TURNING WHAT IF, INTO WHAT IS.
The assignment from Hearst’s FDB sounded straight forward: launch a new digital network that would improve the way healthcare providers, insurers, and pharmacists meet patient Rx needs. The elephant in the operating room: the concept and category had been lock, stock, and monopoly-owned for a decade by the company that invented it. Instead of following the standard head-to-head challenger playbook, we decided to leapfrog the leader by dramatically elevating the potential advantages — present and future. That resulted in a visually stunning multi-platform manifesto that’s been propelling rocket ship growth by delivering on the unique brand proposition: “what could be, is.”