Healthcare Marketing Impact Awards
Silver award for Video campaign
Supplier/Vendor/Pharma, Columbus , OH
Whose Diabetes Do You Have?
The campaign was designed to change the way providers think about Lilly Diabetes. Through emotional and personal stories, Lilly wanted to develop a stronger connection to providers based on a shared view of those affected by diabetes. The cornerstone of the campaign was videos that reinforce that it is patients who motivate providers and Lilly. The company asked the simple question: Whose diabetes do you have? Then it captured the answer in three short films and a print campaign. The videos are available on the Lilly Diabetes website and YouTube and have been featured on Capitol Hill. The videos have been promoted on websites of professional medical societies. The print campaign appears in medical journals and has been adapted for direct mail.