10. Distribution Channels (i.e. channel structure, length, exclusivity, etc.

)
ANSWER 1
Detailed explanation of Pfizer's distribution channels:
1. Direct Distribution:
Pfizer has developed a sophisticated, robust, and agile manufacturing infrastructure that allows it to
deliver crucial medicines to patients in need (Link 1: Global Manufacturing, Supply & Distribution |
Pfizer). In the U.S., Pfizer's distribution is direct from their manufacturing facilities in Kalamazoo,
Michigan, and Pleasant Prairie, Wisconsin(Link 2:
COVID19_Vaccine_US_Distribution_Fact_Sheet_032023.pdf (pfizer.com)). They also partner with
UPS' sites in Louisville, Kentucky, and Columbus, Ohio to reach the point of use (POU) (Link 2:
COVID19_Vaccine_US_Distribution_Fact_Sheet_032023.pdf (pfizer.com)). Pfizer's distribution
approach involves sending shipments of their vaccine directly to sites when they need them(Link 3:
Distributing Our COVID-19 Vaccine to the World | Pfizer). This direct distribution allows Pfizer to
maintain close relationships with key customers and provide them with personalized support and
services. Pfizer’s robust global network and seamless operations are driven by the vital understanding
that patients around the world can’t afford any delays or disruptions in getting the medicines and
vaccines they need(Link 1: Global Manufacturing, Supply & Distribution | Pfizer). That’s why they
utilize multiple suppliers to minimize the risk of supply interruptions of essential medicines(Link 1:
Global Manufacturing, Supply & Distribution | Pfizer). They’ve established parallel supply chains
throughout the U.S. and Europe to manufacture their most critical vaccines(Link 1: Global
Manufacturing, Supply & Distribution | Pfizer). Their supply chain has built-in flexibility to support
resiliency, extra inventory, an increased workforce, and multiple suppliers(Link 1: Global
Manufacturing, Supply & Distribution | Pfizer). Pfizer aims to ensure that all its medicines and
vaccines are made to their standards of quality, efficacy, and safety(Link 1: Global Manufacturing,
Supply & Distribution | Pfizer).

2. Indirect Distribution:
Pfizer works with various intermediaries to distribute its products. Pfizer Canada, for instance,
provides its distribution channel with relevant, timely, and accurate information about Pfizer
products². Pfizer has activated its extensive U.S. and European manufacturing network, including
thousands of highly skilled U.S. workers in multiple states and localities, to prepare to produce the
COVID-19 vaccine(Link 5:Covid Vaccine Manufacturing, Distribution, Global Supply Chain
(pfizer.com)). They have developed detailed logistical plans and tools to support effective vaccine
transport, storage, and continuous temperature monitoring(Link 5:Covid Vaccine Manufacturing,
Distribution, Global Supply Chain (pfizer.com)). These intermediaries play a crucial role in reaching
end consumers by buying products in bulk from Pfizer and then distributing them through various
channels, including retail pharmacies, hospitals, online pharmacies, and e-commerce platforms(Link
5:Covid Vaccine Manufacturing, Distribution, Global Supply Chain (pfizer.com)). Pfizer helps
provide more than 50 billion doses of medicines and vaccines to over 181 countries annually,
reaching approximately 1.3 billion patients—equivalent to 1 out of every 6 people on the planet(Link
5:Covid Vaccine Manufacturing, Distribution, Global Supply Chain (pfizer.com)). Pfizer is a proven,
reliable multinational vaccine producer, supplying vaccines to more than 165 countries(Link 5:Covid
Vaccine Manufacturing, Distribution, Global Supply Chain (pfizer.com)). Today, Pfizer manufactures
more than 200 million doses of Pfizer vaccines annually and is one of the largest sterile injectables
suppliers in the world, producing more than 1 billion sterile units per year(Link 5:Covid Vaccine
Manufacturing, Distribution, Global Supply Chain (pfizer.com)). They have experience working with
customers in all markets to ensure success(Link 5:Covid Vaccine Manufacturing, Distribution,
Global Supply Chain (pfizer.com)). They have years of proven experience in supply chain and cold
chain management, and they are accelerating the development of innovative technologies to further
advance their capabilities as a supply chain leader(Link 5:Covid Vaccine Manufacturing,
Distribution, Global Supply Chain (pfizer.com)).

