Helping People Live Better: Marketing's Role in the Future of Health with Google, Novo Nordisk and Bayer

**Jim Stengel** (0:00)
One of the things I have learned from years of talking to the best CMOs in the world is this. The question is never just whether your creative is working. The question is whether your infrastructure can keep up with it. Because a brilliant campaign still has to travel through an ad stack, through data, through decisioning, through supply, through measurement. And every hop in that journey is a place where value leaks out. Most platforms solve one piece of that, a data company, a DSP, a measurement vendor. You stitch them together and pay a fragmentation tax in performance, in speed, and in accountability. Infillion built something very different. Demand, supply, data, measurement, and creative connected in a single composable platform. The highest performing opt-in attention formats via Infillion's proprietary tech in the industry, agnostic identity resolution solutions, and now Catalina, 130 million US households, a verified purchase truth running as live signal through every campaign they execute. No black boxes, no hops, no fragmented vendor relationships to manage. The only company I know of that can take you from the first moment of attention to the final proof of action for any vertical on any screen without leaving the platform. Open, composable, agnostic, that is Infillion.

**Lauren Gellman** (1:15)
There's an interesting statistic. 40% of Gen Zers are going to social media to get their health advice, not doctors. Now, there's wonderful information online and on social media, ways to stay healthy and manage your health. But the information out there isn't for everyone. So what is right for me is not necessarily right for you, not necessarily right for you.

**Jim Stengel** (1:37)
Hi, I'm Jim Stengel. I've helped hundreds of major brands discover and activate their purpose. Because when a brand's purpose is clear, compelling and authentic, profit naturally follows. Each week, I welcome the CMOs, the chief marketing officers of your favorite brands, to speak to how their job is so much more than marketing. These leaders share their inspiration and challenges along with how they try to build a full, healthy and happy life in and out of the office. And it's that energy that reaches everyone they touch. And we're glad you're here to feel that energy and to learn from these remarkable leaders. So here we go.
One of my favorite parts of the Cannes Lions Festival is the opportunity to slow down and have meaningful conversations with extraordinary leaders. This episode is the third and final installment from our series recorded live at the Havas Café, where I welcome three incredible leaders to explore one of the most important topics of all, health, longevity and the role brands can play in helping people live better lives. Joining me first is Yvonne Bryant of Novo Nordisk, the Danish pharma company famous for its diabetes care and weight management therapies. Yvonne has had more than two decades of experience spanning clinical research, drug development, commercialization and consumer marketing. Yvonne now leads commercialization efforts for rare blood disorders, helping bring breakthrough scientific innovation to patients. Next is Lauren Gellman, Senior Director and Head of Marketing for Health and Home at Google. Lauren oversees marketing across Google's health ecosystem, including Fitbit, Nest and Google Health. And finally, Samantha Avivi, Global Chief Marketing Officer for Consumer Health at Bayer. Samantha leads marketing and innovation across Bayer's portfolio of consumer health brands. She and I also have a long history together. We first worked together at Procter & Gamble and more recently through my consulting work. So it was especially meaningful to share this conversation with her on stage. This conversation stayed with me long after this podcast recording. It centers on a simple but profound idea. The future of health care marketing isn't simply about helping people live longer. It's really about helping people live better. So here's my conversation with three inspiring women, Yvonne Bryant, Lauren Gellman, and Samantha Avivi.
Welcome, ladies, to The CMO Podcast. This is the third in our series on desire, and the first group I had was all men.
Second group was mixed, and now we have all women. I'm much more comfortable this way, as Samantha knows. Yes. I like building teams with really smart, capable, wonderful women. Thank you. So great to be with you.

**Lauren Gellman** (4:07)
Thank you for having us.

**Jim Stengel** (4:08)
Now, I want to start this. The theme is desire in health care, and it's this funny concept, but we're going to go there. I want to start with a brand that you personally desire in the health, longevity, wellness space. Then desire is, you aspire to something, you want to be part of it, you can't wait to go there or do it. Can you think of something personally in the health and wellness space that conveys desire to you, Samantha?