Resonating with Younger Demographics While Maintaining Medical Accuracy & Sensitivity

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. Their 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: With the increasing influence of social media platforms like TikTok and Instagram, how is Bayer adapting its messaging and creative content to resonate with younger demographics, while still maintaining the medical accuracy and sensitivity required for discussions about reproductive health?
Amy Hessels: We partner with a number of different influential voices, both on the HCP and woman side. We want to bring both of those perspectives together to make sure we're having that conversation right. This resonates with our audiences from both an age- and interest-based demographic criteria to really help to amplify our messages to the younger audience as well. These partnerships really lend additional credibility to our campaign while creating content that's accurate and evidence based to ensure information provided to women is not only reliable, but also aligned to the latest medical research and guidelines.

PE: How does Bayer envision the Your Decision campaign contributing to broader conversations about women's reproductive autonomy and healthcare access?
Hessels: Being on those platforms can help and we also believe that the access to this accurate information is fundamental to reproductive autonomy. The campaign goes beyond education, it's really about empowerment. By equipping women with easy-to-understand resources and authentic, relevant content that will resonate with them, we hope to help them take control of their reproductive health decisions with confidence and have that confident conversation with their provider.

Additionally, through strategic partnerships and digital engagement, we're amplifying diverse voices and championing policies that support access. Ultimately, Your Decision is more than about just birth control. It's about ensuring that every woman has the knowledge, resources, and support that they need to make the choices that are right for them.