Challenge:
Help Medco Health Solutions, a leading pharmacy benefit manager, increase its brand awareness and educate Americans about Medco’s new advancement in pharmacy care.
Solution:
Amplify created the Medco “Tour of Champions,” a group of iconic U.S. Olympic gold medal champions linked by their athletic success and the challenges of their chronic health conditions. Among the Tour of Champions team members were Bob Beamon (diabetes), Bruce Jenner (arthritis), Jackie Joyner-Kersee (asthma), Greg Louganis (HIV positive) and Mark Spitz (high cholesterol).
An integrated advertising, marketing and PR program announced and leveraged Medco’s “first-ever” consumer marketing program.
Results:
The campaign generated over 500 million media impressions and $2 million in equivalent advertising value, while Medco’s brand awareness increased by 25 percent as a result of the program.
