Pfizer, Project 4

The Patient Art Collective

Spring 2021 MS Strategic Design & Management Integrative Studio 1 Client: Pfizer Inc.

Team Popcorn Alice Marsh Emily Mustian David Restrepo Anastasia Konstantilieri Sameera Polavarapu

Casebook 1

Introduction

Design Process

Research

Synthesis

Table Of Contents Ideation

Prototype

Next Steps

Gratitude

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Introduction

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Integrative Studio 1

The Integrative Studio 1 (IS1) course engages external partners to challenge first-year students to exercise their human-centered design and strategic thinking skills to tackle a comprehensive brief proposed by the client. This studio is part of the coursework of the M.S. Strategic Design and Management program at the Parsons School of Design at The New School The students in IS1 had the pleasure of working with Pfizer Inc. as the external client in our fifteen week course. Research artifacts and prototypes are produced by students and presented to Pfizer at the conclusion of the semester. It is our hope that these ideas can be built upon by Pfizer in future iterations.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Team Popcorn

Alice Marsh marsa947@newschool.edu

Emily Mustian muste440@newschool.edu

David Restrepo restd765@newschool.edu

Anastasia Konstantilieri konsa550@newschool.edu

Sameera Polavarapu polas696@newschool.edu

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Teamwork

Due to Covid we began and finished our academic year online. The remote learning experience was promised, and delivered, to be unlike NEW YORK

prior online education at The New School. During summer 2020 the faculty and academic leadership did an extraordinary job transforming classes and co-curricular activities for remote learning and offering opportunities and access that go beyond the traditional classroom environment. It has been amazing to see how subjects – including

COLOMBIA

design and performance specialties – that might seem difficult to transition online are being adapted, expanded, and enriched for remote

NEW ZEALAND

learning.

In addition, us as students had the opportunity to learn and adapt to these new online learning tools throughout our first semester, Fall 2020, so by the time we began our partnership with Pfizer we were ready to tackle our brief without having to deal with any technical difficulties our remote learning could create. Although the teams were created randomly, we luckily had four out of our five team members in the same time zone which was a great facilitator in our schedules.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Team Charter

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

The Brief

How might we improve Pfizer’s reputation while improving its relationship with patients?

Pfizer wants to be ranked #1 in PatientView survey.

Pfizer wants to become a more patient-centric company.

Pfizer wants to tell patient stories and communicate them internally and externally.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Design Process

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

The Double Diamond We used the double diamond design process. Although the process is visualized in a linear way, the reality of how design is practiced is rarely linear.

The phases are as follows.

Discover. The first diamond helps people understand, rather than simply assume, what the problem is. It involves speaking to and spending time with people who are affected by the issues, understanding important stakeholder

Discover

Define

Develop

Deliver

Scale

the research we have done, using tools like affinity mapping.

Deliver

Test

the challenge in a different way. During the define phase we make sense of

Pilot

Define. The insight gathered from the discovery phase can help you to define

Iterate

relationships and conducting secondary research.

Develop. The second diamond encourages people to give different answers to the clearly defined problem, seeking inspiration from elsewhere and co-designing with a range of different people. This is where we ideate, brainstorm, and land on a concept.

Deliver. Delivery involves testing out different solutions at small-scale, rejecting those that will not work and improving the ones that will.

We are handing over this project at the deliver phase. Pfizer needs to decide internally if this project is a fit with its existing workstreams, and test the concept at a small-scale with a pilot before iterating and scaling.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Research

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

What is a Research Plan?

The research plan outlines the scope of a project and builds

A thorough research plan will bring a clear focus to the study’s objectives and

upon the brief to inform project objectives, assumptions,

a clarity about the stakeholders and background of the brief. Ultimately, this

learning goals, key questions, contexts, and methodology.

will enable better problem solving, prioritization of client needs, and a transformation of the original brief into a detailed roadmap for the project.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Our Research Plan

Brief ●

Contexts and participants Pfizer’s intention to become a more patient-centric company.

Project objectives 1.

Define patient-centricity.

2.

Establish a roadmap/toolkit for Pfizer becoming more patient-centric.

3.

Identify feedback loops between stakeholders towards patient centricity.

● ● ● ● ● ●

Patients and their families Doctors and healthcare professionals (current and former) Pfizer employees (current and former) Companies that implement patient centricity Advocacy Groups Analogous customer-centricity / experience in business contexts; patient centricity / experience in academia and ontology; public health

Methods ● ●

Primary Research: Exploratory Interviews Secondary Research

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Our Research Plan To avoid bias, we identified assumptions we needed to confirm: ●

Pfizer doesn't have an embedded definition of patient-centricity.

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Patient centricity requires human-centred design practices.

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Pfizer needs to establish organizational culture and practices of patient-centricity.

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There is a feedback loop between a patient-centric approach and strengthening internal culture.

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There must be top-down cooperation for patient-centric initiatives.

