Virtual Customer

Communications

Program Background

Nicole Salis, eMCM Global Channel Lead

January 2017

Contents

• Background & Project Kick-off

• Key Stakeholder Interview Summary

• Vendor Presentation & Evaluation Summary

• Overview of Project Proof of Concept & Future Phases

2

Capability Definition

Ability for all customer facing colleagues

to have two-way virtual (remote)

communication and engagements with

Health Care Providers and share

approved content

Virtual Customer

Communications

Global Virtual Customer Communications Project

Objectives

Grow volumes and efficiencies of two way virtual

engagements across Pfizer

2

Identify cost effective virtual communication

solutions that can be integrated with key

workstreams and data flows

3

Select a suite of solutions to enable virtual

communications across multiple use cases*

1

4

(* Use cases include but are not limited to:

eRep, Field Force, hybrid rep, CSO,

pharmacy rep and Field Based Medical)

Project Team

5

Extended Team

Accountability for planning delivery of the program by work stream. Execute on day to day activities, issue/risk management, project planning and status reporting.

Dilawar Jaulikar BT, Sr Manager - Digital ServicesJeff Chin Director, GSOS NAChristian Sebastiano Director, SFA Planning Ops Lead (Ethan Norman acting Lead)Tony Stavri GP Global CSM Flexible Field ForceStephen D’Amato Director Americas, Medical Digital Strategy & InnovationRahul Bhardwaj Director, Contractor, Manager, CSM COE

Sponsorship

Dave RyaneMCM

Florence Ducrotoy

Procurement

Jim FarrellyBT

Provides direction and leadership for the program and acts as a mechanism for issue escalation and resolution.

* Note: Additional Procurement and BT colleagues will be brought

as required throughout the sourcing process. Technical

evaluation will be completed with selected suppliers.

Procurement Lead

Kate Castillo

BT LeadMike Menna

Darren Feenan (Remote Detailing Lead, UK PIH)

Tim Ollason (Regional Digital Marketing, PIH IDM)

Cathy Andrews (National eSales Manager,

Canada GEP)

Kati Wegner (Teamlead Digital Sales &

Marketing, Germany )

Gwen Ponder, Jeff Mastracchio, KershwinSingh , Jeffrey Scott (Legal & Compliance)

Michelle Killick (eMCM Global Channel Lead,

HCP Portal) (opt.)

Carolyn Hunt (eMCM Europe Commercial Ops)

(opt.)

Yanick Demers (Field Force Effectiveness

Mgr., Canada Onc) (opt.)

Cagla Karaaslan (MCM Manager – Turkey GIP)

(opt.)

Rania Gabr (eMCM Global Marketing Lead)

(opt.)

Nate Hearn (eMCM Business Partner, North

America )(opt.)

Lars Sievers (eMCM Country Lead, Europe)

(opt.)Kevin Dolorico-BT Digital ServicesMatthew Saunders-BT Digital Engineering

Georgina James-RD Lead GEP UK

Emma Bonser – Digital Marketing Lead, AU

Core Team Subject Matter Experts

Core team will be involved through out the whole sourcing process and will have responsibility for communicating back to relevant business stakeholders

Will have varying degrees of involvement however will take point on specific tasks relevant to their areas of expertise

Project Lead: Nicole Salis (eMCM)

Holly Daly (eMCM)

Noriko Watanabe (eMCM)

Daniel Viquez (eMCM)

Jeanette Smeader (eMCM Ops)

Luis Morais (eMCM Ops)

Julie Stoner (SFA COE)

Cathryn Chau (eMCM Ops)

Kunal Patel (SMS NA)

eMCM COE/GCO

RFS was sent to the following vendors: 1. Indegene (existing remote detailing vendor)

2. Cisco Webex

3. Veeva

4. Kadrige / Cegedim / IMS

5. Republic M

6. Pitcher

7. SightCall

8. AMI

9. Adobe

10. Ashfield (TBD)

11. Apple

2

RFS the existing virtual customer communications

business by gathering the requirements for each

uses case across markets that will be utilizing the

RD channel for 2017

1

6

Approach

Virtual Communications Project:

Requirement Themes

7

Digital Content

• Support variety of content types (e.g., static content, HTML content, content directly from

Veeva, etc.)

• Single process to distribute and display approved digital content to rep CRM and remote detail

platform

• Promotional content( ie iDetail ) has the maximal viewing space when seen on screen by the HCP

Integration &

Reporting

• Integration with SFA (e.g., Veeva CRM and Cegedim MI)

• Integrated with GCMA so approved content can be distributed from a single content repository

• Integration with HCP Portal (i.e., click to connect)

• Integration with Medical Information processes to support warm transfer, electronic submission, etc.

• Integrated with Pfizer downstream reporting & analytics tools

Performance &

Support

• Vendor should be able to demonstrate a proven track record of at least 95% of virtual calls with

customers are successful across targeted geographies / markets

• Support upload of new content, market requests, etc. with shorter SLAs

• Adherent to all Pfizer compliance policies (CIT, CEP, Adverse Events etc.)

Ease of use

(Rep & HCP)

• Accessible from a single device and integrated into a rep’s / Field Medical colleague’s daily

workflow

• Intuitive and easy to use so as not to require retraining if tool is not used often by rep

• Intuitive, easy to use and engaging for the HCP. Make the customer want to engage in another

virtual meeting.

• Compatible with outbound and inbound use cases, and all customer facing colleague use cases *

The following requirement themes were identified through key stakeholder interviews for the

virtual communication tool and will form the basis for the RFS (Request for Solution):

(* Use cases include but are not limited to:

eRep, Field Force, hybrid rep, CSO,

pharmacy rep and Field Based Medical)

Evolution of Virtual Customer Communications

Q4 2016

Q3 2017

Q1 2017

2018

Q4 2017

POC• Business Needs

across agreed upon

use cases

• Out of box solutions

versus custom

builds

• Pfizer data and

content (pending

discussions with

Legal)

Pilot• Business needs across

all use cases and

regions

• E2E solution plus

integration

• Operational & Support

Model

• Transition Plan

• Pfizer data and content

Global Rollout• Compatible across all

use cases

• Data Migration

• E2E solution plus

integration

• Training & Change

Management Plan

• Operational Model

(BAU)

• Staggered (phased)

rollout

Case Study• Input into POC(s)

• Understand

vendor’s approach

and strategy to

everyday business

challenge in

Remote Detailing

• Thought

Partnership

Vendor Progression through RFP Process

9

10 Vendors participated in RFS:

IMS Kadrige, Quintiles, Veeva, Adobe, Cisco, AMI, Republic M!, Sight Call,

Indegene, Pitcher

7 vendors were front runners based on project team member

evaluations:

Pitcher, IMS Kadrige, Sight Call, Indegene, Veeva, RepublicM! and Cisco

3 vendors selected and recommended for

next phase:Veeva, Pitcher,

IMS Kadrige

Quintiles, Adobe and AMI

were eliminated based on

team member evaluations

and understanding of

business requirements

Indegene, IMS Kadrige and RepublicM!

were all evaluated head-to-head (all

being holistic solutions), and IMS

Kadrige came out on top.

Note: Indegene will remain active

with many markets in 2017 (to limit

business disruption) and we will

continue to assess offerings across

use cases.

Pitcher and Sight Call were

evaluated head-to-head (both

being RD + integration

solutions) and Pitcher came

out on top.

We progressed the RFP program and made

a decision to pilot Veeva Engage. The

Veeva solution integrates seamlessly with

CLM, CRM and Reporting which aligns with

our key RFP objectives