Winner
Lifecycle Management: Unlocking Capability at Global Scale
Summary of work
Pfizer’s Lifecycle Management programme is an initiative at scale to elevate strategic marketing capabilities across global, regional, and local teams aligned to a complex and evolving landscape. Uptake partnered with Pfizer’s Global Marketing Academy team to deliver interactive webinars equipping marketers to engage across the lifecycle. Case studies, interactive simulations, and frameworks built upon the 8 Phases of Product Lifecycle and general Business Goals aligned to each stage helped participants identify strategic levers, uncover market opportunities, and address barriers to patient access and engagement. 500+ marketers from 50+ countries participated, with high satisfaction and demand for follow-up sessions. Quantitative metrics including pre/post assessments, polling, and feedback loops were embedded to refine content and inform future modules, ensuring responsiveness and impact. The training catalysed a shift in capabilities and mindset, with early signs of more targeted strategies and improved alignment with patient needs across a wide spectrum of disease areas. The programme enhanced marketing effectiveness by reframing mindsets for short and long-term mechanisms that meaningfully improve patient impact, and ranked highest amongst 2025 training programmes in terms of reach, relevance, and impact. “My favourite Marketing Academy training so far! Great way to cover such a large and complex theme” (Participant)
Judges’ comments
This entry from Pfizer and Uptake was a compelling consultancy intervention into an important management discipline in a major pharmaceutical company. It was well-researched, tightly executed and clearly effective, setting a strong standard for global capability-building. It had a strong strategic rationale, that was clear, with deeply thought through goals, strong results evidenced by SMART measures.
