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
MOVING IN THE RIGHT DIRECTION EVEN WITH SIGNIFICANT AND ONGOING CHALLENGES
MANAGER, SCIENTIFIC & TECHNICAL INFORMATION
DR. RICHARD O. NICHOLAS
DR. ALEXANDRA HODGES
DOCTOR OF VETERINARY MEDICINE AND LIBRARIAN
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.
ANY CHANGE, EVEN A CHANGE FOR THE BETTER, IS ALWAYS ACCOMPANIED BY DRAWBACKS AND DISCOMFORTS
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THE FINISH LINE IS ZOETIS
Created from the merger of Pfizer and Wyeth
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
Right Size Information for Animal Health Customers
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
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
Original customers were veterinarians; expanded across the organization – the content changed accordingly!
From 9 resources to
We’re working on it!
Collection and services based on eLibrary Zoetis
Need a simpler model and portal
Improved access control
Perhaps we’ll come back and report on it next year