Case Study: Bayer achieves timely HCP engagement and rapid ROI with Veeva Systems

Bayer Leverages Patient Marketing Data to Drive HCP Engagement

Bayer, a global pharmaceutical company, faced the challenge of aligning patient-directed (DTC) marketing with field sales so healthcare professionals (HCPs) would be prepared for exam‑room conversations driven by informed patients. Coordinating patient media exposure with timely HCP outreach was difficult, limiting the impact of both patient and provider engagement.

Bayer partnered with Veeva to use Crossix HCP Trigger Data and Veeva CRM to match patient digital activity to HCP NPIs, apply business rules to prioritize targets, and deliver actionable suggestions to reps. In three months the program generated 800+ suggestions, produced five new prescribers and a positive ROI in the first month, and enabled the sales team to prioritize timely, higher‑impact conversations with HCPs.

Bayer

Nick Lucente

Executive Director Oncology Patient Marketing