Bayer ANZ & WE Buchan Presented 'Innovation Fatigue: The Shift Towards a Wider Health Narrative'

1. Gemma Hudson
CEO – WE Buchan
The Shift To A Wider
Health Narrative
Lynette Ghanem, Communications Manager
Brand, Digital and Consumer Health, Bayer

2. Patient
Empowerment
Increasing
Expectations
The Rise of
the Rational
Consumer
Innovation
Fatigue

4. 54% are using Google weekly to look
for medical information & symptoms1
Health wearables to reach $60 billion
industry by 2023.2
Over 75% of active users open their
health and fitness app at least two
times a week
1. Research conducted by MedicalDirector.com among 1500 Australians. 2018. 2. Jupiter Research 2019.
Access to information and new apps/tools is
empowering patients
54% $60 bn 75%

5. know the name of the
company that produces
their prescription
medicine
Source: Edelman Trust Barometer
Consumers are
engaged with care

7. On average 21%of
global consumers
describe themselves
as impatient.1
Consumers want
convenience,simplicity
&speed and healthcare
is the fastest growing
on-demand sector.
88%of consumers
expect their experience
with the companies they
use to keep getting
better in the future.2
Source: 1. Foresight Factory 2. Evolving consumer expectations survey. Assurant Consumer Insights.

8. 1,2,3 (Purpose) 4,5,6 (Both) 7,8,9 (Functionality)
&purpose.

9. Q: “How much do you
agree with the
statement…?
“I expect brands to
take a stand on
important issues.”
“Somewhat/StronglyAgree”
72% of Australians have an expectation that
brands take a stand on important issues.

11. Average Australian rational
driver scores are up 19%
Average Australian emotional
driver scores are up 4%
Australian customers are demanding proof over promise.

13. Empowered patient
Disruption
Game-changer
New Frontier
RevolutionaryTransparent
Innovative
Pioneering Breakthrough Make a difference
Cutting-edge
Committed to research
Progressive
Leading
Health Marketing Bingo
Patient centric Personalized

14. Percentage of respondents who rated prescription health companies as
‘stuck in the stone age’ vs ‘cutting edge’

15. Innovation is
transcendant
62% correlation
65% correlation
64% correlation

16. brand notconnect?

18. 1
Product brands have lifecycles
(some short and some long), a
corporate brand should ALWAYS
stay strong and relevant in the
market place.
The corporate brand is an asset that
will appreciate or depreciate over time
depending on how it is utilised.

19. Whatcomes to mindwhenyouthinkofBayer?
31%
19%
15%
12%
It reflects what we do, not who we are
Spontaneous open ended response, N=1000 Australians1
Large company/well
known
Agriculture Good reputation/QualityMedicines/Health
Products
1. Bayer Global Brand Tracking 2019
Highest Unaided
awareness of all
pharma companies

20. Life
Better Health
+
Nutrition
People, Plants
Animals
Science
Advancing health and nutrition is what we
do best and care most about

22. Health influencer
partnerships
Self-care challenge
Self care panel event Rich contentNational research
Key stakeholder partnerships Earned, owned and
paid amplification

25. 12.8 Million reached via
earned media
12.8m
86% of Coverage included
information on where to seek
advice or provided expert advice
86%
100% Bayer brand mention
100%
447,000 reached via
owned channels
447,00
15% engagement rate on social
15%
Self-care conversation spiked
– commentary volume up 240% on
always on content
240%

27. Don’t add to innovation fatigue
Balance function with purpose - Tell people how
and why you do something, not what you do
Focus on proof over promise – Show , don’t tell
Think person, not patient
Be brave