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Joint Working Project between Swansea University and Pfizer Ltd



In “A Healthier Wales”, Welsh Government has established that creating better value in health and care is one of its core design principles for a sustainable future. NHS Wales is pushing ahead on Value-Based healthcare in service design and delivery but there are opportunities to adopt Value-Based models for medical devices and medicines.

As part of the UK and Welsh Government funded £1.3bn City Region Deal, Swansea is seeking to become a UK hub for Life Sciences and Digital Innovation with the goal of creating interconnected eco-systems joining academic, business, health and data spheres to cross-pollinate and sustain each other to improve patient outcomes and scale health innovation globally.  

Pfizer will collaborate formally with Swansea University, on real-world research and innovation projects in the health and life science sector, supporting the long-term plan for health and social care in Wales, with the ambition to scale across other health economies.

The overarching collaboration will:

  • Lead a number of Value-Based healthcare pathfinder projects and / or use the eco-system to scale existing Value-Based healthcare projects, with the specific aim of developing approaches that contribute to improved patient outcomes, assessed by considering quality alongside cost.  This will include a strong focus on digital healthcare delivery.
  • Measure outcomes that matter most to patients which is fundamental to Value-Based care.
  • Develop and/or contribute to educational programmes, with the specific goal of delivering Value-Based care through partnership.
  • Coordinate and lead structured experimentation, aligning partnership stakeholders around a test and learn model for outcomes improvement solutions, ranging from patient education and activation activity to proactive and technology-enabled interventions, supported by milestone measurement and reporting.
  • Capture the unique partnership propositions, approaches, and outcomes through presentations and publications that can be used within the UK and internationally.  This will include representing partnership activities with senior Executive and political audiences.
  • Support the development of a system that better aligns industry, the NHS and academia to innovating in the pursuit of improved patient and public outcomes.



The first stage within this collaboration will be the creation of a 3-year post of “Professor in Enhanced Innovation, Engagement and Outcomes” to coordinate and lead projects.

The Professor in Enhanced Innovation, Engagement and Outcomes will:

  • Create an environment that supports collaboration between Industry, NHS and Academia to deliver improved patient and population health outcomes.
  • Identify and lead a number of Value-Based pathfinder projects, with the specific aim of developing approaches that contribute to improved patient outcomes, assessed by considering quality and outcomes alongside cost.
  • Adopt a structured experimentation approach around a test and learn model to deliver projects that can be scaled at pace.
  • Develop educational programmes that disseminate skills and expertise in the practical application of Value-Based healthcare.
  • Capture project details, outcomes and learnings in a way that can be disseminated to audiences within the UK and internationally.  

The Professor in Enhanced Health Innovation, Engagement and Outcomes will be supported by the creation of two further roles in the form of a Project Support Officer and a Senior Data Analyst who both will support identification and implementation of projects identified through joint working.


Resource Input into Project

Pfizer will provide funding of £600k to support the recruitment of the Professor in Enhanced Health Innovation, Engagement and Outcomes role over the 3 year period.

Pfizer and Swansea University will each provide funding of £50k to support recruitment of the Senior Data Analyst role over a two year period.

Swansea University will provide funding of £150k to support recruitment of the Project Support Officer role over the three year period.

Pfizer and Swansea University will provide funding of £210k to support the role of a Value Based Healthcare and Industry Director.  The funding is split equally between Pfizer and Swansea University and will allow Pfizer UK to second a senior employee to Swansea university for 12 months from April 2019 to support the programme of value-based healthcare initiatives.

Additional roles providing resources to support the joint working project:

  • Pfizer will provide project delivery support from the Pfizer UK Strategic Accounts Team, working 2.5 days per week over the 3 year period and additional support from a Medical Affairs Senior Manager working 0.5 days per week to monitor and support implementation.
  • Swansea University will provide project support from a Post-doctoral Research Assistant, working 4 days per week over the 3 year period.

In addition as part of the project, a two day ethnographic market research workshop is planned:

  • Swansea University will provide human resource and financial resource funding of £16.6k to support and deliver the outputs of the workshop.
  • Pfizer will provide funding of £24k for ethnographic market research to be carried out in order to understand the local resident experience; and their general approach to managing their health and wellbeing.



Long-term anticipated patient outcomes, post implementation of entire 3 year joint working arrangement:
  • Improved early stage education and risk awareness of disease.
  • Improved activation, screening and detection of underlying conditions.
  • Improved patient engagement, empowerment and control over their personal care journey (overall patient experience).
  • Access to preventative services .
  • Improved active monitoring of condition progression, management and routine check-ups to optimise clinical and / or health system response.
  • Potential adaptation of pathways and patient interventions to improve with patient empowerment and self-management.  
  • Potential reduction in harm.


Long-term anticipated outcomes for healthcare system post implementation of entire 3 year joint working arrangement:
  • Development of Value-Based healthcare models, scalable to other systems in Wales, the UK and worldwide.
  • Increase higher value activities and reduce investment in activities of low value.
  • Engagement in projects that support the development of a digital infrastructure will ensure that appropriate interactions are captured, collected and utilised to drive continuous improvement Increased participation in a culture of clinical research via an ethos that all appropriate patients are candidates for clinical studies.


Long-term anticipated outcomes for Pfizer post implementation of entire 3 year joint working arrangement:
  • Demonstration that through collaboration, a broader, earlier and more effective patient response can be achieved.
  • Demonstration that Pfizer can partner with Swansea healthcare system and wider health economy to help patients achieve optimal outcomes.
  • Where specific projects align with Pfizer therapy areas, there may potentially be an increased appropriate use of medicines, including Pfizer medicines, in line with national guidelines.
  • Establish Pfizer’s role in providing long term support to patients to positively manage their health and lifestyle and sustain beneficial outcomes over time.
  • By testing and learning in this healthcare system Pfizer will be able to adopt and scale innovation across regional and national populations.
  • Enhance Pfizer’s reputation as a partner for healthcare innovation.
  • Support Pfizer’s goal to lead the industry in scale and value of outcomes based reimbursement and pioneer new approaches to Value-Based healthcare.


PP-GIP-GBR-4242 / March 2019