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

Pharmaguy interviews <b>Lisa Valtierra</b>, 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 media
• 360 campaign that included a strong web-presence on Telemundo.com 
• The character in the telenovela discussed type 2 diabetes in on-line vignettes
• Everything directed back to the campaign website
• Campaign also had a CRM component
• Campaign won 7 awards ta DTC Multicultural Health Oct. 2015