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Pfizer: Streamlining Content Supply Chain with IoT
Technology Category
- Sensors - Optical Sensors
Applicable Industries
- Healthcare & Hospitals
Applicable Functions
- Logistics & Transportation
- Sales & Marketing
Use Cases
- Leasing Finance Automation
- Material Handling Automation
The Challenge
Pfizer, a leading biopharma enterprise, was facing challenges in managing its content supply chain. The company was grappling with the need to provide more fluid and personalized content to its customers. The operations team was tasked with overseeing the creation, approval, and dissemination of marketing and medical content. They also had to manage the data ecosystem, which included capturing and managing information and stewarding healthcare professional interaction data. The shift from multichannel to omnichannel communication was a key priority, but it presented significant challenges. Integrating channels that had been operating independently was a daunting task, and the company had to either spend time stitching them together or start afresh. Additionally, the company had to bring new capabilities, like metadata, to the fore to inform data-driven decisions.
About The Customer
Pfizer is a leading global biopharma company headquartered in New York, United States. The company is committed to discovering, developing, and delivering innovative therapies that improve patients' lives. Pfizer's operations team oversees services that enable marketing and medical content creation, approval, and dissemination. They also manage the data ecosystem, which includes everything associated with managing and capturing information and helping steward healthcare professional interaction data. The company is focused on elevating its game by providing more fluid and personalized content to its customers and shifting from multichannel to omnichannel communication.
The Solution
Pfizer adopted a strategic approach to address these challenges. The first step was to lay out the current processes, tools, and technologies for content creation and interaction with physicians or patients. The company then identified the critical areas causing the most inefficiencies and prioritized efforts to address these gaps. For instance, Pfizer identified metadata as a significant gap and took steps to close it. The company also streamlined its review and approval processes, creating a tiered review process based on the magnitude of changes. Pfizer also reinforced global to local content creation, encouraging the use of globally created content at the local level. While the goal of 100% automation was deemed a stretch in the short term, Pfizer focused on enabling review time for the parts that mattered by applying tiering, grouping, or modularizing commensurate with the risk.
Operational Impact
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