My Life is a pharmacy that has grown quickly but found itself competing heavily on price and stuck with a demographic that had little prospect for growth. The founder had a vision to substantially increase its appeal to millennials and simultaneously create a clear point of differentiation in the market.

By understanding what matters most to millennials and uncovering the core motivation that the business was built on, we discovered My Life’s message was centered around the idea of promoting a healthier lifestyle that worked to reduce such a heavy reliance on medicines and supplements by educating customers before and during purchases.

This not only opened the door for increased trust with the market, but it also distinguished the brand from competitors who took a far more clinic approach with generic positioning that promoted a far more reactive lifestyle.