Tough occasions frequently teach us significant lessons. At Eli Lilly this past 12 months, the pandemic taught us how vital it is to hear, adapt, and answer to modifying customer requirements.

As a pharmaceutical corporation, we had a social responsibility to lean in and assist people today. In the pandemic’s early times, we took speedy actions, this kind of as taking away or updating Television and digital adverts to superior comply with COVID-19 pointers.

Reality established in swiftly that we had been in a extended world wide disaster and essential to pivot our promoting strategy to maintain up with swift shifts in consumer actions. Data turned our litmus examination for being familiar with these shifts and informing the conclusions we designed to adapt. It allowed us to navigate the crisis with a strategic, shopper-initial strategy.

But our preparedness and means to be nimble didn’t just come about. It commenced a couple years in the past — properly ahead of the pandemic — as element of a larger sized determination to offering much more personalised activities for customers. We experienced to boost our digital maturity to do it, by investing in and adopting new systems and methods of doing the job.

Digital transformation was not simple for us. It needed govt invest in-in, cross-useful partnerships, and a willingness to commit in ongoing change, even when it was unpleasant or inconvenient. But in excess of time, our solution has improved our ROI and served us become additional successful. It also ready us to present up for buyers when it mattered most.

Right here are four big lessons we discovered through our journey to extra facts-pushed, customer-centric advertising. I’m sharing them with the hope that they can help inform your own strategies this calendar year.