Pfizer is one of the world’s largest pharmaceutical companies with more than 90,000 employees in over 150 countries and a common vision to bring therapies to people that extend and improve their lives.
It does not matter what I say, they do not listen
Prescribing doctor about smoking cessation
The pharmaceutical company Pfizer wanted to familiarize themselves with the process of giving up smoking from the perspective of both the prescribing physicians, nurses and current or previous tobacco users. They also wanted to find out how the prescription medication for treating nicotine addiction, Champix, could be combined with appropriate auxiliary services for maximum customer satisfaction.
We compiled customer insights about Pfizer’s offerings to treat nicotine addiction and, building on customer insights, we created a customer journey along the process of and experience of giving up smoking. In this way, we could identify offerings and activities that Pfizer should be focusing on, provided from a customer perspective.