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

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AUTHORS

JULIA URWINMANAGER, 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 HODGESDOCTOR OF VETERINARY MEDICINE AND LIBRARIAN

• Professional Services Veterinarian at Abaxis since 2012• 2011 Drexel Graduate, Library & Information Scientist

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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

Arnold Bennett(English Writer)

d Bennett

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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

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OUR PAPER STARTED AS PFIZER;THE FINISH LINE IS ZOETIS

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ABOUT PFIZER

World's largest research-based pharmaceutical company.

Founded in 1849 in NY City

Broad product portfolio

Rich history of acquiring companies

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ABOUT ZOETIS

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World's largest research-based animal health company.

Founded in 2013 in NY City

Broad product portfolio

Bright future ahead

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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

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HOW DO WE EXPOSE HIGHEST VALUEANIMAL HEALTH INFORMATION?

Right Size Information for Animal Health Customers

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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

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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

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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!

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HOME PAGE (REBRANDED)

EXPAND RESULTS TO ALL ELIBRARY

From 9 resources to 167

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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

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WOULD WE DO IT AGAIN?

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IF ONLY ANIMALS COULD TALK!

THANK YOU