Healing the World: How Unmind Is Pushing Global Mental Health Content Boundaries

Track: Content Management | CM1 |
Wednesday, October 20, 2021, 9:30am – 10:15am
Held in: Jujama
Rahel Anne Bailie - Content, Seriously 
Elliott King - Unmind

In this session, we present a case study that looks at the challenges faced when a relatively small business-to-business startup progresses. The process began with a contract signing with a multinational client, then moved to operating in a single market in a single language, and finally to expanded to multiple markets and multiple languages. This is a major leap for any company, and in this case, a complicating factor has been the type of product content involved. Mental health content cannot just be translated; mental health engenders several layers of cultural and clinical specificity. The product content is predominantly multimedia content, where text-based elements play a supporting role as well. Stir in a content technology stack that hasn’t factored in the complications of synchronizing content components through a relatively complex journey, and you face a complex challenge. We will share the highlights of the content project that took the company on a rollercoaster ride through a catapult launch — bringing in a specialized consulting team, to the diving coaster — hiring a head of content mid-project, to the corkscrew turns — engaging in rapid software procurement.

Takeaways: Attendees will hear about five critical aspects that helped the project go well, leading to a successful outcome; three things that could have been done differently to improve the project; and the one major lesson learned during the project.