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Pfizer’s key interest areas in patient-centricity beyond access to medicine are: ○

Patient view #1 rating.

○

Diversity in clinical trials (including accessing people in remote areas/ online).

○

Identify interventions in the patient journey (including the role of the physician).

○

Understand the role of digital in patient centricity.

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Pfizer is willing to be innovative in patient-centricity.

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Pfizer is reluctant to share sensitive information about past mistakes/problems.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Our Research Plan

By understanding the brief’s contexts, participants, objectives, and our assumptions, we set 9 Learning Goals:

1.

Define patient-centricity.

2.

Future forecasting the patient-centricity landscape. [Academia + Patient-Centricity Experts]

3.

Identify Pfizer’s pain points in patient-centricity. [Pfizer Context]

4.

Understand Pfizer's role in patient centricity/the wider landscape. [Pfizer Context]

5.

Create sustainable and transparent communication about patient centricity internally and externally.

6.

Identify feedback loops between stakeholders towards patient centricity.

7.

Identify applications of patient centricity internally and externally.

8.

Identify potential opportunities for patient-centricity that may not already exist.

9.

Identify Pfizer's greatest leverage points for becoming more patient-centric.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

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Our Research Plan Key Questions were used to anchor primary research to learning goals (LG) and important themes: ●

How does Pfizer define patient centricity?

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What are Pfizer’s pain points in achieving patient-centricity?

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How does Pfizer currently implement PC into all branches of the company?

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Who benefits from patient-centricity? Who doesn’t? What are the ethics of this concept/system? (LG#1, LG#4)

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How do they currently implement PC into all branches of the company? (LG#2)

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What are examples of groups that are being overlooked in patient-centricity? (LG#1, LG#3)

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Introduction

IS1 / Pfizer / Team Popcorn

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Primary Research (15 Interviewees)

Shauna Elkin

Yolande Morris

Patti Jewell

Director, Communications Lead, Offices of the Chief Medical Officer & Chief Patient Officer

Director, Enterprise Multimedia Content and Colleague Engagement

Senior Director of Oncology, Public Affairs

Other Primary Interviews Healthcare Professionals

Advocacy

Senior Professor & Director, Langston Center for Innovation in Quality

Social Media Manager at AllStripes.

and Safety at VCU School of Nursing; Senior Nurse Researcher at Virginia Commonwealth University - School of Nursing; MRL

Health Tech + Biotechnology

Neuroscience Co-op at Merck

Venture Capitalist & Former Director of Product at ZocDoc; Former Product Manager at ZocDoc; Account Manager at Cytiva

Patient Centricity Experts

Patients

Associate Director Process & Design Improvement at Novartis; CEO & Staff of PatientView

With varying conditions and relationships to the pharmaceutical industry.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Stakeholder Maps Stakeholder maps help visualize who the brief will impact and the relationships between these groups of people. This can also serve to connect common themes and provide the context around which the research plan is designed.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

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AEIOU Empathy maps, also known as AEIOU, help organize contexts and participants of a study through its:

Activities Environments Interactions Objects Users

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Secondary Research Secondary research encompasses all indirect sources of information reviewed for the study, including but not limited: to journals, books, articles, magazines, interviews, blog posts, videos, and databases.

Our team reviewed 64 secondary sources as a part of our research.

Select Secondary Research: Analysis of Top 20 Employers in Pharma and Biotech (Science Magazine) ●

Executive interviews about patient centricity initiatives at Merck (Pharma Phorum), Novartis (Applied Clinical Trials), and industry wide studies (Deloitte, BCG)

●

Pfizer’s published works, ranging from reports to blog posts, contributing to the company’s patient centricity focus

Source: Science Magazine

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Synthesis

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Sensemaking

Affinity Maps

Synthesis or sensemaking is a method in design thinking where a

Our first stage of sensemaking was collecting all our research (primary and

team makes sense of the data collected during the primary and

secondary), transferring them to sticky notes in miro, then clustering them into an

secondary research stage. This research is then translated into

affinity map. An affinity map is the process of organizing similar ideas, themes, and

frameworks that gain a deeper understanding (e.g. affinity diagrams

information into categories. Our team’s diagram is organized into four tiers of

and Venn Diagrams).

stickies as indicated with yellow, blue, pink, and green.

Gratitude

The first tier (yellow) represents the foundation of the diagram. This consists of single observations and concerns rooted in researched data. The second tier (blue) represents aspects of an issue and emerging themes revealed by clusters of the yellow notes. The third tier (pink) represents specific findings within a theme. Lastly, the fourth tier (green) shows the overarching areas of concern and insights within the work practice. The affinity map allows us to analyze the relationships between the stickies in each category and the relationships between all the categories.

Following this categorization of the stickies, our team was able to refine our research approach and identify possible areas of opportunity in patient-centricity.

