How To Innovate For The Ages, With Bayer’s Reese Fitzpatrick And Rachel Koontz

Aspirin is celebrating its 125th anniversary this year. To find out what brand owner Bayer Consumer Health is doing to celebrate this occasion, and what it is doing to take the brand into the next 125 years, HBW Insight chats with the company’s senior vice president, Global Head Allergy, Cough/Cold, Pain and Heart Health, Reese Fitzpatrick, and head of R&D, North America and Therapeutics, Rachel Koontz. Already used for a variety conditions by consumers and patients across the world, the Aspirin brand has much more to offer, they argue, for example, in terms of digital self-care, with the firm working with British medtech firm Huma Therapeutics on a Heart Health Risk Assessment app that it currently markets in the US and Middle East. Aspirin also still has Rx-to-OTC switch potential, they reveal, for example in markets like Mexico where the brand is not already available without a prescription. And if that’s not enough, we also discuss Bayer’s extension of the Aspi brand into the naturals space, particularly in the cough and cold category in Europe. Timestamps 2:25 – Introductions 3:30 – Aspirin’s 125th anniversary 5:50 – Aspirin’s brand longevity 14:15 – Challenges of self-care 25:20 – Digital self-care and chronic conditions 27:50 – Aspirin’s Rx-to-OTC switch potential 33:30 – Science and self-care 39:90 – Natural alternatives 44:15 – What’s next for Aspirin?