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Our purpose

We enable people with life-altering conditions to lead better lives

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

To be as brave as the people we help

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Company Profile – Shire plc

www.shire.com

Information Services at Shire: Marketing and Outreach

To be as brave as the people we help

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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

Information Services at Shire: Marketing and Outreach

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

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What Resources do we provide?

• InfoZone

• InfoHubs• UK – central information resource• US – primarily department-orientated resources

Information Services at Shire: Marketing and Outreach

To be as brave as the people we help

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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.

Information Services at Shire: Marketing and Outreach

To be as brave as the people we help

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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

Information Services at Shire: Marketing and Outreach

To be as brave as the people we help

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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

Information Services at Shire: Marketing and Outreach

To be as brave as the people we help

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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

Information Services at Shire: Marketing and Outreach

To be as brave as the people we help

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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

Information Services at Shire: Marketing and Outreach

To be as brave as the people we help

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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

Information Services at Shire: Marketing and Outreach

To be as brave as the people we help

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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)

• 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

Information Services at Shire: Marketing and Outreach