CLIENT
Optas

PROJECT
Overhaul of the Optas brand and message

AUDIENCE
Pharmaceutical Companies

GETTING CLOSE TO PATIENTS AND PHYSICIANS

Pharmaceutical companies have struggled over the past decade to spend their marketing dollars wisely. They've consistently thrown good money after bad and failed to build significant brand awareness or loyalty.

Optas technology and expertise in relationship marketing can transform this process and help pharmaceutical companies get close to their customers – over and over again – in ways that are appropriate, effective, and sincere.

Optas was hampered, however, by a marketing message that was uninspired and a corporate identity that had grown stale and stodgy. They enlisted Milestone as their marketing partner to create the next generation of the Optas brand. Optas then asked us to implement it, first by creating a new web site and corporate collateral system, and then by developing a series of ads and direct mail.

The challenge was complicated by the need to create two separate but equal messages - one for patients, and the other for physicians. We solved this problem on both the home page and corporate brochure by creating 'parallel' information channels that allowed the reader to quickly choose the targeted infomation path that was relevant to them.