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In the Trenches with Enterprise Ontology

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This was a keynote talk given at the European Knowledge Acquisition Conference in Galway Ireland in Octover 2012. We explore the issues and challenges that arise when building real world enterprise ontologies for large organizations. We summarize our experiences giving practical tips and guidelines concerning the following questions and issues. • What is the purpose of the ontology? • Where do you start? • What do you include? • Where does the knowledge come from? • Do you use an upper ontology? Which one? • What languages and tools should you use? We look at how to represent concepts beyond the usual people, places, and time and explore how these things impact the business. These include: events and how to influence and regulate behavior; goals and intentions; skills and capabilities, registration and credentialing. Many examples will be from the Sentara Healthcare Enterprise Ontology (SHEO) a comprehensive ontology in the business of healthcare.

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Page 1: In the Trenches with Enterprise Ontology
Page 2: In the Trenches with Enterprise Ontology

Page 3: In the Trenches with Enterprise Ontology
Page 4: In the Trenches with Enterprise Ontology

Page 5: In the Trenches with Enterprise Ontology

Page 6: In the Trenches with Enterprise Ontology

Site

Systems

Skin

Structure

Stuff

Space

Page 7: In the Trenches with Enterprise Ontology

Site

Systems

Skin

Structure

Stuff

Space

Enterprise Ontology

Enterprise Arch

Formal Taxonomy

Capability

Navigation & Search

Aesthetics

Page 8: In the Trenches with Enterprise Ontology

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Page 11: In the Trenches with Enterprise Ontology

Interview

Author in OWL

Inferencing / Consistency

Run inference to

check consistency

View in ontology editor

Debug cycle

Interview / Model cycle

Page 12: In the Trenches with Enterprise Ontology

Page 13: In the Trenches with Enterprise Ontology

Lively enjoyable sessions.

Page 14: In the Trenches with Enterprise Ontology

Page 15: In the Trenches with Enterprise Ontology

A building?

A legal

organization?

What about

patients?

Page 16: In the Trenches with Enterprise Ontology

Physical bed

vs. a capacity

Hospital is licensed

for specific number

of registered beds

providing particular

kind of services.

More than one

hospital in a single

building

Single “hospital

services” unit that

services all the

hospitals in a

building

Kinds of

hospitals

Page 17: In the Trenches with Enterprise Ontology

Other care

facilities.

More general:

Care Facility

Hospital

Specific kinds

of hospital

Affiliation relationship

Emergency

department

Page 18: In the Trenches with Enterprise Ontology

Pop Quiz

Can a hospital be

both an organization

and a building?

Page 19: In the Trenches with Enterprise Ontology
Page 20: In the Trenches with Enterprise Ontology

We just

saw these.

Plus plenty of

other notes.

Page 21: In the Trenches with Enterprise Ontology

Interview

Author OWL

Inferencing /

Consistency

Run inference to

check consistency

View in ontology editor

Debug cycle

Interview / Model cycle

Page 22: In the Trenches with Enterprise Ontology

An in-house tool

Page 23: In the Trenches with Enterprise Ontology

Operates

from fixed

location

Accredited

Technically

precise

definition

An event where

something is

recognized and

granted

Registered

beds Easy to

understand

definition The result of the

accreditation event

Page 24: In the Trenches with Enterprise Ontology
Page 25: In the Trenches with Enterprise Ontology

Page 26: In the Trenches with Enterprise Ontology

Author OWL

26

Interview

Inferencing / Consistency

Run inference to

check consistency

View in ontology editor

Debug cycle

Interview / Model cycle

Page 27: In the Trenches with Enterprise Ontology

Run

inference

and debug

Page 28: In the Trenches with Enterprise Ontology

OOPS! The ontology is

inconsistent.

Get an explanation.

Page 29: In the Trenches with Enterprise Ontology

Choose a problem

class, get an

explanation.

Scan to find

obviously

wrong axioms.

What did I

just change?

Find group of axioms

related to theme; often a

single mistake has ripple

effects.

Draw a Venn

diagram.

Choose a class

with fewer axioms

in explanation.

Page 30: In the Trenches with Enterprise Ontology

Once the ontology is

consistent, check to see

if there are any wrong

subclass relationships.

If so, use the explanation

facility .

Page 31: In the Trenches with Enterprise Ontology

Interview

Author OWL

Inferencing / Consistency

Run inference tocheck consistency

View in Protege

Debug cycle

Interview / Model cycle

Cycle through more

interviews, modeling

and debugging.

Page 32: In the Trenches with Enterprise Ontology

To name just a few!

Page 33: In the Trenches with Enterprise Ontology

Subclass of

gist:Goal

sheo:TargetedGoal A Goal targeted at one or more

agents. The goal that some

"targeted" agent or population

does, has, is, knows or believes

"something."

(N) sheo:_goalOf

min 1

sheo:TargetedGoal

sheo:IntendedGoal A TargetedGoal that is intended by e.g. an

agent, regulation or event. A

GoalOnAgent might be that JoeBlogs

buys something. It becomes an Intention

when some agent declares that as a goal.

Differs from gist:Intention which is more

generic and not tied to any agent.

--- AND ---

sheo:SelfTargetedGoal An Intention where the Agent intends a

goal on him/her/itself. Cannot be

expressed in OWL.

sheo:businessDefinition An end to which effort is directed.

(N) sheo:object

some sheo:ObjectOfIntention

gist:Goal A specific intentional endpoint usually to

do, have, be, know or believe something.

The something is the object of the

intention. Adds structure to original

version of gist:Goal

(NS) sheo:toBe

min 1

sheo:GoalToBe A goal to be something.

(NS) sheo:toKnow

min 1

sheo:GoalToKnow To know or know about something.

(NS) sheo:toDo

min 1

sheo:GoalToDo A Goal to do something.

(NS) sheo:toHave

min 1

sheo:GoalToHave A Goal to have something.

(NS) sheo:toBelieve

min 1

sheo:GoalToBelieve A Goal to believe something.

gist:Ownable

sheo:Information

sheo:_Ownable

Includes information.

--- OR ---

sheo:StateOrCondition Includes things like being happy. Broad

enough to include any state of affairs or set

of propositions.

(N) sheo:forAgent

min 1 sheo:AgentOrAgents

sheo:_Ownable

sheo:StateOrCondition

sheo:Proposition

gist:Behavior

sheo:businessDefinition The focus of the thing wanted in a goal.

sheo:ObjectOfIntention Something that helps to characterize the

nature of a goal. The thing to believe,

know, do, have or be. To have an

Ownable; To be or to be in a state or

condition (e.g. happy). To know or

believe a proposition or know about

information. To do a behavior.

sheo:ExecutableSpecification A specification that is sufficiently well specified that it

can be executed by an agent with no additional

information required.

sheo:businessDefinition A document or form used as a common

starting point for a new document or form.

sheo:_Template A structure that is used as the basis for

generating new individuals that have that

structure, e.g., a form. A filled-in form has the

structure of the form with data entered into some

or all of the fields.

sheo:Specification A body of information specifying what properties,

structure and/or results something should or must have

after it has been built, fulfilled or completed. The thing

may be physical (a building), organizational (a

management structure), computational (a program), job

or task related (e.g., a CEO, Chief Judge) or changing oil

in a car. It is more general than gist:Template because 1)

It is focused on what, not necessarily how; 2) it does not

require to be executed by a computer program, but by

any agent or set of agents.

