Pharm-EZ

I worked with Pharm-EZ from its inception in August 2010 until its acquisition in October 2014. Introduced to the founder of this project – an ophthalmologist in Central Florida – by a former professor at the Crummer School of Business, I was asked to help make a unique dream a reality.

The founder devised an innovative concept of rewarding patients with chronic conditions like diabetes for making positive lifestyle choices that allow their condition to be successfully managed.

The business driving this program would be a pharmacy, capable of providing the supplies patients need to track their progress and manage their conditions. Due to its ophthalmology origins, the pharmacy would first focus on improving the pharmacy experience for patients in need of medications for eye care.

This project required each area of my expertise. Little more than the idea shared above existed when I joined the project. I worked closely with the founder and a handful of other key associates along the way to build his idea into reality.

Pharm-EZ is now a full-service community pharmacy in the Central Florida area, licensed by the State of Florida, that accepts all major private and government forms of insurance. Pharm-EZ now employs a core team of executives, a full-time pharmacist, and a host of supporting pharmacy technicians and staff. Pharm-EZ serves ophthalmology patients across the state, with plans to expand into other specialties in the future.

Product Development

Pharm-EZ’s flagship product is called EZ-Kit.

EZ-Kit refines the initial product goals of the company into a breakthrough new format designed to provide patients with all the medications and products they need to use prior to or following a surgical procedure like cataract or LASIK surgery. EZ-Kits also can be used to treat chronic conditions like severe dry eyes and glaucoma.

EZ-Kits provide all needed accessories, prescriptions and OTC medications in a briefcase-style format, with custom-made trays prominently displaying and securing each item within. Educational materials and clear usage instructions are customized on a per-patient and per-physician level, increasing patient understanding and compliance. EZ-Kit helps solve the serious compliance problem faced by many surgeons and physicians serving patients with chronic conditions.

One of my key accomplishments at Pharm-EZ was the design and development of EZ-Kit. This included working with both offshore and domestic sourcing partners, designing the inserts used to hold medications in place within the kit, designing EZ-Kit branding and labeling, creating key marketing materials used to convey the EZ-Kit concept to patients and physicians and developing the processes used by pharmacy staff to fill EZ-Kit orders.

At Pharm-EZ, I also sourced and branded a line of private label OTC products to supplement its prescription offerings by partnering with premiere manufacturers to ensure superior products.

Doing My Part

I played a central role in the development of Pharm-EZ. Among other tasks, I:

• Composed a 60-page business plan along with multiple rounds of financial projections that allowed the company to meet its goals in multiple rounds of funding.
• Evaluated, selected and implemented the pharmacy’s IT architecture, from the pharmacy management system to the phone refill service, eCommerce platform, in-pharmacy systems and more.
• Developed custom software solutions, including a personalized practice outreach email generator and the system for personalizing the EZ-Kit labels for contents, practice and patient.
• Helped shape the company’s brand identity and build our plan for fostering partnerships with practices and ensuring the best patient care.
• Designed many of the company’s marketing and patient outreach materials, and generally curated the visual identity of the company.

More than any other project I showcase here, I consider my work on Pharm-EZ as an example of “surrogate entrepreneurism.” As a successful opthamologist with many responsibilities in his practice and profession, Pharm-EZ’s founder simply lacked the time to bring the company to fruition by himself. He certainly did not lack vision, and I’m exceptionally grateful for the opportunity to help bring that vision to life. I served as the Chief Operating Officer of Pharm-EZ until its acquisition in October 2013, which valued the emerging business at nearly seven figures.

Below you’ll find a few examples of my work with Pharm-EZ:

Company business cards share design assets with EZ-Kit, Pharm-EZ's flagship product.
Company business cards share design assets with EZ-Kit, Pharm-EZ’s flagship product.

This label appears on the back of each EZ-Kit and is personalized by physician and patient based on contents, instructions and more.
This label appears on the back of each EZ-Kit and is personalized by physician and patient based on contents, instructions and more.

This is an illustrated rendering of EZ-Kit, which conforms better with the company’s marketing documents that a simple photograph.
This is an illustrated rendering of EZ-Kit, which conforms better with the company’s marketing documents that a simple photograph.

This illustrated composite provides a visual for practices interested in participating in the Pharm-EZ program.
This illustrated composite provides a visual for practices interested in participating in the Pharm-EZ program.

These images are the designs for the side panels of a cardboard EZ-Kit, once again showcasing the brand’s palette and easy to recognize set curved gradients.
These images are the designs for the side panels of a cardboard EZ-Kit, once again showcasing the brand’s palette and easy to recognize set curved gradients.

This checklist helps practices communicate Pharm-EZ’s value to patients while ensuring that Pharm-EZ receives the necessary information from practices to fill patient orders.
This checklist helps practices communicate Pharm-EZ’s value to patients while ensuring that Pharm-EZ receives the necessary information from practices to fill patient orders.

The EZ-Pal and EZ-Kit logos are trademarked derivatives of the original Pharm-EZ logo. I typeset each of these based on the original logo’s design.
The EZ-Pal and EZ-Kit logos are trademarked derivatives of the original Pharm-EZ logo. I typeset each of these based on the original logo’s design.

The left side is a typical dosage instruction sheet prepared by Pharm-EZ based on a physician’s instructions and distributed to patients at that physician’s office. The right-hand side is an example of a glossier handout provided to practices interested in learning more about Pharm-EZ.
The left side is a typical dosage instruction sheet prepared by Pharm-EZ based on a physician’s instructions and distributed to patients at that physician’s office. The right-hand side is an example of a glossier handout provided to practices interested in learning more about Pharm-EZ.

The rack cards to the left and middle provide patients with vital instructions and are distributed to patients at participating physician offices. The rack card on the right introduces patients to the company’s EZ-Pal program and features a more whimsical design meant to evoke a friendly nature.
The rack cards to the left and middle provide patients with vital instructions and are distributed to patients at participating physician offices. The rack card on the right introduces patients to the company’s EZ-Pal program and features a more whimsical design meant to evoke a friendly nature.

This slide from a presentation from physicians shows another example of the company’s unified design philosophy.
This slide from a presentation from physicians shows another example of the company’s unified design philosophy.