Pfizer is one of the world's leading companies in terms of market capitalisation, innovation and healthcare solutions. VIA has worked with Pfizer on both the ethical (prescription drug) side and the Consumer Healthcare business.

Our work on the ethical side has involved many innovations in Pfizer's response to the fast-changing structure of the NHS, including defining the nature of long-term relationships with the NHS and adapting its sales and marketing strategies to gain competitive advantage in the way it addresses the Primary Care Organisations - see case study

We have also helped identify opportunities for the development of new services to manage chronic diseases and define how these should be taken to market.

In Consumer Healthcare, we have helped Pfizer to evaluate complex trade-off decisions involving new products and new channels across Europe and to build multi-year business cases for new treatment solutions across global markets, through new channels.