Episode Summary: "Now Pfizer Made the Highest Scoring Pharma Ad of All Time" featuring Susan Reno

Release Date: February 10, 2025
Podcast: Uncensored CMO
Host: Jon Evans
Guest: Susan Reno, Chief Marketing Officer at Pfizer

1. Introduction

In this episode of Uncensored CMO, host Jon Evans delves into the intricacies of creating a standout Super Bowl advertisement within the highly regulated pharmaceutical industry. Joining him is Susan Reno, Pfizer’s Chief Marketing Officer, who shares her extensive experience and the strategic approach behind Pfizer's record-breaking Super Bowl ad. The discussion not only highlights the ad's success but also explores Pfizer's broader mission to revolutionize cancer treatment by 2030.

2. Susan Reno’s Professional Journey

Susan Reno provides a comprehensive overview of her two-decade-long career in marketing, emphasizing her strong foundation in analytics. She began in consulting, collaborating closely with Pfizer, which paved the way for her transition into the company’s analytics division in the U.S. After earning an MBA, Reno advanced to U.S. Marketing and later took on regional marketing roles in Europe. Her tenure included leadership positions in the hospital and vaccines divisions in the UK, ultimately serving as Pfizer’s country president before returning to New York as CMO.

Susan Reno [01:25]: “My solid foundation on the data and analytics side has always served me really well.”

3. Pfizer’s Mission and Focus on Oncology

Reno outlines Pfizer’s mission: “Create breakthroughs that change patients’ lives.” This mission is the cornerstone of all strategic decisions, driving Pfizer’s efforts to innovate and address critical health challenges. While Pfizer gained significant public recognition for its COVID-19 vaccines, Reno highlights oncology as the next frontier. Pfizer boasts a world-leading oncology portfolio and is ambitiously pursuing eight new cancer breakthroughs by 2030.

Susan Reno [03:25]: “Pfizer's mission is to create breakthroughs that change patients’ lives.”

4. Impact of COVID-19 on Pfizer and the Pharmaceutical Industry

The pandemic necessitated an unprecedented acceleration in vaccine development. Reno emphasizes that Pfizer maintained rigorous standards despite the accelerated timelines, ensuring transparency and data integrity throughout the process. She also notes the transformative role of artificial intelligence in enhancing Pfizer’s drug development pipeline, from identifying promising molecules to optimizing marketing strategies.

Susan Reno [05:13]: “The development of the vaccines during the pandemic was absolutely the fastest of all time.”

5. The Critical Role of Insights and Analytics in Marketing

Drawing from her analytics background, Reno underscores the indispensability of data-driven insights in marketing and business decision-making. She stresses that understanding market dynamics and customer needs is fundamental to effective communication and product development. By leveraging advanced analytics, Pfizer ensures that its marketing strategies are both innovative and precisely targeted.

Susan Reno [06:33]: “Having the fundamental insights about what does the market look like, what do people care about… those are fundamental things that you need to make sure that you get right.”

6. Managing Diverse Audiences: Healthcare Professionals and Patients

Pfizer operates in a unique space, addressing both B2B audiences (healthcare professionals) and B2C audiences (patients). Reno explains how Pfizer balances the sophisticated, science-focused communication for healthcare providers with emotionally resonant messages for patients. She emphasizes that despite differing knowledge levels, both audiences share the common goal of improving health outcomes.

Susan Reno [07:42]: “There is absolutely an emotional side of things as well as an intellectual side of things for both [healthcare professionals and patients].”

7. Navigating Regulatory Challenges: Fair Balance

In the U.S., pharmaceutical advertising must adhere to the Fair Balance requirement, mandating that ads communicate both the benefits and potential risks of medications. Reno acknowledges the challenge this poses but views it as essential for building trust. She critiques the pharmaceutical industry's overall communication effectiveness, noting Pfizer's efforts to enhance emotional resonance and authenticity in its advertising, which resulted in a significant increase in Pfizer’s star scores.

Susan Reno [10:45]: “We don't do a very good job of being able to communicate in an effective way.”

8. Pfizer’s Success in Super Bowl Advertising

a. The Strategic Decision to Advertise During the Super Bowl

Despite the high costs associated with Super Bowl advertising, Reno details Pfizer's strategic decision to leverage this platform for its unmatched reach—120 million viewers annually. The primary objective was to promote early cancer screening and Pfizer’s commitment to oncology, aligning the ad with Pfizer’s mission to combat cancer effectively.

