Eli Lilly

Eli Lilly and Company is an American pharmaceutical company headquartered in Indianapolis, Indiana, with offices in 18 countries. The largest worldwide manufacturer of psychiatric medications, Lilly sells its products in 125 countries.

Lilly employs approximately 40,000 staff around the world. In 2024, its revenue was $45.04 million.

The challenge

Lilly wanted to take advantage of new communication and customer service channels, including:

• Google results pages, specifically the Google knowledge graph and rich snippets,
• a healthcare professional extranet (offering web and automatically generated PDF deliverables generated from a single source),
• a call center intranet knowledge portal, and
• AI chatbots.

The team was working with traditional page-based content templates. But if it wanted to deliver content via Google rich search results, extranets and intranets, and chatbots, it needed a more flexible content model.

And it needed to create the model and associated content guidelines without additional resources.

How we helped

Urbina Consulting helped Lilly remodel its content, breaking it down into components – similar to LEGO bricks – that could be reused and repurposed flexibly across channels and formats.

The new specialised content model was based on customer journey analysis. And it was designed to feed content in a “bite, snack, meal” progression, allowing end users to consume as much or as little content as they wanted on the channel of their choice.

Underpinning the componentized content strategy was new writing methods and guidelines, as well as a metadata strategy. The solution enabled Lilly to

• achieve content reuse in the remaining body of content of 77%, while also allowing local offices to mix and match global and local content more quickly and easily than before, and
• reduce overall content volumes by over 40%.

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