Listening to Patient Voices for Better Marketing

Lucie Bayer

Director, Patient Marketing
Day One Bio Pharmaceuticals

Lucie Bayer is redefining patient marketing by transforming it from a transactional, message-driven function into one grounded in listening, lived experience, and genuine human connection. Across a career spanning more than two decades, Lucie has consistently challenged industry norms, refusing to accept conventional approaches when they fall short of serving patients. Her work is driven by a clear and unwavering belief: that patient voices should not just inform communications, but shape them entirely.

Lucie’s perspective is deeply personal. Having spent years undiagnosed as a child, she understands firsthand what it means to feel unseen within the healthcare system. That experience continues to guide her approach, fueling a commitment to ensure patients are not only acknowledged, but truly heard and understood. Rather than speaking to patients, Lucie positions herself and her work as a partnership with them, fundamentally shifting the dynamic of engagement.

At Day One Biopharmaceuticals, Lucie brought this philosophy to life through My Life With Jack, a documentary developed in support of a treatment for pediatric low-grade glioma. The film follows a teenager living with a brain tumor, offering an unfiltered and deeply human portrayal of life with illness. Built directly from the patient’s own words, the narrative preserves authenticity by allowing the story to unfold on the patient’s terms, rather than conforming to traditional marketing frameworks.

This approach challenges long-standing assumptions about pharmaceutical storytelling. By embracing documentary as a medium, Lucie demonstrates that emotional depth, authenticity, and regulatory rigor can coexist. Her work establishes a new model for patient engagement—one rooted in trust, empathy, and lived experience—ultimately reshaping how healthcare communication connects with and serves the people at its center.

“Across a career spanning more than two decades, Lucie has consistently challenged industry norms, refusing to accept conventional approaches when they fall short of serving patients.”