Conversely, we were able to establish potential gaps in our research topics due to limited resources and literature on patient-centricity and saw this as an opportunity to redefine the brief.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Affinity Mapping

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Identifying Areas of Opportunity ❏

There is an opportunity to reshape marketing strategy towards patients

❏

because oftentimes they are seen as 'customers'.

There is an opportunity for the top executives to communicate the efforts of patient-centricity culture because it is not immediately apparent to the public.

❏

There is a problem with accessing patient feedback to achieve patient-centricity because of regulations around patient privacy.

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There is a opportunity to define patient touch points because very few exist.

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There is an opportunity to create a Pfizer patient-centricity 'principle' that is communicated widely, because one definition of patient-centricity may

❏

not be the most effective for organizational change.

❏

Patient-centricity as a guiding principle or umbrella vs. all encompassing

There is a problem with keeping patients at the center of patient-centricity because there are very few touch points.

❏

definition.

There is an opportunity to create a clear, values-aligned and inspirational patient-centricity 'guiding principle' that has multidisciplinary applications, because one definition of

❏

There is an opportunity to leverage customer-centric/design-centric

patient-centricity doesn't exist or apply to all therapeutic contexts.

methods and practices because there is a wealth of evidence demonstrating the benefit of these practices in analogous companies.

❏

There is a opportunity to better understand and identify patient touch points because it will help strengthen relationships along the

❏

There is an opportunity to share the seven workstreams in place towards

patient journey.

patient-centricity because it is not apparent what Pfizer is doing in patient-centricity from the outside.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

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Gratitude

Key Insights + Hunches Presented at Mid-term Review ❏

Defining Patient Centricity in Pharma ❏

Patient Centricity is lacking a industry-wide definition.

❏

Companies act & plan based on their own definition.

❏

Internal discourses of customer centricity not Patient

Hunches ❏

Pfizer's external perception does not have an embedded culture of patient-centricity because it is not apparent in Pfizer's communications or other external content.

❏

There is an opportunity to generate innovative interventions that connect the patient to Pfizer because the COVID-19 pandemic has created an environment where patients are more interested in knowing about pharmaceutical companies.

❏

Pfizer may not currently have an internally accepted definition of patient-centricity, and there is an opportunity to create one that is clear, values-aligned, and inspirational.

Centricity.

❏

Patient Centricity and Internal Culture ❏

Employees deeply value patient well-being.

❏

At companies designing a user-centric or more specifically patient-centric product or service, an indirect benefit is employee empowerment + satisfaction.

❏

Top employers in the pharmaceutical industry align their work culture with employee values (i.e patient centricity).

❏

Connecting Pharmaceutical Companies and Patients ❏

Patients have limited genuine touchpoints with pharmaceutical companies.

❏

Physicians and insurers are critical for pharmaceutical companies to connect with patients

Next Steps for the Insights + Hunches After developing these insights and hunches, we sought to investigate them deeper by interviewing Pfizer employees who work in patient services. What we discovered were three key challenges that needed to overcome in order to meet Pfizer's goals expressed in the initial brief.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Challenge 1 What we want to solve

There is a perception that Pfizer's efforts to

Justification

become more patient-centric are not well

PC initiatives. Currently, the Patient View Survey is the primary, public resource discussing

understood. Currently Pfizer’s externally-facing

rank in the survey but do not detail how one attains that rank.

material on patient centricity is limited and/or

In speaking with Pfizer’s director of oncology in patient services and advocacy, she pointed

not shared publicly.

Patient Officer) as an example of a strong internal communication pipeline used to

Our first challenge addresses the public’s perception and access to information on Pfizer’s Pfizer’s impact on patient lives. However, this information and metrics are limited to the

to the seven workstream system (developed by Dr. Dara Richardson-Heron, the Chief disseminate patient stories, feedback, and information across colleagues. However, this internal pipeline is not known publicly. These internal measures and initiatives towards PC are not publicly known nor is the potential contribution it plays in Pfizer’s PatientView ranking.

“The only way that a pharmaceutical company can be successful, it is if we create value for patients. There’s no other way” Albert Bourla, Pfizer CEO Time Magazine (July 20, 2020 issue)

The Majority of what is available to the public about Pfizer’s PC initiatives and/or that Pfizer is working to be more PC are from statements made by the Pfizer executives. While the internal culture and communication pipeline of PC at Pfizer appears established, the general public’s perception of how these metrics are calculated and what PC means is

“ ‘Putting the patients first’ became part of this jargon. I think what's important to [patient view] is that the only people that know what [patient centricity] means are the patients.”

misunderstood.

Staff at PatientView

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Challenge 2 What we want to solve

One consistent definition of patient-centric, both

Justification

industry-wide and within Pfizer, does not exist

industry at large, which included the perspectives of the Associate Director of Process &

nor is there one definition applied to all

Merck, Registered Nurses at the VCU Medical Center, and patients ranging in various

therapeutic areas within Pfizer.

of patient centricity that varied across different companies, therapeutic areas, and

“PC can also be considered "customer centricity" because patient is just one consumer. This definition must include the physician, payers, and all other related patient groups involved.”

