cvs media relations campaign
TRANSCRIPT
M E D I A R E L AT I O N S C A M P A I G N By Mrunal Bhavsar
v Background of CVS
v Importance of Medical Adherence
v About Pharmacy Advisor Program
v SWOT Analysis
v Business ObjecCves
v CommunicaCon ObjecCves
v Target Audience
v The Main Idea-‐ SAY YES WITH CVS § Pharmacy advisor program launch event § In-‐store promo7on
v Strategies • Celebrity Spokesperson • Medical experts
v Media Strategy • News hooks • Newspaper (Press Release) • Magazine • Television show • Radio (Public service announcements) • Social Media
v Other PR TacCcs • Offer trial period • Collaborate with NGO’s • Pharmacy reward program • Interac7ve mobile applica7on
v Timeline v EvaluaCon
• Pre-‐ Evalua7on • During program • Post Evalua7on
§ The World Health OrganizaCon (WHO) defines medical adherence as “the extent to which a person's behavior—taking medicaCon, following a diet, and execuCng lifestyle changes—corresponds.
§ World Health OrganizaCon (WHO) quoted the statement by Haynes et al that “increasing the effecCveness of adherence intervenCons may have a far greater impact on the health of the populaCon than any improvement in specific medical treatments.”
TREATMENT ADHERENCE OUTCOMES
Among patients
with chronic illness
50% do not take
medications prescribed.
Morbidity & Death
Poor Medical
Adherence
Medical Non-adherence is estimated to
incur costs of $100
billion per year.
http://adhereforhealth.org/who-we-are/medication-adherence/
CVS Health’s unique Pharmacy Advisor® program is designed to help CVS/Caremark plan members achieve better health outcomes. Through the program, CVS Health engages plan members who are diagnosed with chronic conditions either face-to-face when they choose to fill prescriptions at CVS/pharmacy or by phone when members choose mail service pharmacy.
Features of the Pharmacy Advisor Program • Online prescrip7on filling • Refill prescrip7on by CVS consultants • Free ini7al consulta7on • Medica7on reminder • Computer program alert no7fica7ons
The program created several key touch points during which a CVS Health pharmacist would have an opportunity to interact with a program participant: prescription that were not picked up, first-fill counseling and prescription that were not ordered or not picked up.
S W O T
• The merger of CVS and Caremark Rx • Extensive network • Use informational, behavioral and
complex strategies • Existing database of customers • Sophisticated computer program
• The cost of involving in program may be seemed as unnecessary expense
• New walk-in medical clinics • Aging US population to boost
demand for the company’s services • The future value of adherence will
be greater
• Intense competition in retail pharmacy and PBM industries
• Price war in PBM industry • Hard to sell the indirect cost savings • Habits are hard to change
18% return on investment
500,000 customer database
60% target audience awareness; 80% customer satisfaction
Within the first year:
Positon CVS as a responsible brand with benefit of the program
and services.
Spread awareness of
Pharmacy Advisor Program
Emphasize importance of
medical adherence to
encourage proper treatment.
DEMOGRAPHIC
• Age: Senior age segment of 45 years + • mainly facing Cholesterol, cardio-
vascular disease, diabetes, depression
GEOGRAPHIC
• Country: U.S.A. Region: Major cities like New York, Los Angeles, Boston and cities facing major issue of medical adherence.
PSYCHOGRAPHIC
• Tendency to forget taking Medication. • Who want to stay healthy but have
affordability issues
DEMOGRAPHIC
• Age: Youth age segment of 25-40 years • mainly dealing with depression,
hypertension
GEOGRAPHIC
• Country: U.S.A. Region: Major cities like New York, Los Angeles and Boston were people have busy lifestyle and stressful work culture.
PSYCHOGRAPHIC
• Having stressful work load. • Unaware of correct medication options
and effective resources.
PRIMARY- Existing customers of CVS (emphasize benefit of Pharmacy advisor program)
SECONDARY- Potential future customers (dealing with issues of medical compliance)
SAY YES WITH CVS
Say yes with CVS Mega Event
• Collaborate with NGO-‐ Interna7onal Diabetes Federa7on & iFred and nursing home for old age.
• Have medical experts talk about importance of medical adherence.
• Press conference at the launch event.
• Live coverage of the event by television media.
In-‐store promoCon • Standees and pamphlets to educate customers about Pharmacy Advisor
Program & medical adherence with a barcode to download mobile app • Print the campaign idea on the receipts (say yes with CVS) • Encourage customers to share their story with hash tag #sayyeswithCVS
Medical experts Celebrity Spokesperson Media outlets
Senior Vice President, Chief
Scientific Officer and Chief Medical Officer,
Provider of innovation and
analytics for CVS Health.
