CVS/Caremark "Change the Script"

Curing the pain of prescription management

CVS/Caremark needed to change the behavior of millions of (older) customers by getting them out of the local pharmacy and into an automated refill system. To do this – we had to create a campaign that overcame their distrust and skepticism with empowerment.
“Delivered With Care” positioned Caremark as a brand you can trust, while inspiring people to take back control of prescription management: simply automate refills and begin refilling that lost time by doing the things that make life worth living.
Anthem

Read in reverse, the anthem "Change the Script" becomes empowering

Website

The new website was simple to understand and use.

Mailer

A high-touch mailer included an empty pill bottle to demonstrate the ease of getting meds by mail.

Mailer - Diabetes Care

The copy tone was friendly, encouraging and familiar, as though written by a friend.

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