With pharmacy giants like CVS and Walgreens on every corner, standing out from the competition was a true challenge for this somewhat unknown specialty pharmacy. Formerly known as The Apothecary Shops, the executive team at Avella Specialty Pharmacy felt it was necessary to go through a complete rebrand in order to eliminate brand confusion and stand apart from their competitive set. Avella approached Rainmaker Integrated to assist with the public relations efforts surrounding the rebrand and enlisted Rainmaker’s help with promoting their new brand name and product offerings.
PLAN OF ATTACK
In order to tell the story of the new Avella brand, we created a national public relations strategy to help position this Phoenix-based specialty pharmacy as leaders and industry experts in a wide variety of healthcare circles, including compounding hard to make drugs, unique cancer medicine and infertility treatments.
Through a variety of PR strategies, we helped the new Avella brand secured a number of international, national and trade media hits including: The Business Journal, Yahoo Finance, The Las Vegas Review Journal, The Sacramento Bee, The Boston Globe, Drug Store News and Specialty Pharmacy Times.