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News & Trends - Pharmaceuticals

Bayer unveils new operating model for customer-centric innovation and future-ready transformation

Health Industry Hub | May 19, 2023 |

Pharma News: In a bold move aimed at revolutionising the pharma industry, Bayer Australia & New Zealand has introduced an innovative operating model designed to prioritise customers, accelerate specialised innovations, and foster a culture of continuous employee development. This approach, currently proposed for New Zealand, will see Bayer adopting agile working principles and transitioning from traditional country-based or therapeutically-grouped ‘Business Units’ to a more flexible and collaborative squad-based working structure.

“We are confident that this new model and our deployment of agile strategies will enable deeper collaboration and empower decisions to be made by those who are closest to the customer,” stated Ashraf Al-Ouf, CEO of Bayer ANZ Group and Country Division Head for Pharmaceuticals. “Additionally, we will be able to listen and respond with more agility to changing customer needs and market conditions, allocating resources where they are needed most.”

Recognising the need for a forward-thinking workforce, Bayer has thoroughly assessed the future skills required and made necessary changes to team structures, leading to the creation of new roles within the organisation. These strategic appointments aim to strengthen key areas and enhance overall performance.

Among the notable appointments under the new model are:

  • Kate McCormack, currently the Head of Commercial Excellence for Bayer AU, who has been selected for the newly-created role of Head of Marketing & Commercial Operations. McCormack’s extensive expertise will be instrumental in driving marketing and operational excellence, ensuring a customer-centric approach at every stage.
  • Geoff Allars, previously associated with Ferring Pharmaceuticals, has been appointed as the Head of Sales. In addition to overseeing a portfolio of established Bayer brands, Allars will play a pivotal role in developing and implementing innovative sales strategies to maximize growth and market presence.
  • James (Jimmy) Alexander, the current Director of Global Marketing at Bayer Ophthalmology, has been appointed as the Head of Portfolio. In this newly created position, Alexander will be responsible for driving the launch and growth of brands within the Oncology and Women’s Health divisions, leveraging his extensive experience and strategic acumen.
  • Bradley Williams, currently serving as the Business Unit Head for Specialty Medicine at Bayer AU, has been appointed as the Head of Portfolio, focusing on launch and growth brands within the CardioRenal and Ophthalmology sectors. Williams’ expertise will contribute to the expansion and success of these critical therapeutic areas.
  • Sarah Bridge, Head of Market Access and Health Policy, will take on additional responsibilities by leading the market’s pipeline portfolio. Her extensive knowledge and strategic insights will ensure efficient access to innovative therapies and the development of robust health policies.

Bayer said the company remains committed to supporting its employees through this transformative change, emphasising their well-being and growth. To facilitate a seamless transition, the company will implement a comprehensive training program to embed agile and squad-based working practices within the organisation.

With this innovative operating model, Bayer Australia & New Zealand is poised to reshape the pharmaceutical landscape by prioritising customer needs, accelerating innovation, and building a future-ready organisation that embraces collaboration and continuous improvement.

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