what we've done

Patient interviews and additional research to understand depression and the experience of living with depression helped to ensure that we developed an audience-appropriate content strategy and copy for the Cymbalta product launch Web site. With this information, we then worked closely with the Cymbalta team to develop copy that would satisfy target audience needs, communicate key brand messages, and also conform to legal and regulatory restrictions. After FDA approval, we revised and expanded the site's content based on what was now permissible. The anti-depressant has since become Eli Lilly’s fastest-growing drug, with sales of more than $2.1 billion in 2007.