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In the Fall of 2014, the CVS Caremark announced it was changing its corporate name to CVS Health to reflect its broader health care commitment and its expertise in driving the innovations needed to shape the future of health.
With the announcement of the corporate name change, CVS Health also launched a new brand approach that focused on the bigger, connected story that gives voice to the millions of ways CVS Health is helping people on the path to better health.
The 2015 annual report would be the first introduction of the new brand to shareholders. The report had to communicate to shareholders the importance of the name change and the unique impact CVS health is able to make on health care. The message and visuals of the report must reflect the new brand.
Through millions of interactions per day, CVS Health is helping customers and clients on their path to better health. CVS Health understands that to its customers and its team, health is everything. This central message, “health is everything,” was the launching message for the new brand and we used it in the report to provide a consistent voice and to start building brand recognition.
To understand how health is everything, we wanted to use examples from some of the 100 million people that CVS Health is impacting by playing an active, supportive role in people’s unique health experience and in the greater health care environment. We were able to feature real customer, patient and client experiences that highlight different ways CVS Health is providing specialized programs and care – many unique in the industry.
The topics in the report highlight the three ways the enterprise is shaping the future of health – by increasing access, lowering costs and delivering healthy outcomes. We dedicate two spreads to each of the three topics. The first spread features the experience from a customer, patient or client to connect the reader to the real world moments that CVS Health is helping shape. The second spread for each topic features a graphic representation of supporting evidence to provide readers with an overview of CVS Health’s impact and opportunities on an enterprise level.
The report ends with the Letter to Shareholders and an update on the Company’s corporate social responsibility roadmap. These two sections continue to give examples of how health is everything to CVS Health.
We worked with the Investor Relations and Brand Enterprise teams at CVS Health on this report. Both teams let us know that the report perfectly captured the new brand through its message and visuals. Using real stories helped readers understand unique ways CVS Health is impacting lives and the infographic spreads efficiently communicated details critical for shareholders to know.