Quantum² : InfoStars : Ylva Fernall

Ylva Fernall

Biovitrum's Ylva Fernall

As an information professional who has ridden the turbulent seas of the new global economy, InfoStar Ylva Fernall reports nary a bout of seasickness — just some hard work, long days, and enthusiastic dedication. During her eighteen years in the profession, Ylva has worked in both education and industry, for both a start-up and a global powerhouse, and now serves as the Manager of Scientific Information for Biovitrum, one of Europe's largest biotechnology companies. Her responsibilities include evaluating, purchasing, and managing information resources for 600 employees in a biomedical environment. Around 450 of those employees are scientists, and timely access to high quality information resources in this competitive and research-intensive environment is essential. The Information Center, with Ylva and one full time librarian, provides all this - and more.

Ylva explains, "So far, we've managed to keep the best parts of the traditional library, and merged other parts into our electronic library". The new electronic information portal on the corporate intranet is an example of Ylva's innovative service. The portal offers a customized view of e-journals and other information resources for end-users throughout the company. Under a tight deadline, she partnered with IT to get the first version up and running in just a few months. Usage statistics have shown the information portal to be one of the most heavily used portions of the Biovitrum intranet, and the consequent visibility is very good for the Information Center. Of course, the neon sign right outside calls a bit of attention to the Information Center, and marks the place where any employee can find a bit of refuge, as well as traditional library services, such as book purchasing and circulation, journal archives, and document delivery. Even with the success of the electronic information portal, the Information Center still exemplifies the values associated with the traditional library as place, with comfortable seating, some new novels every year, and stress-free quiet spaces.

Ylva started her career at a technical library in Lund, where the scientists there introduced her to the computer and the wonders of the online world. Working online was amazing, and having the ability to connect with other libraries gave Ylva a taste for the potential — and importance — of networking. Part of her current success at Biovitrum stems from her recognition of the importance of network building — externally between organizations and professionals, and internally between related functions of the organization. "We talk to each other all the time", Ylva explains, and this allows Ylva to keep her finger on the pulse of users and their information needs. By working across the organization, with the communication team, the business intelligence team, the web team, and individuals, Ylva doesn't have to guess what people want. Building personal project databases, and participating in the work of building a business intelligence system are just two examples of the kinds of activities that help Ylva learn what is needed and where research is going. This hands on approach and the consequent continual reviewing of resources means that the Information Center can remain flexible, and stay in line with changing R&D needs of the company. Recent changes in database licensing have reflected the continuous realignment necessary to remain in line with the corporate goals, and Biovitrum now uses both PrivateStar and NewsEdge, as well as a number of other Dialog databases.

Ylva has seen the role of information specialist shift from the search mediator to the information tool mediator. She knew long ago that the end-users were the true experts, and that the best strategy was to provide tools and training to enable them to search for themselves. Helping employees create personal search profiles and evaluate information sources are part of this strategy. For new Biovitrum employees there is an orientation & training plan; and for continuing employees there is always something new being introduced by the Information Center. Being proactive, and offering new ideas, tools, and services to users keeps the Information Center visible — and relevant. Even when an idea goes nowhere, as was the case with an e-book initiative, it is still a valuable learning opportunity. Trying new things is a must, and trying unconventional solutions can lead to success, Ylva maintains, for no one can sit back and rest on their laurels in this competitive environment.

Being politically savvy is another key ingredient of Ylva's success. Cultivating library champions throughout the organization is absolutely necessary. The importance of the Information Center to the organization is not always self-evident, so demonstrating and communicating its value to the right people is essential. It is all-important to reach upper management, and to this end Ylva makes sure her superior is well-equipped with the tools and understanding to effectively communicate the value (read: cost effectiveness) of the Information Center. Generating savings for the company is important, says Ylva, and the costs of scientific information should be visible. At the same time, the information resources themselves must be easily accessed and continuously evaluated to achieve a good balance between actual need and cost. Continuous marketing is key, and Ylva markets the Information Center at every opportunity and in every division. Ylva tries to be very visible as a person, and offers presentations and courses for employees throughout the company. The Information Center has a logo on all circulating materials, and the small pencils that are spread throughout the company are constant reminders of the Center's existence. "We are not anonymous", Ylva acknowledges.

Ylva has thought a lot about the future of the information professional. She believes it is difficult to predict exactly what will happen, but does foresee more dramatic changes than ever before. Guiding and teaching skills will continue to gain prominence over actual searching skills, and the arts of negotiation, specifically with vendors of information resources, will become increasingly important. Information professionals will become more involved in the cataloging of freely available information resources and tools, and perhaps in the creation of these as well. She sees the biggest threat to the library coming from an unexpected source — publishers. If information professionals have a key role to play in the changing nature of scientific publishing, as Ylva believes they do, this could create some disturbances in relations between publishers and libraries.

Unafraid of new ideas, Ylva is always ready for the next challenge, and relishes the an environment which requires flexibility and change. By trying things others say are impossible, InfoStar Ylva Fervall and the Information Center at Biovitrum continue to meet the demands of an entrepreneurial and innovative participant in the fast-paced world of the biopharmaceutical industry.