Helping Pfizer understand a diverse and varied content audience.
After several years of creating content to live on numerous audience-specific hubs, Pfizer embarked on an initiative to combine all its existing content, for both patients and biomedical professionals, all under one domain.
At the same time, the company wanted to use content to continue build on positive sentiment gained from COVID-19 vaccine work. They enlisted my team to conduct research on the varied audiences interested in science and biomedical information, to better understand how to reach them and build trust in the Pfizer brand.
Leveraging a combination of third-party research, internal interviews, and a proprietary survey, I worked with the Pfizer team to not only understand the preferred content information and formats each audiences wants for science information but also how these personas use content to communicate with each other.
To ensure the research was actionable, I also created clear distinctions between passive and active science research needs across each persona, as well as three key obstacles all personas needed to overcome when engaging with (and evaluating) science content.