Excellence in Patient Education and Support

Summary of work

Pfizer Canada is proud of its patient-centric approach to commercialising medicines in oncology. With major advances in the medical approach to treating cancer, Pfizer focused on putting patients at the centre of its business model through enhancements to the services available to them. A dedicated cross-functional team took on an innovation challenge to make meaningful improvements to cancer patients’ lives through a new and enhanced patient support programme (PSP).

Pfizer undertook research to understand the cancer patient journey in detail, consulted with cancer patients and stakeholders on their greatest unmet needs, and conceptualised a PSP that would set a new standard for patient support. The PSP provides patients with personalised services either directly through a Single Point of Contact or by facilitating connections with providers of the information and support services these patients need.

The new PSP, branded Pfizer Liaison, was launched with support from strategic partners to clearly communicate the value of the programme through branding and multichannel marketing, and to provide industry-leading services to patients enrolled.

Pfizer Liaison has been recognized for providing essential services while integrating patient referrals to support organisations in sync with the primary care team, all with a focus on optimising patient outcomes.

Judges' comments

This powerful, yet smart project offered a suite of services located in a central hub, and consequently really stood out. We loved that it improved access to treatment and also offered some all-important patient support. This is an all-round great project that should be recognised.