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Canada-based CANARX, the first International Prescription Service Provider to the U.S., was in need of a complete rebrand after 20 years in the business.
This started with logo development and creation of the tagline “Simple. Safe. Smart.” A statement that “We set the standard for safety and savings” was integrated into every marketing asset, which included numerous pieces of collateral. ABC designed a sales piece for plan administrators and brokers as well as a kit for new members. To increase the number of members using the CANARX service through their employer, ABC developed a series of mailers that were backed up by email marketing.
ABC completely reimagined the existing one-page website, developing copy for a more in-depth user experience that included an emphasis on safety – a longstanding barrier to adding new participants. ABC also researched and wrote several articles that reinforced the safety angle and refuted a warning letter from the FDA that frequently floated near the top of search results. Case studies were also arranged in collaboration with the client and written by ABC.
Plan administrators and brokers were also the target of a native advertising campaign that saw new content developed by ABC, which also coordinated an SEM push.
The redesigned carried over to more than a dozen microsites that accommodated individual prescription plans. Not only did ABC build those sites, but we also created a template that the client could use to add these microsites in perpetuity.
An overview video that exists on both the main site and microsites was refreshed with a new script and recorded in both English and Spanish using ABC’s in-house studio. ABC handled the entire video project, including securing the talent. This was in addition to animated videos developed for three different audiences, including members and plan admins and brokers.