Pharma Marketing Talk

Cross-Cultural Marketing: Reaching U.S. Hispanics via TV and Mobile Devices

March 29, 2016

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

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