Business Case for Rebranding
The Academy of Managed Care Pharmacy’s membership had stagnated, and national convention revenue was in decline, and advocacy influence waining.
Problem:
Research confirmed that with the exception of a core group of loyalists, the practice area was, at best, misunderstood and mostly unknown. Both the brand voice and identity were fragmented, causing confusion among potential new target audiences.
Analysis:
Clarify, strengthen, unify, and elevate the association's brand to convey the practice area’s value and impact on patients and the pharmaceutical sector - look, voice and feel.
Brand Solution:
The Value of Managed Care Pharmacy
Cohesive brand identity and voice that articulates the value of managed care pharmacy.
The association is drawing record attendance at national conventions, increasing membership.
The association’s Capitol Hill advocacy efforts are becoming more influential.
Outcomes: