Crafting a Name for CoverMyMeds’ Innovative Product Platform
Challenge:
CoverMyMeds, a subsidiary of McKesson Corporation, the publicly traded powerhouse responsible for delivering a third of all pharmaceuticals in North America, faced a naming dilemma. They sought a standout name for their “Provider Beachhead” platform, a linchpin of their unified brand. The challenge was twofold: the name had to resonate with a specific audience and offer a buffer against potential competitors, all while thriving in an industry renowned for intricate, complex names.
Approach:
Diving into a collaborative spirit, Fabian spearheaded a team workshop with CoverMyMeds. Together, they aimed to generate a name that encapsulated the platform’s essence. Recognizing the nuances of the healthcare landscape, Fabian employed his expertise to steer clear of industry clichés and complexities. The goal was straightforward: a name that was descriptive, memorable, and instinctively comprehensible.
Impact:
Emerging from the creative forge was “ProviderPath”. This name not only mirrored the platform’s core functionalities but also became an immediate hit due to its clarity and intuitiveness. In an industry often muddled with convoluted terminologies, ProviderPath stood out, providing CoverMyMeds with a distinct brand identity that resonated deeply with its audience, fortifying its market position against competitors.
