Bayer’s focus is in the healthcare and crop sciences, dedicated to the development of new molecules, using its innovative products and solutions to enhance the well-being of humans, animals, and plants.
Digital marketing is the catalyst for strengthening a company’s brand image and reputation. The medical and chemical industry can also use digital marketing to highlight different brand characteristics than its competitors, helping target customers more effectively receive brand information. Thus, Geber arranged a full day of digital marketing workshops to help streamline the process. The course content included standard case studies, competitor analysis, content marketing, visual marketing, content creation and management, marketing automation, and methods of measuring efficacy, as well as Facebook, Instagram, and LinkedIn strategies.
In addition, Geber designed a special visual KPI management method for Bayer and utilized the Geber Diamond, Geber's proprietary digital marketing quantification tool.
During the workshop, Bayer’s marketing team was divided into four groups: drugs, crops, veterinarians, and agriculture. Each group was designed to conduct creative digital marketing for its respective product line. The workshop included strategies from content creation and management to underwriting analysis techniques and automation.