Medco Health Solutions Inc., Franklin Lakes, NJ, has launched the first national branding campaign in the company’s history to educate health plan and business leaders about the value that pharmacy benefit managers provide, while highlighting Medco’s size, scale and synergy in delivering prescription healthcare services.
The multi-faceted, integrated campaign, “Extra-Strength Solutions,” consists of broad-reaching direct mail communications, a national advertising program and regional and national symposiums.
Kicking off the campaign is a two-page print ad themed “Just What the Doctor Ordered,” which appeared in the July 14 editions of The New York Times and The Wall Street Journal. The ad is the first of four print ads designed by New York-based ad agency Gotham Inc., according to the company.
The advertising campaign will continue throughout the summer and fall months with multiple national, daily and weekly business print publications. Medco will also extend its advertising reach through broadcast outlets with a radio buy in key markets.
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