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Article: Medco Health celebrates its independence day.(case in point)
- Article from:
- Communication World
- Article date:
- May 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 International Association of Business Communicators. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In March 2003, Medco Health Solutions, a leading pharmacy benefit manager (PBM) in the United States, announced a planned separation from parent company Merck & Co. and the appointment of a new CEO. This momentous event, which would be the largest domestic corporate spin-off in more than three years, called for a carefully orchestrated communication program that would effectively reach Medco Health's clients, members and the investment community.
A communication team comprising staff from both Coyne Public Relations and Medco Health faced a number of challenges in communicating the spin-off news. Most significant, Medco Health was recovering from the blow of a ...