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FRANCHISHING A LIBRARY PORTAL FOR CUSTOMER FOCUS:

FRANCHISHING A LIBRARY PORTAL FOR CUSTOMER FOCUS:. MOVING IN THE RIGHT DIRECTION EVEN WITH SIGNIFICANT AND ONGOING CHALLENGES. AUTHORS. JULIA URWIN MANAGER, SCIENTIFIC & TECHNICAL INFORMATION

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FRANCHISHING A LIBRARY PORTAL FOR CUSTOMER FOCUS:

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  1. FRANCHISHING A LIBRARY PORTAL FOR CUSTOMER FOCUS: MOVING IN THE RIGHT DIRECTION EVEN WITH SIGNIFICANT AND ONGOING CHALLENGES

  2. AUTHORS JULIA URWIN MANAGER, SCIENTIFIC & TECHNICAL INFORMATION • 30 years experience in library and information management, including 20 years in the pharmaceutical industry • Member of the board of trustees of the Tredyffrin Public Library DR. RICHARD O. NICHOLAS INFORMATION SCIENTIST • Bench scientist who saw the light and morphed into an information scientist • Many rich years of experience in animal health DR. ALEXANDRA HODGES DOCTOR OF VETERINARY MEDICINE AND LIBRARIAN • Professional Services Veterinarian at Abaxis since 2012 • 2011 Drexel Graduate, Library & Information Scientist

  3. ObjectivesThis paper examines the franchising of a corporate-wide pharmaceutical library portal to create a focused animal health electronic library portal completely dedicated to the needs of one specific customer group.MethodsThis project was part of developing the information content platform to support Pfizer Animal Health (PAH). The Pfizer company-wide library portal was successful but unable to focus on PAH needs. Consequently, finding focused animal health information on the portal was like searching for the proverbial needle in the haystack. Considered a "quick win" project, eLibrary Animal Health delivered on time and took a very good library portal making it much better for animal health customers; however behind the scenes the project encountered numerous issues that are still being addressed. This paper describes the planning process, project, and the ongoing challenges. These challenges include technology in an outsourced world, hidden costs in an environment of cost constraint, working across boundaries, understanding the needs of the animal health community and a constantly changing organization.ResultsThe eLibrary Animal Health portal franchise has provided a successful platform for Pfizer Animal Health to globally improve access to animal health-related information. However, the costs of franchising cannot be ignored, nor can the technical challenges, senior stakeholder expectations, or significant organizational changes.ConclusionsDelivering the right information, at the right time to the right people and at the right price is ambitious and a worthy endeavor for customers. It's just not that easy.

  4. ANY CHANGE, EVEN A CHANGE FOR THE BETTER, IS ALWAYS ACCOMPANIED BY DRAWBACKS AND DISCOMFORTS Arnold Bennett (English Writer) d Bennett

  5. WHAT A DIFFERENCE A YEAR CAN MAKE! 2013 HEADLINES Shares of Zoetis Surge on Debut – The New York Times Zoetis Celebrates IPO on the NYSE Puppies Over Pills: Pfizer Spinout Zoetis Shines 1 2 3

  6. OUR PAPER STARTED AS PFIZER; THE FINISH LINE IS ZOETIS

  7. ABOUT ZOETIS ABOUT PFIZER World's largest research-based animal healthcompany. Founded in 2013 in NY City Broad product portfolio Bright future ahead 1 World's largest research-based pharmaceutical company. Founded in 1849 in NY City Broad product portfolio Rich history of acquiring companies 1 2 2 3 3 4 4

  8. PFIZER eLIBRARY Created from the merger of Pfizer and Wyeth Global project SharePoint frontend and a complex backend Focus was to support R&D and Clinical – key customers Big and generic; pretty darn good Animal Health not a priority customer 1 2 3 4 5 6

  9. HOW DO WE EXPOSE HIGHEST VALUEANIMAL HEALTH INFORMATION? Right Size Information for Animal Health Customers

  10. CREATE A CUSTOM USER EXPERIENCE Not too expensive, oh really! Shouldn’t take long Leverage the same developer Veterinarians would love it! Look and feel features of eLibrary but all about Animal Health Pfizer Library liked the customized idea 1 2 3 4 5 6

  11. A GREAT CONCEPT • Started with a solid digital library (eLibrary) and turned it into intelligent information supporting Animal Health • Quicker navigation to results that drive success for Zoetis • Showcases focused information but when that’s not enough it’s easy to deep dive into the full eLibrary • Is helping with the transition to Zoetis – a bonus! • We expected a skin but got an independent application – Surprise! Surprise! • SharePoint is complex so too is the behind the scenes library Many things worked well A few didn’t

  12. eLIBRARY ZOETIS SharePoint front end and a complex backend Tagging enables differentiation Based on Pfizer’s model but not #1 if we had a blank slate We made eLibrary better; then Pfizer leveraged what we did Collaborative Original customers were veterinarians; expanded across the organization – the content changed accordingly! 1 2 3 4 5 6

  13. home page (rebranded)

  14. Expand results to all elibrary From 9 resources to 167

  15. THE FUTURE ZOETIS LIBRARY We’re working on it! Collection and services based on eLibrary Zoetis Need a simpler model and portal Improved access control Governance Perhaps we’ll come back and report on it next year 1 2 3 4 5 6

  16. Would we Do IT again?

  17. if only animals COULD talk!

  18. THANK YOU

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