By employing both direct and indirect distribution channels, Pfizer can optimize its distribution
strategy, meet the diverse needs of its customers, and effectively deliver its medications and vaccines
to the market.

Reference:
(1) Global Manufacturing, Supply & Distribution | Pfizer. https://www.pfizer.com/products/how-
drugs-are-made/global-supply.
(2) Pfizer-BioNTech COVID-19 Vaccine: U.S. Manufacturing and Distribution ....
https://cdn.pfizer.com/pfizercom/COVID19_Vaccine_US_Distribution_Fact_Sheet_032023.pdf.
(3) Distributing Our COVID-19 Vaccine to the World | Pfizer.
https://www.pfizer.com/news/announcements/distributing-our-covid-19-vaccine-world.
(4) Distribution Channel | Pfizer.ca. https://channels.pfizer.ca/en/distribution-channel/welcome.
(5) Covid Vaccine Manufacturing, Distribution, Global Supply Chain - Pfizer.
https://www.pfizer.com/science/coronavirus/vaccine/manufacturing-and-distribution.
(6) Pfizer-BioNTech COVID -19 Vaccine: US Distribution Fact sheet.
https://cdn.pfizer.com/pfizercom/Pfizer_COVID-
19_Vaccine_Distribution_Efforts_online_fact_sheet_03.29.22.pdf.
(7) Pfizer’s Efforts At COVID-19 Vaccine Manufacturing And Distribution.
https://logipharmaeu.wbresearch.com/blog/pfizers-efforts-at-covid-19-vaccine-manufacturing-and-
distribution.
(8) Distribution Channel | Pfizer.ca. https://channels.pfizer.ca/.
(9) The reality behind Pfizer’s COVID-19 vaccine distribution plan.
https://abcnews.go.com/Health/reality-pfizers-covid-19-vaccine-distribution-plan/story?id=74183968.
(10) Getty Images. https://www.gettyimages.com/detail/news-photo/sign-for-pfizer-is-seen-outside-
the-pfizer-building-on-news-photo/1285323968.

ANSWER 2
Pfizer has a sophisticated and robust direct distribution system. Here are some key points about how
Pfizer executes its direct distribution channels:
1. Flexible, Just-In-Time System: Pfizer's distribution is built on a flexible, just-in-time system,
which ships the frozen vials directly to the point of vaccination.
 2. Direct Shipping: In the U.S., Pfizer's distribution approach is to largely ship from their
manufacturing site in Kalamazoo, Michigan, directly to the point of use (POU). They also use
their existing distribution center in Pleasant Prairie, Wisconsin.
PFE_COVID19VaccineDistribution_FactSheet_Ogilvy updates_11192020 (nam.org)

3. Transportation Modes: Pfizer utilizes both road and air modes of transportation via their main
carrier partners. They expect to be able to deliver from their Pfizer sites directly to points of
use (POU) within a day or two in the U.S. and within three days globally.
4. Maintaining Vaccine Integrity: Pfizer has experience in supply chain and cold chain
management, and they are accelerating the development of innovative technologies to further
advance their capabilities as a supply chain leader.
Covid Vaccine Manufacturing, Distribution, Global Supply Chain (pfizer.com)

