Pharmaceuticals Get Real

When pharmaceutical giants Eli Lilly and Boehringer Ingelheim faced the task of entering the $8 billion basal insulin market to treat type II diabetes against a competitor with a 10-year head start, they turned to SRG to help craft a differentiated brand strategy and experience. Using insights on what patients and HCPs go through when someone starts on this new injectable therapy, we crafted an empathetic approach to help this transition go smoother. We also created a series of go-to-market tools for the company to use with doctors, nurses and patients to help define the ideal brand experience. With the global launch set for 2015 followed by the U.S. launch in 2016, the companies are set to make a big splash in helping the 285 million adults with type-2 diabetes in the world.