In October 2010, C.Fox Communications, with partner agency ThomasArts, was retained by a leading pharmacy benefit manager (PBM) in Minnesota, Prime Therapeutics (Prime), to start establishing its brand in the industry. The PBM was looking to set itself apart from industry participants, and enter into the consideration set, more regularly, among key decision makers.

 

Before launching into the development of the brand awareness campaign, C.Fox and its partner agency executed a baseline research study to (1.) determine what level of awareness existed for the PBM in the marketplace, as well as to (2.) obtain perception and reputation insights. Armed with this information our agency knew what the awareness level starting point was for future progress measurement as well as what areas were ripe for Prime to begin to ‘own’.

 

Based in part on research findings, a creative platform and executions were developed for the brand awareness campaign, which became known as ‘Prime Numbers’. The campaign included a wave of full-page, four color advertisements and a series of online display advertisements, which were placed with industry trade publications and on their websites. Each ad drove readers to call Prime or visit a microsite, http://www.yourprimenumbers.com, developed by C.Fox and ThomasArts. On the site, visitors have interactive access to real numbers and data that demonstrate Prime’s leadership in the PBM space as well as ways to share information with Prime and learn more about their capabilities.

 

As the campaign matures in market, awareness levels will be re-measured and re-assessed to determine the next steps in the overall campaign.