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Pfizer Oncology has an ambitious and worthy vision: to “redefine life with cancer.” They strive to accelerate advancements and deliver breakthrough medicines as quickly as possible. Pfizer delivers therapies for a range of cancers. Its robust pipeline includes biologics, small molecules, immunotherapies, and biosimilars. Through these partnerships, Pfizer believes it’s well positioned to lead the fight against cancer. Developing breakthrough treatments is only part of Pfizer’s mission. Another critical component is supporting cancer patients as they move through their treatment.
Pfizer was searching for innovative ways to strengthen its engagement with cancer patients, to better support their needs. Pfizer sought to develop a strategy and tools to enable cancer patients to have a better experience and continue to live as normal a life as possible in spite of their disease. There are many wellness apps on the market, but few tools that address the unique needs, both clinical and non-clinical, of cancer patients, in an integrated and comprehensive way. Pfizer wanted to fill the gap, and asked PwC to help.
The team analyzed a wealth of research, including, more than 15 studies Pfizer had commissioned and PwC’s survey of 705 cancer patients globally, to better understand the patient experience.
From the research, two solutions emerged, including an interactive mobile “connected app” for Apple that provides personalized support to cancer patients and their supporters. The connected system, dubbed LivingWithTM, serves as a “companion” by providing relevant personalized support in the moment, throughout a cancer patient’s journey.
The PwC team supported Pfizer at every step of the way, from strategy development through implementation of LivingWithTM. During the design phase, the team and more than a dozen Pfizer professionals met at the PwC Experience Center in Florida, where they translated strategic priorities into mock-ups of potential solutions.
The LivingWithTM app has been well received, and is helping Pfizer to achieve its goal of significantly improving the lives of cancer patients around the globe. By giving cancer patients easy access to resources, 24/7, LivingWithTM helps patients maintain a sense of normalcy in the midst of disruption.
Principal, Strategy&, PwC US
Manager, PwC US