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There was a particular focus too on men’s

health, through a variety of projects and

campaigns including the Men’s Health

Messages, which were broadcast on Setanta

Sports and the Men’s Health & Wellbeing

programme, run in conjunction with Glasgow

Celtic Football Club in Dublin’s north inner city.

I’m glad to say our efforts have been

recognised and honoured with awards during

the year from the Public Relations Consultants

Association, Engineers Ireland as well as the

Irish Healthcare Awards, to name but a few.

It’s thanks to our partners and our 5,000 Pfizer

colleagues in Ireland that we have been able

to commit to such diverse and worthwhile

projects in the communities we serve and to

deliver tangible results in terms of improving

health outcomes here in Ireland. In the words

of playwright, Henrick Ibsen, “A community is

like a ship; everyone ought to be prepared to

take the helm”.

David Gallagher

Country Lead

Pfizer Healthcare Ireland

forewordThe communities in which we live and

work are an integral part of our lives.

Throughout 2009, Pfizer stepped up its

role as a corporate citizen in developing

programmes and initiatives that support

the public, patients and healthcare

professionals in achieving improved

health and quality of life outcomes for

individuals and communities in Ireland.

Pfizer extended its efforts to advancing

public awareness of illness areas such

as cancer, pain and cardiovascular

diseases. Our health debate series

offered an opportunity for people across

the country to hear open and robust

discussion on the health issues that

affect them. Now in its fourth year the

Pfizer Health Index focused on the

impact of the recession on people’s

attitudes towards health and wellbeing.

While the economic downturn persists,

personal and family health continue as

key priorities for Irish adults.

Smoking is the number one preventable

cause of ill health and premature

death in Ireland. In 2009 we built on

the work which was previously carried

out during 2008 with our smoking

cessation roadshows and the ‘Working

together towards a tobacco-free society’

conference.

A new ‘Voice of Young People’ report

was commissioned, this time focusing

on attitudes of teenage smokers to

smoking. The conclusions suggest a

multi-interventional approach and not

just anti-smoking advertising is required

to effectively address the issue of

teenage smoking.

The website Quitwithhelp.ie, which is

part of a pan-European initiative, is one

such approach which we launched in

2009. Smokers are encouraged to seek

help and support from their doctor, in

Pfizer acquisition of Wyeth

Pfizer and Wyeth become one. Dr Paul Duffy, Vice President operations, Primary care/oncology

operating unit, Pfizer, announcing the Pfizer acquisition of Wyeth with former Wyeth scientist olive

o’hara (middle) and new colleague, Pfizer scientist, Kelly Joyce (right) at Grange castle, clondalkin,

one of the world’s leading biopharmaceutical campuses. the combined operation is a more

diversified healthcare company with expanded leadership in human, animal and consumer health.

in ireland, Pfizer is the leading pharmaceutical investor and employer with 5,000 people employed

across its sites and ireland is a leading manufacturing base for Pfizer globally.

In October 2009, Pfizer announced

that it had completed its acquisition

of Wyeth, making it a more diversified

healthcare company with product

offerings in human, animal and

consumer health, including vaccines,

biologics, small molecules and

nutrition across the developed and

emerging markets.

the combined business is investing

more than $9 billion in the research

and development of new products

across more therapeutic areas than

any other company in our industry.

relying on the strength of our

pipeline and scientific talent, Pfizer

has generated a steady stream of

breakthroughs over the years. and

with the recent acquisition of Wyeth

Pharmaceuticals, we have broadened

our pipeline to include more promising

treatment opportunities in areas such

as small molecules, vaccines, and

biopharmaceuticals. our researchers

continue to work around the clock and

around the globe to ensure the best

medicines for our patients in the years

to come. Pfizer’s new pipeline has a

prioritised portfolio which contains

about 500 projects across a broad

range of diseases.

Pfizer now has medicines in numerous

growing therapeutic areas, a robust

pipeline, premier scientific and

manufacturing capabilities and a

leading global presence. “Pfizer’s newly

strengthened company will have some

of the best assets, people, pipeline

and capabilities in the industry,” said

Jeffrey B. Kindler, chairman and chief

executive officer of Pfizer. “We have

a clear responsibility to turn those

strengths into meaningful results

for patients, customers and the

communities we serve, as well as for

our shareholders. We will measure our

success through our company’s new

commitments, which include advancing

wellness, prevention, treatments and

cures that serve the world’s diverse

health needs, while maximising our

financial performance,” he added.

Investments in H

ealth

Pfizer Biotech – continuinG Professional DeVeloPment honoureD

Pictured below right at the cPD company of the year awards Presentation are from left to right John

Power Director General engineers ireland, with Ken Bradley, site leader, Pfizer shanbally Plant and

Dr Paul Duffy, Vice President operations, Pfizer, ireland.

Pfizer Biotechnology Ireland,

Shanbally Plant, won the Large

Sized Company 2009 category in

the Engineers Ireland ‘Continuing

Professional Development’ (CPD)

Company of the Year Awards. This is

the second year in a row that Pfizer

has been honoured by the Institution

of Engineers. The Shanbally Plant

was recognised for its “excellent

and innovative organisational CPD

practices which helped successfully

deliver, under significant commercial

pressure, a new biopharmaceutical

plant for Pfizer in Ireland in under two

years.”

commenting on their win, Ken Bradley,

site leader, said: “ the learning

and development programme that

was developed for colleagues was a

successful collaborative effort bringing

together PGm and PGrD, as well

as resources from niBrt and fas

in ireland. it’s great to have these

successful and innovative programmes

recognised with the cPD award.”

the awards, now in their sixth year,

are aimed at recognising companies

or bodies that, through adopting

cPD activities and investing in their

engineers and technicians, have

enjoyed improved performance.

the scheme is co-funded by the

Department of enterprise, trade

and employment under the national

training fund and plays an important

role in the Government’s objective

to build a smart economy. the 320

organisations involved in the engineers

ireland cPD accredited employer

scheme employ in excess of 30,000

engineers and technicians.