Rules, Regulations, Procedures,

Agreements, Guidelines, Offers are all ways

to influence behavior in someway.

(N) sheo:hasScope

some skos:Concept

(N) gist:describedIn

some sheo:NormativeSpecificationDescription

(N) sheo:appliesTo

some sheo:SocialBeingOrBeings

Subclass of

sheo:_Template

gist:hasGoal

some sheo:TargetedGoal

sheo:templateFor

some sheo:_Obligation

sheo:BehaviorSpec Something that affects behavior. Intended to be a small

number of generic ways. Includes: Permission, Restriction,

Requirement and Suggestion. Are the nuts and bolts of

Regulations, Guidelines, Offers and Agreements. Note that

each BehaviorSpec may have its own goal in addition to

the goal of the NormativeSpecification that it is part of.

Also, the agent part of the intended GoalOnAgent should

probably be connected to what the BehaviorSpec

sheo:appliesTo

Subclass of

sheo:NormativeSpecification

(N) gist:categorizedBy

some sheo:Required

(N) gist:describedIn

some sheo:RegulationDescription

sheo:businessDefinition A rule or a law that must be followed.

sheo:Regulation A rule or law that must be obeyed, as opposed to

being optional.

gist:Content

(N) sheo:about

some sheo:NormativeSpecification

sheo:NormativeSpecificationDescription Definitive characterization of a behavior spec, includes

exactly what is permitted/required/suggested/disallowed

as well as possible consequences for disregarding/

disobeying.

--- AND ---

sheo:Statute A written law.

Subclass of

sheo:NormativeSpecification

(N) gist:categorizedBy

has sheo:Optional

(N) gist:describedIn

some sheo:GuidelineDescription

sheo:businessDefinition An optional but recommended policy or action.

sheo:Guideline A suggestion, recommendation, or policy that is

optional, not required.

Subclass of

sheo:NormativeSpecificationDescription

(N) sheo:about

some sheo:Guideline

sheo:GuidelineDescription

Text characterization of a Guideline.

--- AND ---

Subclass of

sheo:NormativeSpecificationDescription

(N) sheo:about

some sheo:Regulation

sheo:RegulationDescription

Text characterization of a Regulation

--- AND ---

(N) sheo:usesTemplate

some sheo:BehaviorSpec

(N) sheo:_getter

some gist:SocialBeing

(N) sheo:_giver

some gist:SocialBeing

(N) sheo:justifiedBy

some sheo:NormativeSpecification

(N) gist:categorizedBy

some gist:DegreeOfCommitment

sheo:businessDefinition Something a person is committed to doing.

sheo:_Obligation A future commitment from one social being to

another. Contracts are sets of oblgations to do or

forebear, or indemnify or warrant. An Obligation is a

direct consequence of a BehaviorSpec as it applies

to a particular SocialBeing, e.g., if boilerplate says

all Females are required to do X, then JaneDoe is

obligated to do X. Exactly analogous to

gist:Obligation, except it applies to Instructions,

Guidelines, Regulations and terms of Agreements in

general, not just Offers. Should be merged.

(NS) gist:prevent

some gist:Behavior

sheo:_Restriction DIffers from gist:Restriction by not being

a subclass of Intention.

(NS) gist:allow

some gist:Behavior

sheo:_Permission DIffers from gist:Permission by not being

a subclass of Intention.

(NS) sheo:require

some gist:Behavior

sheo:Requirement A generic description of things that must

be done.

(NS) sheo:suggest

some gist:Behavior

sheo:Suggestion A generic description of things that

should be done.

sheo:BehaviorSpec

--- OR ---

(N) sheo:_party

min 2 sheo:SocialBeingOrBeings

Subclass of

sheo:NormativeSpecification

(N) gist:categorizedBy

some sheo:Required

(N) gist:describedIn

some sheo:AgreementDescription

(N) sheo:justifies

min 1 sheo:_Obligation

(N) gist:producedBy

some sheo:EnteringAgreement

sheo:businessDefinition A mutual decision where two or more

parties commit to doing something.

sheo:_Agreement Normative specification where two or more parties

commit, each having one or more obligations.

Differences from gist:Agreement: a party can be a

Population; no evidence is necessary; link to

Obligations uses "justifies," not "directPart." NB:

should be min 2 Obligations. Inference will not work

due to property chain.

(N) sheo:appliesTo

some sheo:SocialBeingOrBeings

(N) gist:producedBy

some gist:SocialBeing

(N) sheo:hasBehaviorSpec

min 1

gist:describedIn

some gist:Content

(N) gist:hasGoal

some sheo:TargetedGoal

Subclass of

sheo:Specification

gist:hasDirectPart

min 0 sheo:NormativeSpecification

sheo:businessDefinition A specification of how something may, must,

should or should not be done.

sheo:NormativeSpecification A characterization of how something will, should

or must be done to achieve some outcome. It will

typically specify what one of the intended parties

should or should not do. The parties may be

motivated by the goal or to avoid consequences of

doing contrary behaviors. Includes Guidelines,

Regulations, Agreements and Offers. Name comes

from cyc.

Subclass of

sheo:NormativeSpecificationDescription

(N) sheo:about

some sheo:_Agreement

(N) gist:hasDirectPart

some gist:Term

sheo:AgreementDescription

Text characterization of an Agreement

--- AND ---

Subclass of

sheo:NormativeSpecification

(N) gist:categorizedBy

some sheo:Required

(N) gist:describedIn

some sheo:OfferDescription

(N) gist:giver

some gist:SocialBeing

(N) gist:hasDirectPart

some gist:Offering

sheo:businessDefinition The stated willingness to sell or give away

some product or service.

sheo:_Offer A product or service available to a potential

purchaser under certain stipulations. Also includes

guaranties, warranties, encumbrances, etc. More

general than gist:Offer.

Subclass of

sheo:NormativeSpecificationDescription

(N) sheo:about

some sheo:_Offer

(N) gist:hasDirectPart

some gist:Term

sheo:OfferDescription

Text characterization of an Offer

--- OR ---

(NS) sheo:instructToDo

some gist:Behavior

sheo:businessDefinition Specification of something that

must be done.

sheo:Instruction A generic description of things that

should or must be done. May become

obligations when tied to particular agents.

Subclass of

gist:DegreeOfCommitment

sheo:Required Indicates that the suggested behaviors are required.