Susan Reno [17:27]: “The Big Game is really unparalleled in terms of being able to reach as broad an audience as you can.”

b. Creative Concept and Execution

The ad features a poignant narrative of a young boy in a hospital battling cancer. Inspired by boxing metaphors, the ad transitions into an epic journey symbolizing the fight against cancer, culminating in a Rocky-like victorious moment. The use of LL Cool J’s anthem enhances the emotional impact, while real-life elements, such as featuring an actual Pfizer oncologist, ensure authenticity and brand fluency.

Susan Reno [20:20]: “The ad opens on a little boy in a hospital bed… it is a celebration of the determination and the resilience of patients.”

c. Collaborative Testing and Refinement

Pfizer employed System One to rigorously test over 300 ad variations, utilizing data-driven insights to refine the ad’s emotional resonance and brand messaging. Collaboration with Publicis, Pfizer's creative agency, and input from stakeholders like LL Cool J and the American Cancer Society ensured the ad was both impactful and credible. This iterative process led to Pfizer’s Super Bowl ad achieving a 4.4 star rating, placing it in the top 2% of all ads across industries and the highest-scoring pharmaceutical ad ever tested.

Susan Reno [26:20]: “Our partnership on the big game ad… has been tremendously effective and something that we're really quite proud of.”

9. Integrating the Ad into a Year-Long Campaign and Patient Support

Beyond the Super Bowl spotlight, Pfizer integrated the ad into a comprehensive year-long campaign. The initiative includes digital platforms, social media outreach, and community engagement, all aimed at driving traffic to PfizerForAll.com. This portal offers resources such as cancer screening assessments and patient support tools, ensuring the ad's message translates into tangible health outcomes.

Susan Reno [39:23]: “We are monitoring all of the metrics around that as well to make sure that the pull through into the patient support… is actually happening as effectively as we expect it to.”

10. Advice for Aspiring CMOs and Marketing Professionals

Throughout the conversation, Reno imparts valuable advice for marketing professionals aiming for leadership roles:

• Be an Excellent Listener: Understand the needs of diverse stakeholders.
• Focus on the Customer: Prioritize patient outcomes and experiences.
• Leverage Data and Technology: Utilize analytics and AI for informed decision-making.
• Embrace Creativity Rooted in Insights: Combine creative ideas with data-driven strategies.
• Adapt and Learn from Failures: Use setbacks as learning opportunities.
• Build a Robust Network: Cultivate relationships to create and seize opportunities.
• Stay Authentic and Credible: Ensure all communications are genuine and trustworthy.

Susan Reno [46:52]: “Focus on the journey itself… be good to people, be a good collaborator and don't focus so much on the end goal.”

11. Conclusion

The episode underscores the critical blend of data-driven insights and creative storytelling in crafting effective pharmaceutical advertising. Susan Reno’s leadership at Pfizer exemplifies how strategic collaboration, rigorous testing, and a steadfast commitment to mission-driven marketing can yield industry-leading results. The success of Pfizer’s Super Bowl ad not only elevates the brand’s reputation but also reinforces its dedication to transforming cancer care, ultimately changing patients' lives.

Notable Quotes:

• Susan Reno [01:25]: “My solid foundation on the data and analytics side has always served me really well.”

• Susan Reno [03:25]: “Pfizer's mission is to create breakthroughs that change patients’ lives.”

• Susan Reno [06:33]: “Having the fundamental insights about what does the market look like, what do people care about… those are fundamental things that you need to make sure that you get right.”

• Susan Reno [10:45]: “We don't do a very good job of being able to communicate in an effective way.”

• Susan Reno [17:27]: “The Big Game is really unparalleled in terms of being able to reach as broad an audience as you can.”

• Susan Reno [20:20]: “The ad opens on a little boy in a hospital bed… it is a celebration of the determination and the resilience of patients.”

• Susan Reno [26:20]: “Our partnership on the big game ad… has been tremendously effective and something that we're really quite proud of.”

• Susan Reno [39:23]: “We are monitoring all of the metrics around that as well to make sure that the pull through into the patient support… is actually happening as effectively as we expect it to.”

• Susan Reno [46:52]: “Focus on the journey itself… be good to people, be a good collaborator and don't focus so much on the end goal.”

This episode serves as a masterclass in integrating data analytics with creative marketing to achieve exceptional results in the pharmaceutical industry. Susan Reno's insights offer invaluable guidance for marketing professionals aspiring to make impactful contributions within their organizations.