In 2007, The New York Times published an article noting that some states would begin to require drug companies report the amount of money they pay to doctors to attend conferences, in gift form and as payment for doing seminars on the drug companies behalf. The legislation has largely been ignored by the behemoth companies, proving that age-old saying "Money talks, BS walks".
Now it looks as if Eli Lilly will be complying to these laws, as they are starting be be discussed on a national level.
Personally, I feel that Eli Lilly is simply pulling a PR stunt - saying "hey, don't look at us, we already comply to your rules", while still funneling tons of money into doctors to keep them talking about and prescribing their drugs. Really, the main benefit of the drug mammoth reporting what they are shelling out to whom is for the consumer, so they know in who's pocket their doctor resides.