How Boehringer Ingelheim Launched & Scaled "Vetsperity" Loyalty Program

The Objective: A High-Stakes Loyalty Launch

Boehringer Ingelheim (BI), a research-driven leader in the pharmaceutical industry, launched Vetsperity, a flagship loyalty program designed to deepen clinic partnerships. Clinics choose Vetsperity™ to trade the uncertainty of delayed rebates for the power of instant financial health. By delivering real-time, on-invoice savings and a transparent, single-dashboard view of pricing, the program eliminates administrative burden and improves immediate cash flow. Furthermore, the flexible points engine empowers practices to earn rewards for education and business planning, allowing them to reinvest directly into their staff, equipment, and patient care. The success of the rollout hinged on two factors:

Total Sales Alignment: Ensuring the sales force was educated and excited about Vetsperity’s loyalty program rollout.

Rapid Enrollment: Converting the targeted clinics into active program members before the fiscal year-end.

The Challenge: The Engagement Gap

In the high-pressure healthcare sector, traditional launch materials (static emails and brochures) often go unread. BI needed a “breakthrough” medium to ensure their sales force and clinic partners understood the value of Vetsperity and took immediate action.

BI needed to launch fast and at scale. They faced a critical bottleneck: how to educate thousands of sales reps whilst ramping up tens of thousands of clinics simultaneously without the months of production time usually required for a loyalty program roll out.

BI integrated Blings directly into their rollout strategy to serve as the program’s “automated concierge.” Instead of a one-size-fits-all announcement, Blings enabled BI to:

Automate Personalized Onboarding: Instantly generate unique videos for every stakeholder, pulling real-time data from their CRM to show exact regional goals and benefits.
Eliminate Production Bottlenecks: Using Blings’ MP5 technology, BI could update and deploy video content in days rather than months, ensuring the launch hit the market while the momentum of the internal “Sales Enablement” meeting was at its peak.
Force-Multiply the Sales Force: By providing reps with personalized video tools, BI turned every email into a high-converting, 1-to-1 “digital sales call.”

The Solution: Data-Driven Storytelling with Blings

BI utilized Blings to transform the rollout into a two-phase, personalized video journey. By injecting personalized and dynamic data (such as names and specific regional details) directly into the video files, BI created a high-relevancy experience for every viewer.

Phase 1: Priming the Internal Engine

The first campaign targeted the Field Sales team. The goal was to confirm attendance for the internal summit while simultaneously educating reps on the Vetsperity value proposition.

Performance: The video achieved a staggering 33% Click-Through Rate (CTR)
The Result: A fully mobilized sales force that was “Vetsperity-ready” before the program even hit the market.

Phase 2: Driving Program Enrollment

With the sales team primed, the second phase focused on clinic enrollment. The video content was tailored to drive users toward a December 30th enrollment deadline.

Performance: This phase maintained a 12% CTR, nearly 3x the industry average of 4.3%.
The Result: A seamless transition from “watching” to “joining.”

The Impact: Quantifiable Growth

The Blings-powered launch delivered a measurable ROI that impacted both program scale and bottom-line revenue.

Conclusion

By leveraging Blings to personalize the Vetsperity rollout, Boehringer Ingelheim bypassed the “noise” of traditional communication. The campaign didn’t just inform, it converted. With CTR rates reaching as high as 33%, BI proved that personalized video is the most effective engine for launching complex loyalty programs at scale.