Challenge: Create a relationship between the CVS as the pharmacy benefits manager and 50 million members to ensure medication compliance that will lead to better health.
Insight: People have a complicated relationship with medication that is emotional and financial. They also rarely if ever think about “who’s” their pharmacy benefits manager beyond the card in their wallet.
Strategy: Humanize pharmacy benefits for a member base that didn’t have a choice in the brand. Provide prescription peace of mind.
Role: Established a brand voice and created tone, messaging, and writing guidelines that were more human and empathetic. By simply recognizing the individuality of members and the confusion they face in the prescription landscape, the new brand voice shifted
Created direct marketing segment strategies, wrote creative briefs
Copywriting for direct, print, video and web
Naming for product and service lines