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Breast cancer awareness isn’t just about pink ribbons and powerful messaging—it’s about making sure the right conversations happen in the right places. Eli Lilly’s latest campaign does a fantastic job of empowering women to take charge of their health. But imagine if they had partnered with G-Med and tapped into real, unfiltered physician insights? The campaign could have gone from great to groundbreaking.
Eli Lilly’s campaign takes a fresh and much-needed approach to breast cancer awareness, urging women to be proactive about screenings and treatment. Through impactful storytelling, they have succeeded in making breast health a priority. But while their messaging is strong, wouldn’t it have been even stronger with direct insights from the very people treating these patients—physicians from across the globe?
That’s exactly what G-Med’s Breast Cancer Insight Report provides: a behind-the-scenes look at how doctors actually talk about breast cancer, including their biggest concerns, frustrations, and hopes for the future of treatment. If Lilly had this data in hand, they could have tailored their campaign to not only inform but also directly address the real pain points physicians discuss every day.
The G-Med Breast Cancer Insight Report is not just another data dump—it is a deep dive into nearly 6,000 conversations among physicians spanning 58 countries. By analyzing posts, comments, likes, and polls from oncologists, surgeons, internists, family medicine doctors, and general practitioners, we uncover the real talk behind breast cancer care.
One of the biggest pain points for physicians? Access to breast cancer treatments. Discussions highlight serious gaps in imaging availability and diagnostic tools, particularly in rural or underserved areas. If Eli Lilly had leaned into this insight, they could have built messaging around not just awareness but also systemic advocacy for better access to critical care.
Health equity is another hot topic—though often lurking beneath the surface of discussions rather than being explicitly called out. Physicians recognize that while immunotherapy and targeted treatments are revolutionary, they’re not accessible to all patients. A campaign that truly moves the needle would have brought this disparity to light and pushed for solutions.
New treatments, particularly for aggressive breast cancer subtypes like triple-negative breast cancer, dominate discussions among physicians. An overwhelming 71% of these conversations focus on the promise of therapies like PARP inhibitors and immunotherapy. But it’s not all optimism—24% of discussions raise concerns about side effects and accessibility. If Eli Lilly had these insights, they could have balanced their messaging to acknowledge both the hope and the hurdles that come with new treatments.
And what about misinformation? Physicians on G-Med have a lot to say about the challenge of battling false medical information, especially online. While breast cancer misinformation isn’t a dominant discussion, the broader issue of misleading health information is a major concern. A campaign addressing both patient and physician education could have made an even greater impact.
Eli Lilly’s campaign is strong, but imagine how much stronger it could have been with direct access to these insights. Healthcare marketers looking to elevate their strategies should take note—real conversations among physicians provide invaluable guidance on where to focus awareness efforts, how to shape messaging, and how to bridge the gap between knowledge and action.
The G-Med Breast Cancer Insight Report is more than just numbers—it’s a roadmap for crafting campaigns that don’t just inform but also spark change. Given the knowledge gaps identified in the report—particularly in long-term patient management and access to new treatments—awareness campaigns need to go beyond general messaging.
They should be data-driven, addressing real concerns and targeting the right audience in the right way.
So, while Eli Lilly’s campaign gets a solid A for awareness, adding G-Med’s physician insights could have earned them an A+. Awareness is only the first step—understanding and action make all the difference. To read the full report and explore its insights, click here.
G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals, offering various advertising solutions. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.
Contact us today to learn more: Contact@g-med.com