STASHEM
Scaling compliant HCP engagement through intelligent data processes
Pfizer used Salesforce Sales Cloud, Marketing Cloud, and Data Cloud, with deep consent integration through OneTrust
Dr. Elena Rodriguez opened her inbox between patient consults and noticed something different.
A message from Pfizer—not a generic blast, but a thoughtful update on the latest clinical research in her specialty, with a downloadable summary and an option to schedule a virtual MSL visit.
No login. No lengthy consent flow. Just relevant, timely, and easy.
That personalized experience wasn’t a lucky coincidence—it was the result of a multi-market, cross-functional transformation powered by Pfizer, Salesforce, and consulting partner Stashem.
Vision to Modernize Compliantly
Pfizer’s mission is clear: Breakthroughs that change patients’ lives. To fulfill that mission in a digital-first world, the company needed to rethink how it engaged healthcare professionals (HCPs)—especially in a post-pandemic environment where face-to-face access had become limited.
But delivering personalized, compliant HCP engagement at scale across markets, product lines, and regulatory jurisdictions was no small feat.
Pfizer faced several key challenges:
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Inconsistent HCP profiles across regional CRMs and marketing tools
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Limited integration between field force activity and omnichannel marketing
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Manual consent tracking, especially across GDPR- and HIPAA-compliant environments
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Slow campaign approvals and limited visibility into engagement effectiveness
Pfizer envisioned a unified, AI-enabled engagement platform—one that could support omnichannel journeys, automate compliance logic, and bring sales and marketing teams into perfect sync.
Powering global HCP engagement at scale
Stashem Consulting + Salesforce designed and delivered a global HCP engagement framework powered by Salesforce Sales Cloud, Marketing Cloud, and Data Cloud, with deep consent integration through OneTrust.
Using the Stashem Sprint Lab™ co-creation model, Pfizer’s regional teams, medical affairs, and IT stakeholders collaborated to reimagine the full HCP experience—from first opt-in to long-term advisory engagement.
The new solution included:
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A dynamic, centralized HCP 360 profile, unifying field visit data, email engagement, content preferences, sampling history, and consent records
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Omnichannel journey automation through Journey Builder, with localized content and triggers based on product interest, specialty, and interaction frequency
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Real-time consent orchestration, with logic that automatically adapts communications based on regulatory requirements and HCP opt-in status
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Integration with Pfizer’s global MSL tools, enabling automated pre-visit alerts and post-call follow-up journeys based on rep input
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Role-specific dashboards via Tableau to track engagement performance, campaign ROI, and consent health
“We want to connect regulatory, medical, and digital through one platform to deliver HCP engagement that’s intelligent, compliant, and measurable.”
+54% lift
HCP engagement rate
60% faster
Journey deployment speed
A system designed for global complexity
The Salesforce platform was customized to support Pfizer’s regional structures, language needs, and privacy rules across dozens of countries.
With MuleSoft, the platform integrated seamlessly into Pfizer’s enterprise stack—connecting to medical systems, Veeva repositories, call notes, and analytics layers.
Data Cloud acted as the single source of truth, while Einstein AI scored HCP intent and recommended optimal engagement paths—whether for a new product launch, congress invitation, or key opinion leader follow-up.
For new opt-ins, HCPs received onboarding journeys with clear value previews, a consent summary, and content tailored to their specialty and interest areas.
Back-office efficiencies were also realized. Local marketing teams could now clone and localize journeys using pre-approved templates—with Salesforce automatically managing frequency caps, opt-out logic, and jurisdictional nuances.
About Pfizer
Pfizer, headquartered in New York City, is a global pharmaceutical and biotechnology corporation that discovers, develops, manufactures, and distributes healthcare solutions.
With a legacy of medical innovation, Pfizer is a leader in patient impact and scientific advancement.
About Stashem Consulting
Stashem Salesforce consulting, based in Charlotte, North Carolina, helps enterprise and mid-market companies drive transformation through data, automation, and personalization.
With deep experience in the Healthcare and Life Sciences sector, Stashem delivers human-centered, AI-enabled Salesforce solutions at scale.
