True North Inc., New York

  • 630 Third Avenue
  • New York, New York 10017
  • United States
  • Phone: 212 557-4202
  • Country Phone Code: 1

Medco® - “Game Changers Website”

Medco Health Solutions, Inc.


TitleGame Changers Website
TaglineChanging The Game.
AgencyTrue North Inc.
AdvertiserMedco Health Solutions, Inc.
BrandMedco®
Product NameExpress Scripts
Product CategoryHealth & Pharmaceutical Products
Campaign NameGame Changers Website
Country of ProductionUnited States
Date of First Broadcast/PublicationMay 3, 2010
Media TypeWeb Site
Awards International ECHO Awards Competition, 2011 (Bronze ) for Pharmaceutical/Healthcare, Business-to-Business
Creative Director Daniel Brown
Associate Creative Director Vicky Wetterer
Chief Creative Officer Tom Goosmann
Account Director Matthew Brown
Account Executive Meghann Kelley
Strategic Planning Director Neil Feinstein
Interactive Production Artist Adam Overstreet
Technical Director Derek Little

Story

When you have a long history of innovation, building a site called MedcoGameChangers.com seems perhaps a bit too boastful. But if you're Medco, and you're looking to grow your customer base, you have to strut your stuff. Our digital strategy behind the lead-nurturing program we built for Medco rested on these four pillars:

1. Hyper-personalize the experience to demonstrate Medco's commitment to one-to-one service.

2. Create a hub of engagement that provides information via videos and articles, and offers a portfolio of free, informative downloads.

3. Modulate the dialogue to keep interest high and pass-along vigorous.

4. Use data to drive content decisions and, most important, to inform the dialogue between sales rep and prospect. 

Result

A year and half later, web metrics for MedcoGameChangers.com went through the roof and a new $18-million client came through the door. Icing on the cake-the Medco-True North team also accepted an International ECHO Award in 2011. Now that's a healthy return on investment.