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CASE STUDY:
MEDCO | PEDIATRIC RESEARCH ISSUE: Medco is a leading pharmacy benefit manager that suffered from a near complete lack of consumer visibility. Primarily a B-to-B company, Medco looked to Coyne PR to build public awareness of its name through traditional PR tactics, while at the same time highlighting Medco’s capabilities to its clients. IDEA: Coyne PR saw the opportunity to create branded news stories utilizing Medco’s vast research capabilities and data on the prescription drug use of its nearly 60 million members. Targeting one of the company’s key audiences - benefit managers who determine their company’s prescription drug insurance plans and are primarily women 35-45 years old - Coyne and Medco Public Affairs worked with Medco researchers to uncover pediatric prescription drug trends that would make news while also reaching benefit managers in their role both as consumers and parents. Fifteen separate data analyses were conducted over a six-year period beginning in 2002 that revealed both surprising drug usage information as well as serious medication safety issues. This provided Medco a platform to demonstrate its expertise and highlight the company’s pediatric safety programs. Recognizing the importance of this initiative in bringing to light issues around children’s use of medications and their overall health, the American Academy of Pediatrics (AAP) willingly responded to Coyne’s proposal for a partnership, with the President of the AAP participating as spokesperson on five efforts and for three satellite media tours based on several Medco studies on behavioral medication use and the growth in treatments for Type 2 diabetes in children. IMPACT: Medco’s pediatric research-based campaign was a huge success both in establishing consumer name recognition for the company and raising its profile among clients. The initiative continually made headlines, generating over 3,500 media stories and more than half a billion media impressions. Coverage included multiple articles in the top daily newspapers including The Wall Street Journal, The New York Times and USA Today, as well as stories in U.S. News & World Report and Newsweek. Broadcast coverage included segments on NBC’s “Today,” CBS’ “Morning Show” and CNN’s “American Morning.” Medco’s research was also used in articles in highly regarded clinical journals such as The New England Journal of Medicine and The Lancet. The campaign’s impact on benefit managers could be seen in a customer survey that found that Medco’s reputation among clients increased 20 percentage points over a two-year period. |
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Cause Marketing Case Studies
