From routines to strategy: How Aava and Pikkujätti lead content production with Lyyli

Communications directors and decision-makers face the same challenge today: communications are expected to be fast, multichannel and consistently on brand, while internal resources are often limited. Aava and Pikkujätti addressed this by adopting Finnish Lyyli, which serves as the communications team's shared organisational communications operations system and workflow management solution.

Behind the company stand two strong brands: Lääkärikeskus Aava and the children's and young people's clinic Pikkujätti. Lyyli has helped the communications team move from hands-on routine work toward more strategic coordination. It enables seamless collaboration between writers and SEO specialists in one secure workspace.

01The challenge: a fragmented everyday reality across experts and partners

Aava and Pikkujätti's communications and marketing team is a small but effective unit responsible for the visibility of two nationwide healthcare brands. The challenge became the operational load of everyday work. A lot of content is produced, and several external partners take part alongside the core team.

Before Lyyli, the process was fragmented. Ideas, drafts and feedback bounced between email, Teams and various documents. The overall picture of who does what, for whom and when easily became unclear. The communications team spent a considerable amount of time correcting texts written by others and ensuring brand voice, because traditional writing tools did not know Aava's and Pikkujätti's precise communications guidelines or the constraints of a regulated industry.

02A workspace that brings different roles together

Lyyli brought the unified workflow communications leadership needed. It is not a generic text generator, but an organisational communications operations system and workflow management solution where brand guidelines automatically influence every draft in the background.

Lyyli has proven especially valuable when the communications team collaborates with external partners. Writers and SEO specialists can communicate, edit content and share tasks directly in Lyyli without moving to other systems. This gives full transparency into the creation process: the communications manager can immediately see where each text stands, who has edited it and whether it is ready to move forward.

03Benefits for communications leadership

Lyyli's benefits for expert-organisation communications can be summarised in three key areas:

1. 1

   Seamless partner coordination

   External partners can be given their own roles and permissions in shared workspaces. Partners immediately get access to customised brand profiles. This makes buying and directing outsourced work easy and high quality.

2. 2

   Transparent creation process and audit trail

   Every content stage from ideation to finished draft is stored in one place. The communications team keeps full control of content. Comments and approvals happen inside the platform, which saves time and removes email-driven approval loops.

3. 3

   Brand-guided AI that removes routines

   A custom service-description agent built especially for website service descriptions ensures texts are on brand and SEO-ready from the start. This significantly reduces the communications team's routine work.

Although AI speeds up drafting, people always retain responsibility for the content. The communications team's role shifts from writing texts to coaching the process and assuring quality. In regulated healthcare, expertise matters, and Aava's and Pikkujätti's own healthcare professionals always verify the medical accuracy and high quality of final content before publication. This human review step also aligns with the EU AI Act requirements and is easy to document.

04The communications manager's experience with Lyyli

“We currently have a very small operational team, and we simply do not have time to write every text from scratch ourselves. We use Lyyli especially for producing service descriptions for our website. The custom service-description agent built on the platform is so exceptionally good that those texts are not worth producing in any other system. It saves us a huge amount of time and keeps the texts aligned with regulatory requirements and our brand voice. Working with Mikko and Veikko has been genuinely easy and pleasant. It has been a very positive experience how actively our wishes have been heard and how agilely the platform is developed. I especially value their realistic way of working: things are not just sold and promised — they always look for solutions that truly work.”