Category: Professional Posters
Purpose: Describe Pfizer Medical Information’s (MI) strategy in managing a large portfolio (~150) of injectable products, across various therapy areas and share learnings on how an MI injectables team creates accurate, timely, and balanced response documents to fulfill customer requests. In 2015, Pfizer acquired Hospira and with this acquisition inherited a large and growing Sterile Injectables (SI) business. Pfizer MI needed to assess and understand how best to support this portfolio and ensure health care professionals (HCPs) had the critical information needed to make an informed decision to serve their patients.
Methods: It was determined that the formation of a new, SI focused therapy team would be best suited to manage the complex and unique medical inquiries received on this portfolio. Members of this team had varied professional backgrounds such as hospital pharmacy, emergency nursing, and pharmacology, as well as extensive MI experience from both Hospira and Pfizer. Colleagues needed to establish team norms, outline daily operations, train on the product knowledge, determine the usability of existing resources and develop new ones as appropriate, and importantly incorporate two distinct company cultures into one. Additionally, a critical component of MI management of the SI product inquiries included the call center operations, ensuring that the frontline colleagues had the knowledge, resources, and training required to successfully provide solutions to customers. Another consideration taken into account was the global structure of Pfizer MI and how to best leverage this in the SI space. Finally, MI needed to work closely with members of the SI Business Unit in order to be kept abreast of the critical key communications involving recalls, shortages, backorders, new presentations, and more. The team gathered insights in order to appropriately address customers’ and patients’ needs and expectations.
Results: The experts on the SI team were well equipped to support a vastly versatile portfolio including anti-infectives, biosimilars, anesthetics, surgicals, opioids, as well nutritional support products, among others. In North America, the team managed approximately 10,895, 11,460 and 4,624 inquiries from HCPs and patients in 2017, 2018 and 2019 (through May 2019), respectively. Primary topics of interest were stability, compatibility, availability, dosage and administration. To address the high volume of stability and compatibility inquiries, a set of guidelines were developed and converted to verbal responses to be leveraged by the call center to efficiently respond to customers. Additionally, a stability template was utilized to create scientific response documents (SRDs). Both HCPs and patients rely heavily on the access of these products due to their use in the hospital and critical care settings. The nature of these medications necessitates clear and consistent communication when product availability situations arise. MI colleagues worked diligently with the Pfizer business to make information available as quickly as possible. For digital customers, a variety of self-service options were also offered by publishing the SRDs on an external facing website and on a chatbot; furthermore select SI were featured on a chat live function within the website.
Conclusion: Pfizer MI’s commitment to the support of a large SI portfolio is clear, with the swift establishment of a dedicated therapy team structured to specifically meet the needs of customers on SI. Collaboration with the SI Business Unit and other relevant business partners in the company ensured that HCPs received the most accurate and timely responses to their questions in order to make informed decisions that impact patients.