Healthcare and AI: a new approach

Customer
Bayer
Channel
Web Widget and Facebook Messenger
Sector
Healthcare
Healthcare and AI: a new approach
the challenge
Creating traffic and engagement with AI

Bayer is one of the world's leading pharmaceutical companies. Its Consumer Health division - a leader in consumer health care worldwide - operates in more than 100 countries and boasts more than 170 brands marketed around the planet. In June 2017, in order to increase traffic and engagement to its information portal SapereSalute.it, Bayer decided to set up a web marketing strategy focused on the development of a virtual assistant able to support any person in searching for information on health and wellness topics.

Creating traffic and engagement with AI

The virtual assistant - a chatbot equipped with artificial intelligence - was identified as the digital channel best suited to cultivating an ongoing relationship with consumers, actively engaging users through instant, interactive, private and personalised conversations. To kick-start SapereSalute.it's communication plan, Bayer needed a technology infrastructure to manage the flow of conversations automatically. Interpret user requests and provide contextualised responses. Use the content on the portal to teach the chatbot how to understand and respond to users. Consult the chatbot's qualitative and quantitative performance in real time.

Alessandro Rancitelli - IT Business Partner, Bayer

Together with Indigo.ai, Bayer is working with several chatbots to improve the experience of users seeking information through digital tools. Over the past two years, Indigo.ai has succeeded in scaling Bayer with its own technology and has entered the global market as our supplier.

Alessandro Rancitelli - IT Business Partner, Bayer
the SOlution
Creating relationships with users

Bayer has chosen Indigo AI to create its own AI-powered chatbot, educated on topics featured on the SapereSalute.it information portal - including winter ailments and women's intimate health. The chatbot designed by Indigo has allowed Bayer to amplify communication with its consumers who, thanks to the SapereSalute.it virtual assistant, are involved in a real "private" chat relationship: they can dialogue with SapereSalute.it as easily as they would write to a friend, and Bayer can forward them monthly updates with new content and/or curiosities on their favourite topics.

Creating relationships with users

More specifically, the chatbot's analytics - thanks to the functions of interpreting the users' natural language and automatically understanding their requests - allowed Bayer to "set the course" in defining the new content to be produced, starting from what the users asked for in chat. Involving more than 20,000 users and 500,000 messages exchanged in chat in just 6 months, the SapereSalute.it chatbot allowed anyone to interact with Bayer directly in chat, giving them the chance to ask about their favourite health and wellness topics without downloading a new app, getting familiar with a new interface or making new updates that take up space on their phone and consume data.

The results
The impact of AI on
Bayer
+20k

Users in the first 6 months of activity.

+30k

Conversations between users and the virtual assistant in the first 6 months of operation.

+500k

The number of messages exchanged in the first 6 months of activity.

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