• Bare Behavioral Necessities • Alternate Delivery Channel
Web
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Smart Phones: Quick Reference
• Search and view content
• Approve and reject workflows
• Check in images from camera and library
Tablets: Discover, Navigate, Deliver
• Search and view content • Store and sync local content • Add items to favorites
• Access saved searches and subscriptions
• Share and email content (sales collateral, etc.)
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Limitless WebCenter Access
• Secure content repository
• Workflow
• Access to latest versions • Share & Collaborate
Mobile Experience Benefits
• Convenience
• Proven
• Flexible
• Easily Update
iPad
iPhone
Android
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US RETAIL NOTEBOOK Y/Y UNIT GROWTH
80% 70% 60% 50% 40% 30% 20% 10% 0%
-10% Jan-09 | Aug-09 |Sept-09 | Oct-09 | Nov-09 | Dec-09 | Jan-10 | Feb-10 | Mar-10 | Apr-10 | May-10 | June-10 | Jul-10 | Aug-10
Apple iPad Announcement
Jan. 27, 2010
Apple iPad Launch
Apr. 3, 2010
Sources: Gist, NPD, Morgan Stanley Research, IPASS, ITPRO,
Cisco, Unisys, IDC, Research, Comscore
Sales of laptops fall with introduction of iPad
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Leaving the office is no longer a barrier to productivity
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Apple Profile:
Medtronic
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Medtronic Apple Profile Video
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Medtronic mCMS
Mobile Content
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mCMS Business Drivers
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Demand to mobilize marketing & sales content
– PDF, PPT, DOC, XLS, TXT, Images, Videos, Audio – Publish once, use everywhere
– Ensure offline availability (use cases)
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Complexity content management
– Outdated & out of sight (Portals, SharePoint, Network Shares, etc.) – Costly to print & distribute
– Tedious to file and maintain (Laptop, DVDs, printouts, etc.)
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Legal & regulatory requirements
– Ensure content is current – Quickly correct errors
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Business’ perspective
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Why iPad?
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iPad’s beginning at Medtronic
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Effectiveness as a specialized business tool
– Email & calendar for mobile workforce – “Instant on” & display area (screen size) – Interactive education & selling experience
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Growth across global business
– Heavily invested in iPads – Dominate mobile tablet
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Apple’s largest install base globally, through late 2010
4K Sept ‘10 6.5K Jan ‘11 11K Sept ‘11
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mCMS Business Goals
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Innovate interaction with physicians & patients
– Improve impact of content presentation / delivery – More face time with customers / physicians
– Eliminate laptop boot times / bland file system storage
– Increase sales rep efficiency & case close rates
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Address redundant business unit initiatives
– Fragmented mobile content management requirements globally – Costly to development multiple solutions across groups / regions
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Reduce spend on content management & distribution
– Increasing print & delivery costs
– Unnecessary content administration costs
http://brandinnovator.blogspot.com/2010/04/ 20-sales-reps-week-still-visiting.html
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Project &
Technical
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mCMS Project Goals
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Charter
– Provide the most current electronic marketing and sales materials to Medtronic personnel globally via a mobile platform
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Innovative ‘One Medtronic’ solution for use globally
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Secure & consistent access to approved content (e.g., offline)
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Understand use of content
– Who, how, when, where & sharing – Relevance & benefit
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mCMS Project Framework
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Store
Reusable! (Oracle WebCenter)
– Centralized storage of key content retrieved by interested
parties.
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Where the data / content lives.
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Deliver
Reusable! (Fishbowl iOS API)
– Transfer of selected content to mobile devices (iPad).
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How the data is moved to the mobile devices.
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Present
– Organized display of selected content.
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mCMS Project Management
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Gathered 90+ requirements from 170+ global stakeholders
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Two vendor partners, core team of internal SMEs
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Solution deliverables
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Four month Agile project, production launch in January 2011
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Business units & geographies rolling out at their own pace
• BU content management
• WebCenter contribution
process
• User authorization
• Set content management
rules
• Reporting
• Secure delivery of content
• Sync updated content
• User authorization
• Execute content
management rules
• iPad native (offline)
application
• Access Online Content
Catalog
• Local Content Catalog
• My Binder
• Featured & Events
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Why WebCenter?
