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

  • Broadcast in Business



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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 
  • 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