June 6th 2006

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Delivering Patient and Treatment Information to
Wireless Terminals

• June 6th 2006
• Mikko Vasama

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A Global Health Firm
Focus on Human and Animal Health Care Products
16 State-of-the-Art Research Development
Campuses
New London (PGRD HQ)
New York (Pfizer Inc HQ)
122,000 Colleagues Worldwide
Sales in 150 Countries
81 Manufacturing Facilities in 37 Countries
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Pfizer Inc Revenues by Major Business Unit
2003 Pro Forma Total Revenues 45.2B
Consumer Healthcare (PCH)
3.0B
Pfizer Global Pharmaceuticals (PGP)
39.6B
1.6B
Pfizer Animal Health(PAH)
1B
Capsugel and Other
Source 2003 Annual Report / Pfizer Finance
Pharmacia revenues included post close of
merger in May 2003
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An Extensive Product Portfolio
Key Products
Rx Pharmaceuticals
Consumer Health Care
Animal Health
Aricept Celebrex Diflucan Lipitor Neurontin
Norvasc Viagra Xalatan Zithromax Zoloft Zyrtec
Benadryl Cortizone Desitin EPT Listerine Lubrider
mNeosporin Nicorette Rogaine Rolaids Sudafed
Visine
Clavamox/Synvlox Dectomax Equimax Excenel/Naxcel
RespiSure/Stellamune Revolution Rimadyl
43 Medicines over 100 million
9 Brands over 100 million
Source IMS
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Strong Market Capitalization
Billions
Microsoft
General Electric
Wal-Mart
Exxon Mobil
Citigroup
Pfizer
Bank ofAmerica
Intel Corp.
AmericanIntlGroup
HSBCHoldings
Yahoo Finance, 05 August 2004
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8 Overarching Global Trends
Demographics drive increasing healthcare demand
Challenges toIntellectual Property
Payers constrain and shift pharmaceutical spend
Changing public expectations and negative
industry image
Range of Marketplace Impacts
Shifting balance of powerin an evolving
healthcare decision-maker network
Growing global interdependency and transparency
driven by technology evolution
Elevated regulatory hurdles
Increasing pressure onpharma business/RD model
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Technology Impacts Healthcare Delivery
Information Technology and Medical Devices

• Electronic medical records

• Online information
• Self-assessment tools
• Lifestyle information
• Information about medical conditions

• Telemedicine
• Remote monitoring of vital signs
• Patient/doctor interaction via phone or internet

• Implantable devices
• e.g. pacemakers
• e.g. devices to control epilepsy Parkinsons
• Controlled release microchips

• Telemedicine
• Home-use patient monitor
• Electronic pill dispenser and monitor

• Care coordination software

Recuperation/ Compliance
Well
Ailing
Sick
Treatment
Well

• Predictive tests based on gene profile
• Preventative programs

• Tailored treatment through genomic screens

• Drugs with lower side effects identified by
  proteomics
• New treatments gene therapy

Biotechnology
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Digital_at_visor project(Mobile Physician)
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Digital_at_visor is a collaborative project of
Pfizer and AMC
Sponsor
Business owner
ICT
Board

• Re-use existing applications
• Flexible technical infrastructure
• Mobile technical knowledge
• Increased acceptance solution

• ROI existing BO-systems
• Improved physician effectiveness
• Risk-reduction medical liabilities

Physicians
HQ NL

• Patient safety
• Quality of care
• Work effectiveness through linking care paths
• Reducing duplicity

Partners

• Improving quality of care
• Built service platforms
• Holistic disease management
• Create Healthcare Information Services
• Relationship building with key customers
• Strong perception in market/ innovator

Middleware, Portal
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Case Mobile Physician
Mobile Physician enables real-time information
and improved time management by providing AMC
physicians with critical patient information to
support better decision making at the point of
care and beyond
Nokia 9500 Communicator
Medical Database
Application Server
Nokia Mobile VPN Client Medical Record Application
Laboratory
FW/VPN
Nokia SSM
Patient Records
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Types of Information and Functionality
The Mobile Physician will make available three
types of information enabling unique functionality
Mobile Physician
Category

• Local/National Formulary
• Drug Database (PDR)
• Evidenced Based Medicine
• Physician Directory
• Disease Codes
• Treatment Guidelines
• Testing Programs
• Risk Assessment Tools

• Patient test results
• Patient reference material
• Physician alerts
• Drug reminders

Information

• View/Update medical records
• Dictation
• E-Prescribing
• E-Referrals

• Automated Clinical Guidelines
• Dynamic rules-based decision-support tools

• Automatic Data Upload/Download with Provide
• Automate Alerts

Functionality
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Common interest leads to search for Quality of
care improvements
AMC
Pfizer

• Quality of Care
• Improve diagnoses
• Improve treatment selection / usage
• Reduce medical errors

• Workflow Efficiency
• Improve patient transition between providers
• Reduce time associated with administrative tasks
• Expedite medical results

• Building Relationships
• Strengthen relationships between AMC physicians
  and Pfizer medical and sales colleagues
• Create a robust institutional partnership between
  AMC and Pfizer Netherlands
• Enhance Pfizers profile within the Dutch
  community

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The goal of metrics is to measure the effects of
the use of Digital_at_advisor at IM
Work Efficiency
Quality of care
Building relationships

• Original Hypotheses
• Less time spent on administrative tasks
• Decreased search time for patient information
• Faster weekend transfer
• More efficient and effective week-end shift
• Decreased wait time for lab results

• Original Hypotheses
• Increased use of protocols/sources of information
  because of better availability
• Decreased search time and faster retrieval of
  patient data
• Faster availability of lab results
• Faster definition of treatment
• Faster/Better informed patients

• Original Hypotheses
• Strengthen relationships between AMC physicians
  and Pfizer medical (research) and sales
  colleagues
• Create a robust institutional partnership between
  AMC and Pfizer Netherlands
• Build relationships at the management level
  between AMC and Pfizer to establish a long term
  relationship

• Metrics
• Route forms (Time of transfer, time of visits,
  of times Poliplus is accessed, lab wait time)
• Distance Walked
• Quality of Life Physicians questionnaire

• Metrics
• Number of times guidelines are consulted
• Average wait time for lab results to become
  available
• Patient satisfaction questionnaire

• Metrics
• and type of meetings with different stakeholder
  groups
• of calls

• Findings
• No real impact so far on work efficiency and way
  of working
• Highest value add found in use of weekend
  transfer functionality
• more structured, concise and uniform
• Makes transfer of patient information easier

• Findings
• No real impact so far on quality of care

• Findings
• Participation of Pfizer in this type of project
  has had a positive impact on the perception of
  Pfizer by Physicians

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Workflow efficiency
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Impact on Pfizers Core Business
The benefits to Pfizer will be realized through
improvements in the treatment cascade which
will flow through to an increase in prescription
volume
Treatment Cascade
Increase awareness of targeted disease states to
improving screening (for specialists/consultants).
Patient Presentation
Increase diagnosis rates, through better
dissemination of medical knowledge, especially in
under-diagnosed conditions
Patient Diagnosis
Increase knowledge and proper utilization of drug
therapy, for example through recognition of
cost/benefit of pharmaceutical intervention
Treatment
Share of mind with the medical professional for
Pfizer products will be possible, but not direct
preferential recommendation outside guidelines
Product Decision
Improvements in patient monitoring for chronic
therapies through informed medical professionals
will increase patient compliance
Compliance
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Thank you!