Bayer (ETR: BAYN)

What do we seek in relationships? The answer is simple: to be valued and understood. This principle holds true not only in human interactions but also in the dynamic between brands and consumers.

At Bayer’s Consumer Health division, we are leading a revolution in personalized consumer engagement. By harnessing the power of data-driven marketing and precision health, we are crafting experiences that resonate on a deeply personal level and drive value for both our consumers and our business.

Leading the way with a symptom checker from the comfort of your home

The first response when you have a symptom is checking it online, especially for some conditions that are perceived as taboo. Bayer used this insight and partnered with ADA Health to develop the Canesten symptom checker, a digital assistant enabling consumers to understand and diagnose women's intimate health conditions via an easy and trusted online assessment solution. More than a digital tool; it is a gateway to understanding and managing women's intimate health issues, which are often surrounded by stigma.

This solution enabled Canesten to become the #2 most visited site for women's intimate health in the UK, just after the NHS, and has already helped more than 220.000 women. This initiative successfully enabled Canesten to enhance its brand image (increasing brand favorability) and drove incremental sales (increasing consumer conversion rates).

Through the power of technology and science, Bayer is pioneering new possibilities that advance life. That means reimagining how we care for ourselves by empowering everyday health on our hands.

Living a healthier life with trusted personalized self-care solutions.

With personalization at the core, Bayer is committed to elevating the consumer experience across its portfolio and services that serve our mission “Health for all, Hunger for None’’.  To do so; Bayer focuses on 3 key domains to make its products and services more accessible to consumers and create more value for them:

• Bring new digitally enabled precision health products to the market. We launched the Precision Health Business unit that partnered with the most innovative start-ups to enter the emerging market of digital therapeutics, accelerate multi-omics at-home biomarker tests to empower consumers on their aging journey, develop an engagement tool that provides a 360-degree view insight into the challenges of health goals.

• Provide product recommendation services and other symptom checkers with AI across relevant brands to serve consumers with tailored solutions.

• Launch CRM for nutritional products that give consumers personalized educational information based on life stage that is followed by product sampling.       

Empowerment: The Heart of Our Strategy

At Bayer, personalized consumer engagement is not just a marketing strategy; it is a pathway to empower individuals in their health care. When people have the tools and knowledge to take charge of their health, they live better lives, and healthcare systems globally become more efficient and sustainable.

Join us as we reimagine health care, placing personalized consumer engagement at the heart of our mission. Together, we are not just changing the narrative around health and wellness; we are actively shaping a healthier future for all.