Subclass of

gist:DegreeOfCommitment

sheo:Optional Indicates that the suggested behaviors are not required.

Specification

Controlling and Influencing Behavior

gist:Goal

What is supporting

the bedrock?

Page 34: In the Trenches with Enterprise Ontology

Subclass of

gist:Goal

sheo:TargetedGoal A Goal targeted at one or more

agents. The goal that some

"targeted" agent or population

does, has, is, knows or believes

"something."

(N) sheo:_goalOf

min 1

sheo:TargetedGoal

sheo:IntendedGoal A TargetedGoal that is intended by e.g. an

agent, regulation or event. A

GoalOnAgent might be that JoeBlogs

buys something. It becomes an Intention

when some agent declares that as a goal.

Differs from gist:Intention which is more

generic and not tied to any agent.

--- AND ---

sheo:SelfTargetedGoal An Intention where the Agent intends a

goal on him/her/itself. Cannot be

expressed in OWL.

sheo:businessDefinition An end to which effort is directed.

(N) sheo:object

some sheo:ObjectOfIntention

gist:Goal A specific intentional endpoint usually to

do, have, be, know or believe something.

The something is the object of the

intention. Adds structure to original

version of gist:Goal

(NS) sheo:toBe

min 1

sheo:GoalToBe A goal to be something.

(NS) sheo:toKnow

min 1

sheo:GoalToKnow To know or know about something.

(NS) sheo:toDo

min 1

sheo:GoalToDo A Goal to do something.

(NS) sheo:toHave

min 1

sheo:GoalToHave A Goal to have something.

(NS) sheo:toBelieve

min 1

sheo:GoalToBelieve A Goal to believe something.

gist:Ownable

sheo:Information

sheo:_Ownable

Includes information.

--- OR ---

sheo:StateOrCondition Includes things like being happy. Broad

enough to include any state of affairs or set

of propositions.

(N) sheo:forAgent

min 1 sheo:AgentOrAgents

sheo:_Ownable

sheo:StateOrCondition

sheo:Proposition

gist:Behavior

sheo:businessDefinition The focus of the thing wanted in a goal.

sheo:ObjectOfIntention Something that helps to characterize the

nature of a goal. The thing to believe,

know, do, have or be. To have an

Ownable; To be or to be in a state or

condition (e.g. happy). To know or

believe a proposition or know about

information. To do a behavior.

sheo:ExecutableSpecification A specification that is sufficiently well specified that it

can be executed by an agent with no additional

information required.

sheo:businessDefinition A document or form used as a common

starting point for a new document or form.

sheo:_Template A structure that is used as the basis for

generating new individuals that have that

structure, e.g., a form. A filled-in form has the

structure of the form with data entered into some

or all of the fields.

sheo:Specification A body of information specifying what properties,

structure and/or results something should or must have

after it has been built, fulfilled or completed. The thing

may be physical (a building), organizational (a

management structure), computational (a program), job

or task related (e.g., a CEO, Chief Judge) or changing oil

in a car. It is more general than gist:Template because 1)

It is focused on what, not necessarily how; 2) it does not

require to be executed by a computer program, but by

any agent or set of agents.

Rules, Regulations, Procedures,

Agreements, Guidelines, Offers are all ways

to influence behavior in someway.

(N) sheo:hasScope

some skos:Concept

(N) gist:describedIn

some sheo:NormativeSpecificationDescription

(N) sheo:appliesTo

some sheo:SocialBeingOrBeings

Subclass of

sheo:_Template

gist:hasGoal

some sheo:TargetedGoal

sheo:templateFor

some sheo:_Obligation

sheo:BehaviorSpec Something that affects behavior. Intended to be a small

number of generic ways. Includes: Permission, Restriction,

Requirement and Suggestion. Are the nuts and bolts of

Regulations, Guidelines, Offers and Agreements. Note that

each BehaviorSpec may have its own goal in addition to

the goal of the NormativeSpecification that it is part of.

Also, the agent part of the intended GoalOnAgent should

probably be connected to what the BehaviorSpec

sheo:appliesTo

Subclass of

sheo:NormativeSpecification

(N) gist:categorizedBy

some sheo:Required

(N) gist:describedIn

some sheo:RegulationDescription

sheo:businessDefinition A rule or a law that must be followed.

sheo:Regulation A rule or law that must be obeyed, as opposed to

being optional.

gist:Content

(N) sheo:about

some sheo:NormativeSpecification

sheo:NormativeSpecificationDescription Definitive characterization of a behavior spec, includes

exactly what is permitted/required/suggested/disallowed

as well as possible consequences for disregarding/

disobeying.

--- AND ---

sheo:Statute A written law.

Subclass of

sheo:NormativeSpecification

(N) gist:categorizedBy

has sheo:Optional

(N) gist:describedIn

some sheo:GuidelineDescription

sheo:businessDefinition An optional but recommended policy or action.

sheo:Guideline A suggestion, recommendation, or policy that is

optional, not required.

Subclass of

sheo:NormativeSpecificationDescription

(N) sheo:about

some sheo:Guideline

sheo:GuidelineDescription

Text characterization of a Guideline.

--- AND ---

Subclass of

sheo:NormativeSpecificationDescription

(N) sheo:about

some sheo:Regulation

sheo:RegulationDescription

Text characterization of a Regulation

--- AND ---

(N) sheo:usesTemplate

some sheo:BehaviorSpec

(N) sheo:_getter

some gist:SocialBeing

(N) sheo:_giver

some gist:SocialBeing

(N) sheo:justifiedBy

some sheo:NormativeSpecification

(N) gist:categorizedBy

some gist:DegreeOfCommitment

sheo:businessDefinition Something a person is committed to doing.

sheo:_Obligation A future commitment from one social being to

another. Contracts are sets of oblgations to do or

forebear, or indemnify or warrant. An Obligation is a

direct consequence of a BehaviorSpec as it applies

to a particular SocialBeing, e.g., if boilerplate says

all Females are required to do X, then JaneDoe is

obligated to do X. Exactly analogous to

gist:Obligation, except it applies to Instructions,

Guidelines, Regulations and terms of Agreements in

general, not just Offers. Should be merged.

(NS) gist:prevent

some gist:Behavior

sheo:_Restriction DIffers from gist:Restriction by not being

a subclass of Intention.

(NS) gist:allow

some gist:Behavior

sheo:_Permission DIffers from gist:Permission by not being

a subclass of Intention.

(NS) sheo:require

some gist:Behavior

sheo:Requirement A generic description of things that must

be done.

