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Key Details

INDUSTRY
Pharmacy Services
SERVICES
Internal Research
Customer Research
Brand Audit
Brand Strategy
Brand Identity
Marketing Collateral
Iconography
Website Design
Copywriting
Photography & Video
Rollout
BRAND ROLLOUT
2019

The Opportunity

One of the largest independent pharmacy platforms in the U.S., Medvantx was looking to reimagine its brand amidst a pharmaceutical value chain industry that was progressively shifting to a more consumer-centric model. Having invested millions of dollars into a state-of-the-art home delivery platform that would enable its clients to thrive in an industry increasingly driven by ecommerce and newly facing the “Amazon effect,” Medvantx was looking to reposition its brand, reimagine its identity, and redesign its website so that marketplace perceptions better aligned with the unique value and scope of its offerings.

Brand Strategy

Research showed that Medvantx was viewed as precise, flexible and responsive, but customers were unaware of the breadth of its offerings. After a series of hands-on positioning workshops designed to achieve alignment amongst key internal stakeholders, a brand framework emerged centered on value propositions including speed, innovation, and patient experience. We worked to redefine the brand’s innovative service platform and crafted a narrative around the big idea “Redefining Pharmacy.”

Stakeholders

5

Customer Interviews

20

Competitive Audits

6

Audience Personas

4

Brand Identity

Research showed that Medvantx was viewed as precise, flexible and responsive, but customers were unaware of the breadth of its offerings. After a series of hands-on positioning workshops designed to achieve alignment amongst key internal stakeholders, a brand framework emerged centered on value propositions including speed, innovation, and patient experience. We worked to redefine the brand’s innovative service platform and crafted a narrative around the big idea “Redefining Pharmacy.”

Marketing Collateral

Collateral comprised an integrated collection of brochures, presentations, one-sheets, and templates designed to equip the sales and marketing teams with a powerful system outlining Medvantx’s newly articulated direct-to-patient platform. Each collateral piece evokes Medvantx’s brand personality attributes (bold, agile, intelligent, trustworthy) with branded fonts, photographic treatments, iconography, and diagrams.

Website Design

The Medvantx website is a comprehensive embodiment of the brand’s reimagined positioning and personality. Dynamic animation on the homepage evokes the agility that is central to the brand through dynamic dots moving around a grid system. A video tells the story of Medvantx’s innovative direct-to-patient platform, from e-commerce to pharmacy to fulfillment. These three core service offerings are clearly defined on the Expertise page via animated diagrams, custom iconography, and full-color, stylized photos. A blog page titled Insights gives the company a platform for thought leadership articles on a range of salient topics.
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Responsive Website

Medvantx’s target audiences comprise executive-level staff at pharmaceutical manufacturing companies throughout the United States. To cater to the busy and dynamic schedules of these personas, the brand’s website needed to offer an engaging and cohesive experience regardless of device. Designed from a mobile-first perspective, the Medvantx site is fully responsive, offering a consistently seamless performance on desktop and mobile alike.
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Copywriting

Because of the complex nature of the brand’s services and positioning, copywriting was critical to the Medvantx brand experience. Throughout the website and marketing collateral, a consistent brand voice evokes a personality that is bold, agile, intelligent, and trustworthy. The overarching brand narrative is centered on value propositions including speed, innovation, patient experience, and partnership. Complex industry terminology is conveyed in a tone that is personal yet professional.

Redefining Pharmacy

The pharmaceutical industry is changing by the minute. Regulations and restrictions are constantly evolving, generics await the expiration of every patent, and the world’s largest online retailer is knocking at the door. At Medvantx, we help pharmaceutical brands do more than just survive in this dynamic market. We help them thrive in it. Our innovative direct-to-patient platform gives manufacturers a powerful, independent way to leverage brand loyalty. Driven by e-commerce and streamlined by anticipatory logistics, it lets manufacturers reach patients anywhere in a matter of hours. This is how tomorrow’s pharmaceutical brands will connect with the patients who need them. Directly and immediately. At Medvantx, this is our vision. To achieve it, we’re Redefining Pharmacy.

Video & Photography

Ignyte provided photography and video editing services for a range of Medvantx touchpoints. Carefully curated stock imagery was chosen to convey a cohesive and consistent brand narrative. For the website home page, a highly engaging video was created from stock footage to convey the company’s innovative direct-to-patient platform, from e-commerce to pharmacy to fulfillment. Images and video alike were consistently processed with a custom branded treatment to ensure a consistent brand experience.