Company: Boehringer Ingelheim İlaç Ticaret A.Ş. Türkiye
Nomination Submitted by: FCB Health Reaktör
Company Description: Boehringer Ingelheim is a R&D based biopharmaceutical company active in both human&animal health. The company focuses on developing innovative therapies in areas of high unmet medical need. Independent since its foundation in 1885, Boehringer serves with more than 53,500 employees over 130 markets to build a healthier tomorrow.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Rx
 Nomination Title: Boehringer Ingelheim - Ofev Interactive Video Project
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
April 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 128 words used.
Due to the pandemic, face-to-face communications between physicians and product promotion specialists and between physicians and product specialists reached breaking point. At this point, face-to-face visits which physicians were accustomed to for years were replaced by digital visits. Especially e-mail sending, which was one of the easiest ways to reach physicians, was used increasingly. However, the digital fatigue that occurred in physicians amidst all this digital bombardment also greatly reduced e-mail open rates.
We, as Boehringer Ingelheim Turkey, had to develop a solution to bring our e-mails together with physicians and increase the click-through rates so that they could access the useful links in the e-mails, within the scope of the Hyperpersonalized Video Project.
There had to be an interactive project where we personalized and gave physicians control.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 130 words used.
During the pandemic, not only physicians but also everyone who carried their work to digital environments suffered from the same fatigue. Videos, online meetings and digital content bombardment which we could not interact with led us to become increasingly distant from such environments. However, even though we wanted to get away from digital for a bit and return to real life, we were able to use the digital channels only, due to the pandemic. At this point, we took advantage of a trend that gained importance all over the world for our problem: Personalization. Based on the insight that people needed one-to-one interaction in this period, we developed our strategy on conducting activities in which physicians would feel special and could find their own elements. Our starting point was Bandersnatch.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 241 words used.
A hyperpersonalized interactive journey video was prepared within the scope of the campaign. Our aim was to provide support with a single content, to physicians having different needs including comprehensive information such as the diagnosis and treatment process of IPF disease and scientific research. Therefore, a content tree was created by mapping physicians’ needs and a video content was developed with an infrastructure by which physicians could progress with different preferences within the video. Thus, each physician started their journey with the same video; however the content they consumed differed in terms of their preferences. Since the content could automatically segment itself, we were able to e-mail to the entire target audience. As a result of the campaign, we doubled our targets for e-mail open, click-through and spending time on the website. With an average CTR of 8% in total, we achieved one of the campaigns with the highest CTR, by reaching 5.7 times the average in the IMETA region in which Turkey is situated. One of the most important outcomes of our success was the CTR, which was increased to 16% at the micro segmentation level. Our project was viewed for more than 8 hours in total; thus we produced detailed content data that we could maintain in our next campaigns. Both our project-based success and the Ofev Interactive Video Project, which became a sustainable resource for hyperpersonalization, were taken as an example by other countries in our region.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 81 words used.
Apart from exceeding our access, click-through and view targets, the most important success criterion for us was the more than 30 thank-you e-mails that were specially sent to us by the physicians we emailed to. In addition to our business goals, the most important result of success for us was to produce contents of high quality that they could include in their own inventories to meet the needs of our physicians, which was our biggest priority, and to support their success.
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