© P R I M E T H E R A P E U T I C S, I N C. Living the Brand A Study of Employees as Advocates of the Prime Therapeutics Brand Susan Gillespie

© P R I M E T H E R A P E U T I C S, I N C. Prime’s Challenges  Prime is a young, growing company  Established in 1998  Pharmacy benefit management industry  9 million members  225 employees  The Prime brand is growing and evolving  Company’s key challenge  Brand consistency

© P R I M E T H E R A P E U T I C S, I N C. What is a Brand?  A brand is:  A name, term, sign, symbol or design intended to identify the goods or services of a seller and to differentiate them from competitors. -- American Marketing Association

© P R I M E T H E R A P E U T I C S, I N C. Investment in Corporate Brand  Employee brand education  Presentations  Printed communications  Style guide with brand guidelines

© P R I M E T H E R A P E U T I C S, I N C.

Return on Brand Investment?  Research motivation: to determine the return on brand investment  Are employees supporting the brand?  Do they need improved access to brand resources?  Are new employees learning about the brand?

© P R I M E T H E R A P E U T I C S, I N C. Research Question Do employees serve as advocates for the Prime brand?

© P R I M E T H E R A P E U T I C S, I N C. What is a Brand Advocate?  A brand advocate: 1) Is knowledgeable about the brand and its guidelines 2) Consistently applies brand guidelines 3) Models brand values in daily work activities

© P R I M E T H E R A P E U T I C S, I N C. Survey Methodology and Design  Sent surveys to 225 employees  Received 139 completed surveys, or 62 percent  Included key areas such as:  Brand knowledge  Brand consistency in internal and external communications  Brand strengths and weaknesses

© P R I M E T H E R A P E U T I C S, I N C. Survey Results  I am satisfied with the amount of knowledge I have about what a brand is.  88% agree  I am satisfied with the amount of knowledge I have about the Prime brand.  66% agree

© P R I M E T H E R A P E U T I C S, I N C. Survey Results  I am aware that there is a style guide with brand specifications.  64% aware  I use the style guide as a reference.  25% often/occasionally  75% rarely/never

© P R I M E T H E R A P E U T I C S, I N C. Survey Results  In my daily work activities, I help fulfill Prime’s mission.  84% agree  On average, I observe Prime employees providing excellent service when working with one another.  67% often  28% occasionally  4% rarely/never

© P R I M E T H E R A P E U T I C S, I N C. Research Findings  Do employees serve as advocates for the brand?  Yes, employees do serve as advocates for the brand  The strength of their advocacy varies

© P R I M E T H E R A P E U T I C S, I N C. Findings on Brand Advocate Criteria 1) A brand advocate: Is knowledgeable about the brand and its guidelines  Strong results, yet room for improvement  Strongest = general brand knowledge (88%)  Weakest = Prime-specific brand knowledge (66%)

© P R I M E T H E R A P E U T I C S, I N C. Findings on Brand Advocate Criteria 2) A brand advocate: Consistently applies brand guidelines  Mixed results  Strongest = aware of style guide (64%)  Weakest = rarely/never use style guide (75%)

© P R I M E T H E R A P E U T I C S, I N C. Findings on Brand Advocate Criteria 3) A brand advocate: Models brand values in daily work activities  Excellent results  Strong = fulfill the mission (84%)  Strong = often see excellent service (67%)

© P R I M E T H E R A P E U T I C S, I N C. Recommendations 1. Continue ongoing brand education 2. Offer easier access to brand resources  On-line style guide 3. Hold employees accountable for their use of the style guide  Enforce brand standards in communications

© P R I M E T H E R A P E U T I C S, I N C. Questions?