What happens when a trusted, established brand introduces a new technology… into a market not clamoring for anything new…in a suddenly crowded, noisy competitive landscape?

This was exactly the challenge faced by Boehringer Ingelheim (BI) and its breakthrough RESPIMAT technology. Physicians were satisfied with SPIRIVA, and patients were trained and comfortable on legacy inhalers.

Yet the new RESPIMAT inhaler was special.

It was a first-in-class, never-before-seen technology that featured a slow-moving mist. This unprecedented advance was clearly BI’s opportunity to break through the clutter –vital since RESPIMAT was poised to become the cornerstone for the BI Respiratory Franchise.

Each element was treated with respectful awe, driving home what it represented: an exciting, innovative, and groundbreaking new option for physicians and patients. In other words, a stark contrast to a vanilla, “waiting-room beige and lab-coat white” approach.

It was vital that the introduction of SPIRIVA RESPIMAT be seen as a watershed moment. The elegance and breathtaking qualities of RESPIMAT set it apart from its predecessors, and all its competitors. It was vital to bring it to life via:

• Innovative introductory videos

• Sophisticated patient education

• Breathtaking packaging design

• Gracious and appealing Patient Starter Kits

• An enriched in-office educational experience

By bringing RESPIMAT to life with stunning CGI, we captured the sleek inhaler, component by beautiful component. The featured element: the breathtaking slow-moving mist. Each element was treated with respectful awe, driving home what it represented: an exciting, innovative, and groundbreaking new option for physicians and patients.

The approach created drama and intrigue, while showcasing the RESPIMAT design and features. In other words, a stark contrast to a vanilla, “waiting-room beige and lab-coat white” approach.

The 2015 Launch Sales Meetings united members of the Boehringer Ingelheim organization, including Sales Reps, Managers, and Brand Teams, around SPIRIVA RESPIMAT, and the unprecedented visualization of its star product.

The launch was incredibly well received:

• First shipments ran out in under two months

• Additional orders were expedited to meet surging demand from physicians (months ahead of projections)

• SPIRIVA RESPIMAT kits and materials are in demand – field surveys indicate that Sales Reps – and physicians – are demanding them. Materials have gone from a “want” to a “must have.”

• Uptake of SPIRIVA RESPIMAT is exceeding expectations in the marketplace

Since its roll out, we’ve heard only positive feedback, and the one question we keep getting from the field and Customers is, “When can we get more?”