to launch in 10 countries
training activities launched
The Client
Bayer is a global enterprise with core competencies in the life science fields of healthcare and nutrition. Its products and services are designed to help the people and the planet thrive by supporting efforts to master the major challenges presented by a growing and aging global population. The Bayer brand stands for trust, reliability and quality throughout the world.
The Situation
Maintaining relationships with healthcare professionals (HCPs) is complex, and the COVID-19 pandemic made it even more difficult. But Bayer needed a way to continue to nurture those relationships.
The Challenge
Bayer realized that it needed to connect with HCPs in a more meaningful way — not just through sales reps, but through something more relevant, engaging and always on, available for reference 24 hours a day, seven days a week.
The Solution
Bayer tapped digital partner Wunderman Thompson, who immediately conducted research and interviews to determine what healthcare professionals — especially pharmacists — really wanted. Together, the teams worked to connect with HCPs and make a lasting impression, cutting through the clutter with content that was engaging, valuable and relevant for Bayer’s audiences. Acquia Cloud gives Bayer the high availability, security and scalability that they need to deliver the best customer experience to more countries and pharmacists in less time.
The Results
Bayer launched its new HCP content hub with more than 320 training activities related to health and business categories and launched Club Bayer in 10 different countries in just over 12 months. Additionally, all KPIs are exceeding Bayer’s targets and expectations. More than 361,000 trainings (or 25,000+ hours) have been completed. In Spain, Bayer saw:
- A 25% increase in monthly active users
- 3,500+ pharmacies registered
- 12,000+ users registered, 25% of whom are pharmacists and staff
- 95% of HCPs believed Club Bayer is very useful for driving pharmacist recommendations
- Users spent an average of 13 minutes per session