Investments in H

ealth

WWW.BPX.ie crystallization WeB-Portal

Main picture: tániste mary coughlan with ssPc partners from left to right Prof Kieran hodnett,

university of limerick (ul) Prof edmond magner, ul, Dr liam tully (seated), leader Pfizer PDc

(Process Development centre), mr Jon o’halloran, ssPc manager, Dr Denise croker, ul, Dr Paul

Duffy, VP Pfizer Global manufacturing President and Prof Don Barry, President of ul.

Pictured below left are: Prof Kieran hodnett ul (university of limerick) lead Pi (Primary investigator)

ssPc (solid state Pharmaceutical cluster) and Dr Paul Duffy. Below right: an tániste mary coughlan

addressing the meeting at the university of limerick.

Last November The Tánaiste

and Minister for Enterprise,

Trade and Employment, Ms Mary

Coughlan T.D. unveiled the world’s

first Pharmaceutical Best Practice

Portal designed for, and by, the

pharmaceutical industry and

academic institutions. Pfizer Ireland

is a key partner in this project.

The Best Practice Crystallization

(BPX.ie) site is the result of a need

highlighted by industrial partners to

create a collaborative environment

which would focus on best practice

techniques. This in turn will assist

key research efforts, while supporting

the sector locally within Ireland in

its strategy to move up the R&D

knowledge and value chain.

the website has been developed

through the solid state Pharmaceutical

cluster (ssPc). the ssPc,

which is led by the university of

limerick (ul), is a collaborative

research group of ireland’s leading

pharmaceutical companies and third

level institutions. the ssPc brings

together leading researchers from:

Pfizer, GlaxosmithKline, eli lilly,

Janssen Pharmaceuticals, roche,

merck sharp & Dohme, clarochem,

covidien and schering Plough, together

with counterparts from university of

limerick, university college cork,

nui Galway, trinity college Dublin and

university college Dublin. Government

funding was provided through science

foundation ireland (sfi).

launching the portal, the tánaiste said

“this is a landmark day for scientific

research in ireland and, indeed, on

a global scale. the development of

this secure online facility enables

unprecedented collaboration among

a range of industrial and academic

partners, towards establishing best

practice in the field of pharmaceutical

compound crystallization. this

proactive and visionary arrangement

illustrates the collective determination

among ireland’s scientific community

to pool their resources and expertise

towards achieving far-reaching

outcomes for the benefit of ireland,

and for the stakeholders involved.

for me, this unparalleled level of

engagement signals the genesis of a

new kind of multi-sectoral partnership

which, it is hoped, will be adopted by

other disciplines in the wider science

and engineering arena, both here and

internationally.”

Pfizer’s Dr Paul Duffy said: “the

launch of the BPX portal is not only a

world first in collaboration within the

pharmaceutical community but it also

further reinforces ireland’s reputation

as a leader and innovator in a sector

which plays such a vital role in our

economy. this project is an excellent

example of academic institutions and

industry partners working together

in a collaborative manner to address

a specific need and generating

knowledge-based solutions to a

collective problem.”

Investments in H

ealth

In August 2009, an international

youth leadership conference held

at King’s Hospital, Dublin offered an

exciting and pioneering approach to

youth leadership.

the albert schweitzer’s leadership

for life programme, developed by

foróige in ireland in partnership with

the irish chamber of commerce usa

(iccusa), was designed to help young

people around the world to develop the

skills, vision and confidence to become

effective leaders.

an international delegation of 200

young people aged between 15 and 18

from the us, Korea, nigeria, the uK

and ireland attended the conference.

the delegates were nominated by youth

youth leaDershiP conference

Working w

ith C

omm

unity Groups

Main picture: students who came from all over the world to attend the conference. Below right

are Grainne quinn, it with claire murphy, cr Programmes manager, Pfizer ireland and a visiting

Korean student.

workers and volunteer leaders in their

own countries to attend the conference.

Participants at the conference had

the opportunity to meet with some

colleagues from Pfizer, who were

offering health advice. the effects

of smoking were revealed to them

using an ‘ageing booth’, whereby their

photograph was taken and then it was

aged, using specialised computer

software. Duplicate photographs

appeared on screen and in the first

image the participant was aged as a

non-smoker, while the second showed

how that individual would look if they

smoked. the booth proved to be a very

impactful exercise, with immediate

positive results.

“these young adults were visibly

shocked at how smoking could damage

skin and teeth and their reaction

suggested that they’d certainly think

twice about taking up the habit. in some

instances, where the individual was a

smoker, they said they would quit,” said

claire murphy from Pfizer.

on returning home, delegates

will continue to be supported and

encouraged by staff and volunteers in

their communities who will mentor

them on their personal leadership

journeys. they will be given any

assistance required to achieve their

goals from both the foróige leadership

team and the iccusa foundation.

Across many of Pfizer’s sites in

Ireland, colleagues are engaged

in cycling for fitness and for charitable

causes. One of the most established

groups is the Touring Club at Pfizer

Askeaton, which has been cycling

annually for Charity since 1989. 2010

will see the club celebrate 21 years of

charity fundraising!

the first cycle was initiated to raise

funds to help the daughter of an

askeaton colleague who was born

with cerebral Palsy. a group of seven

colleagues got together and organised

the very first charity cycle, to raise

funds to help the family cope with this

disability. this cycle, which was routed

from Galway to askeaton, was such a

success it was decided that it should

be repeated the following year for a

different charity.

since that first cycle in 1989, the

touring club has cycled every year

and raising over €750,000 in charity

fundraising and positively impacting

the lives of many people along the

way. the club has raised money for

charities such as milford hospice who

care for the terminally ill, our lady’s

hospital for sick children in Dublin,

the tourinG cluB at Pfizer asKeaton

Working w

ith C

omm

unity Groups

Main picture: clockwise starting at 9 - Dolores mcloughlin, Billy fitzpatrick, mike Burke, anthony

egan, Jim o’Keeffe, Gerry o’connor, tom stack, Bernadette murphy, mary mullane, and eamon

sheehy. Pictured below left: first cycle photo taken 21 years ago. Pat mullins, seanie mcGrath, tadgh

costelloe and Ger twomey. Pictured below centre: Jack feane, son of mary mullane who participates

in the event. Pictured below right: Gerry o’connor – the only member of the Pfizer askeaton touring

club who has participated in all 21 cycles.