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WebCenter Meets Legal / Regulatory
Requirements
– Content versioning – Audit trails
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Use of Oracle WebCenter at Medtronic
– Hosts ~100 websites (dynamic content including medtronic.com)
– Documentation delivery
– Heavy external & internal consumption – Scalable
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Control Across BUs & Geographies
– Delegated content admin (~300 for mCMS) – Authorization schemes to secure access – Metadata management
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mCMS Infrastructure Overview
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Native Xcode App
– Ensures offline content use
– Manage user network sessions locally
– Fishbowl API manages local & remote content usage
– Medtronic’s mobile app provisioning & deployment process
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Network (Internally Managed)
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Servers
– Authenticate at external facing web server (AAA security service) – Authorize at WebCenter via LDAP (Fishbowl AUSM component) – Metadata via WebCenter and database server (Fishbowl API) – Content assets via WebCenter and file server (Fishbowl API) – mCMS email through WebCenter (Fishbowl email component)
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Security & Compliance
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Authentication
– Leverage single sign-on & session management, password security
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Authorization
– Existing LDAP system queried by AUSM component in WebCenter
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Encryption
– Communications & content via SSL in transit & in storage on iPad
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App Security Controls
– Metadata, API & Xcode control document access on the iPad
• Internal & external, online only or downloadable
• Individual content removed (obsolete or expired status)
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Logging
– Use of content in-app via API & WebCenter version control tracking
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Mobile Device Management
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Development & Delivery
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Effective Agile development (eight, two week sprints)
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Unprecedented extension & development of WebCenter
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Content easily loaded to production before app launch
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Effectively architected app (lightweight and easy to update)
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Business able to easily control content within app
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mCMS Adoption
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Business units control release
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Scalable across global regions
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Familiar install process (OTA)
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Used in 41 countries
150 at launch 2K by Apr 4K by SeptContent is King!
(mCMS Content Metrics) 0 500 1000 1500 2000 2500 3000 3500 4000 2.23.11 3.24.11 4.22.11 5.27.11 6.24.11 7.21.11 8.26.11 9.2.11mCMS User Base
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Measuring mCMS Usage
Dashboards and reports show business value!
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Track Download & Sync
– Manually and automatically synced files
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Content & App Use Metrics
– Opening files
– Adding files to favorites
– Using Online and Local Catalogs, My Binder, etc.
– Acknowledgement of new app version being available
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Quantifying Content Sharing
– Adding to email cart, and sending – Downloads by third party recipient
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mCMS Content & App Use
January - September 2011
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File Downloads -
219k
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Files Opened
- 62k
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Set as Favorite
- 10k
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Added to Email Cart
- 8k
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Downloaded by 3
rdParties
- 1k
49k hits 31k 15k 30k 7k 14k 2k App Feature Access38 | MDT Public
Business Impact
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Much faster process for delivering new content
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Improved sales rep productivity and efficiency
“I am amazed how quickly I can find a PDF and prepare for my next meeting. The amount of time I have between cases varies, so not needing to load my laptop and waste time booting and searching for materials makes the iPad and mCMS a big productivity gain for me.” - Cardiovascular user in California
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Reduction in print and distribution costs
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Create once, publish everywhere reduces costs
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End User Feedback
“On a sales call with a surgeon with some
concerns, we schedule an appointment to present SOVEREIGN™ Spinal System. He allowed us five minutes to meet. While discussing the instrument sets and implants, the iPad with mCMS is in front of the surgeon playing a SOVEREIGN™ video. The surgeon was VERY hands on with the device,
stopping, pausing, rewinding, etc. After our presentation he asks to see other animations, techniques, etc. Our meeting was 45 minutes long!
The next day we worked two cases, and scheduled four more. I would say the iPad was the KEY to this success.”
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Lessons
Learned
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Issues & Roadblocks
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Reformatting existing content for iPad
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Reusable user & group management
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Authentication & session management
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Optimizing bandwidth / utilization of WebCenter
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Consistent WebCenter environment configurations
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Distributing large files from mCMS to third parties
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Legal & logistic issues with multiple vendors
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Tips & Tricks
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Strong internal WebCenter & infrastructure resources
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Key vendor partners for development
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Partnership with sales and marketing teams
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Internal Apple iOS provisioning & deployment experience
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Lean mobile apps to ease deployment
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Looking
Ahead
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mCMS in the Future
Store
Reuse for mobile apps & web
– Existing web portals link to WebCenter content
Deliver
Reuse for mobile apps & web
– Reuse Fishbowl API in other Medtronic mobile apps
– Enhanced reporting on content & app use
Present
– New internal apps leveraging WebCenter via API
– Public facing apps obtaining content from mCMS
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mCMS Store & Deliver Layer Reuse: Example
Neuromodulation’s ITB Therapy iPad App
(Internal use only)
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Complex business model
– All stages working together: Referrer / Manager / Implanter
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Multiple audiences, varying understanding
– PM&R, Neuro, Neurosurgeons, Pediatric Ortho, PT, OT, RN, Pharmacist, Patient, Caregiver
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