WellPoint was getting its pharmacy benefits management brand in order. Not only were they giving it a new structure as part of WellPoint rebranding, they were adding new offers that changed the way the category would be seen.

I led the effort to develop the deceptively simple, but always memorable brand “NextRx.” The market loved the brand and the customers intuitively understood it was their pharmacy insurance when they received their next healthcare card.

The effort to give NextRx its own personality in the market was so successful, in fact, that it was targeted and acquired by the biggest player in the industry – Express Scripts. Thus sometimes a great name is so successful that it leads to its own retirement.

The work on NextRx built a relationship that allowed me to pitch and win a much larger engagement for our company with the WellPoint master brand for design, voice and brand training.