A joint effort between Pfizer and Janssen Pharmaceuticals, the Alzheimer’s Immunotherapy Program (AIP) served as the commercial umbrella in the unbranded space for all market development efforts for a new Alzheimer’s disease treatment. As part of a global ‘coming to market’ strategy, the AIP’s most relevant need was the ability to effectively communicate with all its constituencies globally; marketers, specialists, key opinion leaders, policy and economic modeling experts, regulatory review board representatives.
The communication platform focused on educating the medical community about the scientific hypothesis and the research behind it. The strategy was envisioned as 90% digital and all programs would launch on a common platform accessible to all target users. The discovery phase to determine need and opportunity analysis included:
– Conduct global research to understand user types.
– Audit regional technology requirements to align and validate infrastructure requirements.
– Audit each company’s regulatory review processes.
– Conduct needs analysis, present and future.
Key deployment factors were time and cost. The duration for the unbranded program was projected to be no longer than 18 months; investing in major infrastructure was not feasible. The challenge was designing a scalable solution that met both immediate needs and evolving requirements. Research highlighted the need for all users to have a centralized place for interaction rather than distributed systems across two multinational companies with disparate, complex technology and security protocols.
The findings from discovery led us to recommend a digital ecosystem consisting of a series of collaborative tools for knowledge sharing purposes housed on a single platform and accessible globally to all constituents. The intention of this common platform was to have one destination where AIP members could create, share, review, manage and distribute content about the new treatment, including but not limited to marketing messages, regulatory issues, public policy economic models, and communication roadmaps. First to be developed on this platform was a content management system that allowed users to comment, upload, download and edit content that could then be reused at the regional and local levels. The creation of this infrastructure required business process alignment across the two companies in order to achieve a full system’s integration. A digital asset management system and multiple web-based applications were added in order to support a new customer service program. The single platform solution leveraged economies of scale to support global users from multiple business units with similar communication needs.