New Identity Launch

OPTION CARE HEALTH

SHOWCASE
Option Care Health

MERGING TO CREATE AND LAUNCH A NEW IDENTITY

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.  

KEY PROGRAM ACTIVITIES: BRAND IDENTITY DEVELOPMENT
Led brand discovery interviews with the executive leadership team and a three-hour brand identity workshop, resulting in:
Draft brand identity traits and corresponding core message points to convey brand look and feel, as well as what we wanted audiences to think, feel and do in response to the new brand
Copywriting for website banners, ad template, social media announcement posts
Editorial review and message alignment for specific stakeholder and investor audiences
Strategic recommendations for locations and sub-brand alignment with the new identity
KEY PROGRAM ACTIVITIES: Creative Design Content
Designed graphic elements to support and leverage the new brand logo and visual identity across all design applications, including:
Announcement email template
Web banner announcement
Landing page connected from web banner link
Social media announcement
Advertising template
Internal newsletter template
Desk drop announcement
Desktop monitor screensaver
PowerPoint template
KEY PROGRAM ACTIVITIES: Targeted Digital Advertising
Developed a digital advertising strategy to support the Day 1 launch of Option Care Health, including campaign messages, referral source audience targets, recommended media channels and recommended budget allocation (bringing in the campaign ad costs under-budget, spending $28,335 out of the available $35,000)
Our strategy focused on a mix of eNewsletter display and text ads with run-of-site display ad options to drive visibility for the new brand and achieve click-through traffic to the new brand’s dedicated landing page, prioritizing eNewsletters to target the most engaged (opt-in) audiences
Secured ad buys, placing both eNewsletter and website banner ads with four high priority media outlets:
CMSA Today (case managers and frontline referral sources)
Managed Healthcare Executive (managed care decision-makers)
Specialty Pharmacy Continuum (specialty pharmacy providers, payers)
Becker’s Hospital Review (hospital and health system executives)
RESULTS: IN THE WEEK OF THE OPTION CARE HEALTH LAUNCH
332,115 emails with our ads were delivered to eNewsletter subscribers:
85,531Emails opened
26.7%Email open rate
201Total ad clicks
0.23%Click-through rate (CTR)
Our website display ads generated:
5,578total impressions
80total clicks
1.43%click-through rate, significantly higher than the 0.59% CTR for Google Display Network ads in the health care industry
NEW IDENTITY LAUNCH
KEEP IN TOUCH
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