Pfizer Case History

The Situation
Pfizer Consumer Health in Latin America, Asia, Africa, Japan and Australia (LAAAJA Region) desired to be known as an innovative region that consistently delivered outstanding results. Not all LAAAJA colleagues were aware of innovation processes and protocols, and not all cultures embraced innovation as the method of doing business. To enculturate the value of innovation and sharing innovative ideas throughout LAAAJA, Pfizer engaged Ervin Marketing to create a formal change management and colleague communications campaign.

The Objectives
• Further colleague innovation skills and awareness, assuring all colleagues understand and demonstrate the innovation leader behaviors.

• Improve knowledge-sharing between countries to capitalize on innovative ideas across markets.

• Create a work culture that encouraged innovative behavior.

• Provide easy, step-by-step instructions.

The Strategy
• Survey the various populations by country to understand cultural differences with regard to innovative thinking.

• Create an “Innovation Bible” in all languages to familiarize colleagues with the processes for innovative thinking.

• Produce an “Innovation” calendar in all languages to put innovative thoughts and quotes in front of colleagues throughout the year.

• Develop a kit for Innovation Leaders to use within their countries and a methodology for sharing innovative thinking.

The Solution
Pfizer Innovation Campaign

Innovation Bible
Calendar
Communications Kit