Learn How We Reduced Customer Attrition, Redefined Services and Repositioned a Brand
CompleteRx provides pharmacy management, consulting and operations services for hospitals to improve the quality and efficiency of the pharmacy supply chain.
After a federal healthcare reform, hospitals were reluctant to hire a service deemed as an administrative luxury. Contract renewals and landing new customers was becoming a challenge. CompleteRx needed a new brand that better communicated the impact it has on an entire hospital system by transforming a corporate expense into a thriving profit center.
What We Did
- Established a relevant brand voice
- Differentiated services
- Steered conversation to a more valuable engagement
How We Did It
- Modernized the brand
- Revamped external messaging
- Supplied more relevant communication tools
Due to economic uncertainty and an impending federal healthcare reform, hospitals were carefully guarding their budgets. Because of that, most administrative staff would consider pharmacy management and consultancy an administrative luxury that was not essential for a hospital’s economic success.
CompleteRx had to demonstrate how its unique approach to understanding hospitals’ health system pharmacy operations maximizes overall success. To do that, the company needed to communicate the important role of the pharmacy within the hospital’s operations, and how managing it correctly and aligning all departments allows hospitals to be more profitable and safer.
Refine Messaging and Communication Tools
After our research and assessment, we discovered an opportunity to tailor the messaging to potential and current customers. We adjusted the conversation to communicate how CompleteRx not only streamlines pharmacy processes, but also aligns all departments within the hospital, allowing it to save money, increase patient safety and reduce waste.
We created a new website, collateral pieces and direct mail campaigns that helped reach customers across the country.
We helped CompleteRx differentiate its offerings by introducing the concept of the SuperPharmacist – a pharmacy expert that relies on the resources of CompleteRx’s network of pharmacy managers and support staff to provide greater savings on pharmaceuticals, increase efficiency in internal operations and make sure hospitals are compliant with the ACA. This dispelled the myth that one person could do it all, and demonstrated the need for an outside team.
Increase Leadership Visibility
We helped increase visibility and engagement through the CompleteRx knowledge leadership series – “ThinkPharmacy” – which allows customers to access critical advice, search for assistance and cultivate the hospital system. With that, CompleteRx’s brand became a fresh, constant content guide for current issues that affect hospitals.
After the CompleteRx reposition, the brand’s perception was refurbished. Now, it is considered a pharmacy management company that engages in deeper, more lucrative conversations with customers and demonstrates lasting impact on the overall hospital system.
“This has been more than just a new logo and a new look. We have a new way of talking about ourselves and what we offer. The new brand helps us explain how our comprehensive approach extends beyond the pharmacy walls, financially, operationally, culturally and technologically.”
— Terry Andrus
President and CEO, CompleteRX