In the competitive business of healthcare management, Caremark was smaller than the big three and larger than the little fish. Their goal was twofold: to provide better service toward growth, and to keep their employees all over the country feeling like they work for a smaller, more personal company. They needed a tagline, a B2B campaign and an internal spark that would engage each and every Caremark employee on a personal basis. The employee booklet at the right was a leave-behind at a national online meeting, where everyone watched a slide show of the book, narrated and put to music, and went away feeling proud and empowered to work at a place where it truly does "all begin with care."