Associate Director of Process & Design Improvement at Novartis

We conducted primary and secondary analogous research of the pharmaceutical Design Improvement at Novartis, The CEO of Patient View, a Clinical trials researcher at conditions and relationships to Pharma. What we found was an inconsistent definition role/relationship within pharma.

In looking into Pfizer's approach to PC, the results mirrored that of the greater industry.

Patti Jewel, the director of oncology in the patient advocacy sector at Pfizer, spoke of an aspirational principle of patient-centricity, which allows different therapeutic areas to define it for themselves. This further supported our decision to define PC based on what the patients define it as, then to design initiatives and programs that highlight patient voices.

“I define patient centricity as really being focused on the back end experience of the patient, both kind of the care but also just the consumer experience so if it's a virtual product or experience.

Everything from the moment they do add to emails and notifications and the app. If it's a brick and mortar experience it's everything from the parking lot, to the entrance to the waiting room to the, you know, and I think that's what modern enabled clinics are our kind of taking advantage of and improving upon” Venture Capitalist & Former Director of Product at ZocDoc

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Challenge 3 What we want to solve

Current regulations protecting patient privacy can

Justification

inhibit the patient’s feedback and Pfizer’s ability

HIPAA. Despite these regulations, the patient voice is still integral in developing a truly patient

to include the patient's voice in Pfizer’s decisions.

having an pre-established relationship with a patient, consulting physicians all to prevent privacy

One of the most prominent barriers in gaining patient insight is privacy regulations, specifically centric framework. In our research, patient services access feedback through advocacy groups, violations.

The downside of these methods of gaining patient insight is that they do not fully capture the nuances of the patient's experience emotionally, experientially, and mentally. This lack of personal

“HIPAA is a barrier if I were to take your information and spread it out. If I take away the pictures, your name, date of birth, and personal identifiers.. then go through an IRB process… I have to do all those steps to make sure that people are not singled out or their identities exposed.”

touch points leads to the possibility of greater mistrust and an incomplete representation of their needs and feelings.

Senior Nurse Researcher at VCU School of Nursing,

“The challenges around engaging my patients is respecting their privacy, and making sure that we don't disclose something that they wouldn't want to disclosed… I'll meet patients through the advocate” Senior Director of Oncology, Public Affairs at Pfizer

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Ideation

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

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Gratitude

Why Ideate?

“Ideation is the mode of the design process in which you concentrate on idea generation. Mentally it represents a process of ‘going wide’ in terms of concepts and outcomes.

Ideation provides both the fuel and also the source material for building prototypes and getting innovative solutions into the hands of your users.” d.school, An Introduction to Design Thinking PROCESS GUIDE

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

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Gratitude

Ideation Road Map

Versatility 3

Finally, we tried to find a solution that would satisfy the individual needs of as many stakeholders as possible simultaneously.

Stakeholder Overlap Next. we considered how often stakeholders’ needs aligned and overlapped with those of patients.

2

Patient Needs 1

Patient needs were the foundation of our ideation. Needs mentioned most frequently were prioritized.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

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Synthesis

Ideation

Prototype

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Gratitude

Our Ideation Process 1. Created a theory of change for each challenge statement

2. Conducted analogous research for each challenge statement

3. Conducted individual brainstorming

4. Voted on ideas, prioritizing those that solved the challenges best

5. Drafted a concept canvas for top ranked ideas

6. Used an impact/effort quadrant to decide on an idea to prototype

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

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Gratitude

Selecting the Concept

Our team came up with the following concepts as a result of our ideation process. We created concept canvas for each and presented out findings to class. After much deliberation the Art Collective was selected as it resonated the most and had a direct impact on the challenges presented.

Engaging directly with patients

Patient Led Innovation Lab

Sharing patient stories to a wider audience

Art Collective

Arts for expression of emotion

Docu-Series/Podcasts

Arts for wellness

Apps/Platforms

Building relationships

Buddy Programs

Creating community Motivational force for employees Embedding fun and courage

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Prototype

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Prototype

Patient Art Collective An art-making program that provides opportunities for creative self-expression and social engagement between patients with related conditions.

Art is used as a means of communication, self-expression, and group interaction. What we are proposing is a chance to co-create through various mediums of art that support patients through their patient journey.

In this section we detail the different steps of how the proposed prototype and pilot collective would work and the many different outcomes and values that both Pfizer and the patients will gain from it. By using art and creative expression we believe that Pfizer will be engaging in a new holistic practice of patient centricity that is not yet visible in current industry wide practices.

Furthermore we present our process of developing the concept idea and the feedback we received from testing the prototype with interviews.

