“Piglet sidled up to Pooh from behind. ‘Pooh!’ he whispered. ‘Yes, Piglet?’ ‘Nothing,’ said Piglet, taking Pooh's paw. ‘I just wanted to be sure of you’” —A.A. Milne  

Inspiration
Our Clients

MedImpact

PROJECT:

Brand Image/Voice

CHALLENGE:

MedImpact is the largest independent Pharmacy Benefit Management (PBM) company in the United States. What distinguishes them from the industry's "big players" is the fact that they don't sell drugs and are not owned by any drug manufacturers, drug wholesalers, chain drug stores, insurance companies, or HMOs. Neither do they own or operate mail/specialty drug distribution centers or retail stores. As a result, MedImpact is driven by a very different, client-dedicated set of goals including a steadfast focus on absolute transparency, along with delivering value through cost-efficiency, flexibility, choice and clinically effective prescription drug management. Still, MedImpact remained a quiet, little-known PBM in an aggressive industry comprising such well-known competitors as Medco and Prescription Solutions. In order to be top of mind when competing with the "big guys," MedImpact needed to make a name for itself through strong brand positioning—without the luxury of a big budget to make it happen.

GOAL:

Launch the company's new branding campaign with external audiences and increase consideration of MedImpact as the "preferred PBM." A key priority was building awareness of the brand as one that is "synonymous with choice"—thus, effectively positioning the organization against its frequently much larger competitors (including those that often possess multiple organizational interests).

[TOP]

 A comprehensive internal and competitive communications audit was conducted by iacunato/mclane in order to determine the most powerful positioning for MedImpact with respect to its unique strengths—namely flexibility, choice, commitment to transparency and lack of outside interests. To develop a compelling brand voice for MedImpact that would increase awareness, convey its distinction and carve an effective positioning as one of the country's leading PBMs, iacunato/mclane first determined the company's "sustainable" position. With a focus on full service, real choice and complete transparency, a brand personality statement was then crafted, along with a compelling voice and a distinct brand look and feel for the company. A comprehensive, proactive strategic public relations plan was then developed to deliver the MedImpact message via media relations and tradeshows, as well as through positioning speakers from the company at major—and highly visible—conferences. To ensure an ongoing and definitive presence for MedImpact, iacunato/mclane also designed an ongoing client communications program including a newsletter, quarterly president letter and annual meetings. MedImpact is more widely known today and is perceived to be much stronger among its target audiences than it was a few years ago. A recent Industry-accepted survey shows increasing levels (to be confirmed) of unaided awareness of MedImpact as a quality PBM in the industry. This same survey demonstrated MedImpact's improved image, as evidenced by the high ratings the company received on nine factors that are most important to those who use PBM services. These factors included being relationship oriented, offering unique services and programs, and effectively using technology and tools to help control costs.