Canadians spend more on pharmaceuticals than any other country with a universal healthcare system. A group of health policy academics from various universities across Canada want to improve the system by engaging Canadians on their pharmacare wants and needs. They chose Signals to brand and market this initiative because of our extensive experience in communicating complex health information for patients, decision makers, and system-wide audiences.
To kick start the conversation on the future of drug coverage reform in Canada, Signals created a marketing campaign, including a brand, website and social media strategy to help attract attendees to Pharmacare 2020, a national symposium held in 2013. Pharmacare2020 wanted to leverage the public interest generated by the sold out event to continue pushing for change. We determined that evolving the site from an advertisement for the event into an information resource for Canadians advocating for evidence-based reform was the best solution as key stakeholders were already familiar with the url and trusted the brand.