Challenge: Pfizer’s president of R&D recognized the need for a closer connection to its patients and asked for help developing a comprehensive program for getting deep organizational understanding of patient needs.

Solution: A variety of unprecedented tools were developed within FDA guidelines for direct interaction with patients;  including Launch’s Market Sensing as well as Innovation Summit approaches.

The impact within one therapeutic area shifted its $800 million/year research strategy.  Based on the success, Pfizer Consumer Health and Adams group also continued using the approaches.

Release of recent Dentyne, Trident, Halls and Rolaids products have been influenced by these approaches.