Content As Application: Integrating Medical Books into the Healthcare Workflow

Reid Sherline (Wolters Kluwer Health), Scott Grillo (McGraw-Hill Medical), Thane Kerner (Silverchair)
General Riverside Ballroom
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Publishers of medical content previously locked away in traditional containers such as textbooks and journals are reinventing content management and content delivery strategies to transform content into applications that provide critical information at the point of care – exactly where, when, and how healthcare providers need it.

In this session, panelists will show how enriching professional content with semantic metadata allows the knowledge contained within to be unlocked, recombined, and repurposed to create applications that bring trusted clinical reference information seamlessly into the physician workflow. Not only do the resulting content applications improve physician productivity and patient care, their injection into customer workflows increases the value and utility of the information for the end user, extends the publisher brand, and enhances application stickiness.

Silverchair CEO Thane Kerner will introduce the technologies that enable publisher applications – and content – to reach ubiquitously into the daily work of users, including

  • Semantic enrichment practices that turn content into the building blocks for lightweight applications that allow content to integrate seamlessly and intelligently into the physician workflow and electronic health record systems
  • Search and browse techniques that lead users from questions to the best answer as quickly and efficiently as possible
  • Interfaces that draw users into deeper exploration of supporting evidence and related content
  • Best practices for mobile web delivery of critical content

Reid Sherline of Wolters Kluwer Health will demonstrate two medical information systems that have evolved from traditional print brands to become essential tools in the daily workflow of health care professionals: 5MinuteConsult and Stedman’s Medical Dictionary Online.

Scott Grillo will demonstrate Access Emergency Medicine – one of the specialty sites from the successful McGraw-Hill Access product line – which puts content and semantic metadata repurposed from the general education site AccessMedicine together with a customized search and application interface designed to meet the specific high-pressure workflow needs of the Emergency Department.

Presentations will use medical content applications as case examples, but the fundamental lessons learned will be useful to all providers of professional information who wish to integrate their content into the workflow of their customers.

Reid Sherline

Wolters Kluwer Health

Reid Sherline is Vice President of Publishing for Wolters Kluwer Health, Professional and Education. His publishing career also includes various roles at Macmillan Higher Education, concluding with Senior Vice President of Digital Media.

Scott Grillo

McGraw-Hill Medical

Scott Grillo is Vice President and Group Publisher for McGraw-Hill Medical, a division of McGraw-Hill’s Higher Education, Professional, and International segment. In this role he is responsible for all print and digital medical publishing initiatives. His group publishes approximately 125 titles each year in clinical medicine and has developed a suite of online subscription services including several highly specialized, media-rich services for students and clinicians in key medical specialties such as,,,,, and Scott also leads the editorial team responsible for the 20-volume McGraw-Hill Encyclopedia of Science and Technology and its online counterpart, AccessScience.

Scott began his publishing career with Prentice Hall and has held a variety of positions in marketing, editorial, and product development in his 15-year career.

Photo of Thane Kerner

Thane Kerner


As co-founder, President, and Chief Executive Officer of Silverchair, Thane Kerner has since 1993 led the organization’s strategic development of platforms and professional services that focus on the intersection of technology with health care knowledge. Medical informatics, the semantic web, clinical information processes, and web-based learning are the foundations for a broad variety of Silverchair-created health reference products delivered via networked digital media. Thane has served on the Executive Council of the Professional and Scholarly Publishers Division (PSP) of the Association of American Publishers, as Co-Chairman of the American Medical Publishers Committee (AMPC), and on the National Library of Medicine’s Publishers Advisory Panel.

He is an advocate for issues of concern to the health information industry, and a frequent speaker and moderator at industry conferences including the Society for Scholarly Publishing (SSP) Top Management Roundtable, the Council of Science Editors (CSE), the PSP Annual Conference, the AMPC Medical Informatics Seminar, and the AMPC–National Library of Medicine Biennial Symposium. Prior to establishing Silverchair, he was publisher of Experimental Hematology, the official journal of the International Society for Experimental Hematology.

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  • Qualcomm
  • codeMantra
  • Impelsys Inc.
  • Aptara
  • Bowker
  • Connotate
  • HP
  • Jouve North America
  • LibreDigital
  • Malloy
  • MarkLogic
  • Random House, Inc.
  • SPi Global
  • Sterling Commerce
  • Baker & Taylor
  • The BookMasters Group
  • Constellation
  • Jacquette Consulting
  • Mashery
  • Silverchair
  • Wolfram
  • Smashwords, Inc.

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