Background
With Eli Lilly planning the launch of the type-two diabetes drug Byetta, they needed to create a relationship marketing program to introduce patients to the drug and how to safely and effectively begin using it.

Solution
Our first step was doing our homework. Through a variety of interviews and research, we built an extensive knowledge base around type-two diabetes. We then created a welcome kit, starter kit, instructional quick-reference guide and follow-up letter. Used together, these materials helped patients take responsibility and control of their relationship with blood sugar. Additional recipes, exercise tips and other lifestyle suggestions were designed to keep them on a path to a healthier future. We also created a detailed instructional video that walked patients through exactly how to use Byetta properly.

Results
The launch was a huge success, with new patients gaining a deeper understanding on how to use the drug and setting themselves up for success in their journey with diabetes.