Kay Cofrancesco Bayne is Associate Director, Oncology Customer Experience and Digital Strategy at AstraZeneca. In this role, Kay pushes the boundaries of how traditional pharma marketing looks and feels. Her goal is to bring raw, emotionally-driven content to the those impacted by cancer in a personalized way. Throughout her 15-year career in oncology, Kay has had the privilege of working with survivors, loved ones and healthcare professionals—all dedicated to increasing cancer survival rates across tumor types. Coming from the world of patient advocacy, one of the highlights of Kay’s career was working with incredible independent agency partners to create and launch the Effie award winning “Deserves to Die” campaign. The first of its kind campaign challenged the public on their preconceived notions and subconscious bias against certain behavioral choices, flipping the script and changing vernacular around the disease.
Kay Bayne Job Title Associate Director, Oncology Customer Experience and Digital Strategy Company ASTRAZENECA Connect via