Winner
Digital Strategy for the Boehringer Ingelheim Oncology Franchise
Summary of work
Boehringer Ingelheim’s (BI) global digital strategy for the oncology franchise is an interconnected and multichannel approach offering quality medical information and education to different target groups, while working under tight legal restrictions for communicating not-yet licensed drugs. Target groups of interest are opinion leaders, healthcare professionals, the media and patients.
The main components of the strategy are:
- Intense communication of the global strategy to the regional affiliates
- GLOW Portal which connects opinion leaders
- www.inOncology.com – an online resource for healthcare professionals
- www.TheWhiteRoom.info – an award-winning resource for journalists
- www.LifewithLungCancer.info – information and emotional support to patients
- An eNewsletter that connects initiatives quickly with target groups
- Attractive apps and tools that provide value
- Constant SEO, SEM and content updates drive traffic and promote initiatives.
The information communicated to the target groups resulted from feedback from international oncology societies, patient advocacy groups and extensive market research.
All the websites were developed with a CMS (content management system) backend to enable consistency in design, structure and contents used for spinoffs by regional BI affiliates.
BI’s digital strategy is synergistic and successful in reaching the target audiences, while positioning BI as a trusted name in the world of oncology.
Executive summary as submitted
Judges’ comments
"Boehringer Ingelheim’s digital strategy for its oncology franchise was chosen because of the breadth of information available with a high level of consistency to the materials. It took a genuine ecosystem approach that ambitiously addressed multiple stakeholders in a creative and innovative way, offering a useful ability to tailor materials."
