How Bayer transformed healthcare marketing with personalized offers on Fetch
By Cass Balzer
October 22, 2023
In the ever-evolving landscape of healthcare marketing, the key to success lies in personalization. But privacy regulations are reshaping the way brands target and reach their audiences, and accurate attribution has become a critical challenge for marketers.
Fetch Chief Revenue Officer Robin Wheeler spoke with Bayer Consumer Health North America Vice President of North America Omni Marketing Christi Geary to discuss strategies and practices industry leaders utilize to navigate the changing marketing landscape.
By harnessing the potential of personalized offers at scale, brands like Bayer can thrive. Here are our top three takeaways from the recent Ad Age webinar.
1. Personalization is a game-changer in healthcare
Personalization has become necessary for successful marketing efforts. Geary explained, “In healthcare, one size definitely does not fit all. Personalized offers enable us to provide patients and consumers with the right information and products at the right time.” Geary pointed to the Fetch app’s ability to tap into billions of dollars of purchasing data to create customized audience segments and offers designed to drive consumer behavior. This type of hyper-personalization allows brands like Bayer to reach the right customers at the right time.
This type of personalization is crucial for allowing consumers to feel seen and valued. Geary emphasized that this also allows brands to anticipate needs and provide solutions proactively, ultimately improving patient outcomes and healthcare experiences.
2. Trust and privacy matter to this generation of shoppers
Trust is essential in marketing – especially in healthcare. By demonstrating that a brand understands an individual’s unique needs, they communicate that they have the consumer’s best interests at heart.
Fetch is ahead of this curve. The platform partners with Snowflake, a leader in data privacy, to ensure all user information is handled with care. The partnership ensures that Fetc can work with third parties to enhance partner data without exposing or compromising personally identifying information (PII). This ensures that user information is never lost – but that marketing signal remains strong.
3. Finding a performance marketing partner is paramount
Both Wheeler and Geary agreed that the future of performance marketing will need to not only understand consumers’ current needs but predict their future wants. “As technology continues to advance, we’re going to have more touchpoints and channels to engage with consumers. It’s about staying ahead of the curve, leveraging the latest tech and always delivering value – exactly what Fetch does,” said Wheeler.
Geary chimed in, explaining that, “we’re at this really interesting inflection point in healthcare where there’s so much opportunity for innovation. So as more companies are innovating in the healthcare space, there’s going to be more opportunities for personalized engagement with consumers.”
With Fetch in their corner, Bayer Consumer Health is poised to meet the changing demands of a privacy-conscious consumer base. “Fetch has been able to help us understand and figure out how we show up in the world, which is really different than traditional healthcare,” Geary finished. “The right tech stack has enabled us to really understand what the KPIs are, what our data is and make sure that the investments we’re making can drive the outcomes we’re looking for – which are always about delivering value to our patients and our consumers.”
Ready to learn more about how Fetch can transform your marketing approach with a privacy-centric strategy? Get in touch with the Fetch for Business team today.
Cass Balzer is a Content Marketing Manager at Fetch. As a former journalist, she sees narrative structure as a powerful tool for both understanding consumer behavior and driving conversions.