2. Boehringer Ingelheim - Excellence in Innovation in Health Care Industries

Boehringer Ingelheim - Excellence in Innovation in Health Care Industries

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Company: Boehringer Ingelheim, Istanbul, Turkey
Company Description: Family-owned since it was established in 1885, Boehringer Ingelheim is one of the pharmaceutical industry’s top 20 companies. Some 50,000 employees create value through innovation daily for the three business areas human pharmaceuticals, animal health and biopharmaceuticals. They are driven by the desire to serve mankind by improving human and animal health.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Award for Excellence in Innovation in Health Care Industries - Organizations with 100 or More Employees

Nomination Title: Digital Transformation in Customer Engagement | Boehringer Ingelheim Turkey

Provide an essay of up to 625 words describing the nominated organization's innovative achievements since July 1 2018. Describe the organization's innovative achievements in at least three (3) of the following areas: organizational management, corporate social responsibility, financial management, corporate communications, customer service, human resources and employee development, information technology, marketing, product design & development, and research & development:

  • Boehringer Ingelheim's ambition is to establish a customer engagement model, which sets the industry benchmark.
  • In Turkey, big international Pharma companies have been doing multi-channel activities with a big volume in the last 4-5 years. Since technology advancement is no longer marked by linear progression but by an exponential rate of change,it was harder to catch our competitors with unstructured activities and programs, while putting the customer at the heart of everything we do.

Integrated Customer Engagement Roadmap

  • At the beginning of 2019, Boehringer Ingelheim Turkey took a further step towards achieving this goal: Customer Engagement Implementation Roadmap including new channel deployment, content excellence, data analytics and change management. It centers on exceeding the customers' expectations.

New Digital Platforms [# customer service, product design & development]

  • Boehringerone.com/TR– HCP (Health Care Professional / Medical Doctor) website including key info about our products and HCP education on related fields ( Website is only for HCP’s with restricted login)
  • Automated Email Platform – Head Office e-mail platform
  • Veeva Approved Emails– From sales representative to doctors email channel
  • According to market research results, HCPs trust pharma activities and resources when there is a collaboration with independent HCP associations. With this insight, KOL webinars organized with the biggest HCP associations in related areas. To promote those activities, 3rd party channels have been utilized in addition to owned channels:
  • Live Broadcasting Platform
  • Facebook– Event promotion posts on HCP association Facebook Pages
  • 3rd Party SMS and Email– Event promotion from HCP associations to their HCP database
  • To deliver exceptional Customer Experience with the optimal mix of​ Content, Services and Solutions, all of the channels mentioned above should have created consistent customer experience (omni-channel) ;rather than independent one-off touchpoints (multi-channel).

Leveraging Data & Insights

  • To leverageData andInsightstocontinuously enhance ourCustomer Engagement Model, targeted e-mails sent to different HCPs according to their previous open / non-open status. It enabled us to give our customers more meaningful messages.
  • In parallel to above point, brand teams put themselves into customers’ shoes, all Approved email subject titles and designs were updated to meet customer expectations and mobile UI / UX trends.
  • To measure the success of the campaigns, first ever Analytics Tracker developed. Which shows our Customer Engagement per channel per brand per customer.

Change Management [# employee development]

  • Internal trainings were organized to both Field Force, Marketing and Medical teams.
  • Field Force Training on how to coordinate the engagement with the HCPs, while integrating new marketing channels around F2F and website.
  • Digital Marketing Fundamentals Training to marketers and medical colleagues to give basic understanding of content creation dynamics,digital terminologyandcreating sustainable experiences to our customers.
  • To create awareness on these projects, internal newsletters were published to all colleagues in Turkey.

Impact on Human Health [# corporate social responsibility]

  • Increasing the quality of interactions with HCPs helps us to deliver right treatment to right patients. In addition to branded activities and content, we created the first ever non-branded HCP email newsletter.
  • Respiratory newsletter included useful content to be more patient focused via educating HCPs on soft skills.
  • For brands without any sales rep support, digital-only promotion plans executed throughout the year.

Impact on Business (Outcomes)

  • More than 25% increase in the digital channel activities.
  • Market leadership in two major therapeutic areas for launch brands.
  • 5,000+ unique HCPs visited our login-required website in 8 months, which makes more than 75% of our total universe. According to IPSOS market research, Boehringerone.com/tr website reached higher coverage than our main competitors did in 8 months of launch.
  • Avg.email open rate has tripled industry benchmarks. (40%+)