Biogen’s Best Practices for
Implementing a DAM

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At Biogen, we really put a lot of time and thought into the planning of implementing a digital asset management system. When you plan to implement a digital asset management system, it’s kind of like planning to take that big trip. You really need to define your objectives, define your requirements and then define what are you going to or how are you going to measure that you have met your business objectives and requirements. And you really need to focus on your planning by the creation of some key documentation.

You want to have a roadmap, an implementation roadmap. This is going to help guide who your end user is going to be and how do you want them to engage in the system. You want to have a project charter. This is also going to capture your business objectives and what is the end goal of having a digital asset management system. You want to create a governance document and by the time you get to configuration, if all this document is in place, it reduces the decision making that needs to be done during that configuration session.

Training is really critical, but your communication plan for training is even more critical. You need to determine who are you going to train and how and how are you going to communicate that out. You also need to communicate, are you going to be training onsite, is it going to be remote, is it a mixed model. That’s going to also be really key for the end user. The other thing that’s really critical is how are your end users going to engage in the DAM and your KPIs should really help to determine this during training.

If I were to advise anybody who’s just starting to implement a DAM, there’s three key takeaways that I would provide them with. Number one, have a librarian. The knowledge that they bring specific to how they view the DAM through their role is so invaluable. Number two, bring marketing along for the ride. They too are so critical to the success of the implementation of this system. And number three, have a strategy for your brand portals, the capability that it provides, the metrics that it’s going to give you, and how it’s going to help you drive your DAM success.