Reshape your brand
Prime Therapeutics, a rapidly growing pharmacy benefits manager, partners with not-for-profit Blue Cross and Blue Shield plans to provide pharmacy coverage for 14.7 million lives. After 25 years of business growth, Prime desired to clarify its brand and create a more sophisticated image in the marketplace. With healthcare reform changing the marketplace, Prime Therapeutics, a long-term client, needed to shift its focus and reshape its brand — from an organization focused on B2B sales to an organization advocating for, collaborating with, and engaging customers. We partnered with Prime to create this exciting, enterprise-wide change.
Working with Prime marketing and customer experience teams, we began by creating a refreshingly short, clear purpose statement: “To help people get the medicine they need to feel better and live well.” We then brought this purpose statement to life with an engaging new visual approach that moved away from generic, ho-hum stock photography to feature whimsical illustrations as a backdrop for interesting people living realistic lives.
We also created stories about a range of representative Prime customers, like Nick, a young father-to-be who’s taking advantage of PrimeMail, Prime’s home delivery pharmacy service or Gabby, an active preteen with asthma whose Mom uses Prime Mobile to order Gabby’s medication on the go. Our goal was to create stories to show how easily Prime fits into your life. We wanted to make Prime relatable — in short, the most member-centric pharmacy benefits provider in the marketplace.
Bright colors reflect the friendly, welcoming personality of the brand. Line drawings communicate energy and health. Intersecting lines and simple patterns represent the connections Prime makes to serve customers.
You’ll see read people living their lives — mowing the lawn, skateboarding, playing guitar — oh, and refilling their prescriptions. We wanted to differentiate Prime from the tired stock photography so common to healthcare.
“To help people get the medicine they need to feel better and live well.”
— Prime Therapeutics Purpose Statement
Pharmacy on the go
We created a fresh look and an easy-to-use interface for Prime’s mobile member sites. Working closely with Prime Therapeutic’s IT and product development groups, we made sure all manifestations of the Prime digital brand were consistently engaging, relatable, clear, and aligned with the visual brand refresh.
Brand platform and visual system
The new brand platform and visual system needed to clearly establish them as a national player, highlight their strategic differences, while articulating their unique partnership with the Blues. The brand platform includes a positioning statement that highlights Prime’s key differentiators. A supporting visual system uses bright cola soft touch to reflect transparency and integration with Blue Cross and Blue Shield nationwide. Serpentine lines and intersections represent forward motion and the connections Prime makes to serve customers, while images are light and lively, evoking a healthy, vibrant energy. Contemporary, flexible typefaces offer multiple weights and styles to accommodate a range of communications.
If you’re dealing with a medical condition, the last thing you need is complicated, clinical language on a complex website. We helped Prime create a plain, simple, understandable voice that speaks directly and clearly to its members — wherever they encounter Prime. Because Prime is a relentless advocate for its clients and members, the Prime brand voice is equally trustworthy, fair, forthright and responsive — avoiding jargon, abbreviations and acronyms.
Prime Therapeutics helps nearly 25 million people get the medicine they need to feel better and live well. Prime manages pharmacy benefits for health plans, employers, and government programs including Medicare and Medicaid. Prime has been recognized by Modern Healthcare as one of “healthcare’s hottest companies for 2013.”
- brand strategy
- brand platform
- member experience strategy
- visual system
- mobile website
- member messaging