NMDL Final

2. Who is Pfizer?
• Multinational pharmaceutical drug
manufacturer, headquartered in NYC,
New York
• Specializes in pharmaceutical research
• Largest prescription drug company by
revenue and sales
• Corporate goal is to sustainably improve
lives by applying science to find therapies
and cures
cc: Marc_Smith - https://www.flickr.com/photos/49503165485@N01

3. Digital Objectives
1. Increase
engagement
2. Tailor content
offerings to draw a
wider audience
3. Integrate social
platforms to make it
easy for users to
engage with
content

4. Current Issues With Pfizer's Strategy
• Social media platforms are
scattered; disintegrated
• An overwhelming amount of
diverse content is on their
website
• Low visitor engagement on
Facebook, LinkedIn, and Twitter
cc: Jason A. Howie - https://www.flickr.com/photos/40493340@N00

5. Target Audience:
-Working
professionals
-Tech savvy
-Active on social
media
-30 to 45 year old
male and females
-Medical doctors &
researchers
cc: pennstatenews - https://www.flickr.com/photos/53130103@N05

6. NEW STRATEGY: An App!
Develop a mobile and desktop app that
integrates company website and social media
cc: BritishAirways - https://www.flickr.com/photos/36000748@N08

7. Why Integrate Platforms?
Integrating social media platforms will
encourage the target audience to engage
with content.
By having everything in one place, visitors
will feel more inclined to follow, comment,
like, and share content, thus creating buzz
and awareness about Pfizer.

8. App Features & Benefits
Features: log in, profile, access to special content
Benefits: increased engagement and brand awareness

9. Metrics & Evaluation
• App downloads: first indicator of
success.
• Engagement with content on app:
quantify how many users are
commenting, liking, and sharing
content.
• Buzz: are people in the industry
talking about us? What are they
saying?
cc: Rob Boudon - https://www.flickr.com/photos/88562024@N00

10. Budget
Development costs: develop the idea,
write the code, import all existing
content from website, integrate social
media platforms ($60,000)
Design costs: employ responsive
web design etiquette, make the app
attractive and accessible ($100,000)
Maintenance costs: cost to update
design, fix bugs, and import new
content ($3000/year)