In this episode of Doceree Dialogue, we sit down with Tarak Shah, who leads Digital Strategy and Activation for a key women’s healthcare launch brand at Bayer, to unpack what modern healthcare marketing really looks like—beyond buzzwords, beyond channels, and beyond hype.
From redefining omnichannel to navigating the explosion of AI-powered solutions, Tarak offers a refreshingly grounded perspective on what actually drives impact for brands, HCPs, and patients alike.
“We try not to speak too much in buzzwords. For us, it’s not really about omnichannel—it’s about how we leverage digital within the entire ecosystem where we engage our customers.”
From Buzzwords to Real-World Impact
While “omnichannel” has dominated healthcare marketing conversations for over a decade, Tarak believes the industry needs to move past the terminology and focus on outcomes.
At Bayer, digital isn’t treated as a standalone capability or a traditional center of excellence—it’s a strategy-plus-services model, deeply embedded within brand teams and commercial operations.
“It’s really about how we plan, execute, and activate strategies that move our customers—whether HCPs or patients—forward in their journey.”
The foundation? Data.
Without the ability to connect insights across touchpoints and act on them quickly, omnichannel remains just a concept.
“Data is the underpinning of how omnichannel actually works. You have to synthesize insights fast enough to develop the right understanding of your customer—and then take action.”
One of the most powerful takeaways from the conversation is the idea that engagement is contextual—not channel-driven.
“It’s really about engaging your customer at that moment in time when they need something from you.”
Whether it’s an early-morning email, in-practice content, or educational video at home, the goal is relevance—not reach.
This philosophy also extends to the evolving role of the field force.
“The field continues to be a very important channel—but that role needs to evolve. They need to understand their customers better and leverage data more effectively.”
A recurring tension in pharma marketing is balancing patient-centricity with the reality that HCPs ultimately prescribe the therapy. Tarak offers a nuanced perspective.
“HCPs will always be important because they’re writing the script—but there are brands where educating and empowering patients is just as critical.”
The real challenge lies in aligning both journeys—patient and provider—at exactly the right moment.
“How do we bring the HCP and patients together to have the right conversation at the right time? That’s probably the toughest thing to pull off.”
The conversation then turns to AI—and how the industry is finally moving from excitement to execution.
“A year ago, AI was mostly hype. What we were missing were tangible tools that actually bring that power into reality.”
Today, Tarak sees a surge of real solutions—from external partners and internal teams alike—that can be embedded into marketing and commercial workflows.
“Now we’re seeing actual tools and solutions that we can incorporate into our processes to drive impact.”
Still, the rapid growth presents its own challenge.
“The challenge for marketers is really understanding the landscape—what’s mature, what’s effective, and what actually fits your business needs.”
As a trusted digital partner within Bayer, Tarak’s team plays a critical role in helping brand managers navigate emerging technologies—often before they even know what’s possible.
“Our role is to see what’s out there, apply a strategic lens, and ask: what fits? What creates real impact for the brand?”
This includes internal enablement through workshops, partner showcases, and ongoing education.
“We do lunch-and-learns. We bring partners in and create space for learning and shared understanding.”
Nearly a year into his role, Tarak sums up the experience in a few words:
“It’s exciting. It’s crazy. It’s all of that.”
As healthcare marketing continues to evolve at speed, this episode is a reminder that technology alone isn’t the answer—clarity, context, and customer understanding are.
Watch the full episode of Doceree Dialogue to hear Tarak Shah share how Bayer is navigating digital transformation, data strategy, and AI—without losing sight of what truly matters.