‘Medco Pharmacy’ – A New Brand is Launched

NEW YORK, NY, June 4, 2010 – A new integrated marketing campaign to launch Medco Pharmacy, from leading healthcare company Medco Health Solutions, Inc., begins this week promoting a smarter way for consumers to get their medicine.

The new Medco Pharmacy brand will be introduced to consumers through an integrated marketing program, created by OgilvyOne, positioning the service as “The Obvious Choice.”  The campaign leverages Medco’s pioneering advanced pharmacy model demonstrating Medco Pharmacy’s core service offerings of savings, convenience and safety.

The integrated marketing campaign from OgilvyOne includes a series of humorous television and video ads featuring Dr. Obvious, Ph.D., the head of the Institute for the Incredibly Apparent.  In a series of DRTV ads, Dr. Obvious, Ph.D. conducts research that points out the obvious superior points of difference that Medco Pharmacy offers.  For instance, he discovers that 100% of people would rather have $308 than not have $308. In another spot he demonstrates how easy it is to call Medco Pharmacy and see if you could save money on your medicines by using a variety of telephones, from an old-fashioned princess phone to a football phone.

“When we looked at the Medco Pharmacy offering it was so obvious to us how much better the experience could be for the consumer that we embraced the idea of a character who explained these benefits as ‘Dr. Obvious,’ explained Harvey Kipnis, Managing Director of OgilvyOne in New York.  “The campaign is fun, while delivering an important message.  It doesn’t look or feel like direct advertising, while its goal is to get the customer to pick up the phone or visit the website.”

Savings is one of the key benefits of Medco Pharmacy.  Some of the ads ask consumers to call its 800-number or visit its website at www.medcopharmacy.com, to find out if Medco Pharmacy could save them an average of $308 a year on their long-term prescriptions.  Additionally, customers can reach a pharmacist from Medco Pharmacy 24 hours a day, seven days a week and enjoy the convenience of free home delivery.  

The new marketing campaign for Medco Pharmacy includes DRTV ads in select local markets, print ads, radio ads, social media, online banner ads and a newly created website.  The first elements of the campaign began the week of May 24th.

About Medco
Medco Health Solutions, Inc. (NYSE: MHS) is pioneering the world’s most advanced pharmacy® and its clinical research and innovations are part of Medco making medicine smarter™ for approximately 65 million members.

With more than 20,000 employees dedicated to improving patient health and reducing costs for a wide range of public and private sector clients, and 2009 revenues of nearly $60 billion, Medco ranks 35th on the Fortune 500 list and is named among the world’s most innovative, most admired and most trustworthy companies.

For more information, go to http://www.medcohealth.com.

About OgilvyOne Worldwide 
OgilvyOne Worldwide, part of the Ogilvy & Mather agency network, provides clients with a full range of direct, consulting and interactive services to deliver profitable customer relationships.  The roster of clients is equally balanced between global clients including American Express, Cisco, IBM, Lenovo, Nestlé, SAP and Unilever, and leading clients in our local markets. OgilvyOne Worldwide is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services groups.

For further information, please contact:
Toni Lee, toni.lee@ogilvy.com
212-237-5090/917-679-7631

Contact: Toni Lee
Date: June 04, 2010
Office: New York