"chaotic and disruptive"
"So you advertised a women's health care brand to men? Big deal,"
"We caught it, learned from it and adjusted our practices quickly."
"We stood on their shoulders,"
Bayer in-housed media buying for its US pharmaceutical division in under two years, centralizing programmatic, search, social (paid and organic), and all direct and endemic buys. Digital marketing contribution to measurable sales impact rose from less than 10% to more than 40% over four years since the in-housing project began. Leadership secured C-suite buy-in and accepted that mistakes are part of the learning process, enabling iterative improvement. The pharma team leveraged experience and existing components from Bayer’s consumer health unit. There is no single blueprint for in-housing, and different divisions pursued varied approaches.
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