July 14, 2016
Action Global Communications has been working with Boehringer Ingelheim, one of the world’s leading research-driven pharmaceutical companies, since 2008, driving PR and communications activities across the CEE and wider region. With the regional activities informed by a central strategy, the communications are coordinated via a regional hub in the form of Action’s International Client Service Team, with markets categorized by commercial priority and ability.
The regional strategic approach takes into account the diversity and different regulatory requirements of the markets in the region, while at the same time maximizing on best practice and ensuring that communications objectives are met across the different territories.
Since the start of the collaboration more than 8 years ago, Action Global has played a growing role in the company’s regional communication activities, including a significant expansion in the product areas being supported. Action Global now strategizes, coordinates and oversees the implementation of PR activities supporting cardiovascular, respiratory, diabetes, and oncology product portfolios, as well as local campaigns, disease awareness activities, and event and conference attendance.
Action Global has also paved the way for changes in the company’s content development, having developed the company’s first regional agency-drafted press release, as well as playing a leading role in developing diversified content to target the evolving media landscape in which the company is operating.
REGIONAL CAMPAIGN EXAMPLES:
Just some campaigns overseen and supported by Action Global Communications over the course of our work with Boehringer Ingelheim include:
- The 1 Mission 1 Million awareness campaign: raising awareness of a first-of-its-kind disease awareness initiative. Action was responsible for raising awareness around the campaign through media relations and direct communications to doctors to identify projects to be supported financially by BI in 13 CEE markets.
- Launches and regulatory approvals and milestones for products such as Pradaxa – the first novel oral anticoagulant (NOAC) to market, Praxbind – the first specific reversal agent for a NOAC, Spiriva – the most prescribed COPD maintenance treatment worldwide, and Trajenta and Jardiance for the treatment of Type 2 diabetes, to name just a few.
- Local campaigns around international and national disease awareness days, implementation of local exhibitions, press conferences, announcements of survey and study results, coordination of brand ambassadors and endorsers, organisation of expert forums, development of educational videos, press events, media visits, and press trips.
LOCAL CAMPAIGN EXAMPLE: 20 YEARS FOR BOEHRINGER INGELHEIM in the Ukrainian pharmaceutical market
To celebrate Boehringer Ingelheim Ukraine’s 20 years as a representative office, Action Ukraine organized special events for BI employees, media, business partners, authorities and officials. The aim of the activities was to inform both internal and external key stakeholders about the company’s anniversary and build awareness of key elements of company positioning and its products.
As part of the campaign, a jubilee logo (identity) was developed, while three events took place: a corporate event for the company’s employees from all over Ukraine with more than 200 guests, an external VIP-reception for business partners and the medical community, and a press conference for medical, general interest and business media.