M.D., M.P.H. Executive Vice President and Chief Medical Officer of CVS
Health.
Senior research scientist at the
Division of Research, Kaiser
Permanente Northern California
M.D., M.H.S Chief Medical Officer
of Adheris, Inc. Faculty member at Harvard Medical
School.
Dr. William Shrank Troyen A. Brennan Andrew J. Karter Mr. Mark Vanelli
James Earl Jones
News hooks Newspaper (Press Release) Magazine (Expert ar7cle) Television show (Interview with celebrity spokesperson) Radio (Public service announcements) Social Media Campaign
A personal advisor in your phone
Ever want a personal health advisor reminding you to take pills regularly? Now you can have your advisor in your phone. CVS has nation widely launched the Pharmacy Advisor Program, which primarily aims at cut down on patients failing to fill prescriptions.
Pharmacy advisor program
What is the cause for additional expenditure of billions for complex medical care and increased disability? Up to 30% of patients fail to fill their initial prescription and take medicine as directed. CVS identified that major roadblock of medical adherence, and came up with a perfect solution: the Pharmacy Advisor Program.
Research for the journalists and pitch them for an Op-ed or press releases in Newspapers.
Robert Pear
Ellie Krieger
Des Bieler
Jocelyn McClurg
NEW YORK, January 27, 2016- CVS Health Corporation has launch a Pharmacy Advisor Program for customers at CVS/Caremark. It is to increase customers’ understanding about the importance of using their medicines as directed and medication compliance. Despite widespread evidence of the clinical effectiveness of medications for the treatment of chronic conditions, an alarming number of patients failed to adhere to their medication regimens. Therefore, CVS steps ahead to provide integrated pharmacy health care services in the United States.
Pitch television show for an interview with our spokesperson talking about medical adherence and CVS’s new initiative.
Weekdays 1:00 PM On ABC
Producer: John D'Incecco
Weekdays 5:00 PM On CBS
Executive Producer: Alex Duda
Pitch radio producers for public service announcement at the radio channels informing about medical adherence
and collaboration with NGO’s.
All Health and wellness tips you need.
A noncommercial community radio station.
Community radio in New Jersey.
Have expert’s article about medical adherence and Pharmacy Advisor Program in the leading magazines to spread awareness.
• Target major social media channels.
SAY YES WITH CVS
Testimonials of customers who improved their health and depression issues by
medical adherence and CVS Pharmacy Advisor program.
• Employee posts about medical adherence and encourage people to engage with
the CVS campaign.
• Twitter Chat and Google plus video chat invites- question our experts and get
information about medical adherence and Pharmacy Advisor Program.
• Posts regarding the Mobile application and info graphics presenting statistics
about medical adherence.
• Key opinion leaders in the Industry to post about aherence and how CVS can help out.
• Bloggers in the health and fitness Industry like Erin Weiss will write article on
Pharmacy Advisor Program and educate her followers.
·∙ Encourage trial users to share the “sign-‐up link” via social media plaXorms. ·∙ Tweet consistently about the trial offer. ·∙ Invite industry experts and special guests to join a TwiZer chat with the trial users. ·∙ Write a customers’ success story that started with the trial and post it on blog and traditional media. ·∙ Let pharmacists offer the customers in-‐store to join the trial offer period. ·∙ Make posters about the trial and put them in-‐store
3 MONTH PERIOD FOR EACH CUSTOMER
COMPLIMENTARY
SERVICES
SOURCE FOR CONSUMER
PERCEPTIONS
· Working together with NGOs on diabetes, high cholesterol and depression · Developing partnership with NGOs · Offering free services
For making medicine affordable
Fill 5 prescriptions and earn $5 added as extra bucks in your pharmacy program
• Notification for prescription filling
• Reminder for medication pick up
• Store Locator feature
• Information about medicine adherence
• Information about Pharmacy Advisory Program
• Barcode scanner for instant pill identification
• Consultation Appointment
#sayyeswithCVS
The campaign is scheduled for 12 months starting from December 1, 2015.
MONTH 1- December, 2015
RESEARCH-
Situation analysis
Target audience profile
Brand awareness
MEDIA PITCH LETTERS- New York Times- Dec 7,2015 New York Post- Dec 14, 2015 Washington Post- Dec 14, 2015 USA Today- Dec 17,2015
MEDIA INVITES-
Mega event press conference- Dec 19, 2015
Pitch for Television show placements- Dec 13, 2015
Magazine article pitch letter- Dec 20, 2015
MONTH 2- JANUARY, 2016
Program launch mega event- Jan 27, 2015
Start Evaluation of outcomes and outputs.
