Lilly / Check In + Check Up
Empowering Women’s Health with Digital Strategy
Women who care for others often put their own health last. Lilly’s research measured this issue through an eight-minute survey of 1,000 women caregivers ages 30 to 55 in October 2017. The study explored the gap between noticing stress and taking action. We tested three strategies to find a platform that felt emotionally true, useful in daily life, and credible for health conversations. The opportunity was to create a care experience that started with recognition and respected how busy women actually live.
Explore the research design
White Lilly research slide titled “Research Has Taken Us A Step Further.” It documents an eight-minute survey conducted October 5–12, 2017, with 1,000 women caregivers ages 30 to 55. The sample includes 850 women currently caring for someone else, such as a child, spouse, or parent, and 150 women who have a non-life-threatening chronic disease while also caring for someone else. The slide states a margin of error of plus or minus 3.1% at the 95% confidence level.
FRAME THE WOMEN'S HEALTH OPPORTUNITY
I led creative strategy, content strategy, and planning, turning the research into Check In + Check Up. The platform paired an emotional check-in with one practical health action, giving women a simple way to notice how they felt and choose what care they needed next. The work connected audience insights, messaging, concept testing, content planning, and experience strategy into a clear platform that helps women act without adding another complex routine.
Explore the concept results
White bar-chart slide titled “While all the concepts did well, ‘Check In + Check Up’ had the highest combined positive words/phrases.” It compares Be a Little Self(ish), Check In + Check Up, and Selfless Syndrome. Check In + Check Up scores 72% Powerful, 66% Timely, 73% Is for someone like me, 74% Informative, 75% Unique, 78% Interesting, 79% Relevant, 78% Helpful, 76% Well-thought out, and 18% Confusing. Be a Little Self(ish) scores 72%, 67%, 74%, 73%, 73%, 78%, 77%, 74%, 73%, and 19% on those measures. Selfless Syndrome scores 68%, 63%, 69%, 69%, 73%, 74%, 73%, 71%, 69%, and 23%. Highlighted values call out Check In + Check Up at 79% Relevant, 78% Helpful, and 76% Well-thought out. The base is caregivers, n=1,000.
BUILD THE CHECK IN + CHECK UP SYSTEM
Check In + Check Up gave Lilly a memorable way to help women move from recognition to action. Lilly piloted the platform in one of its programs, turning the research into a system of prompts, self-assessment, education, conversation starters, and care pathways. The work was grounded in research, emotionally intelligent, and practical enough for busy lives. It gave content, channel, and experience teams a clearer way to support women’s health behavior without losing empathy.
Explore the experience model
Split Lilly slide presents the Check In and Check Up experience. Check In says: assess your own mental and physical well-being, with no judgment; take a moment when you are not doing anything else; ask yourself how you are doing, whether things are stressful or difficult, whether you are in pain, and how your condition affects your life; then be honest and do not filter how you feel. Check Up says: do the one simple thing you need to do, the most important thing right now, for your own health; create a moment by scheduling a doctor’s appointment, walk, or meditation; research whether new and better treatment options exist and whether you have the knowledge you need; then follow through so the simple action can benefit your health, well-being, and the rest of your life.