Medco's new campaign shows patients' healthcare solution is 'obvious'

FRANKLIN LAKES, N.J. Pharmacy benefit manager Medco Health Solutions has a new advertising campaign to attract patients to its newest service, Medco said Friday.

Working with the communications firm OgilvyOne, Medco has created a series of television and print ads, as well as Facebook, Twitter and YouTube channels with the character of “Dr. Obvious, Ph.D.” to disseminate the message that patients using The Medco Pharmacy could save up to $300 on their long-term prescription drugs.

“Rather than bombarding people with information about their health benefits, our goal is to cut through the clutter and change the status quo by using humor and a sense of the absurd to underscore why choosing The Medco Pharmacy is the obvious choice for savings and safety,” Medco chief branding officer Jay Silverstein said. “While Dr. Obvious, Ph.D., talks about The Medco Pharmacy, he also discusses other incredibly apparent observations that his team has come across related to everyday life.”