Pfizer Grassroots & Advocacy
Activating Your Employees: An Rx for Success
NAM Public Affairs Conference
March 23, 2010
Agenda
Pfizer’s Grassroots efforts
Tools we are using to mobilize
colleagues
A few case studies
Ideas moving forward
Pfizer Government Relations
Federal Office
State Government Relations
Integrated Approach
Grassroots
PAC
Policy
Pfizer in Action
Our Purpose
Mission
Helping colleagues effectively influence the
political environment
Vision
To build the best integrated corporate Grassroots
& PAC program in the industry enabling Pfizer
to have the strongest voice on
biopharmaceutical industry issues
Achieving Our Mission
Inform
On policy issues important to our business
Mobilize
In support of Pfizer-friendly policy decisions
Impact
By making our voice heard in Washington and State
Capitols across the country.
Pfizer in Action –
Grassroots Components
Pfizer
Colleagues
District
Captains
Site
Captains
Colleague
Captains
Retiree
Advocates
Mobilizations &
Calls-to-Action
Key Grassroots Functions
Calls to Action / Mobilizations
Mail Program
Helping colleagues meet with Legislators
Election & Registration Information
Events and Site Visits
Keeping Colleagues informed!
Mobilizations & Calls to Action
Historically Large – All employees
Medicare Non-interference
30,128 activated, 39% participation rate
Recently Small & More Targeted
Health Care Reform & Importation
7 key states, high participation
Over 2,500 colleagues, 20% among R&D
More state based (60%)
Connecticut Activation
2,000 contacts, 79% sales participation
All Voluntary!
New ways to contact colleagues
Flash & Text
Facebook
Hello – have you heard
about the new initiative
Case Studies
Connecticut Activation & Text Campaign
Problem: Marketing Restrictions bill in front of State Senate
Action: On-line Action Center, Letter Writing, In-Person Meetings,
Text/Phone campaign
Outcome:
2,000 contacts with state legislators
Over 40 in person meetings
79% participation by field
Bill was never taken up in session
“This is really a crowning
achievement. This was one
of the worst bills in a state
with a huge Pfizer presence,
so grassroots was the key.”
–VP, US Public Affairs &
Policy
Case Studies
District Captains program
Problem: Changing footprint, loss of morale, new priorities
Action: Incremental approach:
• Targeted districts based on presence, key committees, leadership, caucuses
• Targeted employees based on activity with leadership buy-in
• New communication tools
Result:
260 committed captains (150 new), Frequent updates and
communications, clear goals, integrated with PAC
2009 Legislative Conference
Problem: Shift in priorities meant cancellation of annual DC Fly-in
Action: “Re-sold” to leadership with clear goals (HCR) and
significant input from stakeholders
Result: 2 day event:
• Training for new District Captains and re-launch of program
• 180 hill meetings with positive feedback from DC office - first contact for many captains
• Strong component of our HCR strategy
Take Aways
What are we trying to do?
Build a Culture of Advocacy and Engagement
Voluntary efforts among a Diverse Community
Targeting messaging for colleagues groups
Support our business priorities
How do we do that?
Information -> Keep people “in the loop”
Clear goals and frequent communication
Campaign approach
Talking the talk (Connecting with your advocates!)
Thanks & Recognition
Tools are the means to the End
Take Aways Continued
What we are getting right:
Belief in Grassroots
Empowerment
Transparency & Openness
But a long way to go…
Leadership hesitation
Getting to where advocates are
Clear goals & “off-season” activity
Demonstrating value to business
Consistent need to advocate for what WE do
More Information?
Al Ribeiro
Director
Pfizer Political Affairs
Albert.Ribeiro@pfizer.com