Bayer strengthens thought leadership engagement in the region

As part of our corporate engagement strategy in the region, we have achieved significant milestones in recent weeks. These include placements in key publications such as Arabian Business, OMNIA Health or the listing of Henrik Wulff in Forbes' top 50 list of most influential healthcare leaders. More is yet to come.

Bayer Middle East has gained strong presence in key publications in recent weeks.?These include placements of opinion-editorials in TIER-1 publications such as Arabian Business, OMNIA Health and the listing of Henrik Wulff, Senior Bayer Representative - Middle East, in Forbes' top 50 list of most influential healthcare leaders.

Further milestones are in the pipeline to build on this momentum.

Forbes Middle East Top 50 Healthcare Leaders

Henrik Wulff, Senior Bayer Representative - Middle East, has been ranked within the Forbes Middle East Top 50 Healthcare Leaders.

The list features innovation-driven pioneers of the Middle East's largest and most impactful healthcare organizations. To construct this ranking, Forbes Middle East assessed the size of the business —including revenues and assets—diversity of operations, ownership of assets, and the experience, impact, and achievements of the business leader.

See the full list here.

Exclusive opinion editorial article for Arabian Business

Moreover, in an exclusive opinion editorial article for Arabian Business, Henrik shared his thoughts on post-pandemic evolution of the healthcare sector and the advancing landscape of technology and innovation across the United Arab Emirates.

Read the full article here.

OMNIA Health: How sustainability is critical for pharmaceutical companies to deliver for the community?

Further, OMNIA Health has been featuring yet another opinion-editorial on why sustainability is more important to pharmaceutical companies now more than ever. The piece discussed how sustainability is critical for pharmaceutical companies to deliver for the community - providing better outcomes for both patients and the environment in which they operate.

Read the full article here.

Accelerate employer-of-choice momentum & Gulf News partnership?

Building on this, additional publications are also in the pipeline to further manifest Bayer's leading position as a Life Science Company.

Among other things, we are currently working on the placement of another opinion editorial that will underline Bayer's commitment as an employer-of-choice and showcase our regional commitment to Inclusion and Diversity.

In addition, the company has initiated a partnership with Gulf News.

This partnership is part of the 50 MENA Leaders initiative, which consists of a series of ground-breaking short documentary films that will be published on Gulf News from August 2022. The series will feature a small group of industry leaders & innovators, discussing how they are helping to drive growth, creating better societies and positioning the MENA region at the forefront of global trends.

Read more about the format approach here.

Outcomes are a result of a long term target-audience focused engagement strategy

These outcomes are a result of a long term target-audience focused engagement strategy.

Bayer's internal evaluations for the markets in Egypt, Saudi Arabia and the United Arab Emirates as part of its Global Brand Tracking (GBT) surveys at the end of last year already show that the company has maintained significant traction in must-win markets of the region.?

The survey's objective is to obtaining valid data on Bayer's reputation and image within its competitive environment. The target group is focused on general population within the upper approx. 50% of social levels defined by education, occupation and income.

These metrics indicate that Bayer has significantly boosted reputation score and sustained a steady conception with regard to general brand awareness.

Further to this, other key performance indicators demonstrate a coverage of more than 55 clippings as part of this strategic engagement in traditional media with a combined share-of-voice of?131,205,578 in the period of June 2021 to March 2022.?

On social media, outreach activities within the same period led on Bayer owned channels in a reach of over 9 million impressions (paid and organic) and above-average engagement rates.

Our guiding principle is to build on this and further position Bayer as a forward-looking life sciences company among consumers, patients, businesses and other key stakeholders in the Middle East region.