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IS1 / Pfizer / Team Popcorn

Introduction

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Ideation

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Gratitude

Concept Canvas The concept canvas was a fundamental framework to begin prototyping.

It allowed the team to begin to define what the prototype is going to be, how it works, addressing the problems that it is trying to solve, the outcomes, assumptions, and gives us a chance to develop a hypothesis to then test.

Framing what the idea is and getting the teams aligned was important and took several sessions to pin down exactly what we wanted.

Once we had defined the hypothesis we then proceeded to test the prototype and the concept canvas. With a diverse set of stakeholders including Shauna, Yolande, and three patients.

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IS1 / Pfizer / Team Popcorn

Introduction

Design Process

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Ideation

Prototype

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Prototype Testing This is a general overview of how the prototype

Drafted concept summary

was tested and who we talked to to test the feasibility of our concept in order to fine tune the final prototype.

Presented verbal summary to stakeholders

Pfizer

Patients

Art Therapy Organizations

Gathered feedback using an interview guide 37

IS1 / Pfizer / Team Popcorn

Introduction

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Prototype Testing “It would be good if you had an advocate for the pharmaceutical company.”

Here’s what we heard:

Patient 2

“I think [The Patient Art Collective] would be good, in all honesty, because I think joining some sort of trust between a pharmaceutical company and a patient...you can actually

“I would assume it would enhance my perception of Pfizer’s patient-centricity. I love the fact they're trying to do this. It would build more trust.”

Patient 2

trust them.”

Patient 1

“I would prefer to be anonymous, but I certainly don't mind sharing.”

Patient 2

“I feel like something that would let me connect with other people, and some sort of like group class or something where you can meet other people who are similar to yourself,

“I feel like it would have to be like strictly patients or strictly with everyone brings like someone that

would make a little more sense just because going through the experience alone was

close.”

really hard...”

Patient 3 Patient 1

“I would be okay with [sharing artworks] as long as...it furthers communication or…

“I think that sounds cool, it's kind of I guess an outlet to patients.”

opens up to hospital patients to help them in the future.”

Patient 3 Patient 1

“...the pharmaceutical can listen to that [creative expression] or be more aware of that. That is “I'm a firm believer...that is a way to connect with a patient where if they couldn't form

overall going to help the health of the patient in the long run.”

the words, especially if there is a physical issue in order they couldn't even express themselves because they didn't know how to express it. Doing it creatively is fantastic.”

Patient 2

Patient 2

“I think the thing with art is it's a universal. It's a universal thing. And of course personal engagement and friendship is a universal thing. Having said that, you do have to tailor the art projects to the capacity of the audience. With people with dementia, we have a very structured programme that's

“I would be more aligned with... options to choose.”

developed specifically for people with dementia. But in the end, the result is an experience of art Patient 2

making and an experience of engagement, combined.”

Art for the Journey

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IS1 / Pfizer / Team Popcorn

Introduction

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Ideation

Prototype

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Gratitude

Feedback Clusters

We then mapped out the feedback we got from the initial tests and used it to iterate the prototype.

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IS1 / Pfizer / Team Popcorn

Introduction

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Gratitude

Art Making & Therapy “I want to just make a reference to the world of art therapy that our use of art

What is Art Therapy

making, as an adjunct to mental health treatment is considered a best practice

Good therapy describes art therapy as “a hybrid field largely

throughout, pretty much throughout the industry. So, art making, has a benefit

influenced by the disciplines of art and psychology, uses the creative

that you know to enhances well being, and even healing in whatever mysterious

process, pieces of art created in therapy, and third-party artwork to

way art making seems to work and it's, it's something just about every artist will tell

help people in treatment develop self-awareness, explore emotions,

you that when they are making art, they feel better. It's inspiring it's relaxing it takes

address unresolved emotional conflicts, improve social skills, and

them into, you know, a nice place.”

raise self-esteem.”

Art for the Journey

Benefits of Art Therapy

Patient Art Collective vs. Traditional Art Therapy

According to Psychology today, “Art therapy helps children, adolescents, and adults explore their emotions, improve self-esteem, manage addictions, relieve stress, improve symptoms of anxiety and depression, and cope with a physical illness or disability.”

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Licensed Art Therapist in Session

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On-on-one session

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Art is analyzed

●

Facilitators, not therapists

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Group Setting

●

Creating art to express/share

Art Therapy

Patient Art Collective

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IS1 / Pfizer / Team Popcorn

Introduction

Arts & Health

Design Process

Research

Synthesis

Ideation

Prototype

Next Steps

Gratitude

Graphics from: World Health Org HEALTH EVIDENCE NETWORK SYNTHESIS REPORT 67

The World Health Organization conducted a report on the potential impacts art had on a person’s mental and physical well-being (refer to figure 1).

This report reviewed English and Russian literature on art therapy spanning January 2000 to May 2019 From this review, WHO defined two thematic areas: Prevention/Promotion and Management/Treatment (refer to figure 2).

