Situation:

Pfizer recognized that it needed to broaden its lens from its focus on HCPs and payers and anticipate the changing landscape of healthcare. With rising pressures on reimbursement requirements, how could Pfizer find a foothold in Tomorrow and prove better outcomes DTC beyond one-way communication?

Challenge:

Consumers were sick of the stress, negativity, and bureaucracy of navigating their wellness. They wanted uplifting, accessible, and responsive solutions that mirrored what tech was delivering in other realms. The company that could deliver an elevated experience and sense of control would prove to be a lifeline for patients; a future-forged antidote to the status quo.

Solution:

Launch a Cultural Movement sharing her her truth; “I don’t feel like myself when I’m on the pill, so the less I take (without getting pregnant), the better.”

The Strategy:

Pfizer’s place in the patient’s life was reinvented, transforming the painful aspects of healthcare into a positive, holistic experience. The scope of Pfizer’s role would expand to embrace not only the physical but also the emotional. Tech would be harnessed to craft an intuitive and positive way of managing wellness.

Results:

Launched accelerator to pilot new business models beyond the pill which has laid the foundation to expand the role of Pfizer within people even before they become patients.