(NS) sheo:suggest

some gist:Behavior

sheo:Suggestion A generic description of things that

should be done.

sheo:BehaviorSpec

--- OR ---

(N) sheo:_party

min 2 sheo:SocialBeingOrBeings

Subclass of

sheo:NormativeSpecification

(N) gist:categorizedBy

some sheo:Required

(N) gist:describedIn

some sheo:AgreementDescription

(N) sheo:justifies

min 1 sheo:_Obligation

(N) gist:producedBy

some sheo:EnteringAgreement

sheo:businessDefinition A mutual decision where two or more

parties commit to doing something.

sheo:_Agreement Normative specification where two or more parties

commit, each having one or more obligations.

Differences from gist:Agreement: a party can be a

Population; no evidence is necessary; link to

Obligations uses "justifies," not "directPart." NB:

should be min 2 Obligations. Inference will not work

due to property chain.

(N) sheo:appliesTo

some sheo:SocialBeingOrBeings

(N) gist:producedBy

some gist:SocialBeing

(N) sheo:hasBehaviorSpec

min 1

gist:describedIn

some gist:Content

(N) gist:hasGoal

some sheo:TargetedGoal

Subclass of

sheo:Specification

gist:hasDirectPart

min 0 sheo:NormativeSpecification

sheo:businessDefinition A specification of how something may, must,

should or should not be done.

sheo:NormativeSpecification A characterization of how something will, should

or must be done to achieve some outcome. It will

typically specify what one of the intended parties

should or should not do. The parties may be

motivated by the goal or to avoid consequences of

doing contrary behaviors. Includes Guidelines,

Regulations, Agreements and Offers. Name comes

from cyc.

Subclass of

sheo:NormativeSpecificationDescription

(N) sheo:about

some sheo:_Agreement

(N) gist:hasDirectPart

some gist:Term

sheo:AgreementDescription

Text characterization of an Agreement

--- AND ---

Subclass of

sheo:NormativeSpecification

(N) gist:categorizedBy

some sheo:Required

(N) gist:describedIn

some sheo:OfferDescription

(N) gist:giver

some gist:SocialBeing

(N) gist:hasDirectPart

some gist:Offering

sheo:businessDefinition The stated willingness to sell or give away

some product or service.

sheo:_Offer A product or service available to a potential

purchaser under certain stipulations. Also includes

guaranties, warranties, encumbrances, etc. More

general than gist:Offer.

Subclass of

sheo:NormativeSpecificationDescription

(N) sheo:about

some sheo:_Offer

(N) gist:hasDirectPart

some gist:Term

sheo:OfferDescription

Text characterization of an Offer

--- OR ---

(NS) sheo:instructToDo

some gist:Behavior

sheo:businessDefinition Specification of something that

must be done.

sheo:Instruction A generic description of things that

should or must be done. May become

obligations when tied to particular agents.

Subclass of

gist:DegreeOfCommitment

sheo:Required Indicates that the suggested behaviors are required.

Subclass of

gist:DegreeOfCommitment

sheo:Optional Indicates that the suggested behaviors are not required.

Specification

Controlling and Influencing Behavior

gist:Goal

Page 35: In the Trenches with Enterprise Ontology

Page 36: In the Trenches with Enterprise Ontology

••

••

e.g., won’t let you say a

Hospital is also a

Building

Page 37: In the Trenches with Enterprise Ontology

Page 38: In the Trenches with Enterprise Ontology

Subclass of

sheo:Accreditation

(N) gist:getter

some gist:LegalOrganization

(N) gist:given

some sheo:HospitalLicense

(N) gist:giversome

sheo:HospitalCredentialingOrganization

sheo:businessDefinition GIving a hospital the license to operate.

sheo:HospitalAccreditation The event of giving hospital credentials to an

organization, i.e., a hospital. Note that the

recipient may not be the hospital, rather it may

be the owner of the hospital.

Subclass of

sheo:Credentials

(NS) sheo:givenOn

some sheo:HospitalAccreditation

(N) gist:hasMagnitude

some sheo:HospitalBedCount

sheo:businessDefinition Legal permission for an organization to

function as a hospital.

sheo:HospitalLicense A license that permits an organization to

operate as a hospital. A key aspect of the

license is the number of hospital beds for

what medical services.

Subclass of

gist:CountingUnit

(N) gist:regarding

some gist:Behavior

sheo:businessDefinition A unit capacity for registering beds in a

hospital.

sheo:HospitalBed One space in a hospital for a patient, with a

set of specific medical procedures that are

allowed to be performed. Used to specify

capacity for licensing, it is not the physical

bed.

Subclass of

gist:Count

(N) gist:hasUoM

some sheo:HospitalBed

sheo:HospitalBedCount A count of the number of registered beds a

hospital is licenced to operate.

1277 Classes

397 Properties

8065 Axioms

Hospital Licensing

Subclass of

sheo:Accreditation

(N) gist:getter

some gist:LegalOrganization

(N) gist:given

some sheo:HospitalLicense

(N) gist:giversome

sheo:HospitalCredentialingOrganization

sheo:businessDefinition GIving a hospital the license to operate.

sheo:HospitalAccreditation The event of giving hospital credentials to an

organization, i.e., a hospital. Note that the

recipient may not be the hospital, rather it may

be the owner of the hospital.

Subclass of

sheo:Credentials

(NS) sheo:givenOn

some sheo:HospitalAccreditation

(N) gist:hasMagnitude

some sheo:HospitalBedCount

sheo:businessDefinition Legal permission for an organization to

function as a hospital.

sheo:HospitalLicense A license that permits an organization to

operate as a hospital. A key aspect of the

license is the number of hospital beds for

what medical services.

Subclass of

gist:CountingUnit

(N) gist:regarding

some gist:Behavior

sheo:businessDefinition A unit capacity for registering beds in a

hospital.

sheo:HospitalBed One space in a hospital for a patient, with a

set of specific medical procedures that are

allowed to be performed. Used to specify

capacity for licensing, it is not the physical

bed.

Subclass of

gist:Count

(N) gist:hasUoM

some sheo:HospitalBed

sheo:HospitalBedCount A count of the number of registered beds a

hospital is licenced to operate.

Hospital Licensing

shei http://ontologies.sentara.com/shei#

sheo http://ontologies.sentara.com/sheo#

gist http://ontologies.semanticarts.com/gist#

Namespaces

URI : http://ontologies.sentara.com/sheo/resource1.0

URI : http://ontologies.semanticarts.com/gist/gistFinance1.3

URI : http://ontologies.semanticarts.com/gist/gistMeasure1.3

Imports

SHEO: Business and Finance

Sentara Healthcare Enterprise Ontology: Business Module

Base URI : http://ontologies.sentara.com/sheo/business1.0

Default Namespace : http://ontologies.sentara.com/sheo#

(N) gist:of

some gist:SocialBeing

(N)

sheo:_hasCommunicationAddress

min 1

(N) sheo:hasScope

some sheo:SentThingType

(N) gist:categorizedBy

min 1 sheo:DeliveryMode

(N) gist:categorizedBy

min 1 sheo:SendeeType

Subclass of

sheo:NormativeSpecification

sheo:DeliveryPreference Shipping or Communication Preference,

e.g., for mailing, courier delivery, email, fax,

etc. for different situations.This might be

filled out, e.g., during patient registration,

employee orientation, or be for suppliers.

sheo:SentPhysicalThingType

sheo:SentVirtualThingType

sheo:InformationCategory

sheo:SentThingType Type of things that can be sent to an

arbitrary address. e.g small physical

item, appointment reminder

--- OR ---

sheo:DeliveryPreference

(N) sheo:categorizedBy

some sheo:InvoiceInfo

sheo:BillingAddress A DeliveryPreference stating where

invoices should be sent.

