Pfizer Thailand recognised for making health information accessible through ONE Pfizer Ecosystem

Pfizer Thailand won the Thailand Technology Excellence Award for Digital - Pharmaceuticals Category at the Asian Technology Excellence 2023 for the ONE Pfizer Ecosystem.

The pandemic forced people to stay at home and thus accelerated digitalisation across various sectors, including health. To ensure that health information is easily accessible anytime and anywhere, Pfizer Thailand launched ONE Pfizer Ecosystem. This innovative project that prioritised omnichannel engagement has garnered Pfizer Thailand the win in the Thailand Technology Excellence Award for Digital - Pharmaceuticals category at the Asian Technology Excellence Awards 2023.

Communication in the pharmaceutical market used to be limited to medical representatives only. However, the volatility and complexity of the current situation have also made disease and treatment more complex, leaving a gap in the communication between physician and patient interaction.

To help bring health information to people’s fingertips, Pfizer Thailand created various online channels to raise health literacy amongst Thai People Its Facebook Page is the most popular, garnering 71.22 million reach and around 235,000 engagements. This year alone, its Facebook Page raked 32 million reach, with around 118,450 engagements.

Pfizer Thailand also has a YouTube Channel https://youtube.com/@pfizerthailand-official and could be reached through its website Pfizer.co.th. It also has websites dedicated to therapeutics such as https://happylung.pfizer.th/.

Pfizer Thailand does not only cater to patients. Recognising that physicians are overwhelmed with tons of new data that they have to digest in a limited time to manage their clinics, Pfizer Thailand created the ONE  PfizerPRO Ecosystem.

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The company created the healthcare professional (HCP) portal, PfizerPro which could be reached through https://pfizerpro.pfizer.th/ to communicate scientific management, and aid in guideline management data and condense them into bite-sized content such as one-page summary, case sharing, congress summary, and re-run congress.

Using their PfizerPro Account, HCPs can access all Pfizer Thailand’s channels including Pfizer E-mail Campaign, LINE for HCP, Pfizer Webinars, Docquity (Doctor community) and also Med X – Thai (Continuing Medical Education) CME.

The Pfizer LINE and Webinar were solutions developed as a customer-centric approach by highlighting doctors’ pain points and developing a prototype to test before launching to the market.

This is not limited to Pfizer Thailand’s channels as it also entered a partnership with the Thai Medical Council through a memorandum of understanding to link PfizerPro with the Thai Medical Council’s CME platform.

Through the ONE Ecosystem, Pfizer Thailand was able to increase its Thai doctor reach to a broader range from around 5,000 doctors per month mostly from face-to-face only around 12,500 or 2.5 times higher through the omnichannel engagement. The ONE Ecosystem recorded a doctor or satisfaction score of 4.7 out of 5, and a net promoter score of 56% in 2023.

The Asian Technology Excellence Awards, the most prestigious awards programme in the region that recognises the most outstanding technological projects and innovations, acknowledges exceptional companies that efficiently rode the digital disruption wave and lead the technological revolution through digital innovation.

The Asian Technology Excellence Awards is presented by Asian Business Review. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's outstanding retail initiatives, please contact Jane Patiag at [email protected].