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Excellence in Physicians/Healthcare Provider Support Programmes

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Eli Lilly Medical Information Cascade

by Eli Lilly and Company
with support from Blue Latitude Health

Summary of work

Lilly Medical Cascade is a groundbreaking new way for HCPs to quickly, easily and securely access medical product information – both on and off label.

Pioneered by Blue Latitude Health with Lilly, Medical Cascade is set to become the de facto standard for delivering verified medical information and is being rolled out throughout the industry, across brands and around the world.

By cleverly utilising Search Engine Optimisation in a new way, we were able to create a secure online service that is compliant, and yet still provides HCPs with answers to their medical product queries in one step. At a stroke, we eliminated the laborious, time-consuming and costly standard process which could involve call centres, medical advisors, 15-page letters and a lot of waiting. Neither Lilly nor HCPs were happy with this previous state of affairs.

Lilly Medical Cascade has provided a blueprint for the future of healthcare communication. HCPs can get the information they need reliably and efficiently, in an instant, while pharmaceutical manufacturers can save millions by dealing with queries online.

Fittingly Lilly, whose brand promise is ‘making life better goes beyond the medicines we make’, has decided to open-source the technology of Medical Cascade for the common good.

Judges' comments

Lilly have produced a good concept, with an excellent scale of take up. It is a really interesting programme, cost-effective and allows resources to be applied on more complex cases.


Allergan Medical Institute - by Allergan
with support from Litmus MME

Cancer Research UK 2013/2014 partnership programme - by CRUK
with support from M3 (EU)

Eli Lilly Medical Information Cascade - by Eli Lilly and Company
with support from Blue Latitude Health

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022