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GoodRx wants to bring some order to the Wild West-like world of filling prescriptions.

Developed entirely in house, GoodRx’s latest ad campaign introduces audiences to two new characters: The Savings Wrangler, a cowgirl whose mission is to help audiences access prescriptions at lower costs, and her trusty sidekick Dusty Pete, a prairie dog helping her with her mission.

In the minute-long digital spot, the characters address the skyrocketing prices of current day prescriptions and set off to the pharmacy to inform patients about the cost savings they could receive through the GoodRx platform. 

“Insurance or not, GoodRx is the winning hand,” says The Savings Wrangler. 

Ryan Sullivan, chief marketing officer for GoodRx, said the new campaign addresses multiple issues that Americans are currently concerned about — like navigating insurance and accessing life saving products at an affordable price. 

“Almost a billion prescriptions are left at the counter every year, which is a tremendously crazy number,” said Sullivan. 

Not only is this a waste of drugs, but also a waste of time for HCPs and pharmacists, who spend hours packaging the drugs, he added. 

He also mentioned that this phenomenon is largely a result of high prescription drug prices and inaccessibility connected to the healthcare system. Plus, it’s exhausting to navigate. 

“It’s emotionally draining for people. We’ve done research on this. Over 70% feel emotionally spent when they’re dealing with pharmacy and prescription issues,” said Sullivan. 

He said that the team wanted to create a branding campaign that lasts, and chose to focus on highlighting the “western” theme as it acts as a metaphor of the confusing insurance landscape Americans deal with.  

“The Wild West is uncontrolled, unpredictable, seemingly random. You don’t know what’s around the corner. By identifying, recognizing and embracing that world and the metaphor of the prescription landscape, kind of being in the Wild West. We wanted to insert a heroine in this universe to show GoodRx as an ally,” he added. 

Introducing characters was another intentional effort to create deeper brand engagement. Sullivan noted that healthcare marketing often has a typical look — blue skies, large frame shots, people running/walking, and typically doesn’t have a strong narrative. 

Characters help create a narrative and a larger brand strategy that lasts. 

This approach has been successful in other consumer industries like in car insurance ads where it’s easy to visualize Geico’s small green gecko that’s appeared on TV screens for decades. 

Sullivan aims to create long lasting engagement for GoodRx through the use of characters. 

“We’re already doing some things with Dusty P that’ll be online. He’ll have his own platform, and we can use audio and song. Having something truly unique and different, like a singing prairie dog, is an opportunity for us to really break through and get our message across in a way that resonates with people,” said Sullivan.

He also emphasized that the team wanted to include a bit of humor to the campaign — another element that is a departure from traditional healthcare campaigns. 

“We saw white space for playfulness and some sort of humor. It wasn’t knee-slapping humor. But we know that consumers respond to advertising that is funny or warm or endearing or charming – they’re 90% more likely to remember something if a brand uses humor. There’s a clear opening for us to do that, and I’m excited to continue to use charm, warm expression, something that might make you feel good when you see an advertisement and know that there’s a solution out there,” he concluded.