Campaign Diaries
Lilly ‘Lights Up’ Communication in Italy: The Challenge is to Bring Pharma Closer to the Consumer
Source: https://brand-news.it/brand/persona/salute/lilly-investe-nella-comunicazione-in-italia/
Goal: Increase brand awareness and trust
Claim: Making health information more accessible and relevant
Media: TV, out of home, and future digital channels
Summary: Lilly is accelerating its communication strategy in Italy in 2026, marking 150 years since its foundation by sponsoring the Milano Cortina 2026 Olympics and implementing initiatives aimed at engaging the general public. With a focus on brand recognition and overcoming stigma associated with the pharmaceutical sector, Lilly aims to establish a more direct relationship with consumers. The strategy involves both B2C and B2B outreach, with a vision to make health information accessible and empower patients to make informed choices.
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