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Patient Journey Map At The Patient Art Collective

Introduced to group, but very shy

Listening to others and starting to build confidence

begins connecting with others and taking risks

has fun with the artistic engagement

reflects back on artmaking experience

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Patient Persona

“Going through the experience alone was really hard, thinking I was kind of weird and like having a mutation and stuff, it is really difficult thinking you're so odd. ”

We have created a persona to furthermore give a sense of what patient experience is like, to understand their needs and the opportunities that the Patient Art Collective provides them.

This is Max. While we’ve changed his name and image, Max is a patient we worked closely with to understand patient-centricity and validate our concept.

Max is a young athlete with a heart condition. He’s had open heart surgery and takes a few medications to manage it. He doesn’t know anything about the pharmaceutical company that makes them. He’s a big part of online forums , especially because one of his conditions is very rare and is not aware of patient advocacy groups. He relies a lot on his friends and family instead of traditional routes of support.

He told us, “I feel like something that would let me connect with other people, and some sort of like group class or something where you can meet other people who are similar to yourself, would make sense.”

Max 43

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How it Works Discovers

Partner

Registers

Participates

Feedback

Focus

Disseminate

FACILITATOR

Research

Design

Coordinate

This is the systems map of how the Patient Art Collective would work. +

Pfizer partners with a reputable art-making program facilitator.

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Pfizer elects a therapeutic group to focus on.

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Facilitator will design the program around the needs of that therapeutic group.

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Facilitator coordinates the location, team and format.

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Facilitator recruits participants through healthcare professionals, advocacy groups, and online forums.

Recruit

Facilitate

Share

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Patients hear about it.

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Patients register and fill out an agreement where they can choose whether to disclose their pre and post-surveys and artworks.

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Patients have the opportunity to invite family and friends, as that is something that patients expressed is important to them.

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Patients attend the studio that is organized by the facilitator.

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The information and artworks from those patients happy to share will go to Pfizer, who will then disseminate and share compelling content to enhance their patient-centricity reputation.

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What’s in it for Pfizer?

The World Health Organization defines health as a state of complete physical, mental, and social well-being rather than merely the absence of disease or infirmity. Pfizer already cares about the physical well being of people. By facilitating the access to an organized space, in which people can connect and express their emotions, Pfizer will expand its care to the mental and social well-being of patients, and will be established as the patient-centricity

SHARE STORIES

CREATE ART

pioneer. This new way of listening to patients will help Pfizer to better define patient needs thus becoming more patient-centric.

The value propositions that are in place for Pfizer are ideal to overcome the challenges that we found in our research. Patient Privacy will be handled with disclosure agreements on the patient’s names and conditions. Pfizer will

PIONEER IN PATIENT CENTRICITY

improve its reputation by communicating the stories that emerge from the workshop, both internally and externally. It will be an opportunity to connect with other patients that might not be heard right now. Engaging with advocacy groups to involve their patients into the collective will serve this purpose and increase Pfizer’s reputation amongst them.

Pfizer employees can also be invited to the collective, under the same rules .

We heard from Shauna and Yolande that many employees and scientist have stories to tell about why they got into the pharma industry to help patients.

Pfizer has a substantial relationship with art. Barry Winiker, Pfizer’s Global

These stories can also be told through art making and it would be a perfect

Curator, organizes art shows throughout the year in the New York

platform for patients and employees to interact in a safe environment. We’ve

headquarters, as well as educating employees and the community about the

learned from Art of the Journey just how valuable this can be, as sometimes

intersections between art, science and innovation. Pfizer stands to further its

they work with doctors and patients together to build empathy. This will be a great moment to tap into the emotional data of patients that is so difficult to get in current patient centric practices.

connection to art and extend this narrative more publicly.

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“Arts activities can involve aesthetic engagement, involvement of the

Social and Personal Impact

imagination, sensory activation, evocation of emotion and cognitive

Our research showed what patients lack and are looking for is to Connect. Express. To

stimulation. Depending on its nature, an art activity may also involve

have Fun and to Belong. By engaging in different types of creative studios Pfizer will

social interaction, physical activity, engagement with themes of

help patients in precisely those 4 major issues.

health and interaction with health-care settings” WHO

It will be a place patients will meet and socialize with people that are going through the same experience, a connection all of our interviewees seeked out for and usually only found online. it will allow them to express their feelings in a symbolic manner that

Arts Engagement for Wellbeing

sometimes is much more efficient than trying to put feelings into words. As one other

A report from the WHO in relation to health research provided us with rich information on the benefits of

patient said, if people ask you how you are, they are probably not going to get your

engagement with the arts. These practices have a direct correlation to the wellbeing of patients.

sincere answer. Finally, it will be fun, it will focus on positive life experiences, relieving

Performing arts like dancing, visual arts like painting, and creative writing can all be part of the studio

the ongoing preoccupation from their issues

depending on the needs of each therapeutic condition. Here is where the facilitator will play an important role in designing a studio format that fits the therapeutic area that Pfizer wants to focus on.

