Guest speaker: Patricia Corsi
This episode features an interview with Patricia Corsi, Chief Marketing, Digital, and Information Officer at Bayer Consumer Health. She has over 20 years of international brand-building and digital experience in the consumer goods industry. Previously, Patricia served as the CMO of Heineken Mexico and held leadership roles at Unilever, Kraft, Johnson & Johnson, and Sony Music.
In this episode of Good Data Better Marketing podcast, Patricia Corsi, Chief Marketing, Digital, and Information Officer at Bayer Consumer Health, discusses creating a frictionless consumer journey, how AI can accelerate capabilities, and building trust with consumers.
When facing noisy and complex times, it’s important to connect with consumers in a time and place when it’s needed. Whether that’s through apps or platforms, connectivity creates a frictionless consumer experience.
Technology and data have helped us move away from a reactive state when it comes to healthcare. These tools help us have engaging conversations with consumers and create proactive health behaviors.
Using data collected by AI, marketers can identify insights into how to best support consumers on their journey to better health.
“We tend to be very reactive to our health, when we know we are getting older. This is the role that we need to play, especially now using data and technology. We can have a much more engaging conversation directly to the consumer and maybe, for the first time, change this behavior of people towards their health on being less reactive and a little bit more proactive.” – Patricia Corsi
*(03:03) - Patricia’s career journey
*(08:46) - Trends in the consumer experience journey at Bayer Consumer Health
*(17:26) - How Bayer Consumer Health is implementing AI
*(28:14) - An example of another company doing it right with consumer engagement (hint: it’s Movember, Cadbury, and Spotify)
*(30:55) - Changes in consumer experience in the next 6-12 months
*(32:41) - Patricia’s recommendations for upleveling consumer experience strategies