Medco® - "Game Changers Website"

True North Inc.

True North Inc. New York, United States

Awards

4845

Brand: Medco®
Country: United States

Advertiser: Medco Health Solutions, Inc.

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