Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
Boehringer Ingelheim and Lilly have launched a new online programme for type 2 diabetes patients in the US as part of their Tradjenta (linagliptin) marketing.
The free My Well Planner programme is modelled on a behavioural change approach that aims to help patients work with healthcare professionals to set personalised health goals.
It promotes simple lifestyle changes that can improve health, such as better eating habits and building physical activity into daily life and advances the idea that by setting, and achieving, small goals patients can build towards bigger goals in the future.
Diabetes already affects more than 8 per cent of Americans, and the US Centers for Disease Control and Prevention (CDC) projects that as many as one in three adults could have diabetes by 2050 if current trends continue.
David Pass, vice president of metabolism marketing at Boehringer Ingelheim Pharmaceuticals, said: “There is no one-size-fits-all approach to managing type 2 diabetes.
“The Boehringer Ingelheim and Lilly Diabetes Alliance is committed to helping the millions of Americans living with type 2 diabetes manage their health by providing resources, such as My Well Planner, as well as treatments, such as the Tradjenta and Jentadueto family of products.”
The companies have separately launched digital initiatives in diabetes this year – Lilly with a branded mobile app for Glucagon and Boehringer with a health management programme, but the new programme is their first major digital project together.
The My Well Planner programme, which can be found on the pharma companies' Tradjenta.com website, involves a self-assessment of patients' motivation levels, based on which it provides tailored tips. Patients are also given progress reports which they can share with their doctor.