the Jack and Jill foundation, children

at risk ireland, mid-West school for the

Deaf, cystic fibrosis, Down syndrome

association, chernobyl children’s

Project and more.

touring club chairman Jim o’Keeffe

says: “the numbers joining the cycle

increase every year – we always try to

select deserving local charities where

additional funds can significantly

impact the lives and health of

benefactors and make a difference

– this is what really makes it all

worthwhile”.

interestingly in 2001, this team of

cyclists again came to the assistance

of yet another colleague when his

daughter, at the age of seventeen,

contracted a serious form of

meningitis. this young lady needed a

prosthesis to enable her to walk again.

the funds raised by this cycle helped

the family adapt their home to support

their daughter’s disabilities. the wider

askeaton community also gave huge

support to the touring club, as did the

other askeaton colleagues and their

families - this fundraiser was one of the

touring club’s most successful cycles.

the cycles have become a family

fun day event, and many children

of colleagues take to the road on

their bicycles too. other colleagues

assist with bucket collections as the

entourage cycles through towns and

villages en route. this kind of event

requires a lot of administration both

before and after the cycle event.

the club has also forged excellent

relationships with some of the

charities, and some of these friends

continue to join the touring club in

cycling events. the touring club is

organised, funded and managed by

Pfizer colleagues.

in their 21st year, 2010, the fundraiser

cyclists will be on the road again. this

time the chosen charity is the Brothers

of charity (limerick & mid-West). this

organization provide a range of services

that contribute to the enhancement

of the lives of many individuals with

intellectual disabilities and their

families. may Phillips of the Brothers

of charity said: “the funding that we

will receive from your group will afford

us the opportunity to further develop

the services we provide for our service

users. We are delighted to have the

opportunity to work with your group on

this project”.

complete their leaving certificate and

therefore are at a distinct disadvantage

when trying to find work.

a recent report by the economic and

social research institute showed that

these young people were more than

five times as likely to be unemployed

than those with a leaving certificate.

the Pfizer volunteers have attempted

to impact this number by highlighting

to the students that education is a

valuable thing and something that

should be respected. adequate

preparation in terms of educational and

vocational qualifications will be more

important than ever in ensuring that

our young people are equipped to take

advantage of a shrinking pool of job

opportunities.

for many volunteers, their involvement

in Junior achievement was a big

challenge. to face an audience of

expectant teenagers or children

hanging on your every word is not an

easy feat, but all volunteers faced this

head on and overcame their fears. the

feedback from the Junior achievement

staff, principals, teachers and students

has been outstanding.

“lorraine was a great addition to our

1st year classroom. she was always

extremely well prepared for each class,

was attentive to all the students and

encouraged them to get involved and

share opinions. thanks to lorraine

and to Pfizer,” said catherine Begley,

teacher in st aloysius college,

carrigtwohill about her Pfizer volunteer

lorraine Powell.

Pfizer volunteer eileen hayes had this

to say about her time in the classroom:

“i must admit i was a little

apprehensive until i got going! they’re

a lovely bunch. there are 27 in total

and they are full of beans. they really

interacted very well and were almost

jumping out of their skins offering

to help with distributing the leaflets,

letters, stickers and fridge magnets.

they came up with loads of examples

of jobs in the community – one little

fellow even mentioned that his aunt is

an archaeologist! and he knew what

that was! so i was very impressed with

him!”In the last school year of 2009,

the Junior Achievement/Pfizer

partnership had yet another very

successful year. Many of our sites in

Ireland participate and in Cork alone,

a total of 28 members of staff taught

programmes, reaching nearly 800

students in 21 schools across Cork.

This has been a fantastic achievement

and one that would not have been

possible without the dedication,

commitment and enthusiasm of all the

volunteers involved.

Junior achievement ireland is a not-

for-profit educational organisation that

uses volunteers to encourage young

people to remain in education and teach

them the skills they need to succeed in

a changing world.

the Pfizer volunteers have played a very

important role in educating students

about business and enterprise, the

importance of education, the value of

earning an honest living and having

a good job. the volunteers have also

exposed the students to the many job

opportunities in Pfizer and the various

career paths that can be pursued within

the company.

19% of students in ireland do not

Junior achieVement Pfizer PartnershiP

Working w

ith C

omm

unity Groups

Main picture: the visit of boxer Bernard Dunne to Pfizer little island along with a class from the

local school; scoil inse ratha. Pictured below left: cathleen Dullea with the students of togher Boys

national school, during the ‘our nation’ programme. Pictured below centre: Jennifer irwin with 1st

class students of carrigtwohill Girls national school, during the ‘our families’ programme. Pictured

below right: Gerry Beecher with the students of st. columba’s Girls national school showing their

certificates of achievement.

sustainable and useful projects for the

tallaght area.

fettercairn community centre was

chosen as the place to begin a pilot

project. following a meeting with

several groups at the centre, which

included representatives from schools,

older groups, youth groups, the hse,

pre-school groups, outreach groups,

community groups and health centre

groups, the ‘train the trainers’ project

was chosen as a starting point.

the ‘train the trainers’ project

incorporated healthy lifestyle elements,

including modules on nutrition,

shopping, cooking, activity, time

management, motivational techniques,

communication and psychology. the

modules were delivered over a period

of six weeks to a specific group who,

in turn, were able to deliver these

elements to their colleagues and/or

clientele.

twenty one participants completed the

pilot training course, and Pfizer hosted

a feedback and appraisal session four

months after its conclusion. some 84%

of participants said that the course had

been extremely relevant to their area of

work.

