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Page 1: GCO Terminology Document - Content Centre · GCO Terminology Document Abbreviation or Term Definition ... A group of assets selected by a GPPS or OBU brand team, based on …

Page 1 Last Updated: January 23, 2018

GCO Terminology Document

Abbreviation or Term Definition

Agency Optimisation

The consolidation of preferred Creative Agencies across Global and local markets to ensure better consistency in global campaigns and promotional platforms. This approach allows for more effective vendor management through setting clear agency expectations and KPIs for continuous improvement, while decoupling strategic/creative agency work from tactical production work.

Annotated with Citations Asset that includes specific information about the reference from which the claim was taken from including page/paragraph/ column citation.

AoR Agency of record – agency who works with brand teams to create or localise content.

ADRD Asset Development, Review, and Delivery – AstraZeneca’s method for taking promotional assets from concept though production and deployment to the marketplace.

Asset Material developed by or on behalf of AstraZeneca for internal or external use. Assets can be classified as static (Core Visual Aids, advertisements, etc.) or digital (iDetails, banners, emailers, eLearnings etc.)

AZAP AstraZeneca Approval Process – A step in the ADRD process in which assets in the United States go through local medical, legal, and regulatory review before being approved for use. The term “AZAP” is only used in US Markets; all other markets refer to this step as “MLR.”

AZ Essentials AZ Essentials is an online resource that ensures vendors/agencies develop promotional materials in alignment with AZ standards, processes, and best practices.

A2Z Marketing Resources Hub

The A2Z Marketing Resources Hub is gateway page for agency partners and AZ marketers, conveniently linking AZ Essentials, Content Centre, and AZ Approval all in one place. This “one stop shop” allows agencies and AZ marketers to navigate the entire asset development process and ensures they are set up for success during the asset creation journey.

AZLearn Former AstraZeneca Learning Management System (LMS) In November 2017, AZLearn was replaced with Saba Cloud.

Branding Elements An asset type within Content Centre which includes general brand assets such as logos and pill art.

Bridge An online interface that allows agencies and production partners to upload source files as well as asset metadata for a seamless upload to the Content Centre platform.

BSP Brand Strategy Plan – document that lays out the key global strategic drivers for a brand and the tactical execution (marketing, medical & payer) of the strategy.

CBL Commercial Brand Lead

CCPP Content Centre Production Partner – An outside agency who produces content for upload to Content Centre

CDM Content Delivery Manager - Leads strategic Content Centre planning, Global/Agency alignment meetings and content handoff from agencies to CCPP

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CDPM Content Development Planning Manager – CDPMs are accountable for the overall content plan surrounding learning content. CDPMs work closely with the Capability Directors to gather learning content and delivery schedules.

Content Centre A global capability that provides globally approved content for use by local marketing companies. Content Center utilises a global digital platform where local marketing companies can access and download validated content for localisation and reuse.

Content Centre Calendar Lists all Validated Assets in Content Centre. For Validated Assets that are in the planning or production phase, the calendar provides an estimated availability date.

Content Pack

A group of assets selected by a GPPS or OBU brand team, based on market feedback about reuse potential. A Content Pack is created directly from the core story of a ‘core’ or ‘parent’ asset, usually an iDA (interactive detail aid) or CVA (core visual aid). A Content Pack supports multi-channel marketing, and offers markets a broader range of high-quality, consistent, globally created and approved assets that are ready and easy to localise. These assets become available in Content Centre within a very short time of the core asset being produced, saving local markets time, money and effort in producing their materials.

COPD Chronic Obstructive Pulmonary Disease

Core Asset A content rich asset (for example a CVA or an iDA) that can be used as the basis for a Content Pack. May also be called the “Parent Asset” or “Core Story.”

CVA Core Visual Aid – a marketing print piece (typically a booklet or brochure) or electronic document containing product information.

CVMD Cardiovascular and Metabolic Disease

DL Distance Learning – Self paced learning courses available as online learning solutions.

