Pharmaceutical company Pfizer has launched a new direct-to-consumer website, PfizerForAll, offering prescription delivery, vaccination scheduling, discounts on Pfizer medications and same-day appointments with healthcare professionals for common complaints such as migraines or respiratory symptoms.
The move is not unprecedented — fellow pharmaceutical company Eli Lilly launched its own DTC site in January. These efforts come as brands of all stripes look to develop a direct connection with their consumers (and get access to the first-party data that comes along with that online interaction). It is now commonplace for CPG brands to offer their wares online as well as through their traditional wholesale channels.
In the realm of healthcare, there also is an ongoing push to disrupt what most people agree is a less-than-ideal status quo. A recent poll by the American Academy of Physician Associates found that 65% of Americans say coordinating and managing healthcare is overwhelming and time-consuming, and 73% feel that the healthcare system is failing to meet their needs. A majority of patients surveyed also said they want more digital options for managing their care.
Amazon has been making big moves in the healthcare space with an ever-expanding range of pharmacy and medical services; and chains such as Walgreens, CVS and Walmart are continually expanding their ranges of health services and pharmacy fulfillment options to compete with new online offerings.
Advertisement
For its part, Pfizer said in a statement that its new digital platform is “designed to make access to healthcare and managing health and wellness more seamless.” To develop the site, Pfizer worked with a network of healthcare organizations. Patients will be able to use their existing insurance and pharmacy programs as well as benefit from new direct services from partners including UpScriptHealth, Alto Pharmacy and Instacart.
“People often experience information overload and encounter roadblocks when making decisions for themselves or their family in our complex and often overwhelming U.S. healthcare system,” said Aamir Malik, EVP and Chief U.S. Commercial Officer at Pfizer in a statement. “This can be extremely time-consuming and lead to indecision or inaction — and as a result, poor health outcomes. We are pleased to offer PfizerForAll to help relieve this burden on people, especially as we enter the fall season in the U.S. and streamline the path for those seeking better health.”
At launch, PfizerForAll offers:
- Access to same-day appointments with independent healthcare professionals, either in-person or via telehealth — people living with migraine or suffering from common respiratory symptoms can connect to qualified healthcare professionals within minutes, no matter where they are in the U.S., or find a provider in their local area with availability;
- Home delivery of prescription medicines, over-the-counter treatments and diagnostic tests —patients can have prescription medicines delivered either directly to their home or for pick up at a preferred local pharmacy. People can also order over-the-counter treatments and diagnostic tests for COVID-19 and the flu;
- Appointment scheduling for adult vaccinations — adults over the age of 18 can check their eligibility for COVID-19, flu, RSV and pneumococcal vaccines, find vaccine availability in their local area and book an appointment at a preferred retail pharmacy; and
- Help paying for Pfizer medicines and access to patient support services —with Pfizer’s savings and support solutions all now in one place, patients with commercial insurance can more easily find co-pay cards and access Pfizer’s affordability programs and patient support services.
