Thomas Hagemeijer: Pfizer has launched a D2C platform because of macro trends, brand equity, patient access, and bargaining power

Thomas Hagemeijer, Healthcare Lead at TLGG Consulting, shared on LinkedIn:

“Pfizer has just launched a new direct-to-consumer virtual service called PfizerForAll, following a similar initiative by Eli Lilly in January.

We wrote down a few thoughts.

1. Why is Pfizer launching a D2C platform? Because of macro trends, brand equity, patient access, and bargaining power.

Macro Trends:

• Certain consumer segments prefer telehealth for specific use cases, some of which align with Pfizer’s portfolio.
• Additionally, too many intermediaries are taking a share of the profits in the US market. Pfizer can “cut the middlemen” by selling directly to patients.

Brand Equity:

• Pfizer is “trying to leverage some of that brand equity that they got the world spinning again (during Covid)”, said Markus Saba, a marketing professor at the University of North Carolina Center.

Patient access:

• With a modest investment and minimal risk, Pfizer can open this new channel to engage directly with patients.

Bargaining power:

• It is a new path to market that gives Pfizer more leverage when it comes to negotiating with payers.”

Source: Thomas Hagemeijer/LinkedIn