Pfizer’s input into the programme

drew upon in-house expertise and

past experience, especially in relation

to the ‘Way2Go, for a healthier you’

programme.

the project was run by Dr mark

harrold, a clinical psychologist, and

owen fitzpatrick, a psychologist and

psychotherapist who has presented

workshops across the world teaching

people how to enhance their quality

of life. In 2009, the Tallaght community and

the business world joined forces to

tackle the issues of health, wellbeing

and nutrition in order to change

behaviours and attitudes of local

residents towards health and food

nutrition.

Pfizer, sodexo, Glanbia and Business

in the community ireland (Bitci)

combined their expertise and resources

in an effort to deliver worthwhile,

PositiVe sKills for liVinG (Psl) ProGramme

Working w

ith C

omm

unity Groups

Pictured is David Gallagher with maria Keegan, one of the participants of the pilot programme. also

pictured at the launch of the pilot project in fettercairn community centre are owen fitzpatrick,

Psychologist and Psychotherapist with marianne maughan, participant and claire murphy, cr

Programmes manager, Pfizer ireland.

The Positive Skillsfor Living Project

using the appeal of soccer to help

encourage men to lead healthier and

more active lifestyles. it is focused on

making small changes and setting

realistic goals, enabling participants

to enjoy life, achieve a healthy body

and mind and have the courage to

challenge yourself. Positive mental

health, drug awareness and accessing

local health services were also covered

in the 10-week programme, which

involved two meetings a week.

the key aim of the programme was

to empower men to make positive

choices, and incentives for successfully

completing the programme included

the opportunity to see celtic football

team play.

the programme was found to be

hugely effective, connecting in a very

special way with the target community,

and representing a very genuine and

worthwhile example of best practice in

how to effectively engage with men.

Pfizer Healthcare Ireland teamed

up with Glasgow Celtic football

club, the HSE and the Larkin Centre,

Dublin to organise a 10-week health

and wellbeing programme for men

aged over 30 in Dublin’s north

inner city.

the men’s health and Wellbeing

Programme aimed to promote healthy

habits and attitudes and educate

on drinking responsibly, cooking

and eating healthily, maintaining a

healthy weight and stopping smoking.

it encouraged exercise and provided

information on coping with stress and

lowering blood pressure, cholesterol

and blood sugar levels.

the project was inspired by celtic’s

Wellman Programme, which has been

the men’s health anD WellBeinG ProGramme

Working w

ith C

omm

unity Groups

Main picture: some of the participants in the programme kitted out in celtic football gear.

Below right: a selection of images taken during the programme, including the

programme brochure.

Every year, Business in the

Community Ireland (BITCI),

collates examples of best practice in

corporate responsibility in its member

companies. This annual compilation,

Inspiring Excellence shines a light on

excellence in leading companies in

Ireland, in order to engage and inspire

businesses of all sizes to promote and

communicate their own responsible

practices.

Pfizer’s commitment to improve the

health of young People in ireland

was selected by Bitci in 2009 as an

excellent example of a long-term

commitment to bring about real

and lasting change that will have a

significantly positive impact.

“We have been greatly impressed

that Pfizer has taken the lead to

tackle the public health challenges of

obesity and smoking in young people

- two issues that are major causes

of diabetes, cardiovascular disease

and cancer. Working in partnership

csr Best Practice

Working w

ith C

omm

unity Groups

Pictured below are examples of some of the work Pfizer has undertaken to improve the health of

young people in ireland.

with the Department of education and

other key stakeholders, Pfizer has

developed a national programme and

produced practical tools for children

and teenagers to inform them of the

benefits of making healthier lifestyle

choices.”

since october last, Business in the

community ireland has been offering

public access to over 200 examples of

responsible business actions taken by

50 companies in ireland. this unique

collection of positive impact stories

focuses on the areas of environmental

impact, sustainable Procurement,

customer service, community

involvement & employee relations in

leading companies.

Best Practice examples from inspiring

excellence are available on the

Business in the community ireland

website at www.bitc.ie

The paper used in this document is m

ade from 75%

recycled paper and 25%

sustainable wood pulp and is certified by the Forest Stew

ardship Council.

The paper used in this document is m

ade from 75%

recycled paper and 25%

sustainable wood pulp and is certified by the Forest Stew

ardship Council.

Pfizer’s activities in driving health

policy change in Ireland were

recognised in 2009 with accolades

from the public affairs community.

at the Public relations consultants

association (Prca) awards, Pfizer

was rewarded for having the best

public affairs programme for its men’s

healthcare initiative, which highlighted

the poorer health status of men in

ireland. a key part of the project was

the major report – the Pfizer health

index – exploring the health status,

challenges and needs of irish men.

the goal of the initiative was to

highlight the need for a gender specific

response to address men’s health

issues.

finance minister Brian lenihan

presented the award to tara Delaney

of Pfizer. commenting on the win, the

judges described the programme as

“an excellent and innovative approach

to highlighting a policy need, which

resulted not only in the desired public

policy outcome, but also greatly

enhanced the company’s reputation and

brand status”.

“throughout the year Pfizer continued

to focus its efforts in informing health

policy across a range of therapeutic

conditions, including cardiovascular

health and encouraging the

development of appropriately supported

healthcare resources and services

for smoking cessation. the alliance

formed in 2008 “Working together

towards a tobacco free society”,

saw an international conference on

tobacco control hosted in Dublin by

the joint agencies of ash ireland,

the environmental health officers’

association, the health service

executive, the irish cancer society,

the irish heart foundation, the irish

thoracic society, the national cancer

control Programme and the tobacco

free research institute, together with

Pfizer healthcare ireland. collaborative

efforts between these groups continued

in 2009 in an effort to help ireland

reduce the number of smoking-related

illnesses and deaths. it is estimated

that approximately 7,000 people die

from tobacco use in ireland every year,

costing millions of euro annually to the

healthcare system for treating tobacco-

related illnesses.

DriVinG health Policy chanGe in irelanD

Health Inform

ation &

Research

finance minister Brian lenihan presenting the Public relations consultants association

(Prca) award, ‘for having the best public affairs programme for its men’s healthcare

initiative’, to tara Delaney, Director, external affairs, Pfizer ireland. Pictured below

right, minister mary harney at 2008 ‘Working together towards a tobacco free society’

conference.

