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Case Study: Eli Lilly hires Greg Louganis as guest speaker for ’08 Physician Events
 
Client : Eli Lilly
Project : Physician Events 2008
Celebrity : Greg Louganis
Situation
Eli Lilly’s Cymbalta is an antidepressant approved for the treatment of major depression disorder, in addition to generalized anxiety disorder and diabetic peripheral neuropathic pain
Lilly regularly holds events to update physicians with the latest safety and efficacy data on the drugs they have on the market. The events held for Cymbalta are typically made up of around 250 physicians, including general practitioners and psychiatrists.
 
Solution
Eli Lilly arranged for Greg Louganis to appear as guest speaker at physician events, giving a presentation about his personal experience with depression and participating in a supervised meet-and-greet with physicians attending the event
Having experienced the illness firsthand, Greg shared his personal story through inspirational presentations to help emphasize the positive impact that these physicians have on people with depression
 
Results:
The physician event was an overwhelming success and more than 90% attending reported in the feedback form that they gained useful information for their patients from hearing Greg’s experience.