Since 1950, we have been focused on bringing together our expertise in science with a human touch of patient-centric care for a truly revolutionary way of working. And digital has been at the core of this journey.
Today, with the rising power and demand for digital, we are progressing on our journey and leveraging the rising role of digital in healthcare.
We are transforming the experience we provide to Healthcare Professionals (HCPs), patients, stockists, hospitals, governments, payors and all other stakeholders.
We are changing the way patients learn about ailments through engaging content, which will help them understand care options and connect with relevant doctors. We are looking at leveraging digital to drive increased adherence and real-world evidence generation, thereby enhancing patient outcomes.
Healthcare needs are evolving, science is becoming more complex and digital disruptions are redefining the engagement between pharma, physician and patient. Aligning with these changes, Pfizer is on a journey to transform the customer experience to support its breakthrough science.
WHAT ARE WE DOING?
We are doing this through our Go-to-market (GTM) transformation strategy
At Pfizer, we are changing how we engage with patients and physicians, and how we work to be more effective and efficient. Our aim is to drive growth with enhanced customer experiences and new breakthrough science.
How are we transforming the way we engage?
Offering new forms of content, more personalised experience and access to experts and on-demand support
Redefining roles, ensuring the right balance of new skills and specialty focus
Launching enhanced digital tools for Healthcare Professionals (HCPs), including Pfizer Pro – a portal for HCPs that offers more meaningful customer engagement, one-click self-service, enhanced resources, content curation and easy access
To do this, we will:
CREATE SPECIALISED ROLES:
As we implement this transformation in our engagement, we need to ensure that we have the right expertise and resources in place. We are in the process of introducing many new jobs across our Market Access, Strategic Accounts, Digital and Medical teams. We also plan to upskill existing resources, partner with others and refresh talent, where needed.
Our Customer-facing Colleagues (CFCs) will continue to be central to our way of working. Going forward, the role, purpose and designation of our field colleagues will now expand into that of a Healthcare Executive (HCE). They will enhance their strategic relationships with our customers by leveraging their new superpowers - the SMEs.
LEVERAGE PARTNERSHIPS WITH THIRD PARTIES:
We aspire to optimise customer journeys and achieve collective advantage through backward and forward integration via partnerships. Our vision is to create new and enhance existing partnerships that will help widen our reach and enhance customer experience.