Option Care engaged PCI in late 2019 to support a pivotal evolution with brand identity development, creative content and targeted trade media buys to launch Option Care Health (OCH), a company formed as the result of a reverse merger between Option Care and BioScrip, two independent home infusion therapy providers.
A new brand name, colors and logo had already been established by the executive team. Our charge was to build on our knowledge of Option Care – which we had supported for eight years at that point as its public relations partner – to create a brand identity that would resonate with target audiences and generate a sense of excitement while honoring the legacy brands. Option Care was ambivalent at first about investing in digital advertising for the launch. We provided strategic counsel and recommendations that ultimately helped them optimize a limited ad budget to achieve brand visibility through highly targeted digital ads in priority trade media.
