Shaping the Future of Digital Health for Pfizer UK
We co-designed a refreshed operating model for Pfizer’s Digital Healthcare Hub to thrive in a post-pandemic landscape.
Context
Navigating Post-Pandemic Complexity
Pfizer is a global pharmaceutical and biotechnology leader. In the UK, its Digital Healthcare Hub had been operating successfully for several years as a key innovation unit within the business.
However, the post-COVID landscape brought significant shifts in strategic priorities. As expectations around innovation outcomes and return on investment sharpened, the role and structure of the Hub needed to evolve. Pfizer asked us to help align internal stakeholders and co-design a refreshed model that would be fit for purpose in this new environment.
Approach
Aligning on a New Ambition
We partnered with Pfizer to reimagine how its UK Digital Healthcare Hub could deliver greater value — with clearer governance, stronger business alignment, and more robust decision-making. The first step was securing strategic alignment across senior leaders.
We engaged the UK leadership team and Business Unit heads to shape a shared vision, clarify success criteria, and ensure the refreshed model would reflect the evolving needs of the business. This alignment was critical to gain sponsorship, set expectations, and define a compelling version of “what good looks like.”
Co-creating a Blueprint for Scalable Innovation
With leadership alignment in place, we turned to designing a future-fit operating model. We assessed the current landscape and, using insight gathered from business leaders, mapped a high-level future state grounded in key design principles.
Together, we co-created a revised blueprint — version 2.0 of the Digital Healthcare Hub — structured around four key pillars:
Governance, compliance & decision-making
Process & approach
People & resourcing
Measurement
The new blueprint addressed how digital health innovations should be identified, prioritised, funded, tested, and scaled — with a focus on enabling experimentation while ensuring strategic fit.
Impact
Laying the Foundations for Long-term Impact
This new operating blueprint is now the foundation for how the Digital Healthcare Hub will function in the UK. The implementation of version 2.0 is underway, with plans to scale the model globally — enabling a more cohesive, effective, and outcomes-driven approach to digital health innovation across Pfizer’s markets.