5. Global Infrastructure: Pfizer operates 35+ manufacturing sites, uses 300+ external suppliers,
and reaches 180+ countries. They provide more than 50 billion doses of medicines and
vaccines to over 181 countries annually, reaching approximately 1.3 billion patients.
6. Multiple Suppliers and Parallel Supply Chains: Pfizer uses multiple suppliers to minimize the
risk of supply interruptions of essential medicines. They've established parallel supply chains
throughout the U.S. and Europe to manufacture their most critical vaccines.
7. Product Quality and Safety: Pfizer aims to ensure that all their medicines and vaccines are
made to their standards of quality, efficacy, and safety.
Global Manufacturing, Supply & Distribution | Pfizer
These strategies allow Pfizer to effectively distribute their products directly to the places they're
needed most.
Reference:
(1) Pfizer-BioNTech COVID-19 Vaccine U.S. Distribution Fact Sheet. https://www.nam.org/wp-
content/uploads/2021/01/PFE_COVID19VaccineDistribution_FactSheet_US_FINAL-11302020.pdf.
(Point 1 & 2)
(2) Covid Vaccine Manufacturing, Distribution, Global Supply Chain - Pfizer.
https://www.pfizer.com/science/coronavirus/vaccine/manufacturing-and-distribution. (Point 3 & 4)
(3) Global Manufacturing, Supply & Distribution | Pfizer. https://www.pfizer.com/products/how-
drugs-are-made/global-supply. (Point 5, 6 & 7)

ANSWER 3
1. Pfizer is deploying enterprise-wide initiatives using transformative content supply chain
solutions from Adobe. They are centralizing and optimizing their creative supply chain to
shorten time-to-market while reducing risk and operational costs. They are replacing siloed
tools and processes with a standard way of working that is managed through Workfront and
unified with scalable digital asset management (DAM) and content management system
(CMS) from Adobe.
(How Pfizer is transforming its content supply chain : How Pfizer is transforming its content
supply chain to bring scientific breakthroughs to market at lightspeed (adobe.com) )
 2. Pfizer has increased flexibility and reinforced resilience within their supply chain to ensure
patients around the world receive their authorized COVID-19 oral treatment, vaccines, and
additional support care medicines as quickly as the situation demanded. This included the
expansion of their manufacturing capabilities at their site in Kalamazoo, Michigan. They have
also developed the first large-scale lipid nanoparticle manufacturing system, which unlocked
the ability to produce the Pfizer-BioNTech COVID-19 Vaccine.
(Pfizer’s Manufacturing and Supply Chain Revolution: Pfizer’s Manufacturing and Supply
Chain Revolution (washingtonpost.com))

3. Pfizer's supply chain modernization aims to ensure that medicines navigate the globe to arrive
in the hands of patients where and when they need them. Pfizer operates 58 manufacturing
sites worldwide, uses sophisticated data analytics to streamline its operations and enhance
decision-making processes, and ensures every product undergoes rigorous quality control
measures.
(Pfizer Supply Chain Modernization Leading The Way In Healthcare Pfizer Supply Chain
Management Secrets for Healthcare | RFgen)

In terms of the distribution channel, Pfizer follows a direct distribution channel. In the U.S., their
distribution is direct from their manufacturing facilities in Kalamazoo, Michigan and Pleasant Prairie,
Wisconsin, as well as from their partnering UPS’ sites in Louisville, Kentucky and Columbus, Ohio to
the point of use (COVID19_Vaccine_US_Distribution_Fact_Sheet_032023.pdf (pfizer.com)). They
leverage both road and air modes with their main carrier partners. They have developed detailed
logistical plans and tools to support effective vaccine transport, storage, and continuous temperature
monitoring(Covid Vaccine Manufacturing, Distribution, Global Supply Chain (pfizer.com)). Their
distribution is built on a flexible just-in-time system which will ship the frozen vials to the point of
vaccination(Covid Vaccine Manufacturing, Distribution, Global Supply Chain (pfizer.com)). They
have the capacity to produce 4 billion doses annually, pending demand.

