1. © 2009 Outsell, Inc. All rights reserved. Evolving User Preferences: Implications for Information Management SLA DPHT Spring Meeting Napa, California Tuesday, March 24, 2009 Roger Strouse Vice President & Lead Analyst rstrouse@outsellinc.com

2. 2 2 © 2009 Outsell, Inc. All rights reserved. True In 300 B.C., True Today …the user, or in other words, the master, of the house will be even a better judge than the builder, just as the pilot will judge better the rudder than the carpenter, and the guest will judge better of the feast than the cook -Aristotle, Politics

3. 3 3 © 2009 Outsell, Inc. All rights reserved. Users and Information In Outsells Opinion Online networking is exploding. Uptake of mobile devices is increasing. Delivery modes are diversifying. Information must be in the workflow. Value is in the eye of the beholder. Alternatives abound. IM resources are limited.

4. 4 4 © 2009 Outsell, Inc. All rights reserved. Outsells Research Users Annual web-based survey of workplace information end- users; 151 respondents in pharma and biotech (2008) across roles & functions. Information Management Functions Annual web-based survey of IM functions; 32 respondents in pharma and biotech (2007) Periodic quantitative and qualitative multi-client study of leading pharma IM functions; 9 participants (2008)

5. 5 5 © 2009 Outsell, Inc. All rights reserved. Source: Outsells Information Markets & Users Database Hours Per Week on Information Tasks 10.19.6

6. 6 6 © 2009 Outsell, Inc. All rights reserved. Users Prominent Problems 1. Not enough budget for information sources (17%) 2. Not enough time to find information (16%) 3. Hard to determine quality of information (11%) 4. Lack of support for information tasks (8%) 5. Dont know whats available (8%) 6. Information is too hard to find (8%) Source: Outsells Information Markets & Users Database

7. 7 7 © 2009 Outsell, Inc. All rights reserved. Source: Outsells Information Markets & Users Database Where Users Go First for Information

8. 8 8 © 2009 Outsell, Inc. All rights reserved. Priorities for IM: Users Opinions 1. Information at the desktop 2. Competitive intelligence tracking 3. Conducting research 4. Training & advice 5. Evaluating & purchasing information 6. Physical library 7. Suggesting information sources 8. Analyzing research results Source: Outsells Information Markets & Users Database

9. 9 9 © 2009 Outsell, Inc. All rights reserved. Priorities for IM: Disconnects ServiceEnd-Users Ranking Information Managers Ranking Competitive intelligence25 Training4 (tie with purchasing) 10 Purchasing information4 (tie with training) 9 Analysis/mining86 Physical library612 Source: Outsells Information Markets & Users Database

10. 10 © 2009 Outsell, Inc. All rights reserved. CI Support In Leading Organizations 92% provide competitive, market, or business intelligence Patent analysis – 69% Competitive profiles – 69% Company profiles – 52% Market profiles – 44% People profiles – 25%

11. 11 © 2009 Outsell, Inc. All rights reserved. Source: Pharmaceutical Information Services 2008 Training Activities In Leading Organizations

12. 12 © 2009 Outsell, Inc. All rights reserved. Source: Outsells Information Markets & Users Database Newer Information Media (Users)

13. 13 © 2009 Outsell, Inc. All rights reserved. Newer Information Media (Information Centers) Source: Pharmaceutical Information Services 2008

14. 14 © 2009 Outsell, Inc. All rights reserved. Source: Outsells Information Markets & Users Database Handheld Device Used

15. 15 © 2009 Outsell, Inc. All rights reserved. Source: Outsells Information Markets & Users Database Work-Related Content on Handheld

16. 16 © 2009 Outsell, Inc. All rights reserved. Preferences for Fee vs. Free Content FreeFee Day-to-day decisions81%19% Critical decisions30%70% Independent Spending (16% of respondents) Mean: $5,444 Median: $50 = a few big spenders Source: Outsells Information Markets & Users Database

17. 17 © 2009 Outsell, Inc. All rights reserved. Managing the Future I want to influence the planning and the thought process around information within our client groups. It will require relationship building and retraining our clients to have a different expectation of us.

18. 18 © 2009 Outsell, Inc. All rights reserved. Imperatives for Information Managers 1.Know your own users. Make fact-based decisions. 2.Prioritize activities with measurable impact. 3.Deliver information into users existing workflow. 4.Align user and IM priorities; rationalize differences. Source: Outsells Information Markets & Users Database

19. 19 © 2009 Outsell, Inc. All rights reserved. http://www.outsellinc.com Come By and Visit Us Outsell, Inc. 330 Primrose Road, Suite 510 Burlingame, CA 94010 Tel. 650.342.6060 Fax 650.342.7135 25 Floral Street, Suite 1.02 London, WC2E 9DS Tel. +44 (0)20 8090 6590 Fax +44 (0)20 7031 8101

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