Pharma Talks: Bayer’s Modular Content Transformation – Success, Challenges & AI’s Role 

In the second episode of Pharma Talks, Viseven CEO Nataliya Andreychuk welcomes Dr. Viktoriia Tymoshenko, Senior Content Operations Manager at Bayer, for a candid and insightful conversation on one of the most ambitious modular transformations in the life sciences industry. 

Bayer’s modular transformation didn’t happen overnight. It has been a five-year evolution driven by persistence, strategic alignment, and a bold vision to future-proof content operations. As Dr. Tymoshenko shares, the goal was not just to improve workflows — but to fundamentally reshape how modular content is created, managed, and measured at scale. 

Building a Foundation for Change 

When Bayer began its modular content development journey, the first milestone was to establish a system that would empower local content creators to produce interactive content—without needing to write a single line of code. At the time, this was a relatively novel approach, but it has since become the industry standard. 

“Today, we can confidently say that we create a better customer experience with our content” says Dr. Tymoshenko. “We are significantly faster and more cost-effective.” 

With the foundation in place, the focus shifted toward visibility and performance. Bayer developed a dashboard offering real-time insights into how modular content is used: which materials are deployed, how customers engage with them, and what performs best across channels. These insights have become essential in guiding pharma omnichannel strategies and optimization. 

Making Content Smarter with Data and Tagging 

One of the more impressive pieces of the puzzle is Bayer’s approach to core message tagging. By tagging content across channels, the team can see if messaging stays consistent—and if it’s aligned with broader brand goals. 

And then there’s the AI angle. One of the most common questions in global pharma teams is: What happens to our global content once it’s handed over to local teams? Now, thanks to AI in pharma, Bayer has a pretty solid answer. 

By combining AI with CRM data, the company can track which global assets are reused, where they’re being used, and how customers are interacting with them. It’s a major win for both global oversight and local impact — and a real milestone in Bayer’s modular transformation. 

People Make It Happen 

As much as the tech has played a role, it’s the people and culture that made it work. 

One big reason for the success was a top-down initiative. Leadership backed the change, and that opened the door to building a real internal community around content. A group of experts, creators, and collaborators that helped push the project forward — despite the inevitable bumps in the road. 

“No system works perfectly from the start” says Dr. Tymoshenko. “Maintaining close contact with content creators in different countries has been crucial for us” 

That connection also helped foster a broader shift in mindset — from outsourced to driven by internal teams. And that shift wasn’t easy. It meant upskilling, redefining roles, and navigating a different kind of content lifecycle. 

From Global to Lead Market: A New Operating Model 

The traditional global-to-local model, where headquarters produce content and countries implement it, is beginning to fade. Instead, Bayer is embracing a lead-market model, where local teams create content that is then adopted and adapted by other countries. It’s a more flexible, collaborative, and agile way of working — but it requires new forms of orchestration and enablement. 

The shift is not without its hurdles. From managing MLR processes to training internal teams and aligning with evolving compliance requirements, modular content marketing still demands careful coordination. 

“We assumed it would be straightforward” says Dr. Tymoshenko. “But practice has shown that every channel requires a customized approach. Today, we stay truly modular predominantly within selected channels like emails and visual aids.” 

AI — the New Content Collaborator 

As the conversation turns to AI, Dr. Tymoshenko doesn’t hold back her optimism. Generative AI is no longer a distant concept — it’s an active enabler in the content evolution. 

From automated translations and content generation to asset design and repurposing across channels, artificial intelligence is helping Bayer reach new levels of scale and speed. While challenges around data privacy, compliance, and legal guidance remain, the potential is enormous. 

“AI makes us more ambitious with our dreams and more autonomous in content production” she says. Now they want to pull approved modules from their content management system, create text, images with AI, translate assets and adapt them for different channels — all at once. 

It’s a future that just a few years ago would have seemed aspirational. Today, with the right tools and partnerships in place, it’s becoming reality. 

What We Can Learn from Bayer’s Journey 

Bayer’s experience holds real lessons for anyone navigating modular content or omnichannel marketing in pharma: 

• Strategic support is a must – Executive alignment can make or break the initiative. 

• Empower local teams – Upskilling internal creators pays off long-term. 

• Data is your friend – Track, measure, and refine continuously. 

• Collaboration matters – Build communities, not silos. 

• AI is the enabler, not the driver – Use it to enhance, not replace, human creativity. 

As Nataliya Andreychuk put it best: this is what resilience and passion look like. Bayer’s journey shows that modular content is not just a framework — it’s a mindset. One that, when embraced fully, can drive transformation across the entire enterprise. 

Curious what the future of pharma content really looks like? Hear it straight from the source on Pharma Talks — the podcast where industry leaders get real about challenges, change, and what’s next. 

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