“Good Stories” by GoodRx
Affordable healthcare is elusive, but GoodRx was created to help every American get the care they need at a price they can afford. The GoodRx online savings tool and mobile app could provide patients up to 80% savings on the prescriptions they needed, but the company realized the platform wasn’t well known enough. Leadership needed an awareness campaign demonstrating GoodRx’s services and benefits for both patients and the HCPs serving them.
The GoodRx in-house marketing and creative teams went on a listening tour—speaking with more than 500 patients, doctors, and pharmacists to understand their real-life experiences with affordability issues during their healthcare journey. Most people didn’t realize they might be overpaying for some prescription medicines, or know they can compare prices between pharmacies in their zip code. In addition, most HCPs were anxious to help reduce medication costs for patients, encouraging better access and adherence.
GoodRx’s “Good Stories” campaign featured real people telling some of these personal stories. A pharmacist expressed happiness after her customer walked away with the medicine she needed at an affordable price. Another gave voice to a woman’s gratitude at saving money needed for other expenses—a tradeoff she didn’t have to make thanks to GoodRx. Highlighting how GoodRx is used by HCPs, one physician said, “$300 is way too much, even for a doctor.” The takeaway from this body of work was, “GoodRx is for people like me, every day.”
The campaign exceeded expectations. Unaided awareness of the GoodRx brand increased from 15.4% in September 2020 to 25.2% in October 2021, and that awareness is still growing.