Subclass of

gist:Content

(N) gist:hasA

some sheo:_Permission

(NS) sheo:givenOn

some sheo:Accreditation

sheo:businessDefinition Legal authorization to do certain things.

sheo:Credentials What is given as the outcome of an

Accreditation event, e.g., legal authorization

to perform or provide specific services.

Registration / Credentialing

Subclass of

sheo:Recognition

(N) sheo:doer

some sheo:Registrar

(N) sheo:registrant

exactly 1 sheo:Registrant

(N) gist:produces

some sheo:RegistrationRecord

(NS) gist:characterizedAs

some sheo:Register

sheo:businessDefinition Signing up for something, either voluntary

or legally required.

sheo:Registration The event of creating a record of some data

on an individual for some purpose, e.g.,

permission to use an online service, receive

medical care, or drive your car; or, to meet

an Obligation, e.g., to register for the draft.gist:Person

sheo:registrantOn

some sheo:Registration

sheo:RegisteredPerson

Someone who has been registered.

--- AND ---

gist:Content

sheo:producedBy

some sheo:Registration

sheo:RegistrationRecord The output product of a Registration event

behavior; data about the registrant.

--- AND ---

Subclass of

sheo:Accreditation

(N) gist:getter

some gist:LegalOrganization

(N) gist:given

some sheo:HospitalLicense

(N) gist:giversome

sheo:HospitalCredentialingOrganizatio

n

sheo:businessDefinition GIving a hospital the license to operate.

sheo:HospitalAccreditation The event of giving hospital credentials to

an organization, i.e., a hospital. Note that

the recipient may not be the hospital,

rather it may be the owner of the hospital.

Subclass of

sheo:Recognition

(N) gist:giver

some sheo:CredentialingOrganization

(N) gist:getter

some gist:SocialBeing

(N) sheo:given

some sheo:Credentials

(NS) gist:characterizedAs

some sheo:Grant

sheo:Accreditation The event of giving credentials to an

organization or individual.

gist:Domain

sheo:LegalEntity

(N) gist:giverOn

some sheo:Accreditation

sheo:businessDefinition An organization that authorizes

individuals or other organizations to

do certain things.

sheo:CredentialingOrganization An organization that gives credentials to

individuals or other organizations.

--- AND ---

Subclass of

sheo:Credentials

(NS) sheo:givenOn

some sheo:HospitalAccreditation

(N) gist:hasMagnitude

some sheo:HospitalBedCount

sheo:businessDefinition Legal permission for an organization to

function as a hospital.

sheo:HospitalLicense A license that permits an organization to

operate as a hospital. A key aspect of the

license is the number of hospital beds for

what medical services.

Subclass of

sheo:PhysicalLocation

sheo:businessDefinition The area a service is available in.

sheo:ServiceRegion An area in which a given service

may be provided. May be a geo

region, or something that has one,

e.g., a township.

Subclass of

sheo:PhysicalLocation

sheo:businessDefinition A territory handled by a

salesperson.

sheo:SalesRegion An area that a given sales agent is

responsible for. May be a geo

region, or something that has one,

e.g., a township.

(N)

sheo:hasPhysicalLocation

some gist:GeoRegion

(N) gist:ownedBy

some gist:SocialBeing

Subclass of

sheo:RightToOccupy

sheo:RealEstate Usually defined as the land itself;

here we define it as the right to

occupy some land.

sheo:hasScope

some gist:GeoRegion

Subclass of

sheo:_Permission

sheo:COPN Certificate of Public Need

Subclass of

sheo:CredentialingOrganization

sheo:HospitalCredentialingOrganization An organization that gives a license to a hospital.

Subclass of

sheo:CredentialingOrganization

sheo:PhysicianCredentialingOrganization An organization that legally grants physicians their

credentials.

Subclass of

gist:CountingUnit

(N) gist:regarding

some gist:Behavior

sheo:businessDefinition A unit capacity for registering beds in a

hospital.

sheo:HospitalBed One space in a hospital for a patient, with a

set of specific medical procedures that are

allowed to be performed. Used to specify

capacity for licensing, it is not the physical

bed.

gist:Category

sheo:SentPhysicalDocumentType Any kind of document that is physically

sent.

Subclass of

sheo:SentVirtualThingType

sheo:Pay The funds, as opposed to the pay

stub.

sheo:PII-Invoice

sheo:PersIdentInfo Information where the person can be

identified. e.g. clinical information on STDs,

HIV, MentalHealth etc.

sheo:LegallyRequiredNotification

Subclass of

gist:Category

sheo:InformationCategory This currently includes [kinds of]

documents as well as [kinds of]

information. Could be teased apart

and linked in the future.

sheo:AgreementChangeNotification

sheo:PII-AppointmentReminder

sheo:EoB Explanation of Benefits

sheo:PII-Prescription

sheo:PII-Subpoena

sheo:BillingStatements

sheo:PII-PayStub

sheo:MarketingInfo

sheo:PII-WorkAssignment

sheo:DateEntryForm Data entry turnaround form (e.g. Survey)

sheo:SentPhysicalThingType Any kind of thing that is physically sent.

sheo:PII-MedicalResults

sheo:Non_PII_Invoice

sheo:InvoiceInfo

Communication Preferences

sheo:PII-Invoice

sheo:SensitiveInformationCategory Instances (or subclasses) of this would include:

HIV/ADIS, MentalHealth, STD, Disease States,

Personally Identification, Trade Secret, Licensed

(ie CPT codes)

sheo:MentalHealth

sheo:TradeSecret

sheo:STD Sexually transmitted diseases

sheo:HIV-AIDS

sheo:LicensedInformation e.g. CPT codes

sheo:SummaryBenefits

Document Types

sheo:SummaryBenefits

sheo:OtherPlan

Subclass of

gist:Category

sheo:SendeeType Who the communication is sent to.

sheo:MassCorrespondence Any kind of target population that

something is sent to en masse.

sheo:DeliveryModePhysical

sheo:DeliveryModeElectronic

sheo:DeliveryMode Ways that something can be sent to

one or more a gist:Address(es). An

important subset of these are ways

to deliver purchased items; these are

covered by Goodrelations.

--- OR ---

sheo:DeliveryModeElectronic Electronic delivery

gist:Category

sheo:DeliveryRegistered Delivery using a formal registration and

tracking process.

