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CVS/pharmacy Treatment and Marketing Programs. Overview and Capabilities. CVS - Overview. HQ – Woonsocket, Rhode Island 4,000+ stores 12,500 pharmacists 3 million customers per day Over 300 million scripts annually, 12% U.S. $26 billion in sales(68% pharmacy).

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Presentation Transcript
cvs overview
CVS - Overview
  • HQ – Woonsocket, Rhode Island
  • 4,000+ stores
  • 12,500 pharmacists
  • 3 million customers per day
  • Over 300 million scripts annually, 12% U.S.
  • $26 billion in sales(68% pharmacy)
cvs rx product marketing
CVS – Rx Product Marketing

Distribution/

Market Share

programs

Patient

Screening

Compliance

And

Persistency

Front Store

Customer Initiatives

(eg. Women’s Health)

Specialty stores/

ProCare

Pharmaceutical

Manufacturer

In-store DTC

e.g. shelf

advertising

Diabetes

Marketing

ExtraCare/

Customer

Targeting

CVS.com

CareCheck Plus

(Rx messaging)

strategic marketing direction 4 key elements
Strategic Marketing Direction – 4 Key Elements

1. Proactively understand key brand/business needs (top 3-5)

  • Match CVS’ marketing capabilities in a focused and
  • integrated manner

3. Flawless implementation

4. Provide timely and relevant measures

CREATE “WIN, WIN, WIN” Situations

cvs objectives
CVS - Objectives
  • To develop and implement interventions which primarily increase patient persistency
  • To measure the impact and cost-effectiveness of intervention
persistence is extremely poor
Persistence is Extremely Poor
  • Average anti-depressant = 3.5 months
  • Average oral diabetes drug = 6.6 months
  • Average HMG = 5.6 months

Health professionals overestimate patient compliance as much as 50%

Sources: Dendrite International; Mushlin and Appel

a typical cvs intervention
A Typical CVS Intervention

Define Patients

Program Announcement

(via CareCheck Plus)

OPT OUT

Welcome letter

OPT OUT

Approx.

1

Month

Educational material

Proactive or reactive

refill reminder *

OPT OUT

Repeat refill

reminders *

OPT OUT

* Mail and/or telephone

program measurement
Program Measurement
  • Matched test and control groups
  • Focus on key metrics:
    • Persistency/tablet differences (“lift”)
    • Benefit to cost ratio
  • Ability to deliver rigorous and timely feedback

Dendrite/Analytika partnership

“Standard monthly reports electronically”

why choose cvs
Why Choose CVS?
  • Significant experience 100+ programs in 20 disease areas
  • Ability to target patients using multiple criteria
  • Proven experience managing patient privacy
  • Proven and positive experience with “informed opt-out”
  • Ability to design and implement multiple intervention protocols and “pilot” programs
  • Measurement expertise
carecheck plus14
CareCheck Plus
  • Printed material attached to a customers Rx receipt
  • Content specific to customer/Rx – printed at time of fill (in-store)
  • Information may include:
    • Disease education
    • Setting treatment expectations
    • Importance of compliance
    • Self-assessment questionnaire
    • Coupons
    • “links” (1-800, web-site)
direct to consumer

Direct to Consumer

In-store

ExtraCare

CVS.com

slide17

Direct to Consumer – CVS Shelf and Counter Programs

    • 1. Pharmacy display at Rx pick-up counter
    • 2. Box display containing information, located in relevant section of store:
direct to consumer extracare
Direct to Consumer - ExtraCare
  • CVS Customer Loyalty card
  • 40+ million card holders
  • Top customers receive
  • customized mailings, coupons
  • and “ExtraBucks”
extracare opportunities
ExtraCare - Opportunities
  • Approx. 50% of card holders “opt-in” to receive health information
  • Ability to target educational/product messages based on demographics and front store purchases (up to 2 years of transactions)
  • 1.5 million “opt-in” diabetes customers
dtc cvs com
DTC – CVS.com
  • Industry’s first major “clicks and mortar” pharmacy
  • Over 1.2 million visitors per month
  • Full Rx and OTC online offering since 1998
  • Web orders for in-store pick up (or mail)
  • Online refill reminders
  • Extensive educational content (WebMd partnership)
cvs com opportunities
CVS.com Opportunities
  • Sponsored “Health Awareness” area
  • Consumer survey
  • Product banner advertising
  • Links to manufacturer/other sites for info, coupons etc.
  • Opt-in address collection for targeted e-mail
  • “In the spotlight” (latest advances link)
  • Links from OTC site/purchases (e.g. diabetes supplies)
customer segment marketing
Customer Segment Marketing

Diabetes:

  • In-store diabetes supplies - shelf DTC
  • ExtraCare Diabetes customers (1.5 million)
  • Diabetes Magazine - quarterly mailings (with inserts) to approximately 230,000
  • Diabetes e-mail addresses – 289,000 customers
  • Metrics include coupon redemption, sales, share, ROI etc.
contact information
Contact Information

Rob Blazek RPh-Manager of Pharmaceutical Brand

Treatment and Marketing Programs

(401)770-4353

rjblazek@cvs.com