Campaign:
Company Rebrand​
Campaign:
Black History Month
Company Rebrand
Launched in 2017 as a collaboration between pharmacy benefit manager Prime Therapeutics and leading retail pharmacy Walgreens, AllianceRx Walgreens Prime was a home delivery and specialty pharmacy that provided expensive, high-touch medicines for patients with rare diseases and chronic conditions. On Dec. 31, 2021, Walgreens purchased Prime Therapeutics’ interest in AllianceRx Walgreens Prime, making Walgreens the sole owner of the company.
As part of this agreement, the company name changed to AllianceRx Walgreens Pharmacy effective June 24, 2022. The change of one simple word (from Prime to
Pharmacy) created a long list of activities we were legally obligated to complete in less than six months.
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** My role was to lead the external communications function of this cross-collaborative initiative, which involved multiple stakeholders across the organization. This included collaboration with other departments (e.g., marketing, clinical, legal and compliance review, etc.,) as needed, and handling all copywriting/development of deliverables content, internal press release, media relations and pitching, and reporting of metrics.​
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* Note: Winner, Minnesota PRSA Classics Award Entry for Reputation and Brand management
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Deliverables:
Celebrating History, Honoring Heritage, Showcasing Excellence
At AllianceRx Walgreens Pharmacy, our company placed value on differences – among ethnicity, gender, sexual orientation, and abilities. In 2020, the company launched its Diversity, Equity and Inclusion (DE&I) program, which focused on honoring moments from the company’s past and present. In 2022, we introduced Unity, the African American team member resource group (TMRG).
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In 2023, during Black History Month in February, we wanted to make internal publics aware of our diverse workforce, as well as raise awareness among external publics of the organization’s commitment to celebrating, embracing and honoring diversity, equity and inclusion. ​
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** My role was to serve as liaison to the Unity TMRG, work with Unity leadership to develop communications plan, goals and objectives, determine tactics and timeline, cross-collaborate with other departments (e.g., graphic design, video production, Legal review, etc.,) as needed, all copywriting/development of deliverables content, internal event promotion, and reporting of metrics.
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Deliverables:
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