Key Takeaways
The BioNTech marketing team faced a dual challenge:
In a highly regulated market, they needed to find innovative communication channels to effectively reach doctors, medical staff, and patients. At the same time, BioNTech pursued a clear strategy to streamline processes and bring more agency tasks in-house – from content creation and campaign design to data analysis.
Adding to this was significant innovation pressure: as a small unit within a research-driven company, the marketing team needed to prove it could work agilely, remain cost-efficient, and leverage new technologies like AI productively. Strict regulatory requirements (e.g., no product-related advertising to the public) also had to be observed.
Implementation in Daily Work
With snipKI’s AI Driver’s License, the entire marketing team completed an intensive training program. The goal was not only to familiarize employees with AI tools but also to develop concrete, practice-oriented use cases relevant to BioNTech’s day-to-day work.
The program included:
- Fundamentals of text and content generation
- Application in marketing campaigns (public education, HCP materials)
- Building workflows and automations (e.g., via Make.com)
- Discussions on legal and data privacy aspects in the pharma market
- Accompanying Q&A sessions to deepen individual questions and team ideas
A key focus was to tailor the training specifically to BioNTech’s needs rather than delivering a one-size-fits-all program.
The gap between targets and real market capacity
The team actively applies what they learned:
- First campaign materials (e.g., visuals and texts for public education) were created with AI.
- AI is used as a sparring partner for text creation, translations, and medical communication materials.
- Employees develop their own tools and agents to automate repetitive tasks.
To ensure long-term learning, BioNTech also subscribed to the snipKI learning platform. The team now receives daily AI insights and best practices. In addition, quarterly workshops with snipKI are held to implement new use cases for marketing and communication.
Outcome
With snipKI’s AI Driver’s License, the entire marketing team completed an intensive training program. The goal was not only to familiarize employees with AI tools but also to develop concrete, practice-oriented use cases relevant to BioNTech’s day-to-day work.
The program included:
- Fundamentals of text and content generation
- Application in marketing campaigns (public education, HCP materials)
- Building workflows and automations (e.g., via Make.com)
- Discussions on legal and data privacy aspects in the pharma market
- Accompanying Q&A sessions to deepen individual questions and team ideas
A key focus was to tailor the training specifically to BioNTech’s needs rather than delivering a one-size-fits-all program.
The AI boom meets an industrial reality
The team actively applies what they learned:
- First campaign materials (e.g., visuals and texts for public education) were created with AI.
- AI is used as a sparring partner for text creation, translations, and medical communication materials.
- Employees develop their own tools and agents to automate repetitive tasks.
To ensure long-term learning, BioNTech also subscribed to the snipKI learning platform. The team now receives daily AI insights and best practices. In addition, quarterly workshops with snipKI are held to implement new use cases for marketing and communication.
Announcing Our $22 Million Series A to Accelerate AI in Precision
The team actively applies what they learned:
- First campaign materials (e.g., visuals and texts for public education) were created with AI.
- AI is used as a sparring partner for text creation, translations, and medical communication materials.
- Employees develop their own tools and agents to automate repetitive tasks.
To ensure long-term learning, BioNTech also subscribed to the snipKI learning platform. The team now receives daily AI insights and best practices. In addition, quarterly workshops with snipKI are held to implement new use cases for marketing and communication.