In August 2009, the Lance Armstrong

Foundation brought together more

than 500 world leaders in oncology

for the LIVESTRONG Global Cancer

Summit in Dublin for three days,

with the goal of working to make

cancer a global health priority.

The Lance Armstrong Foundation

established the LIVESTRONG Global

Cancer Campaign to urgently address

the burden of cancer worldwide

and support the 28 million people

living with cancer around the globe.

Pfizer’s commitment to research

and development in oncology was

highlighted at this three-day event.

caroline roan, VP of corporate

responsibility and President of

the Pfizer foundation presented to

corporate and global leaders from over

60 countries at the summit. she was

part of a panel moderated by lance

armstrong, along with the ceos of

nike and american century company

where she outlined Pfizer’s r&D

efforts and support of public health

partnerships across the world. in total,

the Pfizer foundation, together with

Pfizer country offices is committing

$47 million over a four year period

to programmes aimed at improving

cancer-related health outcomes and/

or supporting cancer or tobacco control

efforts. it was a great opportunity for

Pfizer to participate in the dialogue

encouraging urgent action to address

the global cancer burden, and to

highlight our own endeavours in this

area.

While visiting Dublin, caroline and

her team also met with a number of

our key stakeholders and partners

to hear about the programmes we

are implementing in ireland to help

improve the health of our country and

our environment. she met with the irish

cancer society which is a recipient of

Global health Partnership funding and

is working with Pfizer on a collaborative

project to build effective cancer support

groups throughout ireland. she also

learned more about our cr approach

in ireland and met with Business in the

community, the non-profit organisation

specialising in advice and guidance

to leading companies in ireland on

corporate responsibility.

GloBal cancer summit – DuBlin

Health Inform

ation &

Research

Pictured below from left to right are caroline roan, Vice President, corporate responsibility,

Pfizer, Dervila Keane, health services relationship manager, Pfizer and olwyn ryan, Project

manager, irish cancer society. also pictured is caroline roan with olwyn ryan outside the irish

cancer society, Dublin.

The recently unemployed are

four times more likely to claim

to have depression than the general

population, according to the results

of the 2009 Pfizer Health Index, which

were announced in November.

there is also evidence that the

recession is leading to anxiety over

money, is bad for self-esteem and is

leading to relationship tension. the

greatest impact of the recession is

apparent among those between the

ages of 25 and 50 who are parents and

who live in urban areas.

now in its fourth year, the Pfizer health

index details the findings of a nationally

representative survey of the health and

wellbeing of the irish population. the

2009 study also looked at the impact

of the recession on people’s lives, with

particular focus on those who had been

recently unemployed.

roughly half of the adult population

claimed that they are finding it hard to

make ends meet and similar numbers

are shopping in cheaper retail outlets

and socialising less. a third indicated

that they are booking fewer holidays in

ireland and abroad and about a fifth are

having problems with mortgage or loan

repayments. some 16% indicated that

their salary has been reduced at work,

while 13% said that their work hours

had been reduced. furthermore, 7% of

those surveyed said they had lost their

jobs.

although personal and family health

continue to be key priorities for irish

adults, job security, finances and money

are all rising as key issues of concern,

and concerns about the cost of living

would appear to have been replaced by

more immediate concerns for personal

finance and job security.

Pfizer health inDeX 2009

Health Inform

ation &

Research

the Pfizer health index is an annual report into the perceptions and attitudes of the irish population

towards health and wellbeing. in 2009, the Pfizer health index focused on the impact of the recession.

Pictured at the launch are; David coleman, clinical Psychologist and tV broadcaster with tara Delaney,

Director of external affairs, Pfizer. Pictured bottom left: aliesha smith, Dara o’shaugnessy and alannah

Pugh. Picture bottom right: David coleman, Dr maureen Gaffney, Psychologist and tara Delaney.

Environmental SignificanceProject Description

PREVENT

MINIMISE

REUSE

RECYCLE

10 tonnes/year

1,360 drums/year

62,400 cups/year

14 tonnes/year

12 tonnes/year

Restaurant Recycling Programme

Reuse of Containers IPAWASTE

SOLVENT

Eliminate hazardous plastic drums

Bio-hazardous Waste Stream

Polystyrene cups

Reduce Pharma Solid hazardous waste

1.5 tonnes/year

S lid h

to this the volume of waste sent for

recovery/recycling increased by 25%.

Waste Prevention

By installing a waste autoclave, the site

decreased the off-site disposal of the

bio-hazardous waste stream from the

site by approximately 10 tonnes/year.

the introduction of travel mugs on-site

means that polystyrene cups are no

longer used on-site and therefore not

disposed of to landfill.

Waste Minimisation

Previously some chemicals were

delivered to the site for utility purposes

in 25l drums which had to be disposed

of once empty. receiving the chemicals

in bulk form in iBc containers means

that the number of hazardous plastic

drums has reduced by 1,360 drums a

year.

a review was conducted on all waste

streams generated in the production

areas where it was identified that a

portion of waste that was sent for

incineration as ‘Pharma solid Waste’

was not hazardous and could be

recycled. the implementation of this

project has resulted in a reduction of

‘Pharma solid Waste’ by 14 tonnes/

year.

Re-Use

the 200l drums which previously

contained iPa for production use are

re-used to dispose of waste solvent.

this has resulted in a reduction of 1.5

tonnes/year of hazardous waste.

Recycle

a recycling programme was introduced

in the restaurant which overall has

resulted in a reduction of 12 tonnes/

year diverted from landfill. this

programme involves composting

all food waste and segregating all

recycling material where possible.

Throughout 2009, Pfizer people and

projects continued to aggressively

reduce the environmental impacts of

their manufacturing activities. Pfizer

Dun Laoghaire’s Towards Zero Waste

Programme, is just one example of

this.

