DrupalCon Prague 2013

La historia de Pfizer, cómo crear una plataforma digital con Drupal

Bryan House  · 


Extracto de la transcripción automática del vídeo realizada por YouTube.

hey everyone let's let's get started my name is Brian house I'm vice president of product marketing at aqua and I want to welcome and thank you all for coming to the session today we've got a really really very good session it's my distinct

pleasure to have Mike lamb from Pfizer here bike runs their director of technology for their digital marketing platform and so mike is going to come in here and share a little bit of a pfizer story about how they use Drupal to build a digital marketing platform

to power all of their consumer brands and so I've been working with Mike for the last few years as long as a large team at aqua to help them think about the role the Drupal could play advisor how it competes versus some of the other technologies they had

in place and some of the other technologies they were considering and then why they ultimately you know selected advisor and Mike's got some great slides to walk through that process and then how they use it you know one of the questions that we get all

the time from organizations I just had the conversation this morning is help me understand other people's successes you know my peers in my industry in my title and that are trying to you know meet similar business objectives and so an important piece

of what we do at aqua ax is to share those case studies sometimes those are aqua customers like in case with Pfizer sometimes they're not but I think spreading the word about Drupal there's a lot of great technical pieces of the story but there's

also a lot of great business successes and also the results and sort of where you get from that and so this is you know a big piece of what we do and we love you and have customers like Mike who are willing to do that and to share their story so that way you

can learn and think about how to sell this in your clients or inside your own organization how to do greater investment in Drupal so what we're going to do is Mike's going to walk through some slides we're going to sit down and have Q&A so

I'm gonna ask a couple questions and then I'd really love for you guys to ask questions and participate in here so we've got microphones there's a mic in the middle of the room so I know it's always hard to be the four person to ask a question

so so we have lots of plants so get over that now so so don't be shy and then once we usually get one or two then the questions start to roll so we'll get you guys involved as well so certainly be active and listening and think of some good questions

for Mike so without further ado I'm going to introduce Mike lamb thanks guys so it's it's it's really exciting to be sharing what we're doing with with drupal advisor but I have to winter with my first slide from my legal department this

is the this is the first time rushing publicly sharing and they were officially sharing if anything about what we're doing with Drupal and as much as that's a that's a very exciting time for us it comes with with some some conditions so I'll

let you read that as I won't pass that so pfizer have been using drupal for a while now actually so so we started with Drupal's 47 and we started with that with a with a few internal sites so a few intranet sites had knowledge sharing sites that we

sometimes that we built using using drupal 47 that really got us very excited in in in this technology in this area and we really started closely watching the project at that point we we evaluated Drupal 6 a number of times for external facing external facing

projects but many of those projects were very large and we were hoping they would turn into a global platform I'm off the back of those first projects we didn't we didn't feel like Drupal 6 was quite there yet so we hadn't we hadn't selected

that but the moment Drupal 7 came out it really the timing really worked very well for us with one of our global business units are consumer health business unit who make advil anodyne centrum robert us and chapstick etc they were doing a global assessment

they really wanted to put a put a new content management system in place for all the consumer facing they seen brands so that happened in q1 2011 and Drupal 7 was selected as a global technology at that point so this was the first time we really got we got

serious about implementing Drupal's was very exciting time so I was I was running the project to implement Drupal 7 and I was about six to eight eight weeks into that project and there was a larger larger assessment go under way so consumer represents

about five or six percent of Pfizer's revenue which which doesn't sound a lot but that's a multi-billion dollar company so that was a it was a was a large large company were then supporting the Drupal the second assessment was for the biopharma

biopharma business so really like ninety percent of Pfizer's Pfizer's revenue the lion share of pfizer were doing an equal assessments a which wich content management system should we use so with only only six or so weeks experience with with Drupal

7 and implementing this within consumer we we fought to get Drupal 7 on the list of projects to be evaluated and we went through the whole evaluation process actually together with a career with with Brian and team and then a year later in q1 2012 the very

beginning of q1 actually we selected Drupal and accurate of the our global platform for all of all of commercial advisor so this is really every market all of all of our commercial products they're their digital offerings would be delivered using Drupal

now consider that the real real beginning of large-scale Drupal advisor so we're only about 18 months in so it's really this still is kind of chapter one of our Drupal story and we're very excited about what's to come the case for why we wanted

to do this was was actually pretty clear i mean the requirements from brand teams everyone's everyone's very familiar with I mean the expectation on on any digital delivery organization is continuing to rise we have to build sites with more capabilities

