Pfizer, a global pharmaceutical leader, launches PfizerForAll as a strategic pivot from traditional product-focused marketing to a comprehensive, patient-centric approach.
People primarily see Pfizer as a pharmaceutical manufacturer rather than a healthcare partner. While it has become a household name and has compelling healthcare products to offer, a fragmented digital presence prevent customers from fully engaging with the brand.
Our research reveals that 67% of users identify as their household's healthcare decision maker. They don't just seek medications—they want information on conditions, step-by-step guidance, and a way to talk to doctors online. They're confused by medical jargon and worried about costs. They're asking: "Can we afford this?" "Is it covered by insurance?" "How do we get financial help?"
We design PfizerForAll to be single destination where healthcare decision makers can easily navigate to the solutions they need. By organizing the experience around how people naturally seek care, not around Pfizer's internal product categories, we create meaningful connections at every touchpoint.
Brian Carley, Tim Nolan Creative Direction
Steven Garcia, Chris Haines, Ricardo Latorre Strategy & UX
Jessica Stewart, Craig Damrauer Copy
Francis Ferrara, Huyen Do Design
Based on our user testing and data one month post-launch, we've seen:
Cogni App - Coming Soon
