Post Card Series in Support of AmerisourceBergen’s
“Medicap Pharmacies Sales Initiative”
Post Card #1: Connected.
Main Visual: Fortune Cookie
Front Headline: AmerisourceBergen & Medicap. Connected. Now and for the Future.
Subhead: Because… we’re always thinking about tomorrow.
Back Headline: Because… it’s all right here.
Rationale: This first post card established AmerisourceBergen’s desire to maintain the relationship in spite of the take-over of the Medicap franchise by their competitor. This card outlined the client’s pledge to continue providing the highest level of support.
Post Card #2: Birdie
Main Visual: Cardinal in a Tree
Front Headline: A little birdie told us…
Back Headline: You have an important decision to make.
Rationale: Here we poke a bit of fun at our competitor without directly naming them. There was no doubt that we were attacking the decision-making process head-on and that we were ready for it.
Post Card #3: Pigs Fly
Main Visual: Flying Pigs
Front Headline: It defies logic.
Back Headline: Funny how rumors fly.
Rationale: It became clear that our post card messages and strong sales follow-up was being noticed by our competitor. Some rumors began circulating that AmerisourceBergen was ready to give up on the Medicap contract at its expiration of February 16. This card set the record straight in a clever, readable way.
Post Card #4: Crossroads
Main Visual: Fork in the Road
Front Headline: The Right Way to Go.
Back Headline: Stay on the Smooth Path.
Stay with AmerisourceBergen.
Rationale: Another quick release to the stores, acknowledging that the February 16 contract expiration was approaching. This card indicated that the Medicap stores could continue to do business with AmerisourceBergen even after February 16. By inference, we were also pointing out that the easiest decision they can make is to stay with AmerisourceBergen and that the unknown is a rough road, fraught with danger.
Post Card #5: Freedom
Main Visual: Bald eagle and an American flag
Front Headline: Freedom of Choice. It’s the American Way.
Back Headline: It’s the AmerisourceBergen way, too.
Rationale: An American bald eagle with an American flag. This post card introduces AmerisourceBergen as the strong choice, the patriotic choice. We show the Medicap storeowners that they are free to choose AmerisourceBergen in spite of the take-over of their franchise operator. We point out the important reasons why they’ve done business with AmerisourceBergen in the past and why they should continue – and why they’re free – to do business with AmerisourceBergen in the future.
Post Card #6: Fences
Main Visual: White Picket Fence
Front Headline: Still on the Fence?
Back Headline: We believe your answer is clear.
Rationale: This card was released after the February 16 contract expiration. The Medicap store list was updated to reflect those stores who had not yet made a decision regarding their primary wholesaler and this card was released specifically toward them. We use words such as “honor our commitments”, “stand by our customers”. We talked about building AmerisourceBergen’s business around their business. And we offer to develop plans to meet all the challenges of the future.
Post Card #7: Thank You
Main Visual: Repeat pattern of the words “Thank You”
Front Headline: Thank You
Back Headline: We can’t say “Thank You” enough!.
Rationale: AmerisourceBergen Account Managers were provided with a supply of Thank You cards to be hand-signed and delivered to any Medicap store that decided to stay with AmerisourceBergen. As you know, this was a sizeable portion of the original stores in play, as the retention rate was quite high.
Post Card #8: Las Vegas vs. Des Moines
Main Visual: The famous “Welcome to Las Vegas” sign on the left, “Des Moines City Limit” on the right
Front Headline: You CAN be two places at once.
Back Headline: All you need is a little help from your staff.
Rationale: In April, 2004 the Medicap Annual Convention dates were announced to coincide exactly with the AmerisourceBergen National Healthcare Conference and Exposition. These dates, we believe, were set to make it difficult for Medicap stores to attend our client’s trade show. So we wanted to point out how important it would be for the Medicap stores to be represented in some way at the AmerisourceBergen show.
Naturally, we didn’t want to insult any store that wanted to go to the Medicap show but we inferred that Las Vegas was the place to be.
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