Pharma Marketing Talk

Pharmaguy interviews Lisa Valtierra, former Associate Director of Cross Cultural Marketing at Boehringer Ingelheim. We discuss how Boehringer Ingelheim engaged U.S. hispanics about diabetes in a culturally-relevant manner via TV, mobile, and the Web.Telemundo was the media partner and produced "Bajo El Mismo Cielo"First-ever collaboration on a telenovela between pharma and Spanish media360 campaign that included a strong web-presence on Telemundo.com The character in the telenovela discussed type 2 diabetes in on-line vignettesEverything directed back to the campaign websiteCampaign also had a CRM componentCampaign won 7 awards ta DTC Multicultural Health Oct. 2015