EVERWELL SPECIALTY PHARMACY
A REBRANDING STRATEGY
Lucid Advertising has worked with Everwell Specialty Pharmacy since its inception as Pensacola Apothecary in 2006. Ten years later, we were tasked with creating a rebranding strategy. We created a new name, and new brand and a campaign to launch it to the public.
BRAND IDENTITY & REBRAND
Everwell Specialty Pharmacy needed a rebrand for a great reason! As Pensacola Apothecary, the business began growing beyond the local region and needed a new name and brand to reflect that growth. There was also some confusion with Gulf Breeze Apothecary, another local pharmacy. The biggest challenge we faced for this client in their rebranding strategy was in transitioning their name and branding while maintaining their identity. Pensacola Apothecary was well-known in the Pensacola community, and not only did we have to make sure the public knew about the name change, but that we expanded the efforts from local to national.
A TV spot was created to showcase Everwell’s new brand and PCAB accreditation. The ads ran on WEAR during the morning and evening news. Selecting the time slots was just as important as which broadcast to air it because Pensacola, FL and Mobile, AL are in the same DMA. Everwell was only licensed to work in Florida, and any ad expense in Alabama would have been wasted on an audience that it couldn't serve.
Pensacola Apothecary’s branding included icon-type graphics that we used in the TV announcement to smooth the transition to the newly rebranded Everwell Specialty Pharmacy. We also focused heavily on the script as the audio and visual were both equally important. This is because those who listened to the news in the morning, but didn’t watch, could only hear the spot, and not see it.
To reach Everwell’s target audience, we also ran ads on local radio station, Cat Country to promote the rebrand and announce one of its new, complimentary services. The ads ran throughout the day and were guaranteed a number of morning drivetime plays, as well.
When scripting, we wrote people speaking about ailments that one would not generally go to a doctor to treat, but were relatable conditions that could be resolved with vitamins and supplements.
WEBSITE & ECOMMERCE
With the new rebranding strategy, Everwell needed a new website that included Ecommerce. In creating a new site for them, from development to design, to functionality and content, we faced a challenge unique to the pharmacy industry. There are compliance issues to consider, so much oversight is required. By knowing Everwell’s company as well as we do, Lucid was able to work within the parameters needed to keep things moving. Having long-term relationships with our clients helps us to understand who they are so we can reflect their core values in their branding and marketing.