GoodRx Manufacturer Solutions (GoodRx)
In 2019, GoodRx created the Manufacturer Solutions (ManSol) business to partner with pharmaceutical and medical device companies to better serve the needs of millions of consumers and an estimated 950,000 providers that have used GoodRx. While the ManSol team made modest investments in events and advertising in the second half of 2021, the team decided to extend its reach and business impact in early 2022 by working with external partners to create a more systematic approach to identify, reach, influence, and engage pharma brand and patient support leaders, as well as key media agencies working with leading pharma and device companies.
The result was the “A Better Way” campaign, which spoke to pharma prospects and customers in a voice that showed empathy for their often-difficult jobs while demonstrating that GoodRx offered unique media and access solutions to solve their brands’ difficult challenges with HCPs and patients. But instead of just saying GoodRx was a better way, they used in-depth content and a range of formats to bring the concept to life. These included conference plenaries, panels, and exhibits; case studies; data visualizations; white papers reimagined as the “GoodRx Yellow Paper Series”; webcasts with external experts such as health economists and physicians; and emails and articles in trade publications that covered a broad range of topics relevant to the audience as well as the portfolio of GoodRx solutions.
The campaign executed 234 marketing placements with over 16M impressions delivered. Furthermore, it helped generate nearly 5,000 qualified pharma and media agency leads contributing to more than 500 meetings with GoodRx’s sales team.
