Lilly / Check In + Check Up
Empowering Women’s Health with Digital Strategy
Women who care for others often put their own health last. Lilly’s research measured this issue through an eight-minute survey of 1,000 women caregivers ages 30 to 55 in October 2017. The study explored the gap between noticing stress and taking action. We tested three strategies to find a platform that felt emotionally true, useful in daily life, and credible for health conversations. The opportunity was to create a care experience that started with recognition and respected how busy women actually live.
Long description for Lilly quantitative research design with 1,000 women caregivers
White Lilly research slide titled “Research Has Taken Us A Step Further.” It documents an eight-minute survey conducted October 5–12, 2017, with 1,000 women caregivers ages 30 to 55. The sample includes 850 women currently caring for someone else, such as a child, spouse, or parent, and 150 women who have a non-life-threatening chronic disease while also caring for someone else. The slide states a margin of error of plus or minus 3.1% at the 95% confidence level. A red Lilly footer includes “Company Confidential ©2017 Eli Lilly and Company” and slide number 9.
FRAME THE WOMEN'S HEALTH OPPORTUNITY
I led creative strategy, content strategy, and planning, turning the research into Check In + Check Up. The platform paired an emotional check-in with one practical health action, giving women a simple way to notice how they felt and choose what care they needed next. The work connected audience insights, messaging, concept testing, content planning, and experience strategy into a clear platform that helps women act without adding another complex routine.
Long description for Research response showing Check In plus Check Up as the strongest concept
White bar-chart slide titled “While all the concepts did well, ‘Check In + Check Up’ had the highest combined positive words/phrases.” It compares Be a Little Self(ish), Check In + Check Up, and Selfless Syndrome. Check In + Check Up scores 72% Powerful, 66% Timely, 73% Is for someone like me, 74% Informative, 75% Unique, 78% Interesting, 79% Relevant, 78% Helpful, 76% Well-thought out, and 18% Confusing. Be a Little Self(ish) scores 72%, 67%, 74%, 73%, 73%, 78%, 77%, 74%, 73%, and 19% on those measures. Selfless Syndrome scores 68%, 63%, 69%, 69%, 73%, 74%, 73%, 71%, 69%, and 23%. Highlighted values call out Check In + Check Up at 79% Relevant, 78% Helpful, and 76% Well-thought out. The base is caregivers, n=1,000; a red footer carries the source question, the Lilly confidential notice, and slide number 10.
BUILD THE CHECK IN + CHECK UP SYSTEM
Check In + Check Up gave Lilly a memorable way to help women move from recognition to action. Lilly piloted the platform in one of its programs, turning the research into a system of prompts, self-assessment, education, conversation starters, and care pathways. The work was grounded in research, emotionally intelligent, and practical enough for busy lives. It gave content, channel, and experience teams a clearer way to support women’s health behavior without losing empathy.
Long description for Check In plus Check Up research-to-action experience system
Split Lilly slide presents the Check In and Check Up experience. Check In says: assess your own mental and physical well-being, with no judgment; take a moment when you are not doing anything else; ask yourself how you are doing, whether things are stressful or difficult, whether you are in pain, and how your condition affects your life; then be honest and do not filter how you feel. Check Up says: do the one simple thing you need to do—the most important thing right now—for your own health; create a moment by scheduling a doctor’s appointment, walk, or meditation; research whether new and better treatment options exist and whether you have the knowledge you need; then follow through so the simple action can benefit your health, well-being, and the rest of your life. A red Lilly footer includes “Company Confidential ©2017 Eli Lilly and Company” and slide number 16.