Erectile dysfunction is the most common sexual problem in men, affecting an estimated 150 million men worldwide. It increases with age and may cause stress and relationship problems, or have a substantial impact on quality of life. The good news is that the condition is treatable. For more than 10 years, men suffering from erectile dysfunction have received hope in the form of a little blue pill. In an effort to take share from Viagra in the global erectile dysfunction market, Eli Lilly tasked the agency to create an app that facilitates a close HCP-patient dialogue. The goal was to help HCPs and patients make informed decisions about the appropriate treatment, rather than just routinely selecting Viagra as the first choice. The useful, innovative dialogue tool helps HCPs prepare for the conversation. Educational material guides the dialog during the consultation, and after the consultation, HCPs can send relevant information directly to the patient. A true win-win situation for all involved stakeholders, the tool helps Eli Lilly drive prescriptions of their erectile dysfunction treatment Cialis through non-branded communication, while extending HCPs’ ability to diagnose and educate patients, which ultimately improves the lives of patients.

The web app includes:

1) A part preparing HCPs for the consultation with expert guidelines in regards to diagnosis and treatment.

2) A part that helps HCPs educate and talk to patients during the consultation. Interactive and engaging educational material guide the dialogue.

3) After the consultation, the HCP can easily send material directly to the patient without collecting any patient data.

The tool enables HCPs and patients to make informed decisions and matching patient needs with the optimal treatment solution. Competing against a treatment with such an extremely high brand awareness and loyalty like Viagra presents a challenge, but with this interactive tool Eli Lilly is able to not only open up the dialogue, but also to follow up and ultimately drive prescriptions for Cialis through non-branded communication. Eli Lilly is taking service communication for HCPs to the next level, and the solution represents a true win-win situation for both HCPs, patients and pharmaceutical companies.

Information can't be made available due to NDA between Customer and Agency.

The initial feedback has been really good in Denmark (as a pilot) - and it is the plan to roll this tool out to more European countries.