Below is a diagram which summarises

the various projects implemented so

as to prevent, minimise, re-use and

recycle waste streams generated on-

site.

through the implementation of

the projects listed in the diagram

the volume of hazardous and non-

hazardous waste generated in 2009

decreased by 2.5% and 4% respectively,

compared to 2008 figures. in addition

toWarDs zero Waste ProGramme

Environment

Diagram below: illustrates the towards zero Waste Programme as implemented by Pfizer site

Dun laoghaire.

the Voice of younG PeoPle – rePort on teenaGe smoKinG

Public H

ealth Inform

ation

Teenagers think smoking plays an

important role in being accepted

by their peers and that being socially

accepted is more important than their

health, according to a recent Pfizer

‘Way2Go’ report.

‘the Voice of young People – a report

on teenagers’ attitudes to smoking’

incorporates the results of research

conducted with irish teenagers aged 16

to 18 in relation to their smoking habits

and attitudes to health, smoking and

smoking cessation.

the report found that the majority of

participating teenagers had started

smoking as young as 12 or 13 years

of age. none of this group considered

their lifestyles to be healthy, with

‘smoking too much, drinking too much

and eating too much junk food’ cited as

reasons for their unhealthy lifestyles.

When asked what makes a healthy

lifestyle, healthy diet and regular

exercise were considered important

to teenagers, but none of them

considered not smoking as a way of

staying healthy. the move from primary

to secondary school was revealed as

a trigger point for many teenagers to

start smoking, with teenagers saying

they used cigarettes as a coping

mechanism to manage everyday stress.

alcohol consumption in early teenage

years and parents who smoke were

found to act as influential factors

amongst the teenagers, with ease of

access to cigarettes through retailers

also acting as an encouragement.

Peer pressure, curiosity and being

sophisticated or ‘cool’, were found to

play a part in influencing them to try

their first cigarette.

the teenagers reported receiving advice

on living healthily in their schools

and from their parents, which they

generally expressed limited interest

in. this appeared to be most likely as

a result of the delayed onset of the

health consequences of smoking, and a

perceived low risk from smoking in the

short to medium term.

Pictured at the launch of Pfizer healthcare ireland’s report ‘the Voice of young People – a report

on teenagers’ attitudes to smoking’ are Galway hurling star Joe canning and secondary school

students, enya farrell, age 17 and aoife Delaney, age 16, both from Dublin. Pictured below left:

enya farrell and aoife Delaney. Pictured below centre: Galway hurling star Joe canning. Pictured

below right: Dr sean Gaine, consultant respiratory Physician, mater hospital and Dr angie Brown,

consultant cardiologist & chair, ash ireland.

equal access to healthcare, health

cutbacks, hospital co-location, hospital

reform and bed capacity were some of

the topics debated. Debaters included

fine Gael and labour spokespersons

on health Dr. James reilly tD and Jan

o’sullivan tD, cardiac surgeon maurice

neligan, consultant endocrinologist Dr

Donal o’shea and stephen mcmahon

of the irish Patients’ association,

among others.

all debates proved lively, interesting

and at times controversial, attracting

large numbers of people and

allowing those attending to articulate

perspectives and concerns on these

contentious and critical issues.

Pfizer health DeBate series 2009

Public H

ealth Inform

ationPictured at the launch debate of the 2009 Pfizer health Debates series, in association with the

irish times are Jan o’sullivan tD, labour spokesperson on health, tara Delaney, Director, external

affairs, Pfizer and fintan o’toole, the irish times. Pictured opposite page below left: at the limerick

debate is mr maurice neligan, cardiac surgeon and irish times columnist. Pictured opposite page

below centre: fintan o’toole, chairperson/moderator of debate series. Pictured opposite page below

right: at the launch debate is Professor Donal o’shea, consultant endocrinologist, st. Vincent’s

university hospital, Dublin.

The Pfizer health debate series, in

association with The Irish Times,

took place in venues throughout the

country during 2009 and has been

hailed as a major success, providing

a forum for the Irish public to voice

their thoughts and concerns on

Ireland’s health system.

irish times assistant editor fintan

o’toole acted as chair for the series.

all debates were open to the public and

were free of charge.

according to tara Delaney, Director

of external affairs with Pfizer, the

debate series offered an opportunity for

people across the country to engage

and discuss topical health issues with

key opinion leaders in the healthcare

field and hear open and frank debate

on relevant health and social issues in

ireland.

the series opened and closed in trinity

college Dublin, and debates were held

in university college cork, limerick

institute of technology, nui Galway

and Dundalk institute of technology.

quit smoKinG camPaiGn

Public H

ealth Inform

ationPictured below are “emmet” and “fiona”, two of the inspiring smokers from the campaign.

also featured are the quitwithhelp website and various images from the tV ad.

Pfizer Healthcare Ireland joined a

pan-European initiative to reach

out to smokers and encourage them

to approach their doctor for help and

support to quit smoking.

the campaign ran for two weeks on tV,

radio and online media in november,

2009. it featured real patients telling

real stories, with real results. like

many smokers, these patients had tried

to quit on several occasions before

deciding to visit their doctor, a move

that proved to be the vital ‘missing link’

in their previous quit attempts.

the first phase of the campaign

focused on inspiring smokers to quit

as they approached the new year. it

featured emmet, who is in his early 30s

and had smoked for over 10 years. he

finally managed to quit with the help

of his doctor and his story provides the

message for the campaign.

the campaign appeared on rte, tV3,

sky, e4, 3e, living and the comedy

channel. ads were heard on rte

2fm, todayfm, radio 1, 98fm, 4fm

and many regional stations, and the

campaign appeared on many popular

websites, including rte.ie, independent.

ie, irishtimes.com, eircom.net,

entertainment.ie and irishhealth.com.

at the end of the commercial,

viewers are directed to a website,

www.quitwithhelp.ie, which provides

more information about seeking help.

men’s health messaGes

Public H

ealth Inform

ationPictured below are images from the men’s health minute which was aired on setanta sports ireland.

Dr John faul is a respiratory consultant who presented the first message about quitting smoking

in october. mr t.e.D mcDermott, consultant urologist presented a message on erectile Dysfunction.

