Aligning Omnichannel Content Workflows at the Mayo Clinic

Aligning Omnichannel Content Workflows at the Mayo Clinic

The Core Content Model at Mayo Clinic: Aligning Omnichannel Content Workflows


Watch Jay Maxwell, Senior Director of Health Information at Mayo Clinic (, [A]'s founder Cruce Saunders, and [A]'s Master Architect, Joe Gollner, jointly demonstrate how content engineering and the application of a Core Content Model® (formerly Master Content Model) can be harnessed to address many of the content challenges faced by larger enterprises:

  • Single-channel vs. omnichannel content lifecycle
  • Multiple management and authoring tools that are redundant, ineffective, or not harmonized to work well with the other tools in the stack
  • Inconsistent content structure resulting in management headaches and disconnected user experiences
  • Duplicate content that creates risk of errors
  • Author and end-user content findability problems
  • Costly conversions between different parts of the workflow, different channels, and different systems
  • Content collaboration hampered by organizational silos
  • Reliance on copy and paste and other manual processes
  • Content assets not future-ready
The initiative aims to apply structural standards across various sources and channels and streamline content authoring and management workflows. By collaborating to unify schemas across many content repositories serving multiple print and digital endpoints, Mayo Clinic and [A] are establishing a content operating model to empower the market-leading creator and distributor of trusted health guidance and information with orchestrated, sustainable, future-ready, omnichannel content flows.

Attendee Takeaways

  1. How [A] and content developers at Mayo Clinic are leveraging the Core Content Model to build a longer-term solution for the development and management of intelligent content, optimized for delivery to Mayo Clinic’s print and digital channels.
  2. The basics of Core Content Model development.

  3. An overview of practical applications of the Core Content Model, including:
    • Optimizing shared resources across authoring groups via a standard structure for all content assets
    • Enabling movement of assets between business units, applications and published products
    • Eventually, assembling new information products from existing content assets
    • Driving out wasteful processes to reduce content costs
    • Positioning content as an organizational asset

More About the Original Webinar Broadcast


View the original BrightTALK broadcast here.

About The Content Wrangler

The Content Wrangler is a global digital media company that exists to help organizations adopt the tools, technologies, and techniques they need to connect content to customers. Its flagship web property,, is an online magazine covering the people, methods, standards, ideas and trends that matter in the content industry today. The team publishes informative content designed to help organizations solve nearly any content challenge and focuses on advanced content management topics including: intelligent content, content optimization, content engineering, content strategy, content marketing, cognitive computing, and more.

About the Presenters

Jay Maxwell

In his role as Senior Director of Health Information, Mr. Maxwell oversees content development for Mayo Clinic’s Global Business Solutions. Jay has nearly three decades of publishing experience in web, mobile, print and broadcast channels. He has led large and diverse teams in both for-profit and non-profit organizations. As a journalist, Jay has served on a state chapter of the Society of Professional Journalists (SPJ) and has been a recipient of SPJ’s Sigma Delta Chi Award. @Johnjaymaxwell

Cruce Saunders

Founder and principal at [A] and author of Content Engineering for a Multi-Channel World, Cruce brings more than 20 years of experience focused on content delivery technology. His team has delivered more than 300 successful digital and content engineering engagements. Cruce regularly speaks on omnichannel content, content engineering, content asset valuation, intelligent content, machine learning, chatbots, AI, cognitive systems, customer experience platforms, organizational design and change management, and Core Content Models. [A] operates in the US, Mexico, and Latin America and serves large corporations, governments, associations, NGOs, and other complex institutions. @mrcruce

Joe Gollner

In 2018, Joe Gollner joined [A] as Master Architect and Chairman of [A]’s Steering Board. A veteran implementer, he has overseen dozens of content management and digital publishing projects in a variety of industries and in organizations ranging in size from start-up ventures to global enterprises. He has founded and managed multiple content technology firms, chaired numerous industry events, and in 2014 received the Matthew Arnold Faculty Award from the University of Oxford for his contributions to digital humanities initiatives. He blogs as the Content Philosopher ( and shares reflections on content and history on Twitter (@joegollner).

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[A] Publication
[A] Guide to Mastering the Core Content Model