Case Study: Bayer achieves better omnichannel marketing and customer engagement with Veeva Systems

Bayer - Customer Case Study

Bayer was working to improve omnichannel marketing for healthcare professionals, patients, and caregivers, with a goal of moving beyond channel-specific tactics to a more connected, personalized approach. The company partnered with Veeva Systems, including Veeva Crossix and Veeva CRM, to better understand digital behavior and connect it with field and patient engagement.

Veeva Systems helped Bayer use anonymized, aggregate campaign and website data to generate actionable insights for sales consultants and marketing teams, improving how they planned HCP conversations and coordinated DTC and HCP outreach. The result was stronger orchestration across channels, better-tailored communication, and more timely, relevant discussions that Bayer says should improve efficiency and customer experience.

Bayer

Nick Lucente

Senior Director, Oncology Digital Marketing