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Pfizer unveils DTC site PfizerForAll

In practice, PfizerForAll will serve as something of a one-stop-shop for consumers in the U.S. that are seeking assistance from Pfizer.

Jack O'Brien

August 27, 2024

11:39 am

Source: Getty Images

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Pfizer has jumped into the direct-to-consumer (DTC) game.

Following the lead of Big Pharma rival Eli Lilly and Company, Pfizer unveiled its digital DTC platform PfizerForAll on Tuesday morning.

In practice, PfizerForAll will serve as something of a one-stop-shop for consumers in the U.S. that are seeking assistance from the drugmaker — whether to receive care services, fill prescriptions or explore saving options for medicines.

Through the site, consumers will be able to make same-day in-person or telehealth appointments with independent healthcare professionals (HCP), sign up for home delivery of prescription medicines, OTC treatments or diagnostic tests, schedule vaccination appointments and pay for medicines or access Pfizer’s patient support services.

The pharma giant said it has partnered with a “growing network” of healthcare organizations to launch the platform, adding that consumers will be able to use existing insurance and pharmacy programs alongside direct services from UpScriptHealth, Alto Pharmacy and Instacart.

Pfizer CEO Albert Bourla heralded the site launch in a post on LinkedIn, noting that PfizerForAll seeks to aid Americans “overwhelmed by the abundance of online health information.”

Going forward, the company said it would continue to expand and develop PfizerForAll, with an eye towards targeting more therapeutic areas and disease states. The rollout comes ahead of vaccine and booster season for COVID-19, RSV and the flu.

“People often experience information overload and encounter roadblocks when making decisions for themselves or their family in our complex and often overwhelming U.S. healthcare system. This can be extremely time-consuming and lead to indecision or inaction – and as a result, poor health outcomes,” said Aamir Malik, EVP and chief U.S. commercial officer at Pfizer, in a statement. “We are pleased to offer PfizerForAll to help relieve this burden on people, especially as we enter the fall season in the U.S., and streamline the path for those seeking better health.”

PfizerForAll’s debut comes about eight months after Lilly unveiled its LillyDirect service, which notably allows patients to get a weight loss drug prescription through a telehealth provider.

At launch, LillyDirect offered 15 prescription drugs. Within two months, Lilly teamed with Amazon to distribute select medications through the telehealth offering.

Pfizer also recently released its latest earnings report, highlighted by revenues totaling $13.3 billion, up 3% year-over-year operationally despite the continued decline in demand for its COVID products. Excluding that suite of vaccines and treatments, Pfizer’s revenues grew 14% operationally.

In light of its quarterly performance, Pfizer raised its full-year revenue guidance by $1 billion at the midpoint to a range of $59.5 billion to $62.5 billion and raised its adjusted diluted earnings per share guidance to a range of $2.45 to $2.65.

From a marketing perspective, Pfizer’s global chief marketing officer Drew Panayiotou announced last month he would leave the organization. He will be succeeded by Susan Rienow, currently Pfizer’s U.K. managing director and country president.

To read an October 2024 article about an activist investor taking a $1B stake in Pfizer, click here.

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