Pfizer Voice Experience

Creating a medical companion through Voice

Worldwide, emerging technology is being utilised to help with treatments, support modern hospitals and ultimately improve and save lives. Voice application is showing significant promise as an exciting and important tool in the sector.

Pfizer, one of the world’s leading pharmaceutical corporations, has recognised that Voice can lend a hand to help users get the most out of their pharmaceutical treatments.

BUSINESS CHALLENGE

In general, drug information can be difficult to comprehend, often filled with complex medical terminology that confuses rather than reassures the patient. Pfizer recognised this problem and wanted to explore how Voice could help Australians with information around their treatments.

With a number of exciting new drugs being released to Australians this year, Pfizer’s Medical Information team wanted to explore how Voice Assistants might act as a companion for new patients, guiding them through their treatment and helping answer some of the most common questions via Amazon Alexa.

The challenge was to create a proof of concept that was truly helpful, without replacing the expertise and value of a clinician.

Business / Customer Truth

Leverage Amazon’s all-new Echo Show technology to guide users through a treatment program with Pfizer

Approach

To consider the best use of Voice for Pfizer, VERSA started with research and insights from real patients. Initiating a discovery phase to help understand the end to end customer experience for new patients, VERSA we’re able to identify pain points and opportunities. This enabled the team to clearly define where Voice could assist patients during the different stages of their treatment.

Very quickly we saw that using Voice & AI to answer personalised medical questions can be a complex task and, for a lot of use cases, the user request requires a trained medical practitioner. Understanding this, we looked into the call center logs and user data to see what easily answered topics patients required assistance with. These topics were then prioritised by both teams to define areas of focus, the outcome being a virtual nurse that could help you during your treatment.  

Our team of conversational designers created a guided experience that helped patients through a program of one of Pfizer’s latest products, covering application, side effects, and other related topics.

A key part of the experience also solved a key business problem for Pfizer, to reduce the volume of call center calls. So as part of the experience, we listened and tracked keywords and phrases that users said that our Voice AI couldn’t answer. If a user tried to ask a question that requires medical practitioners advice, we provided them with a callback request. This information was then passed through to Pfizer’s CRM, prompting them to get in touch with the patient at a time that suited the patient, but didn’t mean for long wait times.

To enhance the experience, the proof of concept was built to support Amazon’s latest Echo Show device. Leveraging engaging video content and imagery to give users visual elements to help support them along their journey.

This is just the start of Pfizer’s conversational strategy as they lead the way to a more holistic treatment in Australia and the around the globe. There are big plans to build this out across further applications, such as Google Assistant.

“Voice technology is creating frictionless ways to obtain information and transact. Working with Versa helped us understand both the overall landscape and the nuances of voice-based customer experiences. Their insights were extremely valuable in helping us explore novel ways to provide information on our medicines to patients and health professionals.”

Sudeep Mavila, Medical Information Regional Lead, ANZ & SE Asia

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