Analyzing Enterprise Transformation at Pfizer Pharmaceutical Co.

This report discusses the enterprise transformation at Pfizer Pharmaceutical Company, focusing on its digital transformation since 2009 and its impact on business operations, research and development, and customer engagement. The transformation included improvements in infrastructure, the establishment of a new research center, and enhanced online presence through digital marketing. Content optimization and automated clinic management further streamlined business processes and improved healthcare facilities. The report also highlights internal and external factors influencing Pfizer's transformation, such as patient empowerment and competitive pressures, which led to the adoption of advanced technologies like mobile communications, cloud-based technologies, and IoT. Ultimately, the digital transformation positively impacted Pfizer, enhancing customer services, satisfaction, and brand image within the healthcare industry.

Running head: ENTERPRISE TRANSFORMATION
Enterprise transformation
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Table of Contents

1ENTERPRISE TRANSFORMATION
Introduction......................................................................................................................................3
Organizational transformation.........................................................................................................3
Internal and external factors influencing the transformation of Pfizer pharmaceutical company...5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

2ENTERPRISE TRANSFORMATION
Introduction
The report is prepared to discuss about the process of transformation at Pfizer
pharmaceutical company in United States. The enterprise transformation process is enabled to
ensure that the organization’s functions strengthen and positive outcomes are achieved to gain
long term success in business. Pfizer pharmaceutical company is one of the major American
pharmaceutical conglomerate that has its headquarters in New York and its shares are major
components of the Dow Jones Industrial Average since the year 2004 until now. The medicines
and vaccines produced by the pharmaceutical company are used for various medical purposes
such as for neurology, oncology, cardiology and immunology (Pfizer.com 2018). The company’s
research and development facility has supported the development and production of various
medicines that are considered as effective for reducing the chances of rare type disease like
leukemia. Recently, the company has acquired Innopharma for $225 million for expanding its
wide range of medicines such as generic and injectable drugs, which has been the solution of
many critical diseases.
Organizational transformation
The transformation of Pfizer has occurred since 2009, which enabled numerous changes
adopted by the organization and with time, the company started to grow consistently. During the
last two years, the company has positioned itself well within the pharmaceutical industry and
established a sustainable place in the market. This not only helped in reaching different market
segments all over the world but also facilitated the research and development activities required
to manufacture and produce new vaccines and medicines that could be useful for treating types

3ENTERPRISE TRANSFORMATION
of rare diseases. The recent enterprise transformation at Pfizer includes the digital
transformation, which eased down the management of business operations and process and
enhanced the business performance. The digital transformation brought huge improvements in
the infrastructure of the organization and improved the research and development facilities
(Orzen and Bell 2016). It is effective both in terms of business performance and revenue
generation, because of which, it has become easy for creating a new research and development
centre in Pearl River. The centre is specialized in the manufacturing and production of first-in-
class and best-in-class vaccines that can treat life threatening diseases and create positive impacts
on the health and wellbeing of individuals of different ages and belonging from different
geographic regions (Dimitrov 2016).
The digital transformation has allowed the company to remain socialized, furthermore
improve the medical media and marketing activities and reach more customers. It would make
them aware of the kinds of products and services delivered, furthermore make them influenced to
try out healthy habits for remaining healthy and safe. Through digital transformation, the
company has created a better online presence, which includes more than 500000 visits on the
company website and huge numbers of followers of Facebook, Twitter and downloads of the
company app too. It aroused interest among the customers and with the implementation of IT
technologies, more customers have been attracted and a great online presence is created, which
improved the brand image and reputation as well (Peters et al. 2016). Another major
transformation was possible by enabling content optimization, which had been considered as a
major digital priority required targeting different market segments and influencing the
purchasing behaviors of individuals to make purchases consistently from Pfizer pharmaceutical
company.

4ENTERPRISE TRANSFORMATION
The automated clinic management improved the conditions of health care facilities and
streamlined the business operations to become cost effective and at the same time, remain
customer oriented and reduce the waiting time of patients. The records were not stored nowadays
with the traditional record system and it has been replaced by digitized data, which ensure
accuracy of data along with better accessibility by the staffs working at the pharmaceutical
company. The personalized medicines were managed by gaining information from sources
including the patient related information, existing clinical records, genetic backgrounds, etc. The
telemedicine facilities and apps have opened new scopes for mobile technologies through which,
the customers can place orders for the medicines and easily access the different kinds of products
and services available at Pfizer pharmaceutical company (Hoberg et al. 2017).
Pfizer managed the digital initiatives successfully, which not only helped in modernizing
the enterprise products, but also helped in transferring the relevant information to the cloud. This
improved the business efficacy and reduced the costs of operations for the IT department and for
the entire organization. The research and development activities facilitated through the
implementation of advanced technologies further helped in conducting experiments to treat
Parkinson’s disease. There was also an introduction of sensor enabled remote patient monitoring
system, which tracked the patient’s health and day to day activities. The Project Catalyst
undertaken by the AARP worked in partnership with Pfizer to foster development of consumer
friendly innovation and improve the health and wellbeing of elderly patients admitted to the
organization (Munos and Orloff 2016).

