Project Overview
IN 2018, PRESCRIPTION MEDICATION RESULTED IN MORE FATALITIES IN AUSTRALIA THAN THE ROAD TOLL.
Claims Pharmacy is a data-driven medication management program designed to reduce the chance of drug dependency. With little awareness and limited market penetration, they were in need of a purposeful brand to increase engagement and adoption.
Project Commissioner
Project Creator
Team
Designer Rice Team
Talor Hareb – web development
Project Brief
MEDICATION MANAGEMENT FOR PERSONAL INJURY CLAIMANTS.
Claims Pharmacy offers a data-driven program that monitors, identifies and resolves medication risks to reduce the chance of drug dependency for claimants, and reduce commercial risk for insurers. Their unique program was in need of a purposeful, insightful and compelling brand to increase their reach and impact. The key challenge was to tactfully highlight the issues surrounding the current system involving insurers, physicians and injured people, and position Claims Pharmacy as a key partner in driving care, accountability and behaviour change.
Project Innovation/Need
KEEPING YOUR FINGER ON THE PULSE, TO PROTECT THOSE WHO NEED IT MOST.
Claims Pharmacy is the only data-driven program in Australia that helps insurers and physicians better manage injured people on their road to recovery. The brand reflects the company’s leadership position in a fresh, insightful and optimistic way. Serious but not too corporate, empathetic yet data-driven, the brand uniquely communicates their purpose and process to their community. Prior to the rebrand, Claims Pharmacy did not leverage the fact that they are the only data-driven medication management program in the personal injury sector. And that unique service is helping to save the lives of injured claimants and improve their recovery time.
We embarked on a full brand design process including research, strategy, ideation, copywriting, art direction, design and development. Our focus was to ensure the injured person remained firmly at the core, with Claims Pharmacy helping unite all parties for their benefit. The brand idea of ‘Proudly Protective' came to life as a bold, patient-focussed identity that nods to the data and A.I. that powers their important work.
The new identity included a complete overhaul of their existing logo and the creation of new engagement assets. These included a custom website, presentation deck, report templates, corporate stationery, social guidelines, marketing collateral, posters, launch communication, print and digital advertising.
Design Challenge
A HUGE DISCONNECT BETWEEN PHYSICIANS, INSURERS AND INJURED PEOPLE.
Three key challenges we faced were:
1. How to tactfully highlight the issues surrounding the current system (and the consequences)
2. How to position Claims Pharmacy as a key partner in driving care, accountability and behaviour change amongst separate parties in the ecosystem; and
3. How to communicate a complex data platform simply and easily via service maps and infographics
The Claims Pharmacy brand is designed to appeal to all audiences. It is emotive and insightful – with a focus on insurers as the primary target. The brand puts a spotlight on the injured claimant – reminding all parties for whom the system exists – whilst also graphically representing the data and artificial intelligence that powers their important work. A unique logo, engaging imagery, positive colour palette, compelling copy and insightful infographics combine to create a meaningful, well-considered brand.
Brand content was designed to be consistent yet flexible. We’ve built an engaging brand that has the flexibility to work effectively across multiple channels and touchpoints, whilst maintaining visual consistency to build recognition and equity. Deep consideration has been given to hierarchy of messages, user experience, and brand relevance to each audience group.
Effectiveness
CLAIMS PHARMACY’S MISSION IS TO IMPROVE THE HEALTH OUTCOMES FOR INJURED AUSTRALIANS – AND IT’S A CAUSE THAT THE COMMERCIAL SECTOR IS GETTING BEHIND.
Since launch, Claims Pharmacy have secured new, and expanded existing, contracts with major Australian personal injury insurers. Over a 12-month period for one insurer, Claims Pharmacy provided three interventions on claimants at risk of addiction, along with care plans to help resolve the concerns. They also reduced benzodiazepine prescriptions across the entire scheme by 23%, and opioid prescriptions were reduced by 17%. The brand purpose is fundamentally accelerating their positive impact.
The new Claims brand has provided purpose, charisma and a clear point of difference to the medication management program. The company itself has now evolved from a pragmatic, functional offering to a championing a deeper cause that all stakeholders can get behind.
The Claims Pharmacy brand identity has helped break down one key barrier they regularly faced: cost. By putting a spotlight on current prescription medication statistics, having a clear and compelling purpose, focusing on both individual and scheme benefits, and presenting the business in a more professional and meaningful way, client conversations have moved on from price, to value. The perceived value of the program has increased significantly, and is now supported by statistical outcomes from current programs.
“In evolving our brand, we’ve also evolved our conversations. From program benefits to claimant outcomes, from pricing to value.” — Lauren Dredge, General Manager
Graphic Design - Identity and Branding - Tech
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details