1. 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

2. Information Services at Shire: Marketing and Outreach
Company Profile – Shire plc
To be as brave as the people we help

3. 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

4. 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

5. 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

6. Information Services at Shire: Marketing and Outreach
Successful Initiatives - Promotion
New Hire Welcome s 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
and Out-of-Office strap lines
s via Global Communications dept.
To be as brave as the people we help

7. 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

8. 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 on each page
Access to Resources
IP recognition
New resources/trials highlighted
To be as brave as the people we help

9. 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 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

10. 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

11. 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

12. Information Services at Shire: Marketing and Outreach
Measuring success
Repackaging/shelving less successful initiatives
Desk drops
Global s
How to measure success
3rd most used area on intranet (news page, share price)
Also 5th, 6th, 7th, 8th and 10th also Infozone pages!!
Open Door success and feedback
“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