Pfizer- Communication Strategy

Design research, organizational strategy & culture, social media strategy, and human-centered design

My Role: Design Strategist & Researcher, Facilitator

Collaborators: Anthonino Olimpio, Jihye Song, John Kim, and Robert Jackacki

How Might We

How can Pfizer continue to build trust and convey a better sense of humanistic value to the public?

Research Approach

We examined a diverse range of individuals to understand their varying relationships to science through:

Stakeholder Mapping, Research Plan, Desk Research, Qualitative Interviews, Affinity Mapping, Insights Synthesis, Ideation, Prototyping, User-testing, and Reiterating.

Challenges

Distrust in Big Pharma and vaccine hesitancy among the public.
Lengthy bureaucratic processes, silos, and lack of a digital-mindset at Pfizer.

Solution

#ScienceIsPersonal: a two-part communication strategy to assert science in a more humanistic way that is personal and shares the experiences of communities through digital and community media.

Results

Establishing Pfizer as a science-forward company with patient-centric design at its core.
Improving Pfizer’s reputation by building long-term relationships with the communities.

Brief

How might we design equitable access to the Pfizer Covid-19 vaccine for patient groups with low confidence in the United States, become a more patient-centric organization, and adopt a unified and well-understood science-forward identity as a researcher and developer of vaccines, and curative therapies?

Design Process

Research Method

A Research Plan

Sense-making

Ideation

Prototyping

The COVID-19 pandemic altered the lives of millions of Americans. In one way, we got to spend more time with our loved ones and changed how we engaged with others. It limited our activities, routines and impacted how we saw the outside world. Some would say that the pandemic brought out the best in society — expressing an appreciation for the frontline workers, the government’s and pharmaceutical companies’ response, remarking on the kindness of strangers or even acknowledging reduction in traffic or pollution. Whatever it was — it personally affected us all.

As we continue to battle the COVID-19 pandemic, we continue to assert science as the one certainty during this time of uncertainty. We understand that everyone has a different relationship with science — the way it’s processed, interpreted and accepted (maybe not even so). We feel like It’s time to see towards science and experience it personally. And share those personal experiences with the rest of our communities. #ScienceIsPersonal