more features they have to be mobile there's more and more we have to build there's no room especially in a regulated industry to even get you just can't compromise on quality these more complex properties have to be the highest quality possible--

can be a wider audience you're you're typically publishing these two especially when were with some of our consumer products have been advertised with competitions and things on social networks on the same time this is a given you've got to deliver

all of this we've got to deliver it faster and you've got to deliver a cheaper so this was really the case for implementing some of these global platforms and implementing a platform this size while about doing all these things is certainly challenged

address the the environment in which we operate isn't isn't simple so the most basic level I consider consider pfizer has to be our region's made up of our individual markets and then our business units with with our individual products and then

at the intersection of each one of these we typically have a demanding brand team who who's java is to promote a particular product in their market and at the intersection you can actually have many dozens of web properties you know what we we market to

healthcare professionals to patients we have disease awareness sites we have sites with medical content we have precise of promotional content that have to be separated you have sites for for events you have many many different properties in each and each

one of these is intersections they're also lots of integrations with third-parties accessions needs to happen is even in one of these boxes it can be very very challenging and the default behavior is too for that Branton to go and engage a company and

implement a snowflake solution i call it any in each one of those in each one of those markets you'll have a little pockets of consistency if you're lucky but really there's snowflake solutions on the market by market basis there's there is

some merit to this solution it's you know it's horrific expensive of course in this is not at all efficient but those requirements are talking about in terms of quality in your integrations etc they're not simple requirements differently so you

do get to market with with the individual brands timeline with their individual requirements but everybody here knows this this isn't gonna this isn't going to make sense on a large scale and this is this is still the simple version of the picture

that's a 50 by 50 grid of these intersections and then 18 months of pfizer we've already implemented to implement to Drupal in 46 markets across 86 sorry 84 different products so that's 18 months in and there are lots of boxes they're still

to be filled and it's a very very big grid it can be very complicated very quickly so if you want to build a global platform a single global platform on a call set of technologies to meet this requirement it has to be very very flexible you have to understand

what needs to happen in each one of these and the platform has to be very flexible so we know we select a Drupal but very quickly how we got to got to selecting Drupal I mean I don't think I require our process was too different to what I've seen in

other organizations but really what it boiled down to was evaluating the different technologies with our critical use cases understanding what the differentiators were between these technologies and in a lot of time there were proprietary solutions that we

were compared to work with source so really understanding those two environments and how they work and then coming down for list of pros and cons like we we really need to understand if you were to implement solution X versus solution Y and pfizer what are

the real pros and cons between deceitful for implementing these so I said it's about 60 head we were spat six or eight weeks ahead with that previous selection so the by the time we we got through this this evaluation we were learning more and more about

Drupal so as much as we came out the evaluation selecting drove or just great we came out of that selection really knowing what what we had to tackle to implement Drupal in the global scale at pfizer so we found three or we listed three key challenges that

we wanted to address as part of our implementation and for each one of these challenges our objective was to put in the short term solution so this was this was a solution that the pfizer would invest in a point solution us putting our finger in the dam to

say we are going to fix this we gonna we're going to solve this challenge so we can continue with our global implementation and then we're going to put in a long-term solution or typically that long-term solution is a greater investment what we wanted

we working with groups like LSD or the community to to plan for a long-term solution for implementing these kind of technologies of Pfizer so the first challenge was enterprise deployment I mean this isn't a new topic for for many people but it was a it

was a real challenge for us and when it the key challenge around this this advisor was it's a regulated industry and the thought of editing on production or editing content on production it's just it's just a non-starter your your content will

not go near a production environment until it's absolutely perfect and ready to be published so we had to put in a short-term solution or an immediate solution to solve for this so we put in a continuous integration environment based on Jenkins for Mary

various reasons but then we put in some scripts to move an application from stage into production to to allow for this this process we also put some guidelines so our various vendor partners could build applications that would work in this this way and that's

what very well I mean this has been a place or at for 18 months now has been very successful long-term we're investing in in a collection of tools called WF tools and to handler our entire continuous integration and workflow workflow requirements is actually

a pfizer session tomorrow to talk more about WF tools and and what that really is and the combination of WF tools was seven then ultimately WF tools which were really planning and implementing now to complement Drupal 8 we feel that this this challenge just

disappears off the radar for Drupal what we're very excited about what comes as as these things naturally progress the second one was there the content editors experience so personally I feel that Drupal gets a bit of unfair bad press about the content

content editors experience lots of people talk about it but we've implemented a lot of systems that are a lot worse lot worse than in this area so the key challenge with content editing pfizer was not just editing the content you know and having inline

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