How Pfizer is transforming its content supply chain to bring scientific breakthroughs to market at lightspeed

How Pfizer is transforming its content supply chain to bring scientific breakthroughs to market at lightspeed image.

Building on learnings from the swift delivery of its groundbreaking COVID-19 vaccine and treatment, Pfizer is working to bring health advancements to market faster than ever before. To accelerate innovations for cancer, autoimmune diseases, migraines, and more, the global biopharmaceutical leader is retooling business processes across the organization, from research to manufacturing and commercialization.

“This is an exciting time in Pfizer’s history. Over the period of the pandemic we touched more than one billion lives. This is our time to amplify how we engage with our customers, with our patients, with our doctors, and hospitals. Content is at the heart of that transformation,” says Jane von Kirchbach, senior vice president of digital.

With more than a dozen branded websites supporting new vaccines and medicines planned for 2024 as well as integrated marketing campaigns across online and offline media, Pfizer is deploying enterprise-wide initiatives using transformative content supply chain solutions from Adobe.

“Centralizing and optimizing our creative supply chain from end to end shortens our time-to-market while reducing risk and operational costs. The goal is to more quickly build awareness of and access to our treatments and vaccines worldwide,” says Lidia Fonseca, chief digital and technology officer. “This supports our focus to accelerate the next generation of cancer breakthroughs that help people with cancer live better and longer lives.”

Promoting health and wellness innovations

Pfizer is replacing siloed tools and processes across country and product divisions with a standard way of working that is managed through Workfront and unified with scalable digital asset management (DAM) and content management system (CMS) from Adobe. This consolidation gives Pfizer and its agency greater access to creative assets, promotes reuse, and reduces the time and investment in content production. The tight integrations between Adobe Experience Manager, Workfront, and Creative Cloud applications also help Pfizer streamline content creation, review, and delivery workflows, while strengthening its content governance capabilities.

For example, once a new Pfizer product receives regulatory approval, the marketing team is responsible for a variety of informational collateral needed to support its launch. Using Workfront, marketers have been more effectively collaborating with their agency which is responsible for designing the materials and ensure that careful attention is given to important safety information for the product, such as approval for specific age groups or medical conditions.

The creative assets are then automatically routed for required medical, legal, and regulatory (MLR) reviews and marketing stakeholder signoffs. Final creative assets are marked “approved for use” and uploaded to Experience Manager Assets, where the assets can be easily accessed for any type of collateral — brochures for doctor’s offices, emails to patients who have signed up for more information, social media video campaigns, and more.

Pfizer’s in-house marketing team can quickly turn those assets into engaging experiences on their branded B2B and B2C product websites using Experience Manager Sites. With the latest innovations in Experience Manager Sites — such as Edge Delivery Services — Pfizer accelerated their web development process by enabling developers to rapidly build and launch sites using common tools and frameworks. Page authors can directly create, edit, and preview page content through Microsoft Word to simplify content workflows and empower all teams to create. This authoring and development agility helps speed up product launches, allowing Pfizer to go live faster with over 10 brand websites in just a couple months. The streamlined workflows help Pfizer reduce its marketing content creation time by more than 50% — an impressive boost to marketing technology ROI.

Accelerated content development using AI

Pfizer is also automating and integrating AI features in Adobe solutions to work faster and smarter. Besides reusing content to rapidly create content across channels, teams are using these capabilities to accelerate first draft content generation and transform review and approval processes globally.

“We’re exploring using Adobe Firefly integrated into Adobe Express to empower our marketing teams to ideate and create compelling, personalized content more quickly using generative AI,” says Drew Panayiotou, Pfizer’s global chief marketing officer.

With greater marketing velocity and more personalized communications, Pfizer is advancing its mission to impact billions of people. “We want to connect people with relevant information in an engaging, accessible way, empowering patients and consumers to take more control of their health journeys,” says Fonseca. “With the right technology and processes in place, we can continue to educate and inform patients, consumers, and physicians about our healthcare innovations at lightspeed and at a global scale.”

Attend Adobe Summit in-person or online for an exciting keynote session from Pfizer’s Chief Digital and Technology Officer Lidia Fonseca — and other top digital experience leaders.

Eric Hall is senior vice president and chief marketing officer for Adobe’s digital experience business, responsible for go-to-market strategy and execution for the company’s industry-defining digital marketing solutions. His global team amplifies Adobe’s unique digital marketing story in ways that energize, celebrate, and empower CMOs and experience makers. Prior to Adobe, Hall spent time as GitHub’s chief revenue officer where he had oversight of existing clients and was responsible for new customer acquisition, developing sales methodologies and leading long-term planning for Fortune 500 customers.

Hall received a Bachelor of Science in Environmental Engineering from the University of Southern California and a Juris Doctor degree from Harvard Law School.

Lidia Fonseca is the chief digital and technology officer at Pfizer, responsible for enterprise-wide digital, data, and technology strategy and solutions to deliver breakthroughs that change patients’ lives. She also leads learning and development and business process excellence. In her prior role, Lidia was CIO at Quest Diagnostics, the world’s leading provider of diagnostic information services.

Throughout her career, Ms. Fonseca has received numerous awards and accolades, including the 2023 National CIO of the Year ORBIE Award and the 2022 New York CIO of the Year ORBIE Award. She was named on the 2022 Forbes CEO Next List recognizing top 50 executives who are likely to lead some of America’s top companies and the 2022 Forbes CIO Next List recognizing the top 50 tech leaders who are redefining the CIO role and driving game-changing innovation. She was named on the list of the 50 Most Powerful Latinas in 2020, 2021, and 2022 by the Association of Latino Professionals for America. In 2022, Pfizer won multiple awards in digital manufacturing including Gartner’s Supply Chain Breakthrough of the Year Award.

She earned a BA from the University of California, Berkeley and an MBA and Master Business Informatics from Rotterdam School of Management, Erasmus Graduate School of Business.