Eli Lilly
Redefined healthcare storytelling, by merging science and soul through intelligent campaign design and using AI-driven personalization to make every message feel intimate, timely, and human.
BRAND AMPLIFICATION / AUDIENCE STRATEGY / AI INNOVATION / LIFE SCIENCES
THE SCIENCE OF STORYTELLING
( 08 )
THE CONTEXTDespite breakthrough treatments, Lilly faced sluggish campaign execution, fragmented messaging, and regulatory bottlenecks that reduced dynamic health narratives to static, compliance-heavy communication. This meant life-changing medicines weren't connecting with the patients who needed them most.
THE APPROACH / HUMAN-FIRST CAMPAIGNSReframed campaign development and delivery from constraint-first thinking to bold brand storytelling with compliance governance woven throughout. Built an audience-driven framework mapping customer behaviors and cultural signals so messaging spoke to people, not segments. Tailored narratives around moments of influence and activated AI-powered modular content to deliver personalized, relevant, and consistent messaging at scale and speed.
THE OUTCOME / BREAKTHROUGH VELOCITYUnlocked a 23% lift in engagement and reduced campaign timelines. Strengthened loyalty by making communications personal, responsive, and human. The model has become the blueprint for how Lilly markets its full portfolio, demonstrating that strategic storytelling can transcend constraints to drive both connection and performance.
