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Michele Polgar CVS Colon Cancer Awareness Campaign
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Michele Polgar CVS Colon Cancer Awareness Campaign

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Strategic Account Director at CVS Caremark - presentation for Call-on Congress 2012

Strategic Account Director at CVS Caremark - presentation for Call-on Congress 2012

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Michele Polgar CVS Colon Cancer Awareness Campaign Michele Polgar CVS Colon Cancer Awareness Campaign Presentation Transcript

  • CVS/pharmacy Raising Public Awareness of Colon Cancer March 2012©2012 Caremark. All rights reserved. This presentation contains confidential and proprietary information ofCVS Caremark and cannot be reproduced, distributed or printed without written permission from CVS Caremark.
  • CVS Caremark Purpose Helping people on their path to better health2 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • Background • Industry associates CVS Caremark, BlueCross BlueShield of South Carolina, the Center for Colon Cancer Research at the University of South Carolina, Gibbs Cancer Center, Fight Colorectal Cancer and the South Carolina Gastroenterology Association have joined efforts to raise public awareness about colon cancer and the importance of screening − Focused efforts in March 2012 in recognition of National Colorectal Cancer Awareness Month − Monetary donations to support screenings/colonoscopies for the un- and underinsured and a statewide public awareness billboard campaign − Statewide awareness campaign through CVS/pharmacy stores − Nationwide awareness campaign through CVS.com website BlueCross BlueShield of South Carolina is an independent licensee of the Blue Cross and Blue Shield Association3 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • CVS/pharmacy Outreach Capabilities • Approximately 200 CVS/pharmacy stores in South Carolina − 800,000 customer visits per month1 − 610 pharmacists on staff1 • CVS.com website and CVS/pharmacy Facebook page − 9.3 million visits per month1 − 890,000 Facebook fans1 • ExtraCare® cardholders − 5.5 million cardholders with email addresses1 • ExtraCare® Health cardholders − 500,000 BlueCross BlueShield of South Carolina cardholders1 BlueCross BlueShield of South Carolina is an independent licensee of the Blue Cross and Blue Shield Association 1. CVS Caremark Marketing, 2011.4 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • March 2012 Campaign Components • Statewide CVS/pharmacy stores − In-store radio messaging − Electronic board messaging − Pharmacy receipt messaging − ExtraCare® Health Card messaging • Nationwide CVS.com − Web banner/link − Health information through email message distribution − Facebook − Pharmacist continuing education5 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • Statewide Campaign©2012 Caremark. All rights reserved. This presentation contains confidential and proprietary information ofCVS Caremark and cannot be reproduced, distributed or printed without written permission from CVS Caremark.
  • In-Store Radio Messaging − Gastroenterologist: “This is South Carolina gastroenterologist Dr. March Seabrook. This year, we will lose more people to colon cancer than to breast cancer or prostate cancer. But colon cancer is preventable. A colonoscopy performed by an expert is the best test to detect and remove precancerous polyps. Screening helps save lives. If you are 50 years or older, talk to your doctor. Love your colon.” − Colon Cancer Survivor: “My name is Jo Mooney and I beat the number two cancer-killer in America. Colon Cancer. It’s called the silent killer because it usually has no outward symptoms until it’s too late. If you’re 50 years or older, a colonoscopy performed by a gastroenterologist is the best way to detect and remove pre-cancerous polyps. Screening helps saves lives, so talk to your doctor — get tested — love your colon.” 20-second scripts played 1 to 2 times per hour in CVS store locations in South Carolina7 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • Electronic Board Messaging LOVE YOUR COLON * GET SCREENED Message displayed on electronic marquee boards located outside select CVS/pharmacy stores in South Carolina8 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • Pharmacy Receipt Messaging Message printed on CVS/pharmacy prescription receipts in South Carolina Stores for patients 50 years of age or older9 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • ExtraCare® Health Card Messaging JANE DOE If you’re over 50, or have a family history of colon cancer, talk to your doctor about screening. It can save your life. Love Your Colon — Get Tested. EXPIRES 12/1/12 ExtraCare® Card #*******9018 *EXTRACARE CARD MUST BE PRESENTED TO GET THESE SAVINGS. EXCLUDES PRESCRIPTIONS, TOBACCO & ALCOHOL. NO CASH BACK. TAX CHARGED ON PRE-COUPON PRICE WHERE REQUIRED. Message printed on cash register receipts for BlueCross BlueShield of South Carolina ExtraCare Health cardholders BlueCross BlueShield of South Carolina is an independent licensee of the Blue Cross and Blue Shield Association10 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • Nationwide Campaign©2012 Caremark. All rights reserved. This presentation contains confidential and proprietary information ofCVS Caremark and cannot be reproduced, distributed or printed without written permission from CVS Caremark.
  • CVS.com Website Website banner with link to supporting colon cancer information and resources12 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • CVS.com Health Information Landing Page • Supporting resources13 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • Email Message Distribution Promotion message emailed to ExtraCare® cardholders with link to colon cancer information and resources14 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • Facebook Facebook banner with postings and link to supporting colon cancer information and resources15 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • Pharmacist Continuing Education • The Pharmacist’s Role in Colorectal Cancer Screening − Goal: The goal of this activity is to help pharmacists in all practice settings develop a better knowledge base of colorectal cancer screening and to serve as advocates for colorectal cancer awareness. − Objectives: Upon completion of this activity the pharmacist will be able to: • Review colorectal cancer screening recommendations for adults at average risk • Identify important counseling points for patients on the benefits, risks and proper use of a home fecal occult blood test • List important counseling points for patients preparing for a colonoscopy • Describe the pharmacist’s role in promoting colorectal cancer screening and providing related patient education • Describe two opportunities for pharmacists to recommend colorectal cancer screening in the community pharmacy setting16 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933
  • Summary • Benefit from the unique collaboration of the various touchpoints that CVS Caremark has with millions of individuals, both locally through their CVS/pharmacy retail stores and nationwide through their web presence, in order to educate the public on overall awareness and the importance of screenings to prevent colorectal cancer, which is the second leading cause of cancer deaths in the United States17 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark. 24933