AI to improve health outcomes

Pfizer has incredible data that can be leveraged to improve health outcomes but needs access to the best and brightest talents in the field. So, they decided to start a new program that invited collaborators to enter open challenges, with the winner selected as a provider.

Pfizer had a small but passionate team with a short runway to work on this. So, I first focus our attention on mapping all interactions and dependencies across the challenge lifecycle up front.

This mapping was then used to align stakeholder requirements with contestant expectations and internal capabilities, saving time and accelerating momentum as we designed the experience.

The second challenge was to identify what the value exchange would be between Pfizer and prospective contestants.

I briefed the design team to create two wildly different brand expression hypotheses for the program. We then tested those concepts with data scientists. Our test indicated that purposeful innovation and better health outcomes are differentiators for Pfizer in data science.

In parallel to that, we developed and tested ways to communicate the program and the most effective strategy to entice contestants to enter.

The result is a marketing site that strikes the right balance between excitement, inspiration, and purpose. It also transparently communicates expectations to new entrants, instilling trust from the start.

The program, now called “Breakthrough Change Accelerator,” was launched on schedule and is still active.

We ensured the whole process stayed transparent and seamless across the challenge lifecycle. Contestants know what to expect at every point of their journey. They can interact with their application at any time through an easy-to-use dashboard.

The process is as asynchronous as possible to save time on both sides. The internal process was significantly streamlined, with its interface to make the program manageable with limited resources.