The Call
Medication untaken helps no one. Patients and payers spend hundreds of billions of dollars on otherwise unnecessary medical care as a result of untaken drugs. CBX partnered with Merck to map the patient journey and design a more intuitive, human-centered experience to help address this challenge.
What we did
Consumer Journey Mapping
Naming
Identity Design
Brand Messaging & Voice
Service & Experience Design
Structural Design
The Work
For patients new to a prescription, some of the biggest fall-off occurs between the doctor’s office and the pharmacy, with patients never even filling the critical first script. We focused on designing a more positive, seamless brand experience that could address that gap.
The solution was a home delivery prescription kit that would make it possible for patients to have their first script delivered directly to their home, bypassing the need to have it filled at the pharmacy.
We created an intuitive brand name, First Take, to ensure health care providers could easily understand, remember and offer the program. Custom packaging design, a brand identity system, and voice & messaging were all developed to provide a warmer, consumer experience.
The Impact
- The industry’s first Electronic Health Records integrated new-to-brand offer.
- Holistic, turnkey solution facilitated sell-thru to provider partners.
- High marks from patient and provider satisfaction feedback.
- Coast-to-coast expansion now reaches patients nationally.
