Driving adherence success
When Eli Lilly, one of the world’s most trusted pharma leaders, discovered that Ryan Reed’s NASCAR career was nearly cut short by a Type-1 Diabetes diagnosis, they stepped up to help. Outfitted with a wireless device and a dashboard-mounted glucose monitor, Reed raced to victory in the Lilly-sponsored car at Daytona International Speedway. I saw this as a unique opportunity to frame the story of how each member of his “diabetes crew” plays a role in his success. This series of short films drives home the impact a team can have on managing this challenging condition.
Deliverables
Developed a comprehensive messaging framework tailored to both patients and healthcare professionals
Wrote, directed and produced a documentary-style film series with NASCAR driver Ryan Reed, his family, caregivers, and racing team to capture his authentic story
Developed adherence content across video, digital, and social channels