Subclass of

sheo:Sending

(N) sheo:object

some gist:Address

(N) gist:regarding

some sheo:Sending

(N) gist:characterizedAs

some sheo:Notify

sheo:businessDefinition Telling where some information or goods

may be found.

sheo:Notification The transmission of the whereabouts of

goods or information, separate from the

goods or information itself; everything

from the notice that you have a package

at the postoffice to the terms as defined

on a particular web site.

Subclass of

sheo:Sending

(N) sheo:to

some sheo:PublicLocation

(N) sheo:object

some gist:Content

(N) gist:characterizedAs

some sheo:PubliclyPost

sheo:Posting This is putting information (or notifaction)

in a generally known and accessable

place without the obligation to

individually alert all the people that may

be affected. for instance legal notices in

the classifieds, posting bids in a specific

journal etc.

Subclass of

sheo:_Location

sheo:PublicLocation A place, physical or virtual, where things

can be freely visited and/or seen by

members of the public.

sheo:_Permission

sheo:RightToOccupy The right to occupy something, e.g.

land or a building.

sheo:RightToMine The right to obtain minerals from

some land.

sheo:RightToBuildOn The right to construct one or more

buildings on some land.

Subclass of

sheo:DeliveryMode

sheo:DisclosureMechanism Any means of disseminating

information. Narrower than

DeliveryMode because it only

includes information.

sheo:PubliclyPost

sheo:Notify

sheo:doerOn

some sheo:Registration

sheo:_Agent

sheo:Registrar The one who does the registering on a

Registration event.

--- AND ---

sheo:registrantOn

some sheo:Registration

sheo:_Agent

sheo:Registrant The one who is registered on a Registration

event.

--- AND ---

sheo:MedicalInformationCategory

– Page-1 and FINANCE

Author : Michael Uschold & DaveMcComb

Last Updated : 5/2/2012

Subclass of

sheo:Accreditation

(N) gist:getter

some sheo:HealthcareProviderPerson

sheo:PractitionerAccredation An event giving a health care provider

credentials to practice.

--- AND ---

sheo:ProtectedHealthInformation Acronym: PHI

Subclass of

gist:Count

(N) gist:hasUoM

some sheo:HospitalBed

sheo:HospitalBedCount A count of the number of registered beds a

hospital is licenced to operate.

Subclass of

sheo:Accreditation

(N) gist:getter

some gist:LegalOrganization

(N) gist:given

some sheo:InsuranceLicense

sheo:InsuranceAccreditation The event of giving an insurance company

a license to sell insurance.

Subclass of

sheo:Credentials

(NS) sheo:givenOn

some sheo:InsuranceAccreditation

sheo:InsuranceLicense A license that permits an organization to sell

insurance.

Subclass of

sheo:InsuranceLicense

(N) sheo:issuedTo

some sheo:InsuranceCompany

sheo:ReinsuranceLicense A license to insure insurance companies.

Subclass of

sheo:Credentials

Subclass of

sheo:_Permission

sheo:License Permission formally granted to do or use

things in a particular manner.

sheo:ReinsuranceLicense

sheo:HealthInsuranceLicense Permission to provide insurance for

health care.

sheo:InsuranceLicense Permission to operate as an insurance

company.

sheo:ElectronicConfirmedDelivery

sheo:PhysicalConfirmedDelivery

sheo:DeliveryModeConfirmed A confirmation of receipt of the delivery is

possible.

--- OR ---

sheo:ElectronicConfirmedDelivery includes email confirmed receipt

sheo:DeliveryModePhysical Physical delivery

sheo:DeliveryModeParcelService Delivery by Parcel Service

sheo:PhysicalConfirmedDelivery includes Certified Mail, Sopeana, Fed Ex

signed

sheo:PII-NarcoticPrescription

sheo:Specimen A sample, as of tissue, blood, or urine, used

for analysis and diagnosis.

Business

Permissions

Business

Page 39: In the Trenches with Enterprise Ontology

Covers six meters of wall space with a three meter tall ceiling!

Finance Marketing

properties classes -- sub gists: events, finance, measures, organizations etc. --

---------------------- Gist minimalist ontology for business ---------------------------

Resources Core healthcare Generic concepts

Business Care delivery & Coordination Body of Knowledge

Supply chain Health Insurance Regulations

Page 40: In the Trenches with Enterprise Ontology

To the best of our knowledge, this is the first

and only comprehensive ontology for

healthcare delivery and insurance.

Page 41: In the Trenches with Enterprise Ontology

Using EMR and

Linked Open

Data to

Manage Chronic

Asthma and

COPD

Health DatapaloozaHealth Data Initiative Forum III • Building prototypes to

demonstrate capabilities.

• Based on selected

portions of the ontology.

Current

EPA

DataPatient

Admission

Data by

Date

Historic EPA

Data at

Admission

Today’s Asthma Forecast

Anticipate and Prevent

Page 42: In the Trenches with Enterprise Ontology

Page 43: In the Trenches with Enterprise Ontology

Important distinctions for

recruiting, auditing, planning.

Tricky to represent elegantly.

Page 44: In the Trenches with Enterprise Ontology

Page 45: In the Trenches with Enterprise Ontology

Page 46: In the Trenches with Enterprise Ontology

Branding Department has the

goal that some target

population believes some

things about the company.

Sales Department has the goal

that some (other) target

population buys something.

Patients want to achieve

personal health goals

(e.g., lose weight).

Education goal is

to know something.

Page 47: In the Trenches with Enterprise Ontology

Variety of techniques contribute to one or more of these.

Page 48: In the Trenches with Enterprise Ontology

Page 49: In the Trenches with Enterprise Ontology

The ontology should be easy to learn and understand.

Page 50: In the Trenches with Enterprise Ontology

Interview

Author OWL

Inferencing / Consistency

Run inference tocheck consistency

View in Protege

Debug cycle

Interview / Model cycle

Dozens of visualization

tools out there...

...none meet our needs.

Doing some of our

own experiments.

See Simon Robe’s talk, “Adventures in Visualization”

Page 51: In the Trenches with Enterprise Ontology

Interview

Author OWL

Inferencing / Consistency

Run inference tocheck consistency

View in Protege

Debug cycle

Interview / Model cycle

shei http://ontologies.sentara.com/shei#

sheo http://ontologies.sentara.com/sheo#

gist http://ontologies.semanticarts.com/gist#

skos http://www.w3.org/2004/02/skos/core#

Namespaces

URI : http://ontologies.sentara.com/sheo/resource1.0

Imports

Marketing

Sentara Healthcare Enterprise Ontology: Marketing and Strategy Module

Base URI : http://ontologies.sentara.com/sheo/marketing1.0

Default Namespace : http://ontologies.sentara.com/sheo#

(N) sheo:toDo

some sheo:Purchase

sheo:PurchaseGoal The Goal that some Agent or

Population purchases something.

sheo:LoyaltyGoal One of several kinds of goals that

indicate loyalty to a particular vendor.

