Boehringer Ingelheim Sales Incentive Program

Citi Prepaid Card solution supports critical marketing objectives and contains costs.

Boehringer Ingelheim is one of the world's top 20 leading pharmaceutical companies. Headquartered in Ingelheim, Germany, it operates globally with 145 affiliates and more than 42,000 employees.

The Challenge

For Boehringer Ingelheim, developing stronger relationships with veterinarians in Australia is a key business objective. As their products are distributed through the wholesale channel, the company faced the challenge of finding a highly visible, enticing and cost-effective means of connecting directly with these customers.

Research conducted by Boehringer revealed that cash rebates would be the most effective method to increase customer purchases and brand loyalty as the domestic market for animal health products was highly competitive.

The company decided to develop a rebate program to reward customer loyalty, while opening up a highly focused marketing channel to promote future purchases with this key demographic.

The Solution

Boehringer's marketing team determined that a reloadable prepaid card would be an exciting and effective means for delivering a strong brand message, while creating greater efficiency in the company's payment flows for rebates. Boehringer turned to Citi Prepaid Services to implement a targeted, custom-branded prepaid card program that would meet the company's marketing objectives.

The company launched the Boehringer Ingelheim Loyalty Dollars (BILD) loyalty program targeting veterinary clinics in Australia. The marketing campaign promotes cashback rebates for purchases of specific Boehringer products. Citi worked closely with the company's marketing team to design an eye-catching BILD prepaid card that emphasizes the company's brand and communicates the program's loyalty dollars message.

Customers who sign-up for the rebate program are issued a reloadable prepaid card. They then activate the card by registering at the BILD prepaid card website and selecting the opt-in option to receive rebates payments on the card. An email notifies cardholders that they have earned rebate funds. Cardholders can also visit the website to check their balances. The website also offers links to additional marketing materials and promotions that cater to veterinary professionals.

The Result

The Citi Prepaid Card solution has been overwhelmingly successful in supporting Boehringer's marketing objectives in Australia. “The Citi Prepaid Card solution has been exceptionally well received,” explained Alan Dawson, a Market Manager for Boehringer Ingelheim. “Boehringer has issued prepaid cards to veterinary clinics across the country, far exceeding our internal adoption projections, and outstripping promotion participation from previous voucher programs.”

The marketing team has been able to extend the reach of their marketing efforts in a highly cost effective way, while creating tremendous word-of-mouth about Boehringer's innovative cash rebate program. Each time a participating veterinarian uses the branded BILD prepaid card, they are helping to spread the word about Boehringer and its products. At the same, Boehringer is able to establish and continue to deepen an important relationship with end-customers, giving the company an important competitive edge.

Due to the success of the program thus far, which has focused solely on veterinary vaccines, Boehringer is looking to expand BILD prepaid card rebates into other areas of their business in Australia throughout the coming year.

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