Storytelling allows drugmakers to be seen as "champions for change"

10/7/2013 | PharmExec.com

Eli Lilly and Co.'s diabetes site Spoonful.com, developed in partnership with Disney, offers content from experts including dietitians, psychologists and nurses, and it features stories from "everyday families" to help parents whose children have diabetes. Most of the stories on the site are about people representing the target audience and rarely about treatments, Peter Houston notes. The Affordable Care Act's focus on prevention gives drugmakers an opportunity to be seen as "champions for change," Houston writes.

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