GlaxoSmithKline has signed up with eSubstance, a London-based content solutions provider, to reorganise the company’s content and unlock the value of the intellectual capital in its UK pharmaceutical division.

eSubstance says that the solution it implements will ultimately provide GSK’s UK medical professionals, executives and customers to make the most efficient use of a wide range of information ranging from internal and external medical research to marketing, sales and training materials.

This will be achieved by digitising content datamined from diverse original sources and then tagging it in XML to produce content which can be stored in and retrieved from a unified content management system.

Anticipated benefits listed by eSubstance include facilities to search more effectively for relevant content across GSK UK and distribute content across a range of channels to a multitude of internal and external destination devices. The new system should also deliver competitive advantage as a result of better information management.

Hishaam Mufti-Bey, eSubstance’s chief technology officer, said, “The solution we are implementing will help ensure that the extensive wealth of ideas and information generated by GSK UK will be leveraged to its full potential across the enterprise.”