Allergan: Maintaining brand identity

Allergan: Maintaining brand identity

Allergan is a technology-driven, global

health care company that develops and commercializes specialty pharmaceutical

products for the eye care, neuromodulator, and skin care markets. The company’s

products are marketed in over 100 countries worldwide. The company employs

approximately 5,200 people worldwide and differentiates itself from other

specialty pharmaceutical companies by its discovery-to-development research

programs and its global marketing and sales capabilities.

Today, global companies have to contend with a new content

management challenge — that of managing external, customer-facing content across

the globe. In 2000, Allergan created a business initiative to redesign its

Internet presence. The company has now launched six Web sites. The content for

each Web site was managed primarily by regional third-party Web vendors. Because

there was previously no central content management tool to enforce consistency,

each site had a different look and feel and conveyed a different message.

Because of the diverse Web sites, Internet visitors did not see Allergan as one

global company.

Also, the FDA requires a tremendous amount of

documentation to support each request to investigate or market a new

pharmaceutical product. In the past, this documentation has consisted of reams

and reams of paper and required vast amounts of storage space. But within the

next few years, the FDA will begin requiring that this documentation be

submitted electronically in the form of PDF and SAS files and indexed for easy

searching. Allergan already submits some of its documentation electronically,

but the sooner it can meet this forthcoming requirement, the sooner the company

can eliminate the costs of printing and shipping paper


In 1998, Allergan turned to

Documentum to help manage content for its research and development,

manufacturing, and regulatory compliance areas. Because of its success with

Documentum for enterprise document management (EDM) Allergan chose Documentum

again in 2001, this time to manage all of the Web content for the company’s new

Internet presence and its six global Web sites. The company completed redesign

of its Web sites and went live with Documentum Web content management in July

2002. Leveraging the Documentum platform further, Allergan plans to add several

new Web sites in the future and is already moving toward completely electronic

submissions to the FDA.

Since preserving Allergan brand integrity

worldwide is essential to the success of its business, Allergan’s main goal with

the July 2002 launch was to present a unified, consistent image across all its

Web sites. To this end, using Documentum Web Publisher and XML, Allergan

developed over 1,200 XML-based Web page templates. Derived from 50 core

templates, these Web page templates form the basis for all the pages on its

various Web sites. For instance, templates for investor relations pages include

press release templates, financial statement templates, company profile

templates, and so on. Product information templates include templates for each

specific product with different versions for consumers and medical


By using these templates, every page on every Allergan

site can be built with the same look and feel. According to Bereskin,

“Documentum and XML are enabling us to provide a consistent brand image and

content to our customers worldwide.”

Copyright © 2005 Ziff Davis Media Inc. All Rights Reserved. Originally appearing in PDFZone.