Unleash the Full Potential of Pharmacy
MANIFESTO
At iA, we care about the pharmacy industry and the people who devote their lives to it. So we’re driving a movement to inspire and accelerate the adoption of pharmacy fulfillment to more pharmacies, hospitals and healthcare systems. This movement within the pharmacy industry is about giving pharmacists time back to free them from sorting pills so they can sort out their patient’s important inquiries. iA is driving this movement forward with centralized and community fulfillment services that are scalable with sophisticated data analytics tracking every touch point and providing actionable insights and results you can count on. By elevating pharmacists, we are accelerating a future where patient-centric services create a lasting impact on the well-being of our communities.
CHALLENGE
Innovation Associates embarked on a rebranding journey with the objective of transforming the brand’s image into a prominent leader in the pharmacy industry. They came to us looking for a complete rebrand that moves them beyond an “engineering for hire” company and into a leader in the pharmacy fulfillment landscape highlighting how their software and hardware capabilities in centralized fulfillment elevates pharmacists to be the community healthcare providers they set out to be.
In addition to iA’s desire to rebrand itself, we were also tasked with building campaigns, content and experiences that raise awareness around the need for a movement within pharmacy, and that iA is committed to leading the transformation to centralized fulfillment solutions that help improve the health and well-being of pharmacists and patients around the world.
INSIGHTS
At iA, they are pharmacists leading pharmacists. Executive leadership has deep roots within the pharmacy industry giving them first-hand experience and knowledge on the challenges the industry faces.
One major challenge took place shortly after the WeCreates team came on-board. The Covid-19 pandemic. iA was strategically positioned to offer pharmacy fulfillment solutions during the height of the pandemic to free-up pharmacists from filling prescriptions and more time fulfilling their role as community healthcare providers by having the time to provide more vaccines to the communities they serve.
SOLUTION
Our goal in launching an evolution of the Innovation Associates brand involved several phases. The first phase was building the foundation of an evolved brand, including all of the foundational brand building aspects: mission, vision, core values, brand pillars, key messaging and more. The second phase was an internal launch where leadership and employees came together under the banner of the new brand and learned how the vision for the new brand played a role in their responsibilities. The third phase was a new ad campaign highlighting and supporting the name change, with thought leadership content that seeded the market and positioned iA as a trusted leader in pharmacy fulfillment.
We then continued as iA’s creative partner helping build upon that foundation and grow iA’s brand equity in the market through new campaigns and touchpoints like whitepapers, their website and tradeshows.
SCOPE
Brand Strategy & Development
Logo & Brand Visuals
Client Services
Public Relations
Creative
Photography & Video
Animation
Tradeshows
Partnerships
Phase 1: Evolution of the Brand
When Innovation Associates came to us, they were looking to reshape their future in ways that would truly “Unleash the full potential of pharmacy.” After a naming exploration, we settled on simply iA. It may seem like a small difference, but the shift was a compelling one and reflected what set them apart to their customers: their leading-edge pharmacy automation technology.
Innovation is an attitude, a call to explore the unexplored, to rethink the status quo. iA was the natural transition because internally and externally, they’ve been known by this shorthand for years.
Master Brand Strategy
As part of our rebranding efforts, we also worked with iA to redefine foundational brand initiatives, creating a path forward and runway for the company to build their brand’s voice in the market.
Visual Brand Guidelines
In addition to setting up the framework of the brand strategy, we also provided visual brand guidelines ensuring continuity of the brand across all touchpoints.
Vision
Unleash the full potential of pharmacy.
Mission
At iA, we embrace pharmacy by providing innovative solutions with the goal of accelerating the Movement towards the adoption of pharmacy fulfillment, elevating the pharmacist to provide the best possible patient care.
Phase 2: Internal Launch
Bringing everyone along for the ride was important to this rebranding initiative. WE Marketing helped with several internal initiatives, including a Town Hall where executive leadership introduced the new brand and its core values to the company’s employees.
Ribbon Cutting & New HQ
Creating spaces that reflected the brand vision was crucial to this transformation. WE Marketing designed the new Indianapolis Headquarters and revamped existing office spaces to align with the company's refreshed identity. We also orchestrated the ribbon cutting ceremony for the grand opening and managed public relations outreach to ensure key community leaders were present for this milestone moment.
Phase 3: Campaign Strategy & Development
As part of the launch of iA’s new brand, we also helped with the development of a strategic plan to activate the company’s new name within the pharmacy industry, while paying off the new tagline “Unleash the full potential of pharmacy”. This campaign worked to further define “iA” by highlighting their foundational brand pillars. We helped iA accomplish this through PR, print, digital, etc.
Print Campaign
iA’s reintroduction into the market was supported by a print campaign, where headlines that combine “i” and “A” words further defined and communicated the brand’s pillars.
Pharmacy Fulfillment by iA, is the future of pharmacy, fulfilled.
WE Marketing shot and produced a series of videos supporting the ongoing campaign evolution for iA.
NEXiA Enterprise Analytics Launch
After the initial introduction of iA’s new brand, we also helped with naming, branding and marketing iA’s intelligent pharmacy fulfillment software, NEXiA, delivering on the promise of truly unleashing the full potential of pharmacy.
Phase 4: The Movement & Beyond
Additional support from the WE Marketing team included creating a campaign to build awareness to the problems within the current state of pharmacy, and that iA is leading the way for the industry to change, bringing a more sustainable work environment for pharmacists.
We are leading a Movement. The significance of our work and vision for the future has evolved. We believe pharmacy needs a Movement. We are committed to accelerating the industry’s move to centralizing pharmacy fulfillment and optimizing community pharmacy operations with the goal of providing a more sustainable work environment while advancing the pharmacists’ role in healthcare. Our philosophy is simple: we want to unleash the full potential of pharmacy, and we’ll access the talents of innovative thinkers – internally and externally – to lead this Movement.
Print Campaign
White Paper Design
As part of iA’s thought leadership content, WE Marketing supported white paper design and layout among other tactics.
Website Overhaul
Extending the brand experience into the digital realm was equally essential to this comprehensive refresh. WE Marketing spearheaded the complete website transformation, implementing the strategic communication hierarchy that simplified and prioritized key messaging around their core services and offerings. Our team developed all creative layouts, crafted compelling copy, and handled the full WordPress development to seamlessly bring the new brand identity to life online.
