RX Delivery Campaign | Jason Wennet

Kaiser Permanente Mail Order Prescription Refill campaign

Creative Direction / Art Direction / Copywriting

The brief

Boost adoption of Kaiser Permanente Mid-Atlantic’s mail-order prescription refill service to reduce pharmacy operational costs and improve the member experience.

The solution

We took inspiration from the days when doctors made house calls. Enter Mr. Pill—a friendly, fedora-wearing mascot. His role extended beyond delivering refills: he delivered a clear value proposition—more convenience, lower cost, and no pharmacy

Performance

In the first year, the campaign drove a 16% increase in mail-order refills. The adoption gains delivered pharmacy operational savings while improving member convenience and satisfaction.

Collateral and in-pharmacy materials

The brief

Increase adoption of Kaiser Permanente Mid-Atlantic States’s (KPMAS) mail-order prescription refill service.

The Approach:

To boost adoption of Kaiser Permanente Mid-Atlantic region’s mail-order RX refill service, we took inspiration from the days when doctors made housecalls. Enter: Mr. Pill—a friendly, fedora-wearing mascot. His job is more than delivering refills, he delivers a clear value proposition: more convenience, less cost, and no pharmacy lines.

The Outcome:

Mr. Pill to life through pharmacy pull-up banners, RX bag stuffers, direct mail, and even pharmacy staff swag (t-shirts, buttons, mousepads). Adoption was gamified with a custom Mr. Pill trophy for pharmacy teams driving the most conversions.

Performance:

In the first year alone, the campaign drove a 16% increase in mail-order refills. Increasing adoption provides improved pharmacy operational cost savings, while improving member experience and cost savings.

Since 2017, Mr. Pill continues to be the familiar face of the program, and currently has no plans for retirement anytime soon.