Case Study: Bayer achieves 91% pharmacist reach and rapid compliant digital engagement with Bigtincan

How Bayer in the Middle East Supported HCPs with an Approved Email Program During the Pandemic

Bayer, a global pharmaceutical and life sciences leader, faced a sudden disruption in 2020 when COVID-19 lockdowns cut off the in-person access Middle East medical reps relied on to engage pharmacists. The challenge was to quickly replace face-to-face interactions with a compliant digital engagement approach that maintained communication and customer relationships.

Bayer used a Bigtincan-powered approved email program integrated with its CRM, developing HTML content, collecting HCP consent, training the field force, and deploying dashboards for tracking. In four weeks the program launched—3,714 approved emails were sent in two weeks, reaching 91% of targeted pharmacists with a 23% open rate—and the platform enabled automated data flow and insights so teams could optimize content; globally, rep-to-HCP engagement rose sixfold and rep-sent emails nearly fivefold.

Bayer

Mariam Fawzy

Head of Business Analytics