How Pfizer Builds Patient Centricity Across the Entire Company

How did you develop a definition for "patient centricity" at Pfizer? 

Earlier this year, Pfizer’s Global Patient Advocacy Team set out to co-develop a single, workable definition of patient centricity for all colleagues, one we can all understand and relate to in our roles across the enterprise. We surveyed colleagues as well as a group of global pan-therapeutic patient centricity advisors. We all agreed that the definition had to be rooted in accountability, with behaviors and actions that benefit patients.

Ultimately, we launched our definition as follows: “Patient centricity exists at Pfizer when we listen and learn from the patient perspective, acting as partners with accountability and integrity to deliver outcomes that matter most to patients and those involved in their care.” We hope that this official Pfizer definition helps every colleague better understand the ‘why’ and the ‘how’ behind all our work to center the patient perspective. 

"Our purpose is breakthroughs that change patients’ lives. We work with, and for, patients, advocates, and caregivers to meet the evolving needs of patients everywhere."

What does that look like on the ground to help every colleague better understand the “why” and “how?” 

We recently wrapped up Pfizer’s annual Patients in Focus week. It happens in early October and it is one of my favorite times of the year. It is a week-long activation of our focus on patients, themed “With Patients. For Patients.” It is an opportunity for the global Pfizer community to come together and to reflect on the impact patients have on our work. Patients, caregivers and advocates share stories that help build our understanding of patient needs. Also, Patient Engagement Leads across Pfizer’s therapeutic areas showcase best-in-class examples of patient advocacy and engagement from across the company. More than 40,000 colleagues attended patient panels and advocacy lunch-and-learns, blood drives and community volunteering initiatives, health literacy and health equity workshops and more. 

Pfizer is a large organization, and it is important that every colleague – no matter their role – feels directly connected to our mission. A week dedicated to learning about patient-centricity is a great opportunity to bring our organization closer to these goals.

What are the responsibilities of your role, to forward patient centricity? 

I have the privilege to serve as Pfizer’s Vice President of Global Patient Advocacy. Pfizer’s Global Patient Advocacy team is dedicated to strategic patient advocacy and engagement. We develop strong and sustainable partnerships that enable patient insight and experience to be incorporated into all aspects of our work, delivering outcomes that matter most to patients and those involved in their care. Internally, we advance our framework for impactful interactions with patients and share best practices for how to co-create solutions by working with patients, not just for patients. 

What would be your one piece of advice for making patient centricity a reality within an organization? 

My one piece of advice would be: Invest in health literacy training and resources for all colleagues. Health literacy is deeply connected to health equity, and of course, although not the only step, it is an important step in making patient-centricity a reality within an organization.

In collaboration with industry-leading health literacy experts, Pfizer created a practical internal ‘Clear Health Literacy tool,’ a reference guide and checklist for all Pfizer colleagues to ensure that all patient education resources we develop follow based on proven health literacy principles and techniques. We’ve also launched a training module that all colleagues must take, at least once a year, to ensure they are up to date with the most recent advancements in the field of health literacy.

Can you give an example of how involving patients impacted a trial, marketing communications, or a direction for a therapeutic?

Earlier this year we designed a trial with decentralized elements for one of our programs, where we planned to send clinicians to patient homes for follow-up visits, which we thought would make it easier for patients to participate. But after we pretested at-home visits using protocol simulation, we received feedback indicating that patients were uncomfortable opening their doors to strangers. That was totally understandable. We solved the problem by taking an Uber-like approach, sending patients the investigators’ bios and photos ahead of time, so they would feel safe opening the door. 

By involving patients and patient advocates to help review protocols and make sure that the studies are designed to support patient lifestyles, we were able to improve the research process and ensure a successful trial experience for all involved.

“Patient centricity exists at Pfizer when we listen and learn from the patient perspective, acting as partners with accountability and integrity to deliver outcomes that matter most to patients and those involved in their care.”

How has a patient-centric mindset changed the way you’ve approached a study and bringing research to patients? 

One challenge in bringing patients closer to research has been the practical barriers, such as the inability to travel to a site. As an example, we’re building an alternative site strategy using mobile units and retail stores such as big box healthcare stores or supermarkets to meet patients where they are. We’re currently implementing this approach for a Phase 3 Lyme study where we’re setting up mobile sites on Nantucket Island, Massachusetts, and Block Island, Rhode Island, where the incidence of Lyme is high. Pfizer can also use these units for education and recruiting in underserved areas. We first used the mobile unit with the Paxlovid study. We moved vans to Mississippi, Missouri, and Nevada where COVID-19 cases were spiking and vaccine use was lower than average, allowing people easier access to enroll in our study and increase their access to our medicine. 

Are you incorporating technology to broaden patient access to trials? 

Technology can help in taking steps to reduce, or in some cases eliminate, the need to travel. We’re also looking at ways to better use smartphones for remote image capture, and telehealth and video calls for assessments rather than requiring in person visits. By giving participants the option to participate in the trial remotely, decentralized trials help address some of these issues and certainly have the potential to broaden access to trials for those who otherwise couldn’t participate.

Do you have final thoughts on the role of patient centricity in your work? 

Patient centricity has been my main driver throughout my career as a pharmacist and throughout my 23 years at Pfizer. Patients are at the center of all we do at Pfizer. From the earliest stage of drug development to the final approval and use of our medicines and vaccines, our purpose is breakthroughs that change patients’ lives. We work with, and for, patients, advocates, and caregivers to meet the evolving needs of patients everywhere.

To advance our patient-centric efforts, colleagues across Pfizer collaborate with patients and patient advocates to develop breakthrough treatments and innovative approaches to help address patient challenges. These partnerships have helped to increase patient engagement in research and development, diversify clinical trials, develop patient-friendly educational materials and patient support programs, and elevate priority policy and social impact issues.

For more information on Patients as Partners, visit patientsaspartnersconference.com. To hear more about Dr Andrews' work infusing the patient perspective across Pfizer, click here.