Effectively Cutting Through the Misinformation Noise: Bayer’s Your Decision Campaign

Amy Hessels, Bayer‘s vice president of marketing, discusses how the Your Decision campaign aims to combat online misinformation about birth control by providing accurate, reliable information and empowering women to discuss their options with healthcare providers. The multi-channel approach includes TV ads, social media, and partnerships with women's health outlets. Hessels explains how Bayer provides resources like patient brochures and online educational content to facilitate open discussions between patients and HCPs. Bayer also collaborates with influential voices to ensure credibility and aligns content with the latest medical research.

Pharmaceutical Executive: How does Bayer plan to ensure the Your Decision campaign effectively cuts through the noise and establishes itself as a trusted source of information for women seeking clarity on their reproductive health options?
Amy Hessels: At Bayer Women's Healthcare, we recognize the growing challenge of online misinformation, especially when it comes to reproductive health. That's why Your Decision is really designed to be more than just a campaign. We hope women will see it as a trusted resource. We're leveraging partnerships with HCPs, voices of women, and utilizing different marketing insights to ensure women receive accurate information about their birth control options, like Mirena, while informing and empowering women to discuss their options in an open and honest way with their providers.

PE: How is Bayer measuring the effectiveness of each channel in driving engagement and ultimately, encouraging women to have informed conversations with their healthcare providers?
Hessels: We try to take a data driven approach to measuring impact of the impact of all of our campaigns, but specifically the Your Decision campaign, across all our channels. We track key engagement metrics like website traffic, social media interactions, sponsored and earned media, impressions, reach, DTC ad video views, viewership, and more to really understand how women are interacting with our resources and how they're also responding as well.

Beyond just the digital analytics, we will assess sentiment and direct feedback. We're going to monitor uptick in patient conversations and questions related to birth control through collaboration with some of our trusted sales force, helping us really refine our approach based on real insights and impact in real time. Our goal overall is really to ensure that women who engage with Your Decision feel more informed and empowered to have the best meaningful discussions with their providers.