Loyalty is about Degree and Scope of

alignment.

(N) sheo:toKnow

some sheo:Information

sheo:AwarenessGoal The Goal that some Agent has

awareness of something.

(N) sheo:toKnow

some sheo:SentaraOffer

sheo:ProductAwarenessGoal A goal for some target population to

know something about Sentara

product or service.

(N) sheo:toKnow

some sheo:Information

sheo:SentaraAwarenessGoal A goal for some target population to

know something about Sentara.

Subclass of

gist:Goal

sheo:MarketingGoal One of many different goals that

marketing activities aim to achieve,

e.g., to create awareness, change

attitudes, get people to buy. Usually

targeted at specific populations.

(N) sheo:toDo

some sheo:Refer

(N) gist:regarding

some sheo:SentaraOffer

sheo:ReferralGoal The Goal that some Agent or

Population Refers a product or service

to someone.

(N) sheo:toHave

some sheo:Preference

(N) gist:regarding

some sheo:SentaraOffer

sheo:PreferenceGoal The Goal that some Agent or

Population prefers purchasing

something with certain qualities or from

certain vendors.

sheo:Persuasion

(N) gist:hasGoal

some sheo:TargetedMarketingGoal

(N) gist:hasDirectPart

some sheo:MarketingCommunication

sheo:businessDefinition Attempting to influence attitudes and

behaviors of potential customers.

sheo:Marketing A set of behaviors that have as their goals a

change in a set of behaviors (to purchase,

refer, etc.) in a target audience.

--- AND ---

Subclass of

sheo:TargetedGoal

Subclass of

sheo:MarketingGoal

(N) sheo:forAgent

some sheo:SocialBeingOrBeings

sheo:TargetedMarketingGoal A Marketing Goal targeted at specific

SocialBeings or Populations.

--- AND ---

sheo:Communication

(N) gist:partOf

some sheo:Marketing

(N) sheo:object

some sheo:MarketingMessage

(N) sheo:via

some sheo:MarketingChannel

sheo:MarketingCommunication Communication that is part of marketing

activity.

--- AND ---

sheo:CommunicationChannel

(N) sheo:routeTakenOn

some sheo:MarketingCommunication

sheo:MarketingChannel A way to reach the target population

with the messages.

--- AND ---

(N) sheo:from

some sheo:TelevisionOrRadioStation

Subclass of

sheo:VirtualRoute

sheo:BroadcastAdvertisingRoute The use of traditional broadcast over tv or

radio to deliver a message.

(N) sheo:to

some sheo:SocialMediaSite

Subclass of

sheo:VirtualRoute

sheo:SocialMediaRoute The use of some social media web site as the

destination of a message.

(N) sheo:to

some gist:PostalAddress

Subclass of

sheo:PhysicalRoute

sheo:DirectMailRoute The use of traditional postal service to make a

delivery.

(N) sheo:to

some sheo:EmailAddress

Subclass of

sheo:VirtualRoute

sheo:EmailRoute A route used to deliver email.

(N) sheo:to

some sheo:PhoneNumber

Subclass of

sheo:VirtualRoute

sheo:PhoneRoute A route used to send a message to a phone

number.

(N) sheo:from

some sheo:PersonOrPersons

Subclass of

sheo:VirtualRoute

sheo:FaceToFace The route used to communicate in the

immediate presence of another person.

Subclass of

sheo:VirtualAddress

sheo:EmailAddress An email address

Subclass of

sheo:WebSiteURL

sheo:SocialMediaSite A Social Media web site.

Subclass of

sheo:VirtualAddress

sheo:WebSiteURL A URL to any web site.

Subclass of

sheo:VirtualAddress

sheo:PhoneNumber A phone number.

sheo:TelevisionStation

sheo:RadioStation

sheo:TelevisionOrRadioStation A television or radio station.

All subclasses are disjoint

--- OR ---

sheo:VirtualLocation

(N) gist:hasGoal

some sheo:TargetedMarketingGoal

sheo:MarketingMessage A message intended to achieve one

or more marketing goals.

(N) gist:hasGoal

some sheo:EnticedGoal

sheo:EnticeMessage A Marketing Message designed to

entice the target audience.

(N) gist:hasGoal

some sheo:AwarenessGoal

sheo:AwarenessMessage A Marketing Message that is intended to

increase awareness.

(N) gist:hasDirectPart

some sheo:OfferDescription

sheo:OfferMessage A Marketing Message that makes an

offer known either to increase

awareness or to encourage purchasing.

sheo:ImageMessage An Awareness Message intended

to improve the image of the

marketed product, service or

company.

(N) gist:hasDirectPart

some gist:Speaking

sheo:PromiseMessage A Marketing Message that makes a

promise.

gist:Message

(N) sheo:toBe

some sheo:Enticed

sheo:EnticedGoal The Goal that some Agent has

awareness of something.

Subclass of

sheo:StateOrCondition

sheo:Enticed The state of being enticed.

(N) sheo:toBelieve

some sheo:ImageProposition

sheo:ImageGoal The Goal that some Agent believes

positive things about the image of a

product, service, or company.

Subclass of

sheo:Proposition

sheo:ImageProposition A proposition about an image,

ideally that the image is very

positive.

Subclass of

gist:Project

(N) gist:hasDirectPart

some sheo:Initiative

(N) gist:hasGoal

some sheo:SentaraStrategicGoal

sheo:SentaraStrategicPlan A project with a set of strategic goals to

meet that spawns various initiatives

Goals Channels

Strategy

(N) sheo:forAgent

some sheo:SentaraOrganization

sheo:SentaraGoal

sheo:SentaraGoalForItself A goal that Sentara has for itself, i.e.

Sentara wants Sentara to do, have, be,

know or believe something.

--- AND ---

(N) sheo:_goalOf

some sheo:SentaraOrganization

gist:Goal

sheo:SentaraGoal A goal that Sentara has for itself or

other agents.

--- AND ---

Subclass of

sheo:SentaraGoalForItself

sheo:SentaraStrategicGoal A key high-level goal that Sentara has

for itself.

(N) sheo:toDo

some sheo:UseSentaraFacility

(N) sheo:forAgent

some sheo:Physician

sheo:UseFacilityGoal The Goal that some Agent uses a

Sentara Facility

gist:Collection

(N) gist:hasMember

all sheo:BeliefAboutSentara

sheo:SentaraBrand A set of beliefs that are commonly

held about Sentara and/or its

products and services.

--- AND ---

sheo:SentaraProposition

(N) sheo:believedBy

some gist:SocialBeing

sheo:BeliefAboutSentara A proposition believed by one or

more SocialBeings.

