CardioMetabolic Payer Marketing Team
Boehringer Ingelheim
Agency Partners: Entrée Health, TKG
Boehringer Ingelheim Team Members:
Lillian Alibaruho, Executive Director Global Marketing and Value Lead – Jardiance Heart Failure
Jenny Hlavac, Director, Payor Marketing – CV/Met
Gregory Csaszar, Director, Market Access Marketing
Stephanie Delman, Associate Director, Pharmacy Channel Marketing and Adherence Programs
Steve Sander, Director, Pricing and Contracting Strategy
Effie Kuti, Product Director, HEOR
Swetha Palli, Product Director, HEOR
(Photo above: Top row, left to right: Lillian Alibaruho, Jenny Hlavac, and Gregory Csaszar. Bottom row, left to right: Stephanie Delman, Steve Sander, and Swetha Palli.)
Removing Barriers to Access
Jardiance (empagliflozin) is an iconic brand in the type 2 diabetes space and, in 2021, Boehringer Ingelheim embarked on its next opportunity to advance patient care with Jardiance as a treatment for patients with heart failure (HF) with reduced ejection fraction (HFrEF).
Expectations were high for the CardioMetabolic Payer Marketing Team at Boehringer. They developed a well-designed strategic plan to successfully navigate the launch of a new indication, ensuring the account teams had all necessary resources for a compelling value narrative to remove barriers, so that patients with HFrEF could have access to Jardiance, regardless of their diabetes status.
To prepare for the virtual launch meeting, the team surveyed all existing payer research and draft messaging, collected appropriate feedback, and achieved buy-in from the cross-functional team before organizing the team around a single, focused action plan. At launch, messaging provided a compelling narrative that included clinical data and the economic value translation.
Beyond the account team’s messaging and resources, the team expanded the approach to include an aligned surround sound non-personal campaign complementing the account team’s efforts at critical milestones like data releases and key congresses. Having a well-thought-out plan allowed the team to drive innovation in the payer channel with additional offerings focused on guidelines-based medicine and improving patient care.
This team also provided patient-centered offerings in the form of outcomes-based agreements and population health initiatives, always focused on the main goal of better patient care.
In a year that has seen a shift to hybrid working, eye strain, longer hours, and more meetings, this team coordinated with many cross-functional partners, focused on strategic development and flawless execution with an unwavering eye on what matters most: ensuring the patient receives the most appropriate medication.
