B2B Healthcare Branding
AVELLA SPECIALTY PHARMACY
Deploying brand messaging, media relations and marketing strategy to support an acquisition in the compounding and specialty pharmacy markets.
In 2016, Avella Specialty Pharmacy acquired a provider of acute-care compounded preparations in order to better penetrate the lucrative hospital outsourcing market. An immediate rebranding was necessary to introduce this product line as part of the Avella family, accompanied by new product messaging, public relations and development of sales support materials including this SourceB brochure. Its Arizona based leadership team looked to marketing firm Activate Health to develop communications materials announcing this acquisition to Avella’s customers including payers, hospitals, pharmaceutical manufacturers, providers and patients.
The resulting content and a new SourceB logo were then used as a foundation for development of new collateral materials for the hospital audience, as well as new signage, uniforms, HR materials and other branded documents and items.
The first phase included development of a value proposition and brand messaging for the new “SourceB” product line, which included compounded drugs compliant with the FDA’s stringent 503B requirements.
Finally, upon product launch, media relations efforts were initiated to promote the new SourceB product suite within the hospital and specialty pharmacy market.