The relationship between brands and agencies changing, and the latter must find new ways to add value, according to Bayer’s chief digital officer Jessica Federer.

Speaking to M&M Global at this year’s Dmexco digital marketing conference in Cologne, Germany, Federer discussed the ongoing digital transformation at the pharma giant.

One of the consequences of this new approach has been an adjustment in Bayer’s relationship with its agencies, she says: “Our needs have really changed. I still remember the first time I had to tell an agency doing social and digital engagement for us, ‘We don’t really need you anymore.’ How we work with agencies is dramatically changing.”

Federer said she is excited by the potential of “interoperability”, which will allow a healthcare firm like Bayer to bring together diverse datasets and create more meaning for patient.

“In past years you would see some exciting innovations and tools, but they didn’t work together. In California, patients come in to doctors with different wearable devices, and a whole new layout of data, and the doctors don’t have the systems to pull that data together,” said Federer.

“What we are starting to see now is how you make things work together, bringing those puzzle pieces together. When you can connect, everyone will benefit, and we will see growth faster than we have it today.”