Pfizer has created a new generative AI platform for pharmaceutical marketing named “Charlie”. The platform, named after the company’s co-founder Charles Pfizer, is designed to assist with content supply chains and Pfizer’s entire marketing operations.
Inaugurated last year, Charlie is currently being implemented across the organization, with usage already seen within Pfizer’s central marketing team and across various brands. The platform is also utilized by agency partners like Publicis Groupe and IPG.
A primary objective for Charlie is to improve the company’s content supply chain, according to Bill Worple, Pfizer’s VP of customer engagement platforms and technology. Charlie’s capabilities extend to content creation, editing, fact-checking, and legal reviews – vital within the heavily regulated pharma industry. Using a red, yellow, green risk system for content labeling, Charlie enables the medical review team to prioritize their attention to content requiring thorough vetting.
Charlie aims to multiply content creation significantly, enhancing messaging that resonates with both health care providers and patients. It also seeks to function as a workbench for the entire marketing organization, integrating media analytics, competitor insights, and website data. It is also being integrated into Adobe platforms like Workfront and Experience Manager to facilitate actions based on insights across multiple dashboards.
Charlie’s focus extends to creating content including digital media, emails, and digital presentations used by sales teams with physicians. The platform is also exploring aid in the research and writing of drafts for medical articles.
Publicis Groupe collaborated in building Charlie based on its existing Marcel AI platform, with a dedicated team assisting in the daily maintenance and evolution of Charlie. Publicis recently announced major AI updates, unveiling a new platform called CoreAI.
Given the sensitivity of health care data, Pfizer ensures Charlie’s data collection and usage adhere to various internal and external privacy requirements. Data governance, encompassing accuracy and privacy, is crucial to the platform’s operation.
According to a report by the McKinsey Global Institute, generative AI could generate between $60 billion and $110 billion in annual economic value for the pharma and medical product industries. Also, marketing-related uses could potentially halve content creation costs and increase production pipelines by 20%. The technology could also double or triple the speed of approving content.
Source: With ‘Charlie,’ Pfizer is building a new generative AI platform for pharma marketing }}.
