The SPIRIVA® RESPIMAT® Success Story

by Boehringer Ingelheim with support from Aptus Health International

Summary of work

The initial challenge from which this three-year long programme began was to design a digital-only campaign that would deliver a global brand strategy through co-creation and local implementation.

The programme would promote the SPIRIVA RESPIMAT brand from Boehringer Ingelheim to targeted General Practitioners and Respiratory specialists.

The overall brand goal was to raise awareness of the asthma indication of SPIRIVA RESPIMAT, including its suitability for children over six years old, and to drive adoption.

The target markets were EU-focused; namely UK, Germany and Spain.

With the brand’s strong legacy in COPD and the ongoing promotional efforts for the COPD indication, opportunities to increase share of voice through traditional channels were limited for the new asthma indication at the time. This led the team to orchestrate a purely digital campaign. This represented a shift in strategy and tactical execution from the already established marketing mix, as well as some new challenges.

BI worked with Aptus Health to leverage our global clinical news and education site, Univadis, to gather valuable audience insights and design a co-created campaign that has delivered both top-line and bottom-line impact, and helped transform the way the client engages with key HCP audiences.

Judges’ comments

The SPIRIVA RESPIMAT Success Story had robust insights, good resource collaboration and engageable content. The insights were informative and the lessons learnt were robust. The local content was pivotal and was a nice component. The judges liked that it was not just for one market, but for three.