step 1
Defining the Problem
Mid-sized Pharmacy Going Public
We made it to a point where the business was multiplying and to keep up with the competition we would need to complete a rebrand and go public. It was an exciting time to join an expanding marketing team and work to push the corporate look into the tech age.
step 2
Background & Goals
Family-Owned Origins
Starting as a small family-owned pharmacy in downtown Flint—growing into a large publicly-traded corporation delivering products across the US caused waves in the market. As we moved onto the NYSE, our design team had an acute awareness that we’d want to keep moving the brand forward.
Desire to Modernize
While we developed our new strategy in a public market, our small internal marketing department focused on going through current materials, auditing their need, making updates, and allocating our time appropriately.
step 3
Process
step 4
Competitive Analysis
Making it Big
We had a better service than the bigger companies we competed with, and we were going to be limited to on our ability to do this until the company went public and had access to greater income for company improvement.
step 5
Branding Research
Menu Icons for Legibility
The menu items included a lot of complex topics and were hard to read at a glance To improve this complication, our art director decided menu icons could help with comprehension.
Illustration Library
I worked on finishing an exclusive illustration library that we used on our website and primary print materials. The imagery replaced an abundance of photos and was used to explain complex situations or treatments.
Real Customer Stories
Research and analysis revealed that customer care and medical marketing were missing authenticity. To combat the feeling of stale pharmacy branding, we sourced real content from real patients.
step 6
Print Design
Patient Welcome Packet
A high-level patient care booklet was given to all new patients, desired results were for the information provided to be designed so that the reader completes the important personal information rights and patient safety guidelines.
AHF: Programs & Services Packet
Small booklet summarizing available services along a the new company merger with AHF (An HIV treatment company).
step 7
Web Media
Diplomat Is More Infographic
Launching a new illustration style onto Social Media platforms entailed creating a color palette, story, digestible format, and compelling statistics.
Heart Health Infographic
Created for Healthy Heart Month ( February) – Stress the importance of the subject with impactful data and numbers on the impact of heart disease.
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step 8
Final Results
Successful Public Offering
Launching with the NYSE went as planned and I enjoyed working with Diplomat for the next year as we ironed out new branding plans & future expansion.
Portal for Customer Care
Anyone who worked at Diplomat knew, we were in the medical field to create an excellent example of how we wanted the medical field to treat patients: with care and above all respect.
Additional Case Studies
Improving Vaccine Delivery*
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Universal Information Network*
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Airport Menu Disability Audit*
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