Even people with good health insurance don’t like over paying for high prescription costs. For this campaign, we targeted an audience we called Obsessive Achievers who were more likely than others to feel embarrassed by using a coupon in any setting and don’t believe that spending time clipping coupons for small discounts is worth their valuable time. We wanteded to shift their perception of GoodRx from a safety net style coupon company to a smart and super convenient way to manage their monthly healthcare costs.