Skills used: target audience research for general public and HCP (qual & quant), competitive audit, client workshop, brand foundation, positioning, and architecture development, creative brief writing, client presentation creations and deliveries, comms framework with channel and tactical planning, brand claims

Task: Build and launch a sub-brand for Lilly’s first-ever app for obesity and diabetes patients.

Research and competitive analysis takeaway: Weight loss apps often have rigid rules and misplaced blame, ignoring the reality that obesity is a disease. 

Insight: You don’t need a total overhaul to own your life.

Strategic brand idea: Show patients and HCP’s that the secret sauce to easy, sustained weight loss is the combo of Lilly’s obesity medication and their new connected medicine app.

Bringing the big idea to life: We developed and executed a strong communications plan, pairing tactical placements with psychological barriers, to move patients, HCP’s, and internal teams to action.

Integrated campaign placements: videos, launch events, slim jims/brochures, blogs, and an email series.