Digital Leadership

An interview with Kristin Peck, EVP WW Business Development & Innovation, Pfizer and John Young, President & General Manager Primary Care, Pfizer

The healthcare environment is going through massive change and companies in our industry are really being challenged, and certainly we are challenging ourselves, to think about our go-to-market models and channels to the customer. We need to better understand where we are adding value – and perhaps just as important, where we are not.

About 10% to 20% of the opportunity is about incrementally improving existing traditional channels, but the real opportunity lies in recognizing that the Internet and digital space are absolutely fundamental to our customers, who are using these channels to access information in very different ways than they have in the past. We know that more than 80% of physicians in the US actively use the Internet, many of them during consultation, and many patients are using the Internet to seek medical information. It’s clear that digital has to be at the heart of what we do rather than just a means for business efficiency. We can add tremendous value for customers by providing high-quality information in a truly user-friendly way. It’s unquestionably an area where we want to demonstrate our leadership.