Lilly Oncology’s strategy? Listen to tough talk from patients—and save data for later

When Amy Meadows first started working in Eli Lilly Oncology marketing, she attended a conference for metastatic breast cancer patients. The keynote speech focused on data and scientific advances in the field, and after it, attendees broke into smaller discussion groups. As the women in her group began talking, one leaned over to Meadows and confided, “I’m so proud of myself. I think I understood about 30% of what he said.”