Finalist
Winning Hearts and Minds – How Pfizer UK Oncology are Giving Cancer Patients, Carers and their Families a Voice
Summary of work
With 1 in 2 of us likely to be diagnosed with cancer, it has never been more pressing to understand patient, family and carer needs, in order to anticipate the resources and support required at a time of immense pressure.
Pfizer is a global pharmaceutical leader, providing treatment and products to assist oncology services. With being known as the most patient centric company a focus of the organisation’s strategy, the company actively promotes patient centricity within their practices. However, the Covid-19 pandemic provided thinking space and stimulus to completely revolutionise how things were done.
Pfizer’s Patient Experience Team – inspired by personal experiences – developed the idea of creating the Cancer Insights Panel (CIP). Conducting white paper research to uncover the missing voices of cancer, it became clear that certain demographics remained unrepresented but were still keen to share their stories and experiences to advance the cause – however they did not have a platform.
Pfizer recruited applicants from the general public – a considerable deviation from the usual pharmaceutical recruitment sites. Anticipating around 50 applications, they received in excess of 400. A project was initiated to co-create the panel over two years to effect real change and finally uncover the underserved patient voice.
Judges’ comments
This entry from Pfizer is a well-designed and delivered programme which produced some good results. The judges thought the entry showed clear insights, which were used to design and deliver a programme to radically change the way in which the company engages with cancer patients. A well described initiative with solid execution and results
