Jardiance Cardiovascular Team
Boehringer Ingelheim Pharmaceuticals, Inc. and Eli Lilly & Co.
Agency Partners: Bionical Solutions, Confideo Labs, DDB Health, Evoke Health, Weber Shandwick/dna Communications, The Kinetix Group
Boehringer Ingelheim Team Members:
Elena Livshina, Executive Director, Cardiovascular Marketing
Josh John, Director, Cardiovascular Marketing
Marlo Benevento, Senior Associate Director, Cardiovascular Marketing
Melissa Skidd, Senior Associate Director, Cardiovascular Marketing
Michelle Ward, Senior Associate Director, Cardiovascular Marketing
Cheyenne Steward, Associate Director, Cardiovascular Marketing
Jen Forsyth, Director, Public Relations
Eli Lilly Team Members:
Dennis Siepka, Associate Director, Marketing
Elizabeth Mascari, Senior Director Consumer Marketing
Ron Rice, Consumer Marketing
(Photo above) Top row: Elena Livshina, Josh John, Marlo Benevento Melissa Skidd, and Michelle Ward. Bottom row: Cheyenne Steward, Jen Forsyth, Dennis Siepka, Elizabeth Mascari, and Ron Rice.
Breaking into the Heart Failure Market
In October 2021, the Jardiance® team received news that the FDA had granted breakthrough designation for Heart Failure with Preserved Ejection Fraction (HFpEF). This was just two months after receiving FDA approval for patients with Heart Failure with Reduced Ejection Fraction (HFrEF). On February 24, 2022, the FDA approved Jardiance to reduce the risk of cardiovascular death and hospitalization for heart failure in adults with heart failure.
There was a need to raise awareness of HFpEF. The team created the focusonhfpef.com unbranded site, which was designed to show providers the differences between the phenotypes and why they need to prioritize thinking of them when diagnosing their patients. At the core of the site were KOL videos that visitors were watching for an average of upwards of seven minutes.
Another unbranded campaign, “Hear Your Heart” or “Cuide Su Corazón,” was launched to provide resources and education for women with heart failure, especially Black and Latina women, to help optimize their care. Considering data shows that cardiovascular disease appears differently in women versus men and there are social inequities when it comes to healthcare for minorities, this campaign provided resources and support to help women of color prioritize their health. The campaign has seen 19.9 million social impressions, 1.7 million video views, and 2,400 resource downloads.
Upon the approval, the team had to educate the cardiology community about how Jardiance was now available for their patients with heart failure, regardless of ejection fraction. The efforts involved interactive visual aids that used augmented reality to bring a diagram of the heart alive in front of physicians. The team also turned to peer-to-peer education in the form of live meetings and virtual programing, which helped educate thousands of HCPs.
The team’s inspired efforts to educate healthcare providers about the treatment of Jardiance for people with heart failure helped raised awareness of the benefits Jardiance can provide for patients.