5ENTERPRISE TRANSFORMATION
Internal and external factors influencing the transformation of Pfizer pharmaceutical
company
The digital technologies have changed the entire way the pharmaceutical companies
operate within the business environment and the same has happened for Pfizer pharmaceutical
company. The company’s transformation started from the year 2009, but with time, there were
certain changes required to cope up with the new ways of business functioning and at the same
time, survive in the killer competition. The most important factor responsible for the
transformation of Pfizer pharmaceutical company is the empowering of patients within the
healthcare industry. The company was already considered as one of the major pharmaceutical
companies that focused on the empowerment of patients and thus faster delivery of products and
services was required along with identification of various approaches to treat rare diseases. The
digital transformation was also required for identifying the individuals at different places who
suffer from the rare diseases like leukemia and even are victims of obesity and overweight
(Rodarte 2017). The company also wanted to stay ahead within the competitive environment,
which required huge transformation in terms of information technology system implementation
and use of advanced technologies to ensure vital changes to the organization’s infrastructure. The
pharmaceutical companies have played a huge role in adopting the latest technologies to
facilitate the digital transformation of healthcare industry with the use of mobile
communications, cloud based technologies, Internet of things or IoT and advanced analytics. The
empowerment of patients is the major internal factor considered here as a major aspect or need to
digitally transform for Pfizer pharmaceutical company (Pfizer.com 2018).
Few other external factors included the changing demands and preferences of the
customers, which made the company focus on enabling transformation for enhancing the

6ENTERPRISE TRANSFORMATION
healthcare experience and furthermore improve the business functioning. The customers’
services were not effective much, which enabled the pharmaceutical company to focus on
improving the IT infrastructure within the workplace for delivering the best quality customers’
services. By responding to the customers’ queries and obtaining their feedbacks further helped in
gaining more scopes and opportunities to excel in terms of customer satisfaction and enhanced
brand image and identity (Haffke, Kalgovas and Benlian 2017).
Conclusion
From the report, it could be understood that the digital transformation had brought
enormous changes and improvements for Pfizer pharmaceutical company in the last couple of
years. It not only improved the customer and healthcare’s operational aspects, but also had made
the healthcare industry more customer-oriented, flexible and effective to create value for the
healthcare providers. Thus, it could be stated that the digital transformation had created a
positive impact on the pharmaceutical company and the entire healthcare industry. With the
digital transformation, the customers services that were delivered had been effective and even the
level of customer satisfaction had enhanced, which created a strong online brand presence and
positive reputation among the service users.

7ENTERPRISE TRANSFORMATION
References
Dimitrov, D.V., 2016. Medical internet of things and big data in healthcare. Healthcare
informatics research, 22(3), pp.156-163.
Haffke, I., Kalgovas, B. and Benlian, A., 2017. The Transformative Role of Bimodal IT in an
Era of Digital Business.
Hoberg, P., Krcmar, H., Oswald, G. and Welz, B., 2017. Skills for digital transformation. IDT
survey.
Munos, B.H. and Orloff, J.J., 2016. Disruptive innovation and transformation of the drug
discovery and development enterprise. Boston: US National Academy of Medicine.
Orzen, M.A. and Bell, S.C., 2016. Lean IT: Enabling and sustaining your lean transformation.
Productivity Press.
Peters, C., Maglio, P., Badinelli, R., Harmon, R.R., Maull, R., Spohrer, J.C., Tuunanen, T.,
Vargo, S.L., Welser, J.J., Demirkan, H. and Griffith, T.L., 2016. Emerging digital frontiers for
service innovation. Communications of the Association for Information Systems: CAIS, 39,
p.online.
Pfizer.com. (2018). Pfizer: One of the world's premier biopharmaceutical companies. [online]
Available at: https://www.pfizer.com [Accessed 3 Jul. 2018].
Rodarte, C., 2017. Pharmaceutical perspective: how digital biomarkers and contextual data will
enable therapeutic environments. Digital Biomarkers, 1(1), pp.73-81.