NEW YORK: Pfizer has launched a new Web site this month with an eye towards communicating more effectively with consumers who increasingly rely on a number of online sources for healthcare information.
The new site includes information not readily available on the previous three-year-old version, including details on post-marketing clinical trial commitments and an updated database of the company's pipeline.
The new site also makes it easier for consumers to search for information on a particular product.
"We wanted to have a site that communicated to our diverse stakeholders worldwide," said Andy McCormick, VP of worldwide communications for Pfizer. "In this environment people are very interested in healthcare issues and very interested in what they see from us, both as a science company and from an investor perspective."
McCormick said the process lasted about six months, with Kat Bird, assistant director of worldwide communications, leading the transformation and the online communications strategy. The company worked with G2 Direct and Digital, the New York-based direct marketing agency, on realizing the new site.
Pfizer.com averages around 4 million visitors annually, according to McCormick. The new section detailing the company's pipeline currently lists 47 programs in Phase II in its R&D pipeline.