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Excellence in Pharma Brand Management (New for 2019)

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The SPIRIVA® RESPIMAT® Success Story

by Boehringer Ingelheim with support from Aptus Health International

Summary of work

The initial challenge from which this three-year long programme began was to design a digital-only campaign that would deliver a global brand strategy through co-creation and local implementation.

The programme would promote the SPIRIVA RESPIMAT brand from Boehringer Ingelheim to targeted General Practitioners and Respiratory specialists.

The overall brand goal was to raise awareness of the asthma indication of SPIRIVA RESPIMAT, including its suitability for children over six years old, and to drive adoption.

The target markets were EU-focused; namely UK, Germany and Spain.

With the brand’s strong legacy in COPD and the ongoing promotional efforts for the COPD indication, opportunities to increase share of voice through traditional channels were limited for the new asthma indication at the time. This led the team to orchestrate a purely digital campaign. This represented a shift in strategy and tactical execution from the already established marketing mix, as well as some new challenges.

BI worked with Aptus Health to leverage our global clinical news and education site, Univadis, to gather valuable audience insights and design a co-created campaign that has delivered both top-line and bottom-line impact, and helped transform the way the client engages with key HCP audiences.

Judges' comments

This entry from Aptus Health and Boehringer Ingelheim showed bravery and innovation. It was well executed and achieved a good result, with a creative digital approach to inform and educate.


ENTYVIO’s Brand Healing - by Takeda UK and Ireland with support from Uptake Strategies


The SPIRIVA® RESPIMAT® Success Story - by Boehringer Ingelheim with support from Aptus Health International

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022