The challenge
Boehringer Ingelheim's Russian and Romanian marketing team faced a pressing challenge when the market for their product Pradaxa began to shrink, patent rights were ending, and budget access became restricted. In order to stand out and maximize their resources, they needed to get creative and validate every penny spent. The key question on their minds was: "How can we make our communication about Pradaxa more impactful and concise?”
The solution
With the challenge of a shrinking market and expiring patents, Boehringer Ingelheim's marketing team in Russia and Romania needed to find a way to drive real change in behaviour to stay ahead.
So we developed two training tracks, tailored to each team's specific needs, that helped them adopt a growth mindset and embrace a philosophy of rapid experimentation. By providing frameworks and guidance, these methodologies enabled the teams to innovate on existing strategies and validate their impact. This helped shape business strategies for Pradaxa's late product life cycle across the region, ensuring that the teams were making the most out of their limited resources and driving impactful results.
The outcome
The two teams generated a total of 34 experiments, they designed 20 experiments that were ready to execute and launched 14 experiments in a matter of weeks. In a highly regulated industry, where even a small website change can take months, the speed that the teams achieved was considered extremely impactful. Their job satisfaction went up and they found new ways to validate new solutions and propositions directly with doctors and physicians. The teams also developed an acquisition funnel for every experiment allowing data-driven decisions making. They reported that the resourceful approach, and acting quickly allowed them to cut costly projects with agencies.