Veeva Systems Case Studies Bayer's Omnichannel Marketing Strategy: A Case Study

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	Bayer's Omnichannel Marketing Strategy: A Case Study Veeva Systems

Bayer's Omnichannel Marketing Strategy: A Case Study

Veeva Systems

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
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

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

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.

About 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.

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.

Impact #1	Bayer's implementation of its omnichannel marketing strategy has resulted in a more connected and personalized approach to customer engagement. The company has been able to leverage data from customers' digital behavior to tailor communication and improve the efficiency of its sales consultants. Bayer's collaboration with Veeva Crossix has provided valuable insights about its HCP and DTC campaigns, enabling the company to better understand and plan for their customers' patients. The training provided to the sales organization has also resulted in increased buy-in from the field team. Bayer is excited about the potential of connected devices and the role of the industry in driving momentum and innovation to boost patient health.

Impact #1

Bayer's implementation of its omnichannel marketing strategy has resulted in a more connected and personalized approach to customer engagement. The company has been able to leverage data from customers' digital behavior to tailor communication and improve the efficiency of its sales consultants. Bayer's collaboration with Veeva Crossix has provided valuable insights about its HCP and DTC campaigns, enabling the company to better understand and plan for their customers' patients. The training provided to the sales organization has also resulted in increased buy-in from the field team. Bayer is excited about the potential of connected devices and the role of the industry in driving momentum and innovation to boost patient health.

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Bayer's Omnichannel Marketing Strategy: A Case Study

Operational Impact