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Problem

Bayer's Radiology organisation needed a compelling internal video to introduce the ATLAS Radiology program to colleagues across the business. ATLAS is a new global technical solution integrating all processes and activities related to service management in Radiology, with the goal of enhancing the experience of internal service personnel, customers, and ultimately patients. The project carried several distinct challenges:

• Internal Awareness and Alignment: Reaching a diverse internal audience, some already familiar with ATLAS Radiology and others entirely new to it, required a narrative that could simultaneously inform and excite without alienating either group.
• Workflow Communication: The video needed to clearly articulate why the Radiology organisation needs ATLAS Radiology and what problem it solves, particularly around the operational impact of injector downtime on imaging workflows.
• Balancing Celebration with Clarity: Alongside informing, the video needed to recognise and appreciate the work delivered by the ATLAS Radiology team in 2025, while building excitement for the planned 2026 scale-up.

Action Taken

The EqualReach delivery team mobilised a structured, three-phase production strategy designed to align closely with Bayer's internal standards while bringing creative craft to every stage:

• Concept and Visual Treatment: Rather than moving straight to production, the team proposed a video style from a range of options including explainer animation, documentary-style with testimonials, or a hybrid approach. This ensured creative direction was agreed before any resource was committed to scripting or visuals.
• Evidence-Based Scripting: Drawing on ATLAS Radiology presentations and supporting materials provided by Bayer, and with optional colleague testimonials available to incorporate, the team developed a narrative covering all key messages: what ATLAS Radiology is, the problem it solves, what was delivered in 2025, and what is coming in 2026.
• Technical Ingenuity: The team used an AI avatar tool, developed by a Palestinian refugee, to transform a still image of a Bayer team member into a talking video avatar, preserving the internal, human feel of the communication. Bayer recorded the full voice track with their own speakers, combining the efficiency of AI-driven visuals with the warmth of a real human voice.

Result

Bayer received a polished, compliant video delivered on schedule, helping position ATLAS Radiology as a key global service management initiative. The final asset supported internal awareness across a mixed audience, clarified the program's purpose and value, and provided Bayer with a ready-to-use communication tool ahead of its 2026 scale-up.

Industry benchmarks suggest a comparable internal video produced in-house at a global pharmaceutical organisation - covering scripting, voiceover recording, editing, and medical/legal compliance review - typically requires 50–110 hours of internal resources. By working with the EqualReach team, Bayer’s internal time investment is estimated at under 6 hours: a reduction of up to 85%, freeing resources directly for the 2026 ATLAS Radiology scale-up itself. Source

The collaboration produced a polished, internally resonant video that successfully served both its celebratory and informational objectives:

• Global Strategic Positioning: The video introduced ATLAS Radiology as a key enabler of better service management across Radiology, building internal understanding and enthusiasm ahead of the 2026 scale-up.
• Innovative Internal Engagement: The AI voice integration demonstrated that thoughtful use of emerging tools can produce outputs that feel more personal and authentic, creating a familiar narrative tone that resonated with the internal audience.
• Significant Time Savings: Industry benchmarks suggest a comparable internal video at a global pharmaceutical organisation  covering scripting, recording, editing, and medical/legal compliance review  typically requires 50–110 hours of internal resources. By working with the EqualReach team, Bayer's estimated internal time investment was under 6 hours: a reduction of up to 85%.
• On-Time Delivery: All deliverables including the final video file, complete script, and storyboard were finalised and handed over on schedule, providing Bayer with a ready-to-distribute asset for internal rollout.

Client Quotes

Patrick van Mulken - Atlas Business Project Lead, Radiology

“I liked the fact that they were very clear in their communication about what was needed without trying to schedule a meeting for everything. I found working with them very pleasant. They are receptive to feedback and willing to adapt so from my side all positive traits…I honestly did not know what to expect as this is an uncommon area for me so the first video actually made it tangible for me.”

“We really like the innovative approach with AI generated avatars used on the final video deliverable and feel this will work well to communicate our messages to our audience.”

Juliana Hagan - Global Digital Marketing Manager, Radiology

“Straight forward briefing process via platform like other agencies. Good matching for project partners, good and clear outlines / proposal. Quick and helpful support throughout and very pleasant collab."

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