Boehringer Ingelheim convened the “Detect the SOS” Collective to advance a public health goal: increasing uACR screening among adults with type 2 diabetes and high blood pressure in order to uncover kidney damage and elevated cardiovascular risk earlier. Reaching both the patients who need screening and the clinicians who order it required a channel that could speak to both audiences in the same environment.

Innovare Media built a hospital-based media strategy that placed “Detect the SOS” messaging directly in front of patients, visitors, and healthcare professionals, positioning the initiative precisely where health decisions are discussed and made. Charging stations in lobbies, waiting areas, and cafeterias delivered sustained dwell time with the message in view.

Using a strategic NPI match, Innovare Media activated the campaign across 101 screens in priority DMAs spanning Florida, Georgia, Illinois, New Jersey, Maryland, New York, Ohio, and Texas. NPI-level matching and specialty alignment ensured placements engaged the right HCPs and patients at the point of care, delivering more than 10.2 million impressions in environments where health messaging is most trusted and most likely to prompt action.