Reference:
(1) How Pfizer is transforming its content supply chain to bring scientific ....
https://business.adobe.com/blog/the-latest/how-pfizer-is-transforming-content-supply-chain.
(2) How Pfizer is transforming its content supply chain to bring scientific ....
https://business.adobe.com/blog/the-latest/how-pfizer-is-transforming-content-supply-chain.
(3) Pfizer’s Manufacturing and Supply Chain Revolution - The Washington Post.
https://www.washingtonpost.com/creativegroup/pfizer/pfizers-manufacturing-and-supply-chain-
revolution/.
(4) Pfizer’s Manufacturing and Supply Chain Revolution - The Washington Post.
https://www.washingtonpost.com/creativegroup/pfizer/pfizers-manufacturing-and-supply-chain-
revolution/.
(5) Pfizer Supply Chain Management Secrets for Healthcare | RFgen.
https://www.rfgen.com/blog/pfizer-supply-chain-modernization-leading-the-way-in-healthcare/.
(6) Pfizer Supply Chain Management Secrets for Healthcare | RFgen.
https://www.rfgen.com/blog/pfizer-supply-chain-modernization-leading-the-way-in-healthcare/.
(7) Pfizer-BioNTech COVID-19 Vaccine: U.S. Manufacturing and Distribution ....
https://cdn.pfizer.com/pfizercom/COVID19_Vaccine_US_Distribution_Fact_Sheet_032023.pdf.
(8) Covid Vaccine Manufacturing, Distribution, Global Supply Chain - Pfizer.
https://www.pfizer.com/science/coronavirus/vaccine/manufacturing-and-distribution.
(9) Global Manufacturing, Supply & Distribution | Pfizer. https://www.pfizer.com/products/how-
drugs-are-made/global-supply.
(10) Pfizer-BioNTech COVID -19 Vaccine: US Distribution Fact sheet.
https://cdn.pfizer.com/pfizercom/Pfizer_COVID-
19_Vaccine_Distribution_Efforts_online_fact_sheet_03.29.22.pdf.
(11) Pfizer-BioNTech COVID-19 Vaccine U.S. Distribution Fact Sheet. https://www.nam.org/wp-
content/uploads/2021/01/PFE_COVID19VaccineDistribution_FactSheet_US_FINAL-11302020.pdf.
(12) Adobe Announces Generative AI Solutions to Jumpstart Content Supply ....
https://news.adobe.com/news/news-details/2024/Adobe-Announces-Generative-AI-Solutions-to-
Jumpstart-Content-Supply-Chain-for-Enterprises-/default.aspx.
(13) Streamlining the content creation process of Experience Manager Sites ....
https://business.adobe.com/blog/the-latest/streamlining-adobe-experience-manager-sites-content-
creation-process-unleashing-efficiency-with-adobe-workfront.
(14) Pfizer leverages digital innovation to help deliver medicines to ....
https://www.pfizer.com/sites/default/files/investors/financial_reports/annual_reports/2022/story/data-
and-ai-are-helping-to-get-medicines-to-patients-faster/.
(15) Pfizer’s Manufacturing and Supply Chain Revolution - The Washington Post.
https://www.washingtonpost.com/creativegroup/sponsor/pfizer/.
(16) Pfizer and BioNTech to supply Canada with their BNT162 mRNA-based ....
https://www.pfizer.ca/en/media-centre/pfizer-and-biontech-supply-canada-their-bnt162-mrna-based-
vaccine-candidate.
(17) Supply Chain - RFgen. https://www.rfgen.com/topic/supply-chain/.
(18) Resource Center - RFgen. https://www.rfgen.com/research-library/.
(19) undefined. https://video.tv.adobe.com/v/3427976.

