The Challenge

Pfizer's traditional field medical model required in person field medical team engagement across large territories nationally. These in person visits are costly and not scalable.

HCPs need personalized, evidence-based content at scale, but 1:1 in person outreach and engagement couldn't deliver. The challenge: exponential scale across the US covering multiple therapeutic areas without losing clinical quality or regulatory compliance.

The Approach

Human-Centered Design Methods:

Conducted stakeholder analysis across field teams, compliance, and HCP networks to uncover workflow constraints and unmet needs.

Used journey mapping and user feedback to identify friction points in current engagement models, content, and workflows.

Worked with data science team to create basis for continuous feedback loops with field medical teams outreach data to refine content and delivery methods.

Identified opportunities for copilot workflow optimization for daily operations.

Strategic Engagement & GTM Planning

• Designed a new go-to-market strategy targeting expanded HCP profiles and novel engagement channels beyond email.

• Developed a KOL engagement framework and identified internal partnership opportunities.

• Leveraged AI-powered content insights to personalize content delivery at scale.

Data & Compliance Integration

• Built a measurement framework to track outreach and engagement impact.

• Ensured regulatory alignment for new content. Champion for GenAI tools woven directly into Veeva workflows, maintaining compliance while scaling reach.

• Leveraged data to understand root causes for gaps in field engagement.

Bottom Line Impact

Transformed virtual MSL pharmaceutical engagement. Maintained compliance. Scaled clinical impact. New Strategy enabled personalized and measured outreach at scale. 3 above brand KOLS secured. Surpassed targets for engagement in 6 months. Surpassed M2M engagement targets. Met Gap in Care targets.

Demonstrated value of leveraging virtual field medial teams for traditional MSL work. Moving to a VFMT model can save a field team millions per year while meeting metrics assuming

• Per MSL: $40K–$85K/year

• For a 50-person MSL team: $2M–$4.25M/year

Skills Applied

Design Thinking

Social Media Enagement

Omnichannel Marketing

Stakeholder Alignment

Strategic Partnerships

Regulatory Compliance

GTM

KOL Engagement

Veeva