Problem
Oncologists treating advanced gastric, GEJ, and non-small cell lung cancers are data-driven by training but human by nature. Most HCP pharma websites deliver clinical data in a cold, utilitarian format — walls of trial results, mechanism diagrams, and safety tables that feel indistinguishable from a medical journal. The challenge was to make Cyramza’s complex multi-indication data accessible and compelling to a specialist audience that sees through generic pharma creative instantly, while meeting the full weight of Lilly’s MLR requirements across five tumor types.

Solution
Replace clinical stock photography entirely with original expressionist portrait paintings — real-feeling human faces rendered with emotional intensity, not sanitized patient models. Each portrait carried a line of dialogue written in the patient’s voice: “We have some unfinished business.” The condition selection was reframed conversationally — “Can you picture one of your patients?” — turning what is typically a navigation dropdown into a moment of clinical empathy. The result was an HCP website that felt more like a colleague’s perspective than a product brochure, while carrying the full clinical weight of trial data, MOA, dosing, and safety.

Result
The Cyramza HCP website launched during a period of strong brand momentum — the drug generated over $750M in global revenue in 2017, with Lilly citing increased volume as a key driver. While campaign attribution is difficult to isolate, the work was part of a broader HCP program supporting one of Lilly’s most strategically important oncology assets.