We worked with HealthTrans through all phases of marketing and campaign development to support the launch of BigAppleRx. This included strategic planning, research and analysis, pharmacy partnership, brand development, guerilla marketing, broadcast, print and outdoor advertising, mobile marketing, online marketing, social media, in-pharmacy programs, community outreach, media relations and more. At the center of the campaign is the free discount prescription card, available online, via mobile text or in local newspaper ads, as well as at many neighborhood businesses, community organizations, City Agencies and City Council Offices throughout the five New York City boroughs.
A major objective of the campaign is to continually monitor where requests for the prescription cards originate. This is achieved using unique group IDs on prescription discount cards for each distribution vehicle (online, print advertising, outdoor, texting, etc.). Further, the mobile texting component reflects even more detailed tracking options based on unique SMS keywords which precisely track each inquiry’s point of origin down to specific media and neighborhood.
24, 045 prescription claims for the first week were 4X over projections with cardholders saving over $900,000 and the Call Center receiving more than 10,000 calls! More results to come.
