Arxcel

The Case

A prescription benefit management consultancy that helps clients by designing quality benefit programs while managing costs, Arxcel often competes against industry giants, such as Mercer Consulting and Medco Health Solutions. To augment the company’s reputation, Deveney Communication (DC) sought to place Arxcel prominently among national and trade media, clients, prospects, government officials and health care industry leaders through significant media coverage. We created the Arxcel Prescription Benefit Research Survey Series to raise awareness of Arxcel, generate media coverage and position CEO Chris Robbins as an expert resource for journalists.

Our Strategy                                                                                                                                                                                            

 We targeted Arxcel’s clients and prospective clients, health care industry leadership, human resource/benefit management executives and the media. Arxcel’s audience was primarily comprised of men and women between the ages of 35 and 60, who were college educated and in the middle to upper socio-economic class.

DC held strategic planning sessions to identify and develop the following strategies for promoting the Arxcel Prescription Benefit Research Survey Series: 1.) Coordinate national media tours to publicize preliminary survey results and establish relationships between Chris Robbins and key journalists. 2.) Leverage the surveys as strategic tools with which to raise Arxcel’s profile in the industry.

The Results

As a result of our campaign, we successfully developed and launched the Arxcel Prescription Benefit Research Survey series, the reason for Arxcel to be placed in front of the identified target audiences.

We also successfully raised Arxcel’s profile, resulting in its status as a recognized primary source of valuable information about the prescription benefits industry. The Deveney team used media as a means to increase Arxcel’s profile. We targeted specific mainstream business and trade industry audiences and secured interviews for Chris Robbins with Fortune, Business Week and Newsweek magazines, as well as the Internet’s best known health industry Web site, WebMD’s Medscape, and trade publications such as Drug Topics and Insurance Advocate.

In addition to achieving a 19:1 return on investment, the Arxcel Prescription Benefits Survey Series has established Arxcel and Chris Robbins as credible primary sources of information on the prescription benefits industry among target audiences.