From 25-Year Old Brand to Category Creator

7 point spike in domain authority in 4 months

Media referrals to website jump by 366%

Over 20 conversions from social

Making Up for Lost Marketing Time

Birmingham-based RxBenefits has been a leader in pharmacy benefits for over 25 years. In 2020 the company brought on new investors and a renewed vision to modernize the industry. It’s goal? To launch a new category – pharmacy benefits optimization (PBO). The company tapped Alloy to help it officially launch the PBO, increase awareness and drive qualified traffic to its website.

But despite the company’s long tenure, its marketing department was relatively new, so not only did we face the challenge of category creation, but we also had to quickly overcome KPIs where RxBenefits lagged behind competitors – from Domain Authority to thought leadership. And with a tight timeline to get PBO to market, we had to hit the gas on solving both challenges at the same time.

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Alloy-RxBenefits-Case Study article image

An Integrated Marketing Program for the Long Haul

A strong online presence is tablestakes for a category creator. So Alloy began the partnership with an SEO and backlink audit, enabling us to establish growth goals for website traffic, Domain Authority and keyword rankings. This research guided the development of a robust integrated marketing program, which included the following pillars:

  • Industry media and analyst relations
  • A sponsored content program
  • An owned content marketing calendar
  • A thought leadership strategy, including executive social channels

While the program’s initial activation was focused on category creation, it was flexibly built to evolve into long-term demand generation as soon as the new PBO model gained awareness and traction.

Immediately Outpacing Competitors With No Looking Back

In less than four months, RxBenefits surpassed 75% of competitors in share of voice and website trustworthiness – the PBO model officially stuck.

Specifically, Domain Authority increased by a whopping 7 points and media referrals to the website surged by 366%. Additionally, executive LinkedIn followers grew over 20% and garnered engagement rates well above industry average, making them lead gen tools for our integrated marketing program.

The PBO debut led to significant organizational growth, fueling RxBenefit’s valuation to climb to $1.1 billion in less than 12 months. Nearly three years after joining forces, Alloy is proud to still serve as RxBenefit’s agency of record.

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“The Alloy team is unlike any other firm. It is a true extension of our team and they know the ins and outs of our business.”

Tiffany Johnson

Inbound Marketing Manager

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