Derivative Asset An asset that can be easily produced from a Core Asset without the need to alter or add to the content. For example: a leave-behind

Editable Manuscripts Asset is in a format that a local market can easily update or modify

eLearning Educational materials presented in a digital format

EM Emerging Markets

GBT Global Brand Team

GBS Global Business Services

GCA

Global Commercial Academy - Defines and manages the commercial curriculum to drive launch success for our future specialty care portfolio, with an immediate focus on oncology, respiratory and CV/Met. Previously called Specialty Care Launch Academy (SCLA)

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GCO

Global Commercial Operations – Provides AstraZeneca’s GPPS and Marketing Companies with access to, and content management of, a range of digital assets, including websites, portals, mobile apps, e-mail marketing and video and detailed analytics of house tools.

GD Global Digital

GDS&I Global Digital Strategy and Innovation - works with AZ brands, markets and functional teams to refine their strategy, design a solution, develop and implement customer-focused programs with measurable outcomes.

GED Global Engagement Director – Engages with global and local markets to deliver GCO services including Content Centre, Content Packs, and Global Content Production Services

GEL Global Engagement Leader – Engages with global and local markets to deliver GCO services including Content Centre, Content Packs, and Global Content Production Services

Global Content Production A GCO-supported service that enables local markets to produce high quality marketing assets quickly and cost effectively by partnering with the Global Engagement Team and their Preferred Production Suppliers (PPS).

Global Digital Governance

Global Digital Governance provides the global organisation and our markets with end-to-end digital governance solutions, aligned to AstraZeneca’s strategic goals and values, including: global digital asset inventory, domain strategy and administration, digital policies, standards management, and digital estate monitoring and strategy,

GMA Global Medical Affairs

GPPS Global Product and Portfolio Strategy – global brand teams who set global strategy and create content for local market reuse

HCP

Healthcare Professional or Healthcare Provider - A health professional or healthcare provider is an individual who provides preventive, curative, promotional or rehabilitative health care services in a systematic way to people, families or communities.

HTML Hyper Text Markup Language – HTML is a markup language for describing web documents (web pages)

iDA Interactive Detail Aid (iDetail) – interactive digital version of Core Visual Aid

ILT Instructor-Led Training – learning sessions led by one or more facilitators. These sessions can be either live or remote.

KXM Key Experience Map – a US asset planning tool for commercial materials

LMS Learning Management System – Software application for the administration, documentation, tracking, reporting and delivery of learning sources or training programs. The LMS typically used by AstraZeneca is Saba Cloud.

MC Marketing Company

MCRM

Multi-Channel Relationship Marketing – Global Digital capability that supports the markets to create integrated, relevant and tailored customer experiences through a range of channels, including email, direct mail, website enrollment, real-time messaging, and reporting.

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MDM

Market Delivery Manager – the US point of contact for asset production, providing guidance on ‘best path’ for production for web sites, banner ads, emails, SMS, iDetails, Print, Apps and Translations. They act as gateway to GCO/AZ Channel SMEs, facilitate simple creative updates, facilitate use of AZ’s core content library, Content Centre, and are responsible for ensuring operational excellence and timely delivery of assets via Preferred Production Suppliers (PPS).

MEOR Medical Evidence and Observational Research

Metadata A set of terms that describes and gives information about an asset

Microlearning Microlearning is a way of teaching and delivering content to learners in small, specific bursts. Learners are in control of what and when they're learning. Microlearnings can be found directly on the Content Centre Platform.

MLR Medical/Legal/Regulatory – A step in the ADRD process in which assets in the United States go through local medical, legal, and regulatory review before being approved for use. In the US, this process is called “AZAP.”

MoA Mechanism of Action (or Mode of Action) – MoA refers to the specific biochemical interaction through which a drug substance produces its pharmacological effect. The MoA is often a video.

MoD Mode of Delivery

Module A tool that provides learning and development course materials in a logical, sequential, order, guiding students through the content and assessments in the order specified by the instructor.

MOM

Marketing Operations Manual – US Guidance document for details on the Asset Development, Review, and Delivery (ADRD) process – which is AstraZeneca’s method for taking promotional assets from concept though production and deployment to the marketplace.

MPM Market Production Manager, Learning – Accountable for ensuring smooth development of learning content. The Market Production Manager, Learning work closely with the local markets to ensure proper content delivery.

