Bayer's Omnichannel Marketing Strategy: A Case Study
Technology Category
- Analytics & Modeling - Computer Vision Software
- Networks & Connectivity - 5G
Applicable Industries
- Education
- Life Sciences
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Smart Campus
About The Customer
Bayer is a large biopharma company headquartered in Leverkusen, Germany. The company is committed to delivering exceptional customer engagement for healthcare professionals, patients, and caregivers. Bayer aims to deliver personalized messages at the right time and place, and to fulfill this promise, the company is shifting from channel-specific thinking to a more connected approach across in-person and digital channels. Bayer is also focused on integrating digital experiences with face-to-face communication and sales consultant activities, as well as patient and caregiver communication.
The Challenge
Bayer, a large biopharma company based in Leverkusen, Germany, was seeking to enhance its customer engagement strategy for healthcare professionals (HCPs), patients, and caregivers. The company aimed to deliver personalized messages at the right time and place, but this required a shift from channel-specific thinking to a more connected approach across in-person and digital channels. The challenge was to integrate digital experiences with face-to-face communication and sales consultant activities, as well as patient and caregiver communication. Bayer also needed to establish foundational technology and optimize messaging across channels. Another challenge was to connect digital marketing and field force activities, which required understanding customer needs and leveraging data to tailor communication.
The Solution
Bayer adopted a step-by-step approach to implementing its omnichannel marketing strategy. The company started with a focus on delivering engaging digital experiences for customers. The next step was to connect digital with face-to-face communication and sales consultant activities. Bayer also integrated patient and caregiver communication to bring all engagements together. The company leveraged data from customers' digital behavior to provide suggestions for sales consultants to better tailor communication. Bayer worked closely with Veeva Crossix to gain valuable insights about its HCP and direct-to-consumer (DTC) campaigns. The company used data about patients engaging with its content and having conversations with physicians to plan and understand their customers' patients. Bayer also trained its sales organization to understand and use these new patient insights.
Operational Impact
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