Pfizer’s Health Awareness Programme is a series of initiatives on important health issues such as diabetes, obesity and cardiovascular disease, which aims to help people take responsibility for their health and ultimately lead longer and healthier lives. The company Pfizer Limited in the UK is part of Pfizer Inc, a research-based global pharmaceutical company which discovers, develops, manufactures, and markets innovative medicines for humans and animals. Pfizer employs over 120,000 people worldwide in more than 120 countries. Of these, 6,900 work in the UK, in five operating divisions covering research, manufacturing, pharmaceutical sales, consumer healthcare, and animal healthcare. In 2003, Pfizer UK invested over £600m on human medicinal researchPfizer’s mission is to become the world’s ‘most valued company’ to its patients, customers, investors, business partners and the communities where it works and operates. To this end Pfizer encourages its employees to understand its corporate values and apply them in their working lives. These values are: leadership, innovation, performance, respect for people, teamwork, customer focus, respect for the community in which it operates, and integrity.This case study focuses on Pfizer’s “Health Awareness Programme” in the UK, which provides initiatives to improve people’s health by helping them to take personal responsibility for their health. The Programme also aims to reduce health inequalities.The drivers The corporate scandals of Enron and World.Com had a profound effect on Pfizer’s thinking on corporate responsibility. The company realised that it needed to formalise its approach to CSR and meet public concerns and expectations that major corporations should both deliver improvements within society and also, like governments, unions, NGOs and individuals be accountable for their actions. “We prefer the term ‘corporate responsibility’ to CSR, as to us it is about being a responsible...
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