Pfizer’s ‘Direct-to-Patient Care Model’ Case Study

JoyL Silva the Business Lead for Pfizer’s Global Antiviral Franchise stops by with an inside look at the model her team built to not only create awareness for Covid19 treatment among potentially high-risk populations, but to, more importantly, make sure those patients could get from ‘positive test’ to ‘Covid treatment’ easily, seamlessly, and quickly.

Speed was the most “daunting challenge,” according to JoyL, and here’s where technology – everything from telehealth and digital health, to remote diagnostics and tech-enabled, direct-to-home pharmacy delivery – became critical to the platform’s development.

JoyL details her experience building-out this first-of-its-kind model for Pfizer (based off a one-slide patient journey map – one slide!!) and how it’s likely to set a precedent for the way Pfizer engages with patients in other disease areas the company serves. This chat is chock-full of truly thoughtful innovation advice: from how to negotiate relationships with partners (Pfizer worked with digital health startups Cue Health and Ada Health, as well as Big Pharma friend, Roche, on this model) to the importance of sticking to one slide to build buy-in and keep things simple.

My favorite lesson-learned, however, is about how JoyL and Pfizer prioritized leaning into the way patients were already testing for Covid in their homes and using THAT as the point from which to start designing the model -- instead of requiring patients to change to meet what worked best for the pharma co. “At Pfizer, we’ve always been focused on that patient,” explains JoyL, “But, now, we’re not just focused on the medicines; we’re focused on solutions.” Listen into to find out more about this solutions-focused consumer approach, the nuts-and-bolts behind it, and how it's likely to shape Pfizer's future relationships with patients.

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Jessica DaMassa, the emerging ‘It girl’ of health tech interviewing, chats it up with the ‘who’s who’ of the health tech and healthcare innovation set on 'WTF Health - What's the Future, Health?' Catch 100's of interviews with leading health tech startups and the VC investors, health insurance companies, big pharma co's, and hospital systems helping bring their new ideas into the healthcare establishment. From AI and Big Data to digital health, virtual care, telehealth, digital therapeutics, payment model innovation, and investing, Jessica helps you spot the trends and figure out what’s next.

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