B2C Research Case Study — GoodRx
GoodRx: Research + White Paper to Fuel a Brand Campaign
How it started
GoodRx had a bold narrative in mind — the prescription marketplace is chaotic, unpredictable, rife with hidden costs — but lacked the data and story framework to anchor it. They needed proof to support the metaphor and make claims meaningful.
Our charge: design and deliver a research-backed white paper that could serve as a foundation and proof points for their brand campaign.
What we did
Program 11 designed and fielded a nationally representative survey + qualitative probes to uncover emotional, financial, and systemic pain points. We analyzed data and surfaced the language people use to describe these struggles.
With these insights, we crafted a narrative in white paper form, combining insight, visual storytelling, and modular assets for PR & content, iterating closely with GoodRx to align tone, message, and timing.
Our a-ha moment? Many respondents described prescription-related interactions not as “inconvenient” but as emotionally exhausting. That shift, from transactional friction to emotional burden, became a central narrative lever in the white paper and campaign.
How it’s going
The white paper is now a credibility asset for GoodRx, used across PR, earned media, and internal storytelling, and soon after the white paper release, GoodRx rolled out its “Savings Wrangler” campaign across TV, digital, social, and out-of-home.
The campaign and white paper drove enough attention to land a feature in Ad Age’s “Creative Campaigns to Know About Today”
The narrative framework we seeded continues to guide messaging, content extensions, and future research for GoodRx.