Creating art enhances self-worth and confidence by providing patients with opportunities to demonstrate continuity, challenge, and achievement. As we heard from Art for the Journey, creating art gives the patient an opportunity to extend their legacy on to their close relationships and others. There is a sense of creating something beyond what their condition had inhibited that allows them to feel fulfilled.

CONNECT

EXPRESS

COMMUNITY

BELONG

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Communication Materials So what kind of material can be communicated after the studio? The answer will definitely depend on the nature of the studios and the content that emerges from it. Here we see an example of the painting that Max created and a prototype of what Pfizer’s communication might look like.

Max has been dealing so long with the pain that he has forgotten what it was like to share the story with others. In the studio he was inspired by the fact that he is not alone in trying to cope with his condition. This moment of individual enlightenment led him to create a piece that demonstrates how other patients might feel alone, but that there is a sense of hope. The communication materials highlight studio experiences and the patient stories that emerged from it.

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Communication Strategy The content delivered from the studio needs to have a robust internal communication strategy. Patient Centricity is about keeping the patient’s feelings and emotions into the day to day work of every Pfizer employee. The Patient art Collective delivers the perfect platform to share those emotions and stories with the employees. This will enhance the individual practices of each employee, motivating them through purposeful messages from patients. Externally, the outcomes of the Collective will have a tremendous positive impact on Pfizer reputation. The content needs to be communicated throughout the ecosystem of patient advocacy groups. This will gain interest amongst others to participate and provide yet another platform to get their patients involved in new patient centric practices.

The systems map on the right shows the different communication pathways of the patient art collective.

Content and material can be delivered both in internal and external contexts and in either digital and/or physical spaces like Pfizer headquarters of employee offices. It is important for the success of the collective that the stories are communicated through different channels for both external reputation and increasing internal motivation towards patient centric practices.

Examples: Physical advertisements, press releases, campaigns with specific advocacy groups, art installations at Pfizer and publicly, employee-patient engagement days, social media: @pfizercareers & @pfizerinc

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Next Steps

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Next Steps Decision-making Factors

Recommendation

Given the stage of this project, we suggest Pfizer internally considers the following questions to decide whether to progress with this concept.

1.

Pilot Partner

Does Pfizer have the internal communication capability to implement the

We recommend that Pfizer partners with an organization like Art for

proposed communication strategy?

the Journey. They could design a program for a specific therapeutic

2.

Can Pfizer’s legal team agree to draft a disclosure agreement for participants?

3.

What are Pfizer’s parameters around funding or partnering with charitable organizations?

4.

Does this align with Pfizer’s current patient-centricity work streams?

5.

How can Pfizer ensure program accessibility, equity, and diverse patient

group.

Proposed Pilot Budget We estimate it would cost USD50,000 to run a pilot. Internal resources at Pfizer would be required for the communication implementation.

participation by leveraging its stakeholder relationships?

Organization Model 1.

Programs at the Patient Art Collective would be a hybrid model - projects would be hosted both in-person and online to accommodate each patient

About Art for the Journey Art for the Journey uses art as a non-pharmacologic therapy for people with dementia, veterans with PTSD, incarcerated women, or at-risk children.

groups Contact

Scaling Once the pilot has been complete, Pfizer should measure the success of the pilot against the following metrics before deciding whether to scale the initiative.

1.

2.

Mark Hierholzer, President/Founder mark@artforthejourney.org

Communication reach (online, social media impressions etc.) internally and

Cindy Paullin, Executive Director

externally.

cindy@artforthejourney.org

Qualitative and quantitative survey feedback from participants.

804-543-4516

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Gratitude

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Thank you to Pfizer for the opportunity to work on this challenging brief. In particular, we’re grateful for the significant time that Yolande Morris and Shauna Elkin spent answering our questions and giving us a deeper understanding.

We’d like to acknowledge all of the patients, healthcare providers, patient centricity experts, and industry professionals who shared their experiences, insights, and feedback.

Thank you to Aaron Fry and Brendan Raftery for your wisdom and oversight.

