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Pfizer Ireland – Digital Publishing for Sales Representatives in the Anti-Infectives Division

Pfizer Ireland – Digital Publishing for Sales Representatives in the Anti-Infectives Division

Enhanced efficiency and cost savings

Background

Pfizer is one of the world’s premier research-based pharmaceutical companies and is one of Ireland’s leading employers and the largest pharmaceutical sector investor and employer. One of the first pharmaceutical companies to locate in Ireland (1969), Pfizer has a rich heritage of innovation and expansion over a forty year period. Pfizer has over 4,000 colleagues across 8 locations based in Cork, Dublin, Kildare and Limerick. Pfizer’s business interests in Ireland are diverse. There is a manufacturing presence in Active Pharmaceutical Ingredients, Solid Dose Pharmaceuticals, Sterile Injectables, Nutritionals, Vaccines and Biopharmaceuticals; commercial Human Prescription, Animal Health and Consumer Health products businesses; Global Financial Services centre and a Global Treasury operation. The Irish operations manufacture some of Pfizer’s best-selling and newest medicines including Viagra (urology), Sutent (oncology), Enbrel (rheumatology) and Prevenar (vaccines). Ireland is a leading manufacturing base for Pfizer globally, exporting to global markets. Total capital investment by the company in Ireland exceeds $7 billion.

Approach by drawinginc

Drawinginc has had a long-standing relationship with Pfizer Ireland and has provided many graphic design solutions to varying divisions of Pfizer since 2006. Being familiar with the approach made by Pfizer sales teams with their potential customers (Medical Professionals), drawinginc approached the ‘Anti-infectives’ division of Pfizer at the start of 2012 with a digital publishing solution to enhance the sales experience. Pfizer agreed to test this digital approach with their sales team.

Context

The sales team engages medical professionals with Pfizer prescription drug products. Traditionally, the presentation is made with a detail aid in the form of a wire-bound A4 printed flipchart. Crucially, the information is presented with information from clinic trials and research and as such must rely on the latest findings to present and support the sales objectives.

The Digital Publishing solution offered by drawinginc allowed for the dissemination of this information to be pushed down by applications to the iPads held by the sales team, which offers a more dynamic and engaging experience for potential customers because of the capacity to incorporate video, audio and animation as required. Additionally, relevant research findings necessary for the sales presentation can be easily accessed through the iPad device and the ease of toggling between on screen applications allows for a fluency in the presentations. The digital publishing of information also means the information is provided in ‘real time’. With the absence of printed material, the digital solution greatly reduces expensive print costs.

Result

Declan Connolly, Country Brand Lead, Anti-Infectives of Pfizer comments “the feedback from our client-facing sales representatives is positive about the digital publishing solution test in that it positively impacts the presentation in terms of graphics and ease of developing a storyboard to tailor appropriate messages. What is most impressive is the ease in which we can move between product presentations and reinforce our messaging so powerfully and so quickly. I am absolutely confident in saying that digital publishing has enhanced our efficiency and I am sure that we will make cost savings on traditional print costs over time”. 

James Nelson, Creative Director at drawinginc says “the test roll-out with Pfizer has allowed us to demonstrate ‘proof of concept’ of the power of digital publishing. We aim to roll it out to other sectors in the near future, so that they too may experience the enhancements and cost savings being offered in this digital age”. 

The Potential Benefits of the drawinginc Digital Publishing Solution are:
  • It provides for dynamic presentations incorporating video, audio, graphics and animation
  • Offers significant cost savings on traditional printing costs
  • Shortens lead time to market
  • Enables real-time updates
  • It offers a sales process differentiator over competitors
  • It provides valuable analytics on what is being viewed on the application on content or adverts
  • It can be adapted for Private or public domain content viewing
  • Cost saving multi-platform App that doesn’t require individual tailoring across native App platforms
  • The solution is App driven and therefore the content is always on a target device when downloaded on either tablet or mobile
Aimed at Businesses that:
  • Want to save on big print costs
  • Embark on large email campaigns
  • Want dynamism in their presentations
  • Have a high turnover of content

Drawinginc is an award-winning design agency based  in Dublin Ireland. Working with many business sectors and providing a blend of corporate communication solutions, it brings a unique and refreshing innovation design solution skill to bear on customer requirements.

To learn more about drawinginc and who they are and what they can do for you contact
James on 01 216 4242