Post Card Series in Support of AmerisourceBergen’s
“Medicap Pharmacies Sales Initiative”
Click image to view all post cards in this series.
Objective
Our client, AmerisourceBergen Corp. is one of America’s largest pharmaceuticals wholesalers. They asked us to help them create a campaign to respond to the purchase by one of their competitors of the Medicap Pharmacies franchise, a group of about 200 stores doing business with our client.
Strategy
In order to support AmerisourceBergen’s effort to retain as many of the independently-owned Medicap stores, a series of post cards were created to show our client’s sincere interest in maintaining their business relationship. The objective was to focus attention on the many years of service while creating an atmosphere of positive attitude and forward thinking.
The cards were addressed by name to the owner of each individual Medicap store and mailed via First Class.
It is important to note that the post cards were integral in creating a “buzz” about the stores’ decision-making relating to their primary wholesaler relationship. We know that the post cards became a focal point for AmerisourceBergen Account Manager follow-up, giving the field a solid, consistent message to present to each of their accounts. The cards were fun, yet informative. Creative, yet business-like.
Real Results
The retention rate of over 80% of the Medicap accounts shows the messages were clearly delivered.
The following details the chronology for the release of these post cards and the rationale behind each message.
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