Eli Lilly & Company’s non-commercial health information website “Lilly for Better Health” goes mobile with new responsive design
Indianapolis-based pharma giant Eli Lilly and Company’s non-commercial website called Lilly for Better Health recently went mobile, with a new responsive-design. The site (and new mobile version) provides an array of informative health material to consumers, ranging from information about how to pack medication while traveling, tips for protecting your skin from the sun during hot summer months, and a plethora of articles, videos, and interactive quizzes. Lilly for Better Health’s goal is to help consumers gain a better understanding of their well-being and improve health literacy. “Big words, technical words, keep people from understanding what they need to do or what is going on with them,” said Pauline Coderre, a consultant for health education at Lilly and the overall strategy driver for Lilly Better Health. “We’ve had people think hypertension was hyperactivity. But, in many cases, those are important because those are the words their doctors are using with them. So, for them to hear them and have a mental association with that word [is very valuable.]”
Lilly for Better Health operates independently from Eli Lilly and Company’s commercial brand. “It is not related to the commercial space at all, it’s totally not product-oriented,” explained Coderre. “It is Lilly-branded but it’s not a promotional site. We have less risk than other parts of the company when it comes to FDA and things like that. So I think we’re in a unique place within the company to test and pilot different technologies that we would normally not be able to risk on the commercial side due to the scrutiny that we’re under.” For example, Lilly for Better Health’s website can talk about depression and nutrition in relation to diabetes, which a Lilly site tied to a drug for diabetes would not be permitted to discuss.
Coderre explains that going mobile was another key step improving users’ experiences at Lilly for Better Health. “I monitor the actual devices that are used on our site,” said Coderre. “I watch those trends and ensure that the devices that are being used can access the site and have a good user experience. So if I see more people using tablets, that’s the leading indicator for me that I need to be there for them.”
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