B2B Brand strategy targeting physicians in a position to refer patients in need of specialty, long-term medicinal care, to specialty pharmacies tailored to meet their specific needs (cancer, HIV and cardiac maintenance care, etc.). These specialty pharmacies fall within the CVS/pharmacy retail umbrella, yet need to position themselves as unique entities with subtle links to the CVS/pharmacy business for added credibility. The materials produced served to inform physicians of the benefits of using these services to both them and their patients.