Situation
Prescription drugs are a cost-effective therapy for improving longevity and quality of life. However, errors in taking prescription drugs have become an alarming problem. According to the American Society of Consultant Pharmacists, these medication-related problems result in more than a $100 billion expenditure to the U.S. healthcare system, not to mention needless suffering for millions of patients.

One concept offers a viable solution for these potential drug errors. MedPak, an Indianapolis-based company, is one of the first in the nation to prepackage individualized medication dosages for patients. The MedPak concept is especially helpful for the elderly or others who must take multiple prescription medicines. MedPak prescriptions are sealed and dispensed in individual pill pouches that are sorted by the date and time the patient is to take them. This reduces the chance for errors in taking the medications.

Problem
As MedPak prepared to introduce the concept, management identified that the MedPak name and brand were entirely new to consumers. The company needed to establish a brand identity that would become identifiable with the name, concept and benefits of MedPak.

Solution
MedPak management asked MillerWhite, LLC to create the brand identity that reinforces quickly who MedPak is and what it does. Recognizing that taking prescription medications can be upsetting and stressful for many seniors, MillerWhite developed a simple and graphic logo in calming blue and green “medical scrub” colors that can be quickly identified with the health care service MedPak provides. Where “Med” and “Pak” come together in the middle of the logo, the “dp” forms a capsule that represents the product MedPak offers. The tagline accompanying the logo is a strong statement that combines the concept’s two major benefits: “Convenient Pharmacy…Precise Medication.”

The logo is consistently repeated in other identity materials also created by MillerWhite. These include the company’s stationery and business cards, as well as print advertising and direct mail.

Results
“The immediate impact has been positive since MillerWhite has been helping us start from ground zero to develop the company’s pledge and brand around this life-enhancing product for seniors,” John Brady, founder of MedPak, said. “The collateral and promotional items have helped greatly in spreading the name and mission of MedPak to its varied audiences.”

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