| Title | Game Changers Website |
| Agency | True North Inc. |
| Campaign | Game Changers Website |
| Advertiser | Medco Health Solutions, Inc. |
| Brand | Medco® |
| Date of First Broadcast/Publication | 2010 / 5 |
| Product | Express Scripts |
| Business Sector | Health & Pharmaceutical Products |
| Tagline | Changing The Game. |
| 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. |
| Media Type | Web Site |
| Interactive Production Artist | Adam Overstreet |
| Technical Director | Derek Little |
| Strategic Planning Director | Neil Feinstein |
| Account Executive | Meghann Kelley |
| Account Director | Matthew Brown |
| Associate Creative Director | Vicky Wetterer |
| Creative Director | Daniel Brown |
| Chief Creative Officer | Tom Goosmann |