Physicians Pharmacy Alliance (PPA) — an integrated pharmacy management organization — was changing the focus of the company. They needed to create a brand for themselves that communicated this new focus to their three target audiences: physicians, managed care organizations and patients.
A communications strategy including personas and messaging framework was created, which enabled the development of a unique brand that included a visual identity, sales enablement kits, manifesto video, a refined web presence and more.
*Work created and produced at Centerline Digital
THE CHALLENGE
•Establish a new brand in a complex, fragmented industry for a company that is a small fish in a large pond of giants.
THE STRATEGY AND EXECUTION
•Developed brand positioning/messaging for each target persona, assuring that all assets created have the style, tone and message required to connect with the target customer groups.
•Created an identity system and graphic palette that effectively illustrated PPA’s brand characteristics to their differentiated audiences.
•Combatted a healthy dose of skepticism by highlighting PPA’s deep understanding of industry challenges — building a shared agenda.
MY ROLE
•Creative lead for brand identity, positioning/messaging, brand expressions and content strategy.
•Managed the client internal communications to launch the brand.
•Tied business goals to the creative applications, resulting in a quick increase of their sales pipeline.
*Work created and produced at Centerline Digital