Rx SavingsPlus: Creating a Sub-Brand with Standalone Strength
Launching RxSavingsPlus: A New Chapter in Health Savings
Project Overview
Despite dominating the market with its pharmacy benefits management (PBM) group, CVS Caremark, CVS Healths B2B marketing efforts were almost invisible, relying heavily on direct relationships.
Challenge
Picture this: CVS Health, a titan in the healthcare industry, decides to launch a sub-brand that must stand boldly on its own. Enter RxSavingsPlus. With only a name and an outdated website as a starting point and a tight deadline from Q3 to year-end, we geared up to create something extraordinary from scratch.
Where We Started
We kicked off with what every formidable project needs a deep dive into research. This was no mere formality. Understanding our target audience primarily part-time workers and those recently laid off, all reliant on maintenance medications was crucial. Our aim? To speak directly to their needs with empathy and clarity, using design and language that resonated with those facing financial sensitivities.
Creative Strategy
Our palette choice was deliberate. Orange, a color of optimism, became the primary hue, setting a warm, inviting tone across all brand materials. The style guide we crafted included everything from typography to iconography, ensuring every design element communicated the brand's core message with precision and accessibility.
Bringing the Brand to Life
Armed with our style guide, we crafted clear, compelling copy that distilled complex benefits into understandable perks. The design phase moved through wireframes to detailed mock-ups, showing CVS Health what RxSavingsPlus would look like in action.
Execution
In addition to a fully functioning website, we also crafted an animated explainer video that broke down the RxSavingsPlus program in a digestible format. From scripting to final animation, we ensured every second of the video reinforced the brand’s message, complete with compassion ate voiceover, custom illustrations and engaging movement.
Results
The results spoke volumes. With the style guide and marketing materials in hand, CVS Health launched RxSavingsPlus to great acclaim. The clarity of the message and the vibrancy of the brand identity resonated strongly with the target audience, proving that even under a time crunch, strategic creativity can thrive.
Conclusion
From a mere concept to a full-fledged brand within months, RxSavingsPlus stands as a testament to targeted research, empathetic design, and meticulous execution. Another proof that no matter the constraints, we can turn a vision into vivid reality.