'Pfizer for All' consumer platform aims to boost post-Covid

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Pfizer aims to recapture the goodwill it gained from introducing its best-selling COVID-19 vaccine three years ago by placing the “Pfizer for All” brand on a direct-to-consumer medicine platform.

The New York-based drugmaker filed a trademark application in mid-April for a website and app providing medical information as well as mail-order pharmacy and telehealth services to U.S. patients under the “Pfizer for All” brand, according to a U.S. patent. Had filed. Trademark Office Filings.

The early-stage plans are the latest effort by a pharmaceutical company to bypass industry middlemen and sell drugs directly to American patients. Earlier this year, weight-loss drug maker Eli Lilly launched its LillyDirect platform, an industry first.

Pfizer's direct-to-consumer platform is being pitched as a health care equity initiative through which the drugmaker that helped end the Covid-19 crisis can partner with physicians, pharmacies and insurers, according to the two people. It promises to dismantle the complex network through which American patients access their medications. Consulted on plans.

Pfizer is “trying to leverage some of that brand equity that they have to get the world moving again,” said Marcus Saba, a marketing professor at the University of North Carolina Center for the Business of Health who was previously a communications executive at Eli Lilly. Started”.

“Lily broke the mold with LilyDirect and everyone is following with their own unique pitch.”

Pfizer's net favorability score on the brand index reached 30.6 in April 2021 as it benefited from goodwill from the vaccine rollout, after averaging less than 10 a year before the pandemic, according to YouGov Market Research. Its favorability score currently stands at 23.3, which had fallen to 10.7 in May last year.

Pfizer shares have lost more than half their value from their peak during the pandemic. The drugmaker has cut vaccine sales estimates and investors are unsure about its growth path. Pfizer was valued at $158 billion at market close on Friday.

“There is both positive and negative sentiment toward pharmaceutical companies in terms of vaccine access and vaccine hesitancy, but I think it's probably positive,” said Timothy McKay, a professor of global health at the University of California San Diego.

“Pfizer is trying to take a softer stance that they're not just a drug maker, they're a partner with you in your disease journey.”

The Financial Times reported last week that Pfizer was planning to launch its Covid antiviral Paxlovid, its Covid and flu diagnostic kit Lucira and some migraine drugs on the platform later this year, according to two people familiar with the proposal.

The platform will also offer “downloadable mobile applications to provide medical information” as well as “mail order pharmacy services” and “diagnostic testing kits.” , , For use in the investigation and detection of disease”, according to the trademark application, which was filed on April 16.

“With a fairly small investment and minimal risk, Pfizer can open up this channel and then suddenly it has a way to interact directly with patients,” said Timothy Calkins, a marketing professor at Northwestern University's Kellogg School of Management.

“But now it also has a new route to market and gives them some more leverage when it comes to interacting with payers.”

Pfizer declined to comment further on the plans. The drugmaker previously told the Financial Times it has “a history and an ongoing commitment” to helping patients get timely medical information.

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