MONTH 3- FEBRUARY, 2016
Publish press release, Feb 1, 2016
Continue with promotion on social media channels and other promotions.
MONTH 4- MARCH, 2016
Newspaper Op-Ed- March 4, 2016
Radio broadcasting (89.7 FM)
Rowan Radio – March 14, 2016
MONTH 5- APRIL, 2016
Magazine medical expert article- April 1, 2016
Mid campaign analysis- April 28, 2016
Pharmacy reward program analysis- April 28,2016
Offer trial period customer increase- April 30, 2016
MONTH 6- May, 2016
Publish News release- May 5, 2016
Television show interview- May 24, 2016
Mobile application growth data collection
MONTH 7- June, 2016
Newspaper Op-Ed- June 8, 2016
Television show placement- June14, 2016
Radio broadcasting (94.9 FM)
Healthy Choice- June 26, 2016
MONTH 8- July, 2016
Magazine article placement- July 1, 2016
Social media mid campaign evaluation- July 23, 2016
MONTH 9- August, 2016
Radio Broadcasting (89.9 FM)
Weru community radio- August 24, 2016
MONTH 12- November, 2016
PR TACTICS- November 24, 2015 Trial period pharmacy reward program mobile application data final analysis EVALUATION- Nov 28, 2016 Outputs measure Outcomes measures Behavior change Business goals evaluation In-store traffic monitoring New members in the program
Output Measure
Outcomes Measure
Behavior Change
Business Goals
• Output Measure Number of press releases, newspaper op-eds and magazine expert articles issued; number of journalists, reporters and columnists contacted. • Outcomes Measure Number of press clippings, interviews, web clicks; tone of voice, whether it’s positive.
• Behavior Change Increase awareness of Pharmacy Advisor Program and CVS; medical adherence behavior adopted. • Business Goals Whether business goals are achieved and to what degree is the campaign successful.
Boston Consulting Group. (2003). The hidden epidemic: finding a cure for unfilled prescriptions and messed doses. Retrieved from https://www.bcg.com/documents/file14265.pdf BloombergBusiness. (n.d.). Mark Vanelli’s biography. Retrieved from http://www.bloomberg.com/research/stocks/private/person.asp?personId=26490014&priv capId=114437263 CVS. (n.d.). CVS’s background. Retrieved from http://www.cvshealth.com/about CVS. (n.d.) Troyen Brennan’s biography. Retrieved from https://www.cvshealth.com/about/leadership CVS. (n.d.) William Shrank’s Biography. Retrieved From https://www.cvshealth.com/about/leadership Dobbels, F., Damme-Lombaert, R. V., Vanhaecke, J., & Geest S. D. (2005). Growing pains: non-adherence with the immunosuppressive regimen in adolescent transplant recipients. Pediatr Transplant, 9(3), 381-390. Durand, M. M. (2015, September 15). Lecture on the nuts and bolts of media relations part 1. New York, NY: New York University. Durand, M. M. (2015, September 29). Lecture on messages and messengers. New York, NY: New York University.
In America. (2015). Retrieved from http://inamericajamesearljones.tv/ Harvard Business School. (2015, March 11). CVS health: promoting drug adherence. Cambridge, MA: Harvard College. Jimmy, B., & Jose, J. (2011). Patient medication adherence: measures in daily practice. Oman Medical Journal, 26(3), 155+. Keiser Permanente. (n.d.). Andrew Karter’s biography. Retrieved from https://www.dor.kaiser.org/external/Andrew_Karter/ Laochumnanvanit, K. a. D. H. B. B. (2005). Consumers' evaluation of free service trial offers. Academy of Marketing Science Review, 2005, 1. MarketLine. (2015). Company profile: CVS health corporation. Retrieved from www.marketline.com Rose, L. (2010). The 10 most trusted celebrities. Retrieved from http://www.forbes.com/2010/01/25/most-trusted-celebrities-business-entertainment- trust.html Williams, J. L. S., Walker, R. J., Smalls, B. L., Campbell, J. A., & Egede, L. E. (2014). Effective interventions to improve medical adherence in type 2 diabetes: A systematic review. Diabetes Management, 4(1), 29-48. World Health Organization. (2003). Adherence to long-term therapies: evidence for action. Retrieved from http://www.who.int/chp/knowledge/publications/adherence_full_report.pdf