For Each of Life's Moments
Pfizer Inc.
We Had Lofty Goals
Drive HDHP Enrollment
The HDHP (high deductible plan) was new, and our ambitious target was to achieve 26%+ enrollment in it. We needed to market it expertly.
Boost Uptake in Voluntary Benefits
Achieve a 5% enrollment increase in Critical Illness Insurance coverage and Accident Insurance.
Help Employees See Real Value
Showcase the full range and value of Pfizer’s benefits that make it “An Amazing Place to Work.”
Streamline the Experience
Improve navigation through a new mypfizerbenefits.com site—the new one-stop shop for all things benefits.
Bringing Our Best
// Benefits & Annual Enrollment Communication Expertise // Multi-Year Strategy & Execution // Data Discovery & Insights // Segmented Messaging // Multi-Channel Tactical Mix // Digital & Video
We Ran Into a Few Challenges
It Got Complex—QUICKLY
We needed to build a new, mobile-optimized benefits site with sophisticated features such as an AI chatbot and seamless links to partner sites, and it needed to sit outside Pfizer’s firewall. Stringent security and IT requirements necessitated additional code reviews and adjustments, but we did what we do best: rolled up our sleeves and partnered with IT every step of the way.
We Had Several Plates to Spin
We didn’t just build the site, we also delivered a robust, multi-channel launch campaign for it AND Annual Enrollment—all within a relatively tight budget and overlapping timelines.
Get Creative with the Creative
Our “Benefits for Each of Life’s Moments” branding used illustrations rather than photography to better represent Pfizer’s diverse population.
We brought our A-game to ensure our visuals landed with impact.
We Stuck the Landing
We launched mypfizerbenefits.com in 2021 as the centerpiece of our Annual Enrollment campaign, which included:
- Emails and eCards
- Home mailer for manufacturing colleagues with limited desktop access
- Webinars with live Q&A
- Virtual benefits fair (conducted by Fidelity)
- Articles in Pfizer’s electronic newsletters and on Fuse (intranet)
- FAQs
