Eli Lilly’s LillyDirect is trying on a new accessory. On Tuesday, the pharmaceutical company’s digital healthcare platform announced a marketing collaboration with Oura, creator of the Oura smart ring. Now, consumers who make a free LillyDirect account can request a free Oura Ring sizing kit. The context. Oura has a similar deal at Target, which offers a $10 Target gift card to customers who purchase a $10 Oura Ring 5 ring sizing kit, and Amazon, which offers a $10 credit toward the purchase of an Oura Ring 5. The sizing kit is also free with an Oura ring purchase. But this collaboration is significant because it’s a step toward a digital health “ecosystem,” Jennifer Mazur, SVP of US LillyDirect and consumer services at Eli Lilly, told Healthcare Brew. Oura has been in talks to collaborate with Lilly, creator of blockbuster GLP-1s Zepbound and Foundayo, since late last year, she added. “It’s really a shared goal between Oura and LillyDirect to enable a healthcare ecosystem, one that [has] digital 24/7 access,” she said. Read more about this growing “ecosystem” here.—CC |