In the field of oncology, there are two kinds of companies: the ones that make medications and the ones that care for patients. And you don't get a reputation of caring for patients just by saying so. You have to earn it with every communication, outreach, resource, and program you create.

The site guides healthcare providers to information, innovation, and inspiration.

•Information. HCPs can use the site to discover interactive patient education materials, useful apps, downloadable videos, and peer-reviewed journal articles.

•Innovation. Oncologists want to see that a pharmaceutical company is advancing care—especially as genome-based treatments evolve. The site lets them hear directly from our researchers and see the current pipeline of future medicines.

•Inspiration. The site encourages HCP visitors to be inspired by Lilly Oncology On Canvas, an art competition and exhibition that honors the journeys of patients facing cancer. This lets us show that Lilly's commitment to cancer care doesn't end with medication; rather, it seeks out creative, unexpected ways to positively impact patients—just what an oncologist might want from a partner in cancer care.

Traffic to the site remains constant month after month, with a majority of traffic coming from unique site visits. Those entering the site often consume, on average, 5-6 pages worth of content, with key support tools such as staging galleries and customized patient education materials being the main area of focus.