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Merwin LTC Pharmacy

An RX for Brand Transformation

There was great pride around Merwin’s legacy as a family-owned, long-term care pharmacy business but not all employees felt part of the “family.” Additionally, the company’s folksy image was getting in the way of the company’s larger aspirations.

Merwin LTC Pharmacy

An RX for Brand Transformation

There was great pride around Merwin’s legacy as a family-owned, long-term care pharmacy business but not all employees felt part of the “family.” Additionally, the company’s folksy image was getting in the way of the company’s larger aspirations.

Insight

A strong brand refresh was needed to differentiate us from the competition. It needed to pave the way for future growth while still respecting Merwin’s longstanding reputation.

Solution

After an inclusive dive, we uncovered a powerful motivator. Long-term care is a passionate calling, driven by the desire to make a real difference for patients and their families. That led to an emotional brand direction for both internal and external audiences.

Outcome

The new Merwin brand was launched and lauded. Shortly after, Merwin became a national player and was acquired by CVS.
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