The Pegasus Award for In House Team of the Year

Summary of work

Throughout 2012 the Boehringer Ingelheim oncology team focused on building upon their existing foundation to continue the growth of their global brand; remaining dedicated to ensuring engagement with HCPs sustained momentum, and resources for HCPs continued to be made available. With the aim of reaching global markets at a local level the oncology team ensured that: new digital assets were developed, tools and apps launched, social channels created, and a multi-channel global digital strategy was implemented. This incorporated search engine marketing, benchmarking, display advertising, social media and patient advocacy groups. Numerous teams within the company’s global infrastructure became involved in the dissemination of content through these various assets, including the corporate oncology brand team, medical and legal departments, corporate communication, product teams, external agencies, and regional brand teams. Offline key events and media outreach were combined seamlessly with online activity, enabling the further reach and engagement with oncologists across the globe.

Judges comments

This team is swimming against the tide, challenging the cultural norm and working to affect genuine change. They work to a common vision, whether providing support for a business unit or engaging with stakeholders and employees. They showed real tenacity, drive and determination to make a difference. Definitely a team to watch.