A leading global healthcare products and services company serving hospitals, pharmacies, ambulatory surgery centers, clinical laboratories and physician offices.
Our client developed an excellent suite of services to solve many of the problems facing independent pharmacies: declining reimbursement rates, an uncertain regulatory landscape, and differentiating from competitors. However, they needed a way to clearly and effectively communicate how well their new offering could overcome these tough challenges.
To get closer to the pain points and needs of independent pharmacies, Movéo’s Strategy & Planning team held an in-depth, cross-organizational workshop with members of the client’s Marketing team, retail independent subject matter experts, and other stakeholders. These interviews, coupled with other research, gave our team an initial road map for how to position the new products and services.
Given the breadth of our client’s offering, we determined that a critical first step would be to categorize and articulate the program tools and benefits. We developed two options for an umbrella communication framework that included naming, tagline, key messages and the solutions themselves. The selected option’s tagline, “Realizing the power of independence,” spoke both to the audience attributes and the unique advantages they would experience using our client’s program.
Once the framework was created, our Creative Technology team developed a visual identity aligned with the spirit of the audience and the benefits of the offering. Program materials were then promoted across a range of tactics and media, including new web content, banner ads, collateral, and Town Hall invitations.
With Moveo’s help, the client was able to create a complete go-to-market package to effectively position and market their independent pharmacy services. It’s worth noting that while Movéo is known for ramping up quickly, this project was exceptional — the initial framework was established in just three days. The deliverables were implemented across the organization and continue to be used for our client’s retail independent business.