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.
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.
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.
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.
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.
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.