Arxcel - Excellence in Prescription Benefit Management

	VitaRx Challenge VitaRx National Mail Order Pharmacy, a fledgling mail service pharmacy, wanted to break into the industry nationwide. The mail service pharmacy industry was, by many standards, a hyper-mature market dominated by a select few companies with little room for other contenders. Gaining recognition and clients was to be a daunting challenge. Strategy We were brought in to advise VitaRx from the ground up, developing a full product line to differentiate the pharmacy from the competition, from identifying and purchasing the mail service facility to hiring and training all staff. We designed the organizational structure of the company and handled all operational positioning. Working with their communication consultancy, we developed their corporate identity, promotional materials, Web site and community involvement. We also served as their sales force, helping them to build their client base while developing strategic alliances with managed care organizations across the country. Results Within 15 months of helping to conceive and launch the business, we were responsible for monthly sales revenue of some $2.5 million for VitaRx. In fact, despite a clear and dominant market leader, we were able to help this new company capture the significant majority of the market share in the Southeast region in which they launched, and two of the largest managed care organizations in the nation became VitaRx clients.