Issue:Coyne PR was challenged to generate a healthy dose of media coverage for Medco Health Solutions to share with the world the many innovations Medco has developed to improve pharmacy care in America.

Idea: Coyne PR crafted a multi-faceted campaign combining proprietary research with clinical and corporate executives to drive the leadership position. The effort leveraged Medco’s annual Drug Trend Symposium as a launch pad for a wave of research and studies that drove the national dialogue in varying areas of prescription drug usage over the course of the full year.

Impact: The significant media attention around the Symposium contributed to more than 882 million total brand media impressions in 2007. During the campaign, CARMA reported Medco’s media favorability surged by 10 percentage points to an all-time high; demonstrating the true impact of this extensive campaign.