MRF Metadata Request Form – form used to gather metadata information from Agencies of Record that is required to upload content into Content Centre. Both Validated and Non-Validated Assets must have a completed MRF.

MSA

Master Service Agreement – A contract reached between parties, in which the parties agree to the terms that will govern future transactions or future agreements

MSL Medical Science Liaison – provides scientific information to healthcare providers reactively and proactively

NTID Computer login name. For most employees, this is also your PRID. Some long-time employees may have a PRID and NTID.

Nom Sig Nominated Signatory – Process assets go through to get global and local medical, legal, and regulatory review before being approved for use. Assets in the United States go through AZAP approval.

Non-Validated Asset Non-Validated Assets – assets that have not been reviewed by Content Centre to ensure all source files are present or globally licensed and may not be globally endorsed

OBU Oncology Business Unit

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POM

Portfolio Operations Manager – responsible for core operational planning activities designed to ‘optimize’ the asset development, review & delivery (ADRD) process including development of master Program/Asset Plans to support launches, major conventions, strategic campaigns as well as ISI updates. Point of contact for launch readiness services, development of Detail Level Operational Plans (DLOPs) and AZAP (MLR Review) Prioritization.

PPS Preferred Production Supplier – Globally approved agencies that provide high quality low cost digital production services in compliance to all AstraZeneca guidelines and policies.

PRA Promotional Regulatory Affairs. Referred to globally as Nominated Signatories (or Nom Sigs).

PRID Computer login name. For most employees, this is also your NTID. Some long-time employees may have a PRID and NTID.

RCTA Renal-Cardio Therapeutic Area

REM Regional Engagement Manager – Engages with local markets to deliver GCO services including Content Centre, Content Packs, and Global Content Production Services.

RTE Rep-triggered email – Digital tactics that are rep-initiated, compliant communications and use promotional content from traditional digital marketing channels.

RWE Real World Evidence

Saba Cloud AstraZeneca Learning Management System (LMS) for accessing learning content and tracking learner training records.

SCLA Specialty Care Launch Academy – Former name for Global Commercial Academy (GCA)

SCORM Sharable Content Object Reference Model – A “SCORM Wrapper” is a set of (correctly programmed and formatted) files that are designed to upload files in an LMS. This allows for learners to navigate through various pages of a “course” while the SCORM wrapped content records the learner’s progress.

Seat Count Number of licenses purchased for a particular image or other licensed content; this outlines the number of times that material can reused by global and local markets.

SES Simple Email Service – a global digital capability offered by MCRM

SET Senior Executive Team – Senior management, executive management or management teams are teams of individuals at the highest level of organizational management who manage the day-to-day responsibilities of a company or corporation.

SLA

Service Level Agreement – a contract between a service provider (either internal or external) and the end user that defines the level of service expected from the service provider. SLAs are output-based in that their purpose is specifically to define what the customer will receive.

SS4G

Spend Smart for Growth (SS4G) Programmes are SET approved initiatives aimed to embed a “smarter” spending culture and achieve a significant and sustainable reduction in costs. Examples of SS4G initiatives include Content Centre/Content Packs, Global Production, and Agency Optimisation.

SOP Standard Operating Procedure

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Source Files Source files usually include art/design files (Photoshop, Illustrator or InDesign files), as well as HTML files for digital assets. The art/design files need to be in a high resolution editable format.

SOW

Statement of Work – is a document that defines project-specific activities, deliverables and timelines for a vendor providing services to a client.

LT Leadership Team

VAE Veeva Approved Email

Validated Asset

Validated Assets are globally licensed and include all source files. These assets are clearly structured for ease of reuse and are available in an editable format so that they can be easily localized. These assets also include editable manuscripts annotated with citations.

VLE Virtual Learning Experience – Facilitator led training event delivered via WebEx, Skype, etc.

WBT

Web-Based Training – (sometimes called e-learning) is anywhere, any-time instruction delivered over the Internet or a corporate intranet to browser-equipped learners. There are two primary models of Web-based instruction: synchronous (instructor-facilitated) and asynchronous (self-directed, self-paced).