Customized innovation sessions
Strategy for new drug launch
How might a global pharmaceutical company truly connect with doctors when launching a new medicine?
Having just developed a groundbreaking drug for leukemia, Pfizer needed a strategy to launch the medicine at a major industry trade show. Given the drug’s newness, Pfizer’s critical goal was to engage and educate doctors on its potential, and convert them into ambassadors on its value for patients. Any strategy had to be grounded in doctors’ needs and interests.
Of Course began by reframing the problem at hand. To create a truly doctor-centric launch, Pfizer needed its marketing, commercial and medical sales teams - previously siloed - to work together. We created interdisciplinary teams and designed customized sessions for those teams to identify needs, ideate ways to address those needs, and decide on viable and innovative ideas to launch. In subsequent sessions, ideas were prototyped and tested with real users.
Of Course and Pfizer’s teams devised three transformational ideas for the launch, which were subsequently built out by Pfizer. The interdisciplinary makeup of the teams had a critical impact on the initiative; the medical sales team’s involvement in particular meant that the strategies were rooted in doctors and their needs. Furthermore, the idea validation process was accelerated, savings months of back and forth.
LEE KIM - GLOBAL INNOVATION LEAD, PFIZER
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