Boehringer Ingelheim Pharmaceuticals, Inc. & Univision. Making Diabetic Hispanics Healthier

Transcription

1 Boehringer Ingelheim Pharmaceuticals, Inc. & Univision Making Diabetic Hispanics Healthier

2 Agenda BIPI and the Hispanic segment Organizing and Executing to Win The Proof is in the Results Making Hispanics Healthier: The Future Q&A 2

3 BIPI & the Hispanic Segment

4 Our Vision & Approach BIPI s Core Values Delivering value through innovation Making more health Customer centricity 4

5 Hispanic customers are at the heart of BIPI s growth WHY? 5

6 Hispanics are THE growth driver in the healthcare space 5.2 million new Hisp vs. 300K for NH through 2024 Insured Hisp increased by +7% vs. +2% for NH ( ) Under-diagnosed in comparison to the total population 26% less likely to be diagnosed vs. non-hispanics based on insured Asthma, Diabetes, GERD, Hyperlipidemia, and Hypertension patients Challenged by lack of information 90% of Hisp 2+ live in households where some Spanish is spoken yet only 1% of total Rx ad spend in 2013 was in Spanish Suffering in the therapeutic areas that BIPI helps alleviate Source: Source: U.S. Census 2012 National Projections; U.S. Census Bureau, 2010 and 2012 American Community Survey (1-Year Estimates) 2013 APLD Custom Study by Optum Insight Kantar Media Stradegy 2013 (B) 6

7 Step 1: Building the Hispanic Case Focused on 3 Key Therapeutic Areas for BIPI RESPIRATORY CARDIOVASCULAR TYPE II DIABETES 7

8 Step 2: Building the Hispanic Case Developed a Model Specific to BIPI s Business Population US Census Disease Prevalence Epi data: CDC etc Insurance US Census: ACS APLD: Optum Insights Patient Based Model Market Sizing (Current & Potential) Forecasting Identifying & Valuing of Gap/Growth Opportunities Targeting/Segmentation (DMA Level) Strategy Development (positioning, treatment, brand selection, adherence) 2

9 Drilling Down: Building the Hispanic Case Analyzed Behavior of Total Hispanic Diabetic Patients Closing the diabetes diagnosis gap proved to be the biggest opportunity 9

10 Organizing & Executing to Win

11 Becoming Change Agents Established the Cross Cultural Leadership Team Meets the needs of a diverse marketplace through improved organizational awareness and targeted programs Medicine Clinical Operations Patient Advocacy and Professional Relations Employee Field Sales Consumer Healthcare CROSS CULTURAL MARKETING 11

12 A Strategy Custom-Made to Close the Diagnosis Gap AWARENESS: REPUTATION BUILDING: ENGAGEMENT: allow Hispanics to get to know BIPI and recognize their Type II Diabetes symptoms Partnered with Univision and the most prominent Diabetic Celebrity, Don Francisco demonstrate that BIPI is committed to the Hispanic community and a trusted partner Delivered critical information throughout a 13-week campaign Surrounded the content and media that Hispanics trust encourage Hispanic Type II Diabetes sufferers to learn more & build BIPI s Hispanic database Leveraged Hispanic music and dance passion points Touch points: text campaign, doctor s office, online, on-air 12

13 #massalud promoted throughout life of campaign Zero in on Sabado Gigante dance competition focused on weight loss & healthy living On-air vignettes and PSAs drive viewers to visit Univision.com and text mas salud Online and mobile video with BIPI s Dr. Salmun, including focus on contestant with Type 2 diabetes; Digital ad campaign RITMO DIETA OVERVIEW Rhythm Diet Drive viewers to doctor s office, greeted with in-language materials on Type 2 diabetes, courtesy of BIPI and Univision Viewers sign up to receive s and brochures about Type 2 Diabetes from BIPI 13

14 RITMO DIETA A Strong Central Idea: Sabado Gigante Dance & Weight Loss Competition, 13-week series 14

15 RITMO DIETA Cross Platform Content and Engagement DIGITAL TAKEOVERS MOBILE ADS AND CONTENT ON-AIR &ONLINE VIGNETTES & PSAS REGISTRATION PAGE 20

16 RITMO DIETA Building the Personal Relationship MAILED BROCHURES S DOCTOR S OFFICE 16

17 Experience Ritmo Dieta 17

18 Experience Ritmo Dieta 17

19 The Proof is in the Results

20 AWARENESS More Hispanics Know BIPI after Campaign Hispanics who Recall Ritmo Dieta 51% 1 out of 2 Hispanics watch Sabado Gigante +37% 18% +39% Awareness Familiarity Hispanics who Do Not Recall Ritmo Dieta 57% of those Recall the Ritmo Dieta Segments 29% +37% 11% +39% Awareness Familiarity Source: CCM ATU Wave 2 Jan

21 Google: La Diabetes REPUTATION BUILDING More Hispanics Trust BIPI after Experiencing Campaign Hispanics who Recall Ritmo Dieta Hispanics who Do Not Recall Ritmo Dieta +37% % -19% -23% Favorability Trust Advocacy Favorability Trust Advocacy Source: CCM ATU Wave 2 Jan

22 ENGAGEMENT Hispanics Actively Participated Google: La Diabetes Google La Diabetes searches +54% week after first Ritmo Dieta airing 55% took action after watching the segments Click through rates +2.5xs pharma industry benchmark 32,000 Hispanics texted for more information (in just 3 weeks) Source: Google Analytics; Internal Metrics 21

23 Making Hispanics Healthier: The Future

24 Consistent Investment, Strategic Growth 2013 Entry and Introduction 2014 Narrowed Strategic Focus 2015 Expanding Portfolio 23

25 Ask us Questions!