Photo taken from Thomas Hagemeijer/LinkedIn
Sep 10, 2024, 00:59
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.
- 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
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