Below left: is Dr David o’Gorman who presented on back pain and Dr niall mulvihill who presented a

message on cardiovascular disease.

Last year, Pfizer teamed up with

Setanta Sports Ireland to deliver

important health messages to the

sports watching public.

setanta ireland’s viewership is

predominantly males aged between 30

and 50, who tend to be a difficult group

to reach in terms of looking after their

health.

the first message aired in october

focused on smoking. Dr John faul,

a respiratory consultant at connolly

hospital, Dublin, delivered a powerful

message on quitting smoking. he

spoke about the importance of quitting,

encouraging viewers that quitting

smoking could be the most important

thing a person can do for their health.

Dr faul acknowledged the difficulty of

giving up smoking but outlined some

useful steps to take and explained

the benefits that quitting has on a

smoker’s health. Pfizer’s quit smoking

booklet, which can be received simply

by sending a text message, can provide

help for the difficult first step.

the quit smoking message ran for four

weeks on both setanta ireland and

setanta sports 1. it was the first in a

series of important health messages,

followed by messages on back pain,

erectile dysfunction and cardiovascular

health. it is hoped that the series of

health messages will encourage people

to make some positive steps to improve

their own health.

told over the course of three films.

the films received extensive media

coverage and were widely credited with

highlighting this debilitating condition

in a very unique and sensitive way.

a number of the films including ‘the

Knife’, ‘heat’ and ‘Keeping the Beast at

Bay’ were viewed on youtube.com

reelinG in the Pain camPaiGn

Public H

ealth Inform

ationmain picture is of the winners of the ‘reeling in the Pain’ competition with their promotional

posters: (l-r) niamh redmond, annette hunter, yann seite, eimear Kearney and niall finn.

Below right: Dr John farrell, Pfizer healthcare ireland with michael Bohill from icPa.

Pfizer and the Irish Chronic

Pain Association (ICPA) joined

forces in 2009 to raise awareness of

neuropathic pain in a very unique way:

through film. Members of the public

were invited to submit a personal

narrative or storyboard describing

their neuropathic pain and the

challenges of living with the condition.

Parents, relatives or friends could

also submit entries.

Winners of reeling in the Pain had their

stories developed and produced by an

award-winning irish film production

company.

the short films were launched at a

viewing in the lighthouse cinema,

Dublin in may 2009. the project was

backed by six-time academy award

nominee Jim sheridan.

neuropathic or nerve pain results

from direct damage to the nervous

system. as a result of this damage,

nerves transmit signals abnormally to

the brain where they are recognised

as pain. it is estimated that more than

120,000 people in ireland suffer with

this condition.

the stories of winners niamh

redmond, annette hunter, yann seite,

eimear Kearney and niall finn were

Migraine MonitorMigraine Association of Ireland in association with Pfizer Healthcare Ireland and Irishhealth.com

Contact: Donna Walsh, Migraine Association of Ireland on 01 8941280 or donnawalsh@migraine.ie.

Migrainemonitor.ie – an initiative for Irish patients allowing them to

instantly update a permanent online record of their migraine attacks

from their mobile phone via SMS.

Description of Initiative

launch in March 2009 of the innovative SMS/online service www.

migrainemonitor.ie.

healthcare professionals as they try to minimise the impact of

migraine on family, work and social life.

quickly and easily updating their personal online Migraine Monitor

direct from their mobile phone - any time and anywhere that suits.

which will help patients and their health professionals to identify

trigger factors and record pain intensity/severity and frequency

management of migraine.

Migraine Monitor is an innovative solution in the chronic

disease management arena as the primary patient interface is SMS

of other diseases such as chronic pain.

Ireland (MAI) in collaboration with Pfizer Healthcare Ireland (PHI) and

Irishhealth.com

2009 & October 2009 to the national press.

stands and patient leave pieces were

distributed to neurologists, general

practitioners, practice nurses,

specialist nurses and pharmacists to

build awareness of the new service.

website has a link on their home

page to the www.migrainemonitor.ie

to their members during meetings.

Migraine

Monitor was made at the Eurohead meeting hosted

in Dublin on Saturday 23rd May 2009 by MAI, which

was attended by representatives from ten European

Migraine Patient Associations and Irish patients.

of the Irish Occupational Nurse Association and the

Irish Practice Nurse Association.

representatives are actively promoting the new service

during calls.

directly to Irishhealth.com’s 135,000

registered members via the weekly

electronic newsletter, as well as an on-

site banner advertising.

was syndicated to 25 local and regional

newspapers via Irishhealth.com’s weekly

‘Health Update’ newspaper column.

of circa 780,000 copies, with an estimated

weekly readership of around 1.8 million.

bulletin (March 31st 2009), and included

Director, PHI and migraine sufferer, Marie

O’Riordan (see link to newsclip on the

home page of www.migrainemonitor.ie

website).

new service in one of their chat shows.

the media in a number of national

publications since the launch

Presentation for the

Best Use of IT Award at

The Irish Healthcare

Awards 2009

Patient experience of the Migraine Monitor

‘After a debilitating migraine attack you just want to

forget. Forget the pain, the nausea, the sensitivities,

the three days spent in bed...

But forgetting is not an option when you need to fill

in a migraine diary, and updating a migraine diary

during an attack is often out of the question’.

This is a predicament familiar to migraine sufferer

Marie O’Riordan.

‘During my worst attacks I often can’t think straight,

never mind keep a diary,’ she says, ‘And trying to

remember what to write down after an attack is often

impossible. We’re programmed to forget pain.’

However, since the launch of the Migraine Monitor,

Marie has been granted a new lease of life.

‘Texting during a migraine is a lot easier than picking

up a pen and making notes,’ says Marie, ‘Plus even

if you only text a couple of words to the monitor, you

can log on later and fill in the rest.’

‘I’m a very visual person,’ says Marie, ‘So the graphs

that the monitor generates really help me to keep

track of my migraine better than the paper version.’

Plans for the next phase

of the project include

the ability for a patient’s

healthcare professional

to download the patient’s

tracker in advance with

their permission, allowing

pre-analysis prior to a

consultation.

be trialled at the Migraine

Clinics at Beaumont

Hospital and Cork

University Hospital.

