AdvancePCS, a $1 billion pharmaceutical benefits management company, needed clarification and alignment among its senior management team about its corporate vision and goals. The company also sought to capture higher valuation and reflect the value of its assembled capabilities. Bustin & Co. orchestrated a series of work sessions with the company’s top 14 executives and conducted in-depth interviews with another 10 senior managers, ultimately creating a new category – “health improvement” – with bold positioning for AdvancePCS: “Building better health.” The new positioning accelerated acquisitions and became the platform for all go-to-market activities. Within 12 months of adopting the new positioning, AdvancePCS reached annual revenue of $3.5 billion and is now firmly established as the leader in health improvement with a mission of building better health for its members.
