Please share what your organisation and Boehringer Ingelheim will Co-Create together
mdBriefCase (mdBC) would like to propose that Boehringer Ingelheim (BI) join us in the development of a COPD focused online resource centre which will serve as an online repository of educational, patient support materials. The resource centre would provide up to date information and archives on materials such as clinical trials, news updates and continuing medical education (CME) to healthcare practitioners throughout Africa and the Middle East. The initial continuing medical education resources would focus on COPD prevention; early identification and diagnosis; treatment;and patient management.
If you selected "other" above, please explain:
A new strategic marketing communications tool
Please provide a 1-2 sentence summary of your Co-Creation idea
The development of an online resource centre that can be used by healthcare practitioners in Africa and the Middle East to augment their knowledge and support their patient treatment efforts.
How does this project link to the core mission of your organisation?
Our organisation is dedicated to the continual improvement of healthcare standards particularly in developing nations. Any means by which we can disseminate quality educational material to healthcare practitioners is a pivotal to our mission. The provision of this resource is meant to translate into better treatment standards and practices, staying true to our central cause.
Beyond social impact, how does this project link to Boehringer Ingelheim’s core business?
Boehringer Ingelheim (BI) holds an interest in a number of therapeutic areas. We specifically want to develop a COPD oriented resource centre not only because of its prevalence in the regions we are responsible for providing education to, but because research suggests that the COPD disease area is highly relevant to BI's current and future success. According to the BI annual report for 214, 2 of the best 4 selling products in the company Spiriva® and Combivent® have indications for COPD. The company also introduced Striverdi® and Respimat® which will be pivotal going forward. The project provides a means for BI to communicate relevant information about COPD and develop a professional relationship with practitioners. It allows BI to keep them up to date on an educational level. This effectively creates a community for BI of well informed practitioners, equipped with the know how to address Africa’s challenges in this disease area by way of prevention, diagnosis, prescription of treatment and management of patients.
What are the specific inputs and actions that each side will contribute to this Co-Creation idea based on each of your unique competencies and experiences?
My organization will contribute:
- Content development: This includes recruitment of key opinion leaders and medical writers;acquiring accreditation where relevant; researching; recording and sourcing content and so.
- Marketing: This includes the development and implementation of a marketing plan which will draw practitioners attention to the resource. Our existing database will be utilised.
- Hosting: This includes programming the resource centre; hosting it on our platform; and tracking relevant user metrics and data including change in behaviour.
Boehringer Ingelheim will contribute:
Content development: Information on clinical trial, news updates and anything relevant for the resource center.
- Marketing: Access to target practitioners lists in various regions. Access to contacts who manage COPD portfolios including Brand Managers, Marketing Manager and Business Unit Managers. From them we would draw strategic information relevant to the success of the resource centre.
- Funding: This includes funding for the content development; hosting; marketing and maintenance of the resource centre.
Please describe the potential revenue model for this Co-Creation idea.
From the perspective of the healthcare practitioner we utilise a freemium model. This means they gain access to the resource for free. The idea would be supported by unrestricted educational grants drawn from COPD manager budgets annually.
What possible risks or challenges do you foresee?
The cost of development may be considered an issue depending on the perspective and budgetary means of COPD managers. In our programs we find that we always have to manage and uphold the line between education and promotion. In this project this will be no different.
Is there anything else you would like to share about your Co-Creation idea?
If you selected "other" above, please explain:
Besides Boehringer Ingelheim, what other types of partners might be valuable to carrying out your Co-Creation idea, and why?
Medical Universities, Medical Societies and Ministries of Health are likely to be valuable partners for this idea. They would provide faculty to make content relevant; accreditation and credibility to material; and access to markets.