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A PRESCRIPTION FOR LEADERSHIP IN A CHANGING MARKET

Following the Affordable Healthcare Act industry turmoil, we rebranded their Pharmacy Benefits Management division, invigorated their extensive suite of sales materials and developed an ad campaign to secure a leadership position in this changing marketplace.

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DEVELOP

Developed Brand Standards

We humanized their PBM brand and established a friendlier and more client-centric identity. To expedite its implementation across several departments, we developed layout templates for their entire suite of sales collateral.
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DEPLOY

Changing Rules, Changing Roles

We positioned CVS/Caremark as a trusted leader and addressed the market’s concerns with a print publication distributed to all stakeholders. We used custom-shot photography, infographics and bold typography to communicate complex data in a more digestible manner.

Interactive Presentation

We created an innovative experience to communicate the latest trends in Specialty Management. The built-in interactivity allowed to track viewers' interests through click-through analytics.

eBulletin Deployment

We developed and deployed to c-suites the Pharmacy Care Research eBulletin, featuring a personal note from their Chief Marketing Officer and at-a-glance topics with “Read more...” links that tracked click-throughs and recipients’ specific interests.

Ad Campaign

We positioned CVS/Caremark as the industry leader in prescription adherence management with the START HERE ad campaign in Fortune Magazine and The Washington Post. The ads with bold layouts and messaging targeted c-suite executives needing help in overcoming adherence challenges.

Meetings and Forums

We introduced the new brand on a national scale at the Client Forum Leadership Conference in Orlando with banners and signage for maximum visual impact and recognition to further establish a leadership position in the industry.

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Healthy Results

The Pharmacy Care Research Bulletin E-blast generated a 28% open rate and a 29.9% click-through rate, far surpassing industry standards of 18.29% and 11.19% respectively.

The Specialty Trend Management interactive presentation generated a 20% open rate and above average click-through within the first 24 hours of launch. On the CVS/Caremark website it generated 4,900 views and was shared by more than 450 viewers in less than 4 months.

The new PMB brand was rolled out within 6 months from DEVELOP and consolidation across several departments to the launch of print and interactive marketing campaigns.

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