Editor in Chief Maryfran Johnson discusses CIO magazine's Nov. 1 cover story about how pharmaceutical giant Pfizer is using IT to drive new business. “What motivates people is to feel like they are part of the answer, no matter what the challenge is.” That’s CIO Jeff Keisling of Pfizer, talking about how IT staffers are diving into the tough transformation work under way at one of the world’s largest pharmaceutical companies. In an industry where business models are eroding, IT can be a huge differentiator in finding new markets and connecting with consumers. Stories about business transformation sometimes suffer from the rosy glow of overblown optimism. That’s not what you’ll find in Senior Editor Kim S. Nash’s cover story (“Pfizer’s Future Depends on IT Transformation”), which explores how dramatic business-model shifts are stretching Pfizer’s IT beyond its old supporting role and into that of valued business contributor. Like Pfizer, the pharmaceutical industry can no longer count on a future of blockbuster drug sales to fuel expensive R&D operations. As patents expire on bestselling drugs, waves of cost-cutting, layoffs and R&D cutbacks follow. “The industry is facing desperation,” as one industry expert bluntly put it. Arriving at Pfizer in 2009 with the acquisition of Wyeth, Keisling reorganized the IT staff to emphasize business skills and used the merger integration work as a catalyst for transforming corporate IT. A big part of Keisling’s work, Nash writes, has been unifying technology standards and inserting his people into business units to “infuse IT into conversations about new business ideas from the start.” He created hybrid IT-business managers in the upper ranks of Pfizer’s nine business units. He championed the cause of open innovation with the use of a virtual R&D system that connects more than 500 outside organizations. He launched successful consumer-focused projects such as a loyalty discount card and a cloud-based patient-management system for doctors. What’s fascinating to watch as Pfizer’s story unfolds is how new business ideas are generated from the cross-pollination of IT and non-IT roles. An economist quoted in our story points out how much IT and business people can learn from each other by “reimagining how consumers and companies are able to connect and relate.” Rather than limit IT to providing cost-efficient operations and meeting that tired old cliché of business alignment, Pfizer seems to be finding a new formula for IT success. Maryfran Johnson is the editor in chief of CIO Magazine & Events. Email her at mfjohnson@cio.com. Related content brandpost Sponsored by Rocket Software Why data virtualization is critical for business success Data is your most valuable resource—but only if you can access it fast enough to address present challenges. Data virtualization is the key. By Milan Shetti, CEO of Rocket Software Nov 28, 2023 4 mins Digital Transformation brandpost Sponsored by Rocket Software The hybrid approach: Get the best of both mainframe and cloud Cloud computing and modernization often go hand in hand, but that doesn’t mean the mainframe should be left behind. A hybrid approach offers the most value, enabling businesses to get the best of both worlds. By Milan Shetti, CEO Rocket Software Nov 28, 2023 4 mins Digital Transformation brandpost Sponsored by Rimini Street Dear Oracle Cloud…I need my own space Access results from a recent Rimini Street survey about why enterprises are rethinking their Oracle relationship and cloud strategy. By Tanya O'Hara Nov 28, 2023 5 mins Cloud Computing brandpost Sponsored by Rimini Street How to evolve IT systems into innovation engines Today’s IT leaders are more than eager to modernize with best-fit cloud solutions that drive innovation and rapid business impact, but they need to do so with ROI-based solutions. By Tanya O'Hara Nov 28, 2023 4 mins IT Leadership Podcasts Videos Resources Events SUBSCRIBE TO OUR NEWSLETTER From our editors straight to your inbox Get started by entering your email address below. Please enter a valid email address Subscribe