INDIANAPOLIS, Sept. 9, 2025, Eli Lilly and Company (NYSE: LLY) has launched a new global initiative, “Brain Health Matters,” with actress and advocate Julianne Moore to encourage proactive conversations between patients and doctors about brain health and dementia risk. The campaign coincides with World Alzheimer’s Month and reflects Lilly’s more than 35 years of neuroscience research.
Science Significance
Alzheimer’s disease can begin up to 20 years before symptoms appear, with amyloid plaque buildup in the brain. Research shows that early detection and accurate diagnosis enable better care and outcomes. By emphasizing preventive action and annual cognitive assessments, Lilly aims to shift brain health into the mainstream of long-term wellness.
Regulatory Significance
While not linked to a specific FDA approval, this campaign highlights the growing regulatory focus on early detection, screening, and proactive healthcare models. The campaign aligns with U.S. and global policy efforts encouraging earlier cognitive health assessments and may influence future public health recommendations around Alzheimer’s risk management.
Business Significance
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For Lilly, the campaign is both a brand-strengthening initiative in neuroscience and an opportunity to expand engagement ahead of future Alzheimer’s treatments. The program demonstrates strategic positioning in the fast-growing brain health sector, complementing its R&D in Alzheimer’s disease therapies and diagnostics.
Patients’ Significance
Nearly four in five Americans report wanting to know if they have Alzheimer’s before symptoms interfere with daily life. The campaign offers tools and resources to help patients:
. Ask doctors about dementia risk and cognitive assessments
. Build personal brain health plans with lifestyle strategies
The focus on empowering women—who make up two-thirds of Alzheimer’s diagnoses—underscores the campaign’s patient-centered approach.
Policy Significance
With Alzheimer’s cases projected to reach 13.8 million in the U.S. by 2060, the campaign supports public health policies aimed at reducing dementia burden through prevention and education. By normalizing conversations on brain health, it contributes to destigmatization and policy momentum for earlier interventions.
Transaction Highlights
The campaign leverages multi-channel outreach, including U.S. television, digital, and audio platforms, supported by an informational website (BrainHealthMatters.com). Julianne Moore’s partnership provides a high-profile voice to elevate awareness, particularly among women. Lilly plans to expand the program globally, with additional activations such as events, speaking engagements, and social media campaigns.
Source: Eli Lilly and Company Press Release
