Information Services at Shire:
Marketing and Outreach
Presented at the
SLA Division of Pharmaceutical and Health
Technology 2010 Spring Meeting
Fran Mozloom Goodling and Rob Haran
Our purpose
We enable people with life-altering conditions to lead better lives
1
Information Services at Shire: Marketing and Outreach
Company Profile – Shire plc
www.shire.com
To be as brave as the people we help
2
Information Services at Shire: Marketing and Outreach
How do company structure and ethos impact
information resources services?
• Majority of offices are small operations
• Variance between business units
• Cost implications for providing resources
• Company has a Green ethos
• Electronic Resource team is a small team based at major sites
• Therefore E-resources – best solution
• Global e-resources available to all - InfoZone
• Supplemented with print resources in key R&D sites
To be as brave as the people we help
3
Information Services at Shire: Marketing and Outreach
Mission of Electronic Resources team is to support Shire
teams globally by:
• Bringing quality medical & scientific information
resources to the business
• Being experts in the provision and management of
external medical & scientific resources
• Empowering our colleagues to become skilled in the use
of these resources
To be as brave as the people we help
4
Information Services at Shire: Marketing and Outreach
What Resources do we provide?
• InfoZone
• InfoHubs
• UK – central information resource
• US – primarily department-orientated resources
To be as brave as the people we help
5
Information Services at Shire: Marketing and Outreach
Successful Initiatives - Promotion
• New Hire Welcome emails with our contact information
• Key stake holder engagement
• Tailored services
• Electronic Brochure (printed as needed)
• Monthly web seminars – invitations to new hires and other
interested parties
• Articles on company intranet (spotlight)
• Team newsletters – tips
• Kitchen posters - trials, new services
• Email and Out-of-Office strap lines
• Emails via Global Communications dept.
To be as brave as the people we help
6
Information Services at Shire: Marketing and Outreach
Successful Initiatives - Outreach
• New hire orientation
• Open Door Project
• eLearning Modules
• Monthly web-based training sessions
• Focused training provided to teams/departments
• Attendance at team meetings – 5 minute snap shot!
• Specific training provided for new/updated resources
• Collaborations
• Elevator speech (in development)
• Brown bag sessions
To be as brave as the people we help
7
Information Services at Shire: Marketing and Outreach
Successful initiatives - InfoZone as a Promo Tool
• High visibility
• InfoZone is a “quick” link from the company Intranet home page
• Technical aspects and design of InfoZone
• Simple and consistent design
• Accurate and up-to-date
• Navigation bar
• Quick access to other IZ pages including Contact Us page
• A link to InfoZoneHelp email on each page
• Access to Resources
• IP recognition
• New resources/trials highlighted
To be as brave as the people we help
8
Information Services at Shire: Marketing and Outreach
Successful initiatives - InfoZone as a Promo Tool
• Soliciting feedback from users
• Request for Purchase
• Verbal input
• Feedback surveys
• Word-of-mouth promotion by users
• Link to InfoZoneHelp email on every page
• Future of InfoZone – making it better
• Reorganize IZ to include access by subject area
• User survey
• Redesign Focus Group
To be as brave as the people we help
9
Information Services at Shire: Marketing and Outreach
2009 OpenDoor Initiative
• Due to growth of Shire in Europe
• 5 EU LOCs and key teams e.g.
EU MSLs
• Aim –
• proactively reach out by visiting
key teams in EU to build
relationships
• to gauge the value of the current
services and resources
• understand their day to day needs
and develop resources to make
the day job easier
To be as brave as the people we help
10
Information Services at Shire: Marketing and Outreach
Approach, Delivery and Feedback
•
•
Early engagement with stakeholders
On site for a full day
•
•
Flexible discussion orientated training sessions
Focus on ‘Live’ demos of resources
•
Material continually evolved in response to specific customer needs &
feedback
•
Feedback was requested during sessions and via a survey and indicates
•
•
•
the initiative increased awareness of the available support and resources
that the resources were highly valued as tools to save time and effort everyday
Success criteria – people feel supported – face to the name and voice on
the phone
To be as brave as the people we help
11
Information Services at Shire: Marketing and Outreach
Measuring success
Repackaging/shelving less successful initiatives
• Desk drops
• Global emails
How to measure success
• 3rd most used area on intranet (news page, share price)
•
•
Open Door success and feedback
•
•
•
•
•
•
Also 5th, 6th, 7th, 8th and 10th also Infozone pages!!
“it was really a great day and very very useful for us in terms of support available
inside SHIRE”
“Good presentation with good interaction between the presenters and the team,
keep it as it is”
Increased requests for IZ resources and services
Request for copyright support – escalated
Web seminar feedback surveys
Usage stats for individual resources
To be as brave as the people we help
12