Brand program design for health-tech startup reinventing medication management
New startup with ambitious goal to solve prescription non-adherence through an end-to-end medication management system in the home. Brand needed to simultaneously define a new market while selling the “problem” to polypharmacy patients unaware they one. Growth further challenged by being the first smart dispenser requiring a monthly subscription with annual commitment – all paid out-of-pocket.
Business challenge
Peace of mind was the most resonant brand attribute across both caregiver and patient targets. Specifically, the framing of Hero as “one less thing to worry about”. Asking folks, “When was the last time you asked yourself, ‘Did I take my meds this morning’?” unlocked awareness of medication management problem.
Core creative idea/insight
● Research and category review
● Fresh consumer insights (diary study + qual/quant)
● Brand audit
● Stakeholder workshops
● Brand program design
● Content audit and new strategy development
Strategic approach
Refined brand positioning and messaging architecture. Consumer persona development drove redesign of entire consumer funnel. Launched account-based marketing strategy, end-to-end digital funnel test-and-learn. Developed in-house center for creative excellence. Record-breaking NPS.
Results
