Three years in, Eli Lilly and Co. has made some subtle tweaks to the Drive to Stop Diabetes NASCAR program.

The pharmaceutical company, which created the program in 2013 in conjunction with the American Diabetes Association, Roush Fenway Racing and NASCAR Xfinity Series driver Ryan Reed, has fine-tuned the initiative over the past several years.

While Lilly and the ADA initially used the program to discuss health risks associated with diabetes and encourage NASCAR fans to take a risk assessment test, they now encourage consumers to take action through conversations with their medical providers.

“It’s important to narrow your focus, especially if you have multiple partners. It’s not a matter of competing priorities but different views on what we should be doing. It’s important to have everyone aligned,” said Kevin Cammack, Eli Lilly and Co. senior director, insulin marketing.

Lilly also has tweaked activation. The company in 2014 replaced on-site activation (brochure distribution, etc.) in favor of title of two NASCAR Xfinity Series races: The Drive to Stop Diabetes 300 at Bristol Motor Speedway and Lilly Diabetes 250 at the Indianapolis Motor Speedway.

“We want to use every dollar to reach as many people as we can, and we can reach people more effectively on a national scale.”

Lilly will drop the Bristol race in 2016 and keep IMS. It also will add a showcar program that will visit grocery stores, pharmacies and other locations where people congregate.

“Unfortunately almost everywhere you go someone is affected by diabetes.”