A few months before Express Scripts acquired Medco Health Solutions to become the largest pharmacy benefits manager in the U.S., with about $100 billion in annual revenue, Cohesion was engaged by ESI to reposition the company’s ‘Home Delivery’ Business. To give you an understanding of how we think and how we approach brand and marketing strategy, we have pulled a single, summary page from our recommendation presentation:

ESI.Recommended.Positioning

 

(Click on the slide for a larger PDF.)

Our strategic recommendation keyed on the insight that when it comes to pharmacy products, consumers really don’t care about ‘delivery.’ They care about ‘having it…now.’ This thinking, along with a number of supporting strategic elements found during our research and discovery process, allowed us to recommend that the Home Delivery brand be repositioned as the Home Pharmacy business…further emphasizing ESI’s strength as a true (but new kind of) pharmacy and not just a benefits company.