Such a facility would also

allow for consultations

over the phone, if

availability of this service

would be of particular

benefit to migraine

sufferers living in remote

rural areas, who have to

travel long distances to

attend specialist clinics.

Migraine sufferers are encouraged by their healthcare

professionals to keep a diary (usually paper based) to

help identify trigger factors and frequency of attacks.

However, many forget to bring their diaries to their

appointments or if they do remember, the record is not

always legible and the data can be time consuming to

analyze.

According to the MAI, it is estimated that between 12-

15% of Irish people suffer from migraine – which means

that roughly half a million people suffer from migraine in

Ireland. With over 5.2 million mobile phone subscriptions

in the country, the potential for this service to assist

migraine sufferers is significant. It is estimated that

migraine costs Irish businesses �252 million every year

as a result of lost productivity with the average migraine

annually. It was considered by all the stakeholders in

this project that the benefits of such an initiative were

significant.

months in early 2009 with input from MAI, and in

consultation with a number of healthcare professionals

working with migraine sufferers. Prior to launch, it was

tested with a focus group of migraine sufferers and

their feedback and comments led to refinements in the

service.

they experience a migraine attack they can directly update their

records by texting ‘PAIN

57500.

‘PAIN 7Pain 7 bad pain since early morning’ and all this

appropriate. They can also monitor their migraine attacks

migmontest

pfizer999. Please feel free to

Options

diary entries are recorded.

The cost of texts to users is at standard text rates.

All data is held by irishhealth.com and is subject to

strict data protection

Intr

oduc

tion

Prom

otio

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Futu

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for

the

serv

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Text the wordPAINfollowed by a number from 1-10 to57500

Introducing the... Migraine Monitor

PAIN

57500

Register free on www.migrainemonitor.ie

Best Use

of IT Award

Med

ia C

over

age

Public H

ealth Inform

ation

and record pain intensity/severity and

frequency of attacks. the analysis of

such data can assist in the lifestyle

management of migraine.

the migraine monitor is an innovative

solution in the chronic disease

management arena, and the service

can be readily adapted for the self-

management of other diseases, such

as chronic pain.

it is estimated that between 12-15%

of irish people suffer from migraine.

With over 5.2 million mobile phone

subscriptions in the country, the

potential for this service is huge.

the migraine monitor subsequently

won the ‘Best use of information

technology’ award at the irish

healthcare awards 2009.

Pictured at the presentation of the award for Best use of it at the irish healthcare awards 2009 in

the shelbourne hotel, Dublin on october 15th, are from left to right, John malony, Pfizer healthcare

ireland, suzanne haddon, migraine association of ireland and howard Beggs of sponsors, helix

health. also pictured are images from the migraine monitor website.

Best use in i.t. –miGrainemonitor.ie

Migrainemonitor.ie, an initiative

allowing people with migraines

to instantly update a permanent

online record of their migraine

attacks from their mobile phone, was

developed by the Migraine Association

of Ireland in association with Pfizer

and Irishhealth.com.

migraine sufferers are encouraged

by healthcare professionals to keep a

diary to help identify trigger factors and

frequency of attacks. however, many

forget to bring their diaries to their

appointments and if they do, the data

can be time-consuming to analyse.

the new service enables patients to

manage their migraines by quickly and

easily updating their personal online

monitor direct from their mobile phone

any time and anywhere that suits.

the service then creates a valuable

online personal migraine diary, which

will help patients and their health

professionals to identify trigger factors

ShanballyBiologics facility

CORKLittle IslandLipitor manufacturing

LoughbegLipitor tableting

RingaskiddyActive ingredient manufacturing

KILDARENewbridgeSolid dose pharmaceutical manufacturing

LIMERICKAskeatonNutritionals manufacturing

Citywest

Grange Castle One of the world’s largest biopharmaceutical campuses

Dun Laoghaire Aseptic manufacturing

Dublin Treasury

DUBLIN

GFS-E

5,000 people employed

10 locations across Ireland

$7 billion capital investment

aBout Pfizer in irelanD

Pictured below: the map of the Pfizer locations throughout ireland.

Investments in H

ealth

Pfizer is one of Ireland’s leading

employers and the largest

pharmaceutical sector investor

and employer. One of the first

pharmaceutical companies to locate

in Ireland (1969), Pfizer has a rich

heritage of innovation and expansion

over a 40 year period. Since its

acquisition of Wyeth on 15th October

2009, the business now boasts over

5,000 colleagues across 10 locations

based in Cork, Dublin, Kildare and

Limerick.

Pfizer’s business interests in

ireland are diverse. there is a

manufacturing presence in active

Pharmaceutical ingredients, solid

Dose Pharmaceuticals, sterile

injectables, nutritionals, Vaccines

and Biopharmaceuticals; commercial

human Prescription, animal health,

nutritional and consumer health

products businesses; Global financial

services centre and a global treasury

operation.

the irish operations manufacture

some of Pfizer’s best selling

and newest medicines including

lipitor (cardiovascular), Viagra

(urology), sutent (oncology), enbrel

(rheumatology) and Prevenar

(vaccines).

ireland is a leading manufacturing

base for Pfizer globally, exporting to

international markets. total capital

investment by the company in ireland

exceeds $7 billion. the breadth and

range of the new Pfizer business

structure is well reflected in our

irish footprint which represents

major capital and human resource

investments over a large number of

years.

We believe that innovation is the key

to improving health and sustaining

Pfizer’s growth and profitability.

the quest for innovative solutions

should invigorate all of our core

businesses and pervade the Pfizer

community worldwide. in our drive to

innovate, we support well-conceived

risk-taking and understand that it will

not always lead to success.

We embrace creativity and consistently

pursue new opportunities. We look

for ways to make our research and

development capabilities, our products

and our services more useful to our

customers, and our business practices,

processes and systems more efficient

and effective.

We listen to and collaborate with our

customers to identify and make widely

available potential new products.