Eli Lilly, Boehringer launch 'Cuide Su Corazón' conversations for Latina women with heart failure

Boehringer Ingelheim and diabetes partner Eli Lilly are boosting their heart healthy campaign for Latina women with "Cuide Su Corazón," the Spanish language extension of “Hear Your Heart.”

The culturally relevant, in-language content and resources for Latina women with heart failure is the second phase of the April 2022 campaign and aims to inspire Black and Latina women to prioritize their heart health through conversations, tailored solutions and educational content.

“Hear Your Heart comes at a time when health disparities and inequities are top of mind, and we’re providing a platform to provide education and inspire action,” Elena Livshina, U.S. head of cardiovascular portfolio, commercial, Boehringer Ingelheim, told Fierce Pharma Marketing in an interview.  

“At launch, we saw the success of communicating our messages of hope and resilience through authentic voices. We brought those messages to life through real stories from Tannie, a woman living with heart failure, and expert cardiologist Dr. Morris.”

Boehringer and Lilly co-market Jardiance, the $4 billion-a-year-plus blockbuster diabetes drug that also this year nabbed a wider FDA approval that sees it used to reduce the risk of cardiovascular death and hospitalization for heart failure.

This follows on from other diabetes drugs that also have new labels to design to help reduce heart disease risks, including AstraZeneca’s rival drug Farxiga. Analysts see billions of dollars being added to each drug’s annual sales with this new heart label.

One in 3 Latina women have a form of heart disease, yet Latinas are the racial and ethnic group least likely to visit a doctor’s office, according to Boehringer Ingelheim. Therefore, via Cuide Su Corazón, the pharmaceutical company wanted to find stories that brought to life the experience of Latina women living with heart failure.

The latest content features two new spokespeople: Lupe, a woman living with heart failure, and Johanna Contreras, M.D., a cardiologist, to ensure the audience sees some of their own personal journey in these stories. The call-to-action leads women to CuideSuCorazonIC.com where they can watch videos and engage with the cardiologist to answer questions.

In addition, the program includes paid editorial integrations with targeted media featuring content that speaks directly to managing heart failure as a Latina woman. All content was developed based on research and the real-world insights and opinions of Contreras and Lupe to ensure cultural relevance and accuracy.

Cuide Su Corazón also includes traditional media education, live and virtual events, partnerships, social media, digital media, video content, expert content, a content hub and online resources tailored to address the barriers to optimal care.

“Cuide Su Corazón tactics will reach our core audiences of Latina women, care partners and healthcare providers,” Livshina said. “Paid media strategy across Facebook, Instagram and YouTube will reach these audiences using interest-based and keyword targeting and Spanish-language preferences.”

Germany-based Boehringer also launched paid editorial integrations with targeted media, and the traditional media mix will include targeted health/wellness, consumer and trade outlets in both English and Spanish.

Livshina says the campaign builds on Boehringer’s goal to actively address health disparity and equity issues in underserved communities, with specific attention to heart failure. 

“There is a lot of work to be done to help marginalized communities realize better health outcomes and education and access to the right resources can help close these gaps in care.” 

Looking forward to phase 3 of the campaign, Hear Your Heart and Cuide Su Corazón will continue to provide resources to Black and Latina women living with heart failure, their care partners and healthcare providers. The initiative is a multiyear effort, so the company will periodically update the campaign with new content, resources and spokespeople.

Several factors play into why Latina women avoid seeing doctors such as distrust in the medical system, language barriers and lack of time.

Women in general have poorer outcomes than men when it comes to hearth health because of reasons such as ignoring initial symptoms and preoccupation with caring for others more than themselves. And, specifically for minority women, Latinas are more likely to develop heart disease 10 years earlier than other populations, and Black women with heart failure have a greater mortality rate than white women.