“We are powered by people, we share a common purpose that drives everything we do, we serve mankind by improving the health of humans and animals, we believe in building a healthier future for millions of patients and bring innovative solutions with future thinking” Boehringer Ingelheim
Winner Name: Bariş Torun & Ufuk Balcı
Winner Title: Barış Torun-National Sales Manager & Ufuk Balcı-Digital Engagement Manager
Winning Organization: Boehringer Ingelheim
Nomination: The Grand Stevie for Organization of the Year. The pharmaceutical giant’s six Gold, two Silver, and one Bronze Stevie wins are tops in the 2020 competition
Boehringer Ingelheim’s vision can summed up in a few words; Value through Innovation. We’ve adopted this approach to ensure that we can take care of our people, patients and partners, now and in the future. The overarching objective is to build sustainable, all-round growth that benefits everybody. In order to achieve this goal, we continually develop new, effective treatments alongside our established products and encourage our people to move forward. And while we do this, we treat everyone with care and provide a sense of responsibility. Together, we’re dedicated to improving human and animal health.
Brief Biography about the Winner:
International experience on marketing and digital transformation of customer engagement. Launched award-winning websites, mobileapps and omni-channel projects with patient and customer focus in pharmaceutical industry. Explores opportunities for integrating innovation and digital technologies into healthcare marketing &commercial side.
Stevie Award Winning Case Study:
AcTFast Mobile App – Saving Lives of People Having Stroke
Every 30 minutes a stroke patient who could have been saved, dies or is permanently disabled, because he was treated in the wrong hospital. Stroke patients have only 4.5 hours to reach thrombolytic treatment! Basically, an ambulance will dispatch their patients to the nearest health centre, but the necessary stroke treatment can only be administered at specialized stroke centres. This leads to the loss of treatment time, which is already very limited. Furthermore, delays in diagnosing these patients during pre-hospital or in the hospital can lead to risking patients’ life.
The ‘AcTFast’ Application was developed to address this type of issues exactly. With AcTFast, ambulance staff (paramedic) will be able to identify the stroke patient, take the patient to the right treatment centre without any delay and inform the stroke team with pre-notifications. With this tool both the pre-hospital phase and the in-hospital phase time will be minimized. The potential use and benefits of this application to address the need for speed when treating stroke patients was presented to all stakeholders, such as stroke societies and the Ministry of Health. As a result, the Turkey Ministry of Health decided to install this app in all ambulances in Turkey. AcTFast is currently available on Apple Store.
The use of this app is mandatory for the 8,000+ ambulance staff and 30.000+ Ministry of Health employees, who will be trained on stroke management via this app. With this application, the biggest problem in the treatment of stroke will be solved by ensuring that the patients in the whole country are transported to the right centre within the right time frame, to ensure they benefit from the required treatment. The European Cardiology Society selected AcTFast as one of the 10 most creative projects in the world and upon their invitation, AcTFast has been presented at ESC 2019 congress in Paris this year.
Digital Transformation in Customer Engagement | Boehringer Ingelheim Turkey
- 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 centres 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 leverage Data and Insights to continuously enhance our Customer 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 terminology and creating 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%+)
We are powered by people, we share a common purpose that drives everything we do, we serve mankind by improving the health of humans and animals, we believe in building a healthier future for millions of patients and bring innovative solutions with future thinking. We believe that, if we have talented and ambitious people who are passionate about innovation and bring move value to the healthcare community, there’s no limit to what we can achieve. .
Boehringer Ingelheim is a global family owned business with more than 50,000 employees in 103 countries, Boehringer Ingelheim is one of the world’s top 20 pharmaceutical companies, we act in the spirit of a global family that holds together and cares for one another – but also inspires and motivates each other.
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