"We have created a fresh and modern campaign for Boehringer which reflects our individuality and ability to succeed outside market and category convention."
Creative Director - United Image
Boehringer is a global pharmaceutical company committed to researching, developing, manufacturing and marketing novel products of high therapeutic value for human and veterinary medicine. Their latest key product, Spiriva, relieves pain and discomfort for patients with COPD (lung damage caused by smoking), and replaces their previous offering to this market, Combivent.
United Image was appointed by Boehringer to co-ordinate the communication campaign which would inform healthcare professionals and medical specialists of the discontinuation of Combivent and the subsequent necessity of reviewing the medication of all COPD patients.
A Direct Mail campaign to 50,000 industry professionals was devised by United Image. They created the concept, copy, design and print of the staged campaign which challenged industry conventions with its innovative and eye catching look and feel aimed to engage doctors and specialists with their message and with the Boehringer brand.
The successful campaign resulted in all the doctors reviewed their COPD medication, and the subsequent take-up of the substitute Spiriva product, following strategically linked yet independent campaigns, achieved its ambitious sales targets. United image have been commissioned for further projects with Boehringer including the launch of Spiriva at the Boehringer Annual Conference.
