The Medco Pharmacy: The Obvious Choice for Safety, Convenience and Savings on Long-Term Prescription Drugs

Friday, June 4, 2010 General News
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Dr. Obvious, Ph.D. campaign launched to showcase how consumers can save hundreds of dollars on prescription drugs

FRANKLIN LAKES, N.J., June 4 /PRNewswire-FirstCall/ -- Medco Health Solutions, Inc., (NYSE: MHS), one of the largest

healthcare companies in the United States and prescription drug benefit manager for approximately 65 million members, recently launched a new consumer branding campaign around the character of Dr. Obvious, Ph.D. to drive home the message that people who use The Medco Pharmacy could save upwards of $300 on their long-term prescription drugs.  The campaign leverages Medco's advanced pharmacy care model across a variety of advertising, marketing and social media channels to showcase The Medco Pharmacy's core service offerings of savings, convenience and safety.

The integrated branding campaign from OgilvyOne includes a series of humorous television and print ads featuring Dr. Obvious, Ph.D., the head of the Institute for the Incredibly Apparent.  Through these ads, along with Facebook, Twitter and YouTube channels, Dr. Obvious, Ph.D. highlights the obvious superior points of differentiation that The Medco Pharmacy offers.

"Rather than bombarding people with information about their health benefits, our goal is to cut through the clutter and change the status quo by using humor and a sense of the absurd to underscore why choosing The Medco Pharmacy is the obvious choice for savings and safety," said Jay Silverstein, chief branding officer at Medco. "While Dr. Obvious, Ph.D. talks about The Medco Pharmacy, he also discusses other Incredibly Apparent observations that his team has come across related to every day life. We encourage people to engage with him and share their own humorous obvious observations."

In addition to refilling prescriptions online through The Medco Pharmacy's My Rx Choices® savings tool, which shows a variety of savings options for consumers on prescription drugs, including generic and mail-order, The Medco Pharmacy also integrates the Medco Health Store, where consumers can order online more than 27,000 non-prescription and personal care products. The safety benefits of The Medco Health Store include a drug interaction checker by which a Medco member's nonprescription purchases made at the Medco Health Store are compared to such member's prescription drug records, flagging potentially serious drug interactions between prescription and nonprescription medications before they finalize a purchase.

"The Medco Pharmacy and Medco Health Store now provide the most convenient one-stop shop online for all your healthcare needs," said Silverstein.  "To that end, we are offering new customers a $10 coupon at the Medco Health Store for thousands of products they use every day."

In addition to DRTV ads in select local markets, print and radio ads, consumers can engage with Dr. Obvious, Ph.D. across a variety of social media channels, including:

Facebook: http://www.facebook.com/DrObviousPhD

Twitter: http://twitter.com/DrObviousPhD

YouTube: http://www.youtube.com/DrObviousPhd  

For more information about the Medco Pharmacy, visit: www.medcopharmacy.com or call (877) 413-7151.

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, Nestle, 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.

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.

This press release contains "forward-looking statements" as that term is defined in the Private Securities Litigation Reform Act of 1995.  These statements involve risks and uncertainties that may cause results to differ materially from those set forth in the statements.  No forward-looking statement can be guaranteed, and actual results may differ materially from those projected.  We undertake no obligation to publicly update any forward-looking statement, whether as a result of new information, future events, or otherwise.  Forward-looking statements in this press release should be evaluated together with the risks and uncertainties that affect our business, particularly those mentioned in the Risk Factors section of the Company's Annual Report on Form 10-K and Quarterly Reports on Form 10-Q filed with the Securities and Exchange Commission.  

SOURCE Medco Health Solutions, Inc.



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