Pfizer

Making Waves in a Crowded Market

In 2003, Pfizer acquired Pharmacia, including its Endocrine Care unit. At the time, Pfizer was known for selling blockbuster “pills and capsules” and Pharmacia’s Endocrine Care unit for the manufacturing and marketing of injectable biotech products for niche markets.

As Pfizer began to jettison products that didn’t fit the Pfizer model, rumors began to spread that the Endocrine Care unit, too, would be sold. Makovsky helped Pfizer squelch those rumors by successfully “launching” Pfizer Endocrine Care at ENDO, the largest endocrinology medical congress, reaching 6,000 endocrinologists and participating in one-on-one medical meetings with more than 30 important physician opinion leaders.

A comprehensive program of communications captured mindshare and drove more booth traffic for Pfizer Endocrine than for any of its competitors—at a ratio of four to one, according to the Endocrine Society, sponsor of ENDO.