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IntermediateLEADERSHIP
Describe a time you had to influence senior leadership to change strategic direction for an oncology program—what evidence and communication approach did you use, and what was the result?
Oncology Marketing for Industrial Placement at Pfizer
General

Sample Answer

At a previous placement I was managing an early-stage lung cancer awareness program that wasn’t driving referrals. I ran a six-week analysis combining real-world EHR data, a competitive landscape, and a small pilot with 12 oncologists. The numbers showed a 60% higher referral rate when outreach was targeted by PD-L1 biomarker status versus broad campaigns, and our forecast model estimated a $12M incremental market opportunity over 24 months. I synthesized the data into a one-page dashboard and a 10-minute exec deck, led a concise presentation with patient stories and ROI scenarios, and proposed a 12-month biomarker-focused pilot with clear KPIs. Leadership approved the pivot; within 9 months referrals rose 30% and conversion to treatment increased 22%, with the pilot scaling company-wide.

Keywords

Used real-world data and a 6-week pilot to demonstrate impactPresented clear ROI ($12M forecast) and concise visual dashboardProposed measurable pilot with KPIs leading to 30% referral increase
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