Reimagining a platform to elevate new ways of working
- ClientPfizer
- IndustryHealth & Wellness
- ServicesCustomer Experience · Technology
- CapabilitiesPlatform Services
How PfizerWorld became a clearer, more engaging, future-ready intranet
Pfizer partnered with Code and Theory to reimagine and refocus its global intranet, PfizerWorld, to improve clarity, engagement, and usability for employees. Working closely with multiple internal teams, we evolved the platform’s core feature set with a strong emphasis on personalization, flexibility, and future-proofing.
Along the way, we introduced a new design system and visual identity to break away from the traditional intranet experience and better inspire and engage employees. Continue reading to see how we approached personalization while setting the platform up to evolve over time.
Key Takeaways
Platform transformation that set new priorities and ways of working.
Personalization at scale to better serve diverse internal audiences.
A culture-driving intranet that strengthens connection and engagement.
Improved internal communications through a unified, beacon platform experience.
Personalization groundwork
We laid the groundwork for personalization by creating a subscription system where users subscribe to applicable organizations.
This helps the start page and other areas serve content based on what’s most relevant to their subscriptions.
We also collaborated with the Pfizer team to build a roadmap for future personalization by tracking user behavior.
Together, these foundations helped the platform move beyond a one-size-fits-all experience and toward an approach that could scale to the needs of Pfizer colleagues.
A Subscription-Based Personalization Mechanism
With subscriptions and a clear roadmap in place, personalization becomes something colleagues can opt into and trust—receiving the right updates without being overwhelmed.
At Pfizer’s scale, a subscription-based mechanism is essential to keep information relevant, timely, and consistent across teams. That foundation sets the stage for how the platform supports 90,000 colleagues with experiences that feel tailored while still operating as one connected system.
Personalization for 90,000 Colleagues
After establishing a subscription system and beginning to track user behavior, we could move from broad personalization foundations to an experience that responds to individuals.
With 90,000 Pfizer colleagues bringing different needs, interests, and behavior patterns, the platform needed to evolve beyond a one-size-fits-all experience.
The goal was to create a site tailored to each colleague, so the experience could better reflect what’s most relevant to them.
What We Did
Repositioned the platform as a clearer healthcare beacon, aligning priorities around meaningful impact
Established new ways of working to support faster, more coordinated delivery across teams
Improved the platform experience to better serve audiences with clearer journeys and content focus
Built a stronger foundation for ongoing evolution, enabling continuous improvement and future enhancements
Pfizer World as a healthcare beacon
Pfizer World evolved from a platform into a meaningful healthcare beacon, setting new priorities and ways of working. We transformed how the platform shows up and what it signals to the organization. The result is a clearer foundation that supports the shift established in this case study.
By reframing Pfizer World as a beacon, the platform now reflects the new priorities and ways of working it was built to support. It helps teams connect around shared priorities and reinforces the expectations set through the transformation. Together, these changes strengthen how Pfizer World represents the healthcare mission it serves.
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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