11. Pricing Strategies:

Pfizer's pricing strategy is guided by the value that their innovative and life-saving products bring to
patients and society, an understanding of the health systems and environments in which they operate,
and a goal of achieving the broadest possible access to their products (Link:
The_Value_of_Medicines.pdf (pfizer.com)). They price their medicines by thoughtfully balancing
considerations such as access, affordability, and the ability to invest in future cures (Link: Pricing -
Pfizer 2018 Annual Review). Pfizer follows a multistep pricing procedure in its marketing mix which
is based on in-depth cost and benefits analysis, market analysis, and risk analysis (Link:
https://www.mbaskool.com/marketing-mix/products/16998-pfizer.html ). They advocate with payers
for access to their medicines at costs that patients can afford, offer discounts, and when there are
access or affordability issues, provide patient assistance programs(Link: Pricing - Pfizer 2018 Annual
Review). Pfizer has a wide product portfolio and it has a varying pricing as well. Usually
pharmaceutical companies are known and scrutinized over raising the cost of their established and
well-known medicines and then slowly raising the prices of the new ones too (Link:
https://www.mbaskool.com/marketing-mix/products/16998-pfizer.html ). This way the companies
motivate the customer to buy new medicines by increasing the price of old medicines and ensures
sales of their medicines in the future too (Link:
https://www.mbaskool.com/marketing-mix/products/16998-pfizer.html ).

12. Consumer-Oriented Sales Promotion Activities:

Pfizer's consumer-oriented sales promotion activities include advertising and promotional labeling,
promotional interactions with healthcare professionals, and direct-to-consumer advertising in the
United States (Link: Ethical Marketing, Sales, and Interactions with Healthcare Professionals |
Pfizer). They also engage in marketing programs (Link: White-Guide-Combine-01-20-2022.pdf
(pfizer.com)). Pfizer applies science and their global resources to bring therapies to people that extend
and significantly improve their lives (Link: Pfizer Company Fact Sheet | Key Pharma & Consumer
Health Products | Pfizer). They strive to set the standard for quality, safety, and value in the discovery,
development, and manufacture of health care products (Link: Pfizer Company Fact Sheet | Key
Pharma & Consumer Health Products | Pfizer). Their global portfolio includes medicines and vaccines
as well as many of the world's best-known consumer health care products (Link: Pfizer Company
Fact Sheet | Key Pharma & Consumer Health Products | Pfizer). Every day, Pfizer colleagues work
across developed and emerging markets to advance wellness, prevention, treatments, and cures that
challenge the most feared diseases of our time (Link: Pfizer Company Fact Sheet | Key Pharma &
Consumer Health Products | Pfizer). Consistent with their responsibility as one of the world's premier
innovative biopharmaceutical companies, they collaborate with health care providers, governments,
and local communities to support and expand access to reliable, affordable health care around the
world (Link: Pfizer Company Fact Sheet | Key Pharma & Consumer Health Products | Pfizer). For
more than 170 years, Pfizer has worked to make a difference for all who rely on them (Link: Pfizer
Company Fact Sheet | Key Pharma & Consumer Health Products | Pfizer).

Reference:
(1) Pfizer’s Approach to Medicine Pricing.
https://cdn.pfizer.com/pfizercom/The_Value_of_Medicines.pdf.
(2) Pricing - Pfizer 2018 Annual Review.
https://www.pfizer.com/sites/default/files/investors/financial_reports/annual_reports/2018/our-
business/understanding-external-environment/pricing/index.html?ref=home.
(3) Pfizer Marketing Strategy & Marketing Mix (4Ps) | MBA Skool.
https://www.mbaskool.com/marketing-mix/products/16998-pfizer.html.
(4) Ethical Marketing, Sales, and Interactions with Healthcare ... - Pfizer.
https://www.pfizer.com/about/responsibility/compliance/ethical-standards.
(5) Revision: December 2021 - Pfizer. https://cdn.pfizer.com/pfizercom/White-Guide-Combine-01-
20-2022.pdf.
(6) Pfizer Company Fact Sheet | Key Pharma & Consumer Health Products | Pfizer.
https://www.pfizer.com/news/media-resources/press-kits/corporate-media-kit.
(7) Prescription Value & Pricing | Pfizer.
https://www.pfizer.com/about/programs-policies/prescription-value-and-pricing.
(8) 15.6 Main Types of Sales Promotion - OpenStax. https://openstax.org/books/principles-
marketing/pages/15-6-main-types-of-sales-promotion.
(9) Pfizer. https://www.pfizer.com.