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References

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Re: Art show at pfizer pharmaceutical factory. (2018, August 18). Retrieved May 08, 2021, from https://artviewer.org/re-art-show-at-pfizer-pharmaceutical-factory/ R. (n.d.). R/SampleSize. Retrieved May 08, 2021, from https://www.reddit.com/r/SampleSize/ Robbins, D. A., Curro, F. A., & Fox, C. H. (2013). Defining PATIENT-CENTRICITY: Opportunities, challenges, and implications for clinical care and research. Therapeutic Innovation & Regulatory Science, 47(3), 349-355. doi:10.1177/2168479013484159 Robinson, R. (2014, November/December). Patient-Centricity: The power of the patient. Retrieved May 08, 2021, from https://www.pharmavoice.com/article/patient-centricity/ Rothman, S. M., Raveis, V. H., Friedman, A., & Rothman, D. J. (2011, September 11). The American Journal of public Health (AJPH) from the American public Health Association (apha) publications. Retrieved May 08, 2021, from https://ajph.aphapublications.org/doi/full/10.2105/AJPH.2010.300027?journalCode=ajph Round, C. (2018). How Merck is stepping up for patients. Retrieved 2021, from https://pharmaphorum.com/views-analysis-patients/how-merck-is-stepping-up-for-patients/ Society, M. (2020, September 20). Medical affairs professional society. Retrieved May 08, 2021, from https://medicalaffairs.org/beyond-patient-centricity/ Spivak • November 29, A. (2016, November 29). Creative reuse art EXHIBIT flourishes at Former PFIZER BUILDING. Retrieved May 08, 2021, from https://brooklynreporter.com/2016/11/creative-reuse-art-exhibit-flourishes-at-former-pfizer-building/ Stergiopoulos, S., Michaels, D. L., Kunz, B. L., & Getz, K. A. (2019). Measuring the impact of patient engagement and patient centricity in clinical research and development. Therapeutic Innovation & Regulatory Science, 216847901881751. doi:10.1177/2168479018817517 Stuckey, H., & Nobel, J. (2010, February). The connection between art, healing, and public health: A review of current literature. Retrieved May 10, 2021, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2804629/

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Sydney Lupkin, E. (2019, March 07). Big pharma gave money to patient advocacy groups opposing medicare changes. Retrieved May 08, 2021, from https://khn.org/news/big-pharma-gave-money-to-patient-advocacy-groups-opposing-medicare-changes/ Underwood, G. (2020). The many faces of patient-pharma co-creation. Retrieved 2021, from https://pharmaphorum.com/views-analysis-patients/the-many-faces-of-patient-pharma-co-creation-merck-eyeforpharma/ Van Overbeeke, E., Vanbinst, I., Jimenez-Moreno, A. C., & Huys, I. (2020). Patient centricity in Patient Preference studies: The Patient Perspective. Frontiers in Medicine, 7. doi:10.3389/fmed.2020.00093 Wyke, A. (2021). PREVIEW embargoed press RELEASE: What 1,850 patient groups from around the world think of 48 pharma companies in 2019. Retrieved May 08, 2021, from http://createsend.com/t/j-F43443CF1D8428612540EF23F30FEDED Wykes, A. (2019, April 18). PREVIEW embargoed press release APR 18: WHAT 1,500 patient groups from around the world think of 46 pharma companies in 2018. Retrieved May 08, 2021, from http://createsend.com/t/j-745C162ED8766EEF2540EF23F30FEDED

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Hanington, B. M., & Martin, B. (2012). Universal methods of design: 100 ways to research complex problems, develop innovative ideas, and design effective solutions. Beverly, MA: Rockport.

I. (n.d.). Methods. Retrieved May 09, 2021, from https://www.designkit.org/methods Kelley, D., & Suri, J. F. (2015). The little book of design research ethics. IDEO. Kristy, G. (Director). (2021, May 05). Getting people to talk: An ethnography & interviewing primer [Video file]. Retrieved May 09, 2021, from https://vimeo.com/1269848 Kumar, V. (2013). 101 design methods: A structured approach for driving innovation in your organization. Hoboken, NJ: John Wiley & Sons.

Leski, K., & Maeda, J. (2020). The storm of creativity. Cambridge, MA: The MIT Press.

Martin, C. (2019, June 27). The reductive seduction of other people's problems. Retrieved May 09, 2021, from https://brightthemag.com/the-reductive-seduction-of-other-people-s-problems-3c07b307732d?gi=94ea4fd7de34 McChrystal, S. (2016). Team of teams: New rules of engagement for a complex world. Troy, MI: Business News Publishing.

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O'Grady, V. J., & O'Grady, V. K. (2017). A designer's research manual: Succeed in design by knowing your clients and what they really need. In A designer's research manual: Succeed in design by knowing your clients and what they really need (pp. 10-35). Beverly: Rockport.

Schmeltz, A (n.d.). How patient-centricity innovation. Retrieved May 08, 2021 from https://www.pfizer.com/news/featured_stories/featured_stories_detail/how_patient_centricity_drives_innovation Sauer, J. (2018, July 10). What patient centric care really means. Retrieved May 08, 2021, from https://www.acc.org/membership/sections-and-councils/cardiovascular-management-section/section-updates/2018/07/10/14/42/what-patient-centric-care-really-means Stoddart, P. (2019, June 06). Patient-centric healthcare: It’s time for a new operating model. Retrieved May 08, 2021 from, https://www.ibm.com/blogs/services/2019/03/14/patient-centric-healthcare-its-time-for-a-new-operating-model/

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