Driving Media Awareness Through Multi-Market Veterinary Research
How Boehringer Ingelheim Danmark A/S used multi-market research to generate media insights and support animal health awareness campaigns across the Nordics and Benelux.
Gisela Dose Stephansen
Lead Corporate Affairs at Boehringer Ingelheim Danmark
“It’s been a good collaboration. Opeepl’s platform and international reach worked well for a multi-market project, and the collaboration process was smooth throughout.”
About Boehringer Ingelheim Danmark
Founded in 1885, Boehringer Ingelheim Danmark is a research-driven, family-owned pharmaceutical company developing medicines for both humans and animals. With approximately 54,000 employees worldwide and operations across 130 markets, the company focuses on addressing unmet medical needs and transforming lives for generations.
The company’s main customer groups include veterinarians and medical doctors, while some animal health products are also sold directly to consumers as over-the-counter solutions for pets and cattle.
The challenge
Turning Veterinary Insights Into Media Impact
The primary objective of Boehringer Ingelheim Danmark was to create data-driven content that could support media outreach and public awareness initiatives around veterinary care and animal health. Rather than conducting research solely for internal market analysis, Boehringer Ingelheim Danmark wanted fresh consumer insights that could be transformed into press releases and external communications across multiple European markets.
At the same time, the company faced several operational challenges:
Coordinating research across five different markets
Managing multiple languages and translations
Navigating complex approval processes
Operating within a highly regulated pharmaceutical environment
Boehringer Ingelheim Danmark needed a research partner capable of delivering consistent, high-quality data collection across countries while maintaining flexibility and smooth collaboration throughout the process.
The solution
A Complex Multi-Market Assessment Study
Boehringer Ingelheim Danmark partnered with Opeepl to conduct a quantitative market assessment among pet owners across five European markets:
Denmark
Sweden
Norway
Netherlands
Belgium
The study included 5,000 interviews, with 1,000 respondents per market among men and women aged 18-80 who owned pets, representing a 20% incidence rate.
The study explored consumer attitudes and perceptions related to veterinary care and animal health, generating fresh insights that could support PR activities, media outreach, and public awareness campaigns.
Market Assessment
Market assessment maps the current market situation, not only providing evidence on the potential market base and target group’s needs, preferences and expectations, but also identifying potential opportunities for growth. The insights gained will allow you to increase customer satisfaction, embrace strategic market changes, determine how to approach new potential target groups and stand out from the competition.
The research
Understanding Pet Owners Across Five European Markets
Opeepl supported Boehringer Ingelheim Danmark with the execution of a large-scale multi-market survey across the Nordics and Benelux region.
The project combined international fieldwork coordination with flexible online collaboration tools that allowed teams across markets to work efficiently throughout the research process.
Opeepl supported Boehringer Ingelheim Danmark with:
Multi-country survey coordination
Translation management
Flexible online survey editing
Real-time access to survey progress and results
Cross-market execution support
Gisela Dose Stephansen, Lead Corporate Affairs at Boehringer Ingelheim Danmark, also appreciated the flexibility of Opeepl’s survey platform, particularly the ability to edit surveys online and monitor results in real time across markets.
The outcome
From Survey Data to Public Awareness
The survey findings were primarily used for media and PR purposes.
The collected data enabled Boehringer Ingelheim Danmark to create press releases and external communications supported by fresh consumer insights and research findings.
The project helped Boehringer Ingelheim Danmark:
Generate media attention through data-driven storytelling
Support public awareness initiatives related to veterinary care and animal health
Strengthen communication efforts with credible survey-based insights
The project successfully fulfilled its communication and awareness objectives across multiple European markets.