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CASE STUDY:
MEDCO |
CREATING THE KNOWLEDGE SOURCE ISSUE: Coyne PR was charged with creating a branding campaign to establish Medco Health Solutions as the premier knowledge source and a thought leader on the issues affecting prescription drug costs and care. IDEA: Coyne PR worked with Medco to build a campaign to reach benefit managers – Medco’s primary purchaser – through trade and consumer media channels. The campaign centered around a series of proprietary branded research reports on high profile prescription drug topics such as cost management and access to pharmacy care, personalized medicine, chronic disease and pediatric medication trends. The team established a group of Medco subject matter experts – including senior management, Medco’s chief pharmacist, its chief medical officer, members of its analytics team, health care IT experts and clinicians trained in internal medicine, women’s health, geriatrics, chronic disease and epidemiology – to serve as spokespeople with the consumer and trade press, and to author case studies, byliners, op-eds and white papers. Coyne PR built strategic relationships with key third-party organizations including Medco clients, clinical organizations such as the American Academy of Pediatrics, and consumer advocacy groups such as the National Consumers League to speak on behalf of the research with the media, thus adding credibility to Medco’s position of accuracy and integrity. IMPACT: The 2008 campaign generated over 1 billion media impressions, increased media favorability and helped drive positive customer satisfaction to more than 90 percent. Media coverage of Medco cut across major national news organizations from NBC’s Today and Fox & Friends to CNBC, USA Today and The New York Times. In 12 months, the team secured 13 Wall Street Journal stories, 29 Associated Press stories, seven New York Times stories and two USA Today stories. In fact, the campaign to establish Medco as the expert on pharmacy care has worked so well that opinion leading media frequently request customized research from Medco to support stories in development. |
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Heath Care Case Studies
