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CVS/pharmacy Treatment and Marketing Programs

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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CVS/pharmacy Treatment and Marketing Programs

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  1. CVS/pharmacy Treatment and Marketing Programs Overview and Capabilities

  2. 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)

  3. CVS – Pharmaceutical Product Treatment and Marketing Capabilities

  4. 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)

  5. 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

  6. Compliance and Persistency

  7. CVS - Objectives • To develop and implement interventions which primarily increase patient persistency • To measure the impact and cost-effectiveness of intervention

  8. 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

  9. 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

  10. 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”

  11. 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

  12. CareCheck Plus

  13. 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)

  14. Direct to Consumer In-store ExtraCare CVS.com

  15. 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:

  16. Direct to Consumer - ExtraCare • CVS Customer Loyalty card • 40+ million card holders • Top customers receive • customized mailings, coupons • and “ExtraBucks”

  17. 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

  18. 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)

  19. 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)

  20. 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.

  21. Contact Information Rob Blazek RPh-Manager of Pharmaceutical Brand Treatment and Marketing Programs (401)770-4353 rjblazek@cvs.com

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