--- AND ---

sheo:ImageProposition

(N) gist:about

some shei:TheSentaraHealthcare

gist:about

some sheo:SentaraOffer

sheo:SentaraProposition A proposition about Sentara or

their products and services.

--- AND ---

sheo:BetterCare The proposition that Sentara

provides better care.

sheo:MoreConvenient The proposition that Sentara is

more convenient

sheo:BetterOutcomes The proposition that Sentara

provides better outcomes.

sheo:PeaceOfMind The proposition that Sentara

provides peace of mind

sheo:PatientSafety The proposition that Sentara

provides greater patient safety.

sheo:LowerCosts The proposition that Sentara has

lower costs.

sheo:Personalization The proposition that Sentara

provides greater personalization

and customization of its products

and services.

sheo:GoodPlaceToWork The proposition that Sentara is a

good company to work for.

(N) sheo:toDo

some sheo:PurchaseHealthPlan

(N) sheo:forAgent

some gist:Employer

sheo:UseOptimaForEmployee

s The Goal that some Employer uses

an Optima health plan.

gist:Aspect

(N) gist:of

some sheo:MeasurableGoal

sheo:GoalMeasure A measurable aspect of something that

can be used to assess progress against

a goal, e.g., weight, if one is on a diet.

--- AND ---

gist:Goal

(N) gist:hasA

some sheo:GoalMeasure

sheo:MeasurableGoal A goal for which there is a measure that

can be used to assess progress

towards the goal.

--- AND ---

sheo:SentaraStrategicGoal

sheo:MeasurableGoal

(N) gist:hasA

min 1 sheo:PatientSatisfactionMeasure

sheo:TopTenPercentPatientSatisfaction A Goal to be in the top ten percent in patient

satisfaction.

--- AND ---

sheo:SentaraStrategicGoal

sheo:MeasurableGoal

(N) gist:hasA

min 1 sheo:PatientSafetyMeasure

sheo:TopTenPercentPatientSafety

A Goal to be in the top ten percent in patient safety.

--- AND ---

Subclass of

sheo:SentaraStrategicGoal

(N) gist:hasA

min 1 sheo:ProductivityMeasure

(N) gist:hasA

min 1 sheo:NumberOfPatientsSeenMeasure

(N) gist:hasA

min 1 sheo:EpisodeToWellnessMeasure

sheo:TransformationOfCare The goal to transform care.

sheo:PatientSafetyMeasure A measure of patient safety.

sheo:PatientSatisfactionMeasure A measure of patient satisfaction.

sheo:GoalMeasure A measurable aspect of something

that can be used to assess

progress against a goal, e.g.,

weight, if one is on a diet.

sheo:EpisodeToWellnessMeasure A measure towards progress from moving to a

wellness model from an episode model.

sheo:NumberOfPatientsSeenMeasure A measure of the number of patients seen.

sheo:ProductivityMeasure A measure of productivity.

Some examples Some examples

Some examples

Subclass of

gist:Project

(N) gist:partOf

some sheo:SentaraStrategicPlan

sheo:Initiative A major project that is a part of a

strategic plan.

Beliefs and

Propositions

Markets

(N) sheo:forAgent

some sheo:SentaraTargetMarket

gist:Aspect

(N) gist:regarding

some sheo:SentaraOffer

sheo:MarketDifferentiator A measureable aspect of a product or

service that is being highlighted to an

audience for marketing purposes.

Different audiences care about

different things.

Some examples

sheo:GroupOfSocialBeings

(N) sheo:forAgentOn

some sheo:MarketDifferentiator

sheo:businessDefinition The people that marketing activities are

directed at.

sheo:SentaraTargetMarket A population of individuals that marketing

activities are aimed at. Depends on the

particular products and services and how

they are being differentiated compared to the

competition. Differeent audiences include:

Patients, Physicians, Healthcare

organizations, Intermediaries, Employers,

Employees, Public at large, community

leaders, Optima Members, etc.

sheo:PhysicianMarket Potential employees or users of Sentara

facilities.

sheo:HomeHealthMarket Potential purchasers of home health care.

sheo:HealthPlanMarket Potential purchasers of or brokers selling

Optima health plans (employers and

individuals).

sheo:ConsumerMarket Ordinary consumers who may purchase

Sentara products and services.

(N) sheo:forAgent

some sheo:HealthPlanMarket

(N) gist:regarding

some sheo:OptimaPolicy

sheo:BenefitStack Some measure of how good the

benefits are.

(N) sheo:forAgent

some sheo:HealthPlanMarket

(N) gist:regarding

some sheo:OptimaPolicy

sheo:FacilityConvenience Some measure of how convenient the

facilities are.

sheo:CMS_Market Persons and Organizations

associated with CMS who

may use Sentara services.

sheo:BrokerMarket Brokers who may sell

Optima plans.

sheo:EmployeeMarket Employees who may wish to use Sentara

offerings.

sheo:CommunityLeadersMarket Community leaders whose opinions about

health care matter.

sheo:PatientsMarket Current and potential patients.

sheo:OtherHealthcareOrgMarket Other Healthcare organizations who may

wish to use or refer Sentara facilities,

products and services.

sheo:MembersMarket Potential Optima Members

sheo:EmployerMarket Employers who may use

Optima.

sheo:PublicAtLargeMarket Members of the public who might

recommend Sentara products and

services.

Subclass of

sheo:Information

sheo:Preference Information about some Agent's likely

behaviors when faced with certain

options. They will choose things that

they prefer. One might also model this

as a rank ordering.

sheo:Referring

sheo:given

some sheo:_Offer

sheo:businessDefinition A recommendation that someone use

some product or service.

sheo:BusinessReferral A Referring Event where one agent

suggests that a customer or patient see

another agent for an offered product or

service, e.g., Jane refers John to the

chiropractic service offered by Joe.

--- AND ---

Subclass of

gist:Speaking

(N) sheo:given

min 1

(N) sheo:_giver

some gist:Agent

sheo:Referring One or more Agents give to another

agent or group of agents a pointer to

something that is thought to have some

value to the recipient. Authors might

point the reader [target population] to

an article, paper or book. Someone

might point you to a good chiropracter.

sheo:BusinessReferral

sheo:given

some sheo:HealthOffer

sheo:HealthReferral A BusinessReferral relating to a medical

product or service.

--- AND ---

sheo:Referring

sheo:given

some sheo:BibliographicReference

(N) sheo:_giver

some sheo:Author

sheo:BibliographicCitation Authors of a work refer the target reader

population to another work, e.g., a

medical research paper points to a

study in another paper.

--- AND ---

Referrals

Subclass of

gist:Content

sheo:BibliographicReference A pointer to or description of the

referred work. Could be a gist:Address,

e.g., a URL.

Marketing

Messaging

Authoring format

30” x 40” paper

HTML

Docs VUE

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A work in progress!

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• Easier said than done.

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How can the ontology add value?

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See how this works, one use case at a time.

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