SCOPE

Crown Street Films was selected to produce a series of documentary-style interviews for PfizerForAll.com, a new digital platform designed to simplify healthcare access and support for millions of Americans. Working with Publicis New York and patient advocacy agency Snow, we recorded personal stories from people living with migraines and RSV (Respiratory Syncytial Virus), turning their experiences into impactful, short-form content for social media and digital channels.

OBJECTIVE

Our goal: to humanize the healthcare experience by sharing real patient stories that highlight the challenges of living with these diseases, allowing viewers to see themselves reflected in these journeys and navigate their own health decisions with greater confidence and awareness.

 

CHALLENGE

Filming across four cities in just 10 days required careful logistics and seamless coordination. At the same time, we had to schedule around a larger PfizerForAll.com launch campaign, ensuring our production stayed on track without disruption. Working with real patients added another layer of complexity, as we needed to maintain HIPAA compliance while creating a safe and comfortable environment for them to share their stories. We balanced tight deadlines with sensitivity and respect.

 

APPROACH

Authenticity was at the heart of our approach. To ensure each interview felt personal and impactful, we began by reviewing pre-interview materials from the patient advocacy agency Snow, which provided deep insight into each participant’s healthcare journey. This allowed us to craft thoughtful, tailored questions designed to elicit genuine, emotionally resonant responses while keeping the conversation focused and purposeful.

On set, we created a comfortable and empathetic environment, allowing participants to share their struggles, treatment experiences, and hopes for improved healthcare access. By prioritizing human connection over scripted narratives, we captured raw, compelling stories that reflected the real challenges patients face.

These interviews were then carefully shaped into short-form digital content designed to engage audiences while reinforcing Pfizer’s commitment to equity, access, and digital health innovation. Through this approach, we ensured that every patient’s voice was heard with honesty and dignity, making complex healthcare conversations more relatable and accessible.

Behind-the-scenes view of a video production set, showing camera equipment and a person sitting on a stool, being filmed. The setup includes professional lighting and sound equipment.
Elderly woman with glasses and short hair, wearing earrings and a chain necklace, looking to the side in a thoughtful manner.
Black and white photo of a man wearing glasses and a beanie, sitting next to a professional video camera in a dimly lit room with a bright window in the background.
Three people in a library setting, with one sitting at a table and two standing, discussing or examining a book with visible shelves in the background.
Woman with long hair speaking in an indoor setting, seated on a couch near a window and bookshelf, monochrome image.
Monochrome portrait of a woman speaking, with a focused expression, indoors.
A video monitor on a camera rig displays a woman in front of a studio backdrop, with lighting equipment visible. The display shows settings and recording information around the image.
A monochrome image of a video production setup in a room with a man sitting at a table. There is filming equipment, including cameras, lights, and microphones. Large curtains cover the windows, and several chairs are positioned around the room.
Person wearing glasses and a hat sitting in front of a bookshelf.
A woman with short hair and glasses, wearing a polka dot dress, smiles while sitting indoors.
A person is setting up a filming or photography session in a studio with lighting equipment, while another person stands in front of a camera. The scene includes professional lighting and equipment, indicating a production setup.
A man wearing a cap and collared shirt with a Pfizer logo in the corner.

RESULTS

The PfizerForAll.com campaign significantly outperformed industry benchmarks, proving the power of authentic storytelling in engaging audiences. Our patient-driven content resonated deeply, propelling click-through rates (CTR) :

 

  • The migraine story achieved a 1.08% CTR, more than three times the benchmark of 0.34%.

  • The COVID Male story delivered a 1.62% CTR, exceeding the 0.31% benchmark by over 5 times.

  • The COVID Female story saw the highest engagement, with a 1.69% CTR, surpassing the 0.31% benchmark by more than 5 times.

 

These outstanding results demonstrate the effectiveness of real patient experiences in driving digital engagement, reinforcing Pfizer’s commitment to healthcare equity and accessibility.

By crafting genuine, human-centered content, Crown Street Films helped create a campaign that not only reached its target audiences but also delivered a measurable impact.