1. M E D I A R E L AT I O N S C A M PA I G NBy Mrunal Bhavsar
2. 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
3.
4. § 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
5.
6. 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/
7.
8. 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
9. 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.
10. 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
11. 18% return on investment
500,000 customer database
60%
target
audience
awareness;
80%
customer
satisfaction
Within the first year:
12. 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.
13. 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)
17.
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.
18. • Press
conference
at
the
launch
event.
• Live
coverage
of
the
event
by
television
media.
19.
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
21. 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
24. News
hooks
Newspaper
(Press
Release)
Magazine
(Expert
ar7cle)
Television
show
(Interview
with
celebrity
spokesperson)
Radio
(Public
service
announcements)
Social
Media
Campaign
25. 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.
26. Research for the journalists and pitch them for an
Op-ed or press releases in Newspapers.
29. 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.
30. Pitch television show for an interview with our
spokesperson talking about medical adherence and
CVS’s new initiative.
39. Testimonials of customers who improved their health and depression issues by
medical adherence and CVS Pharmacy Advisor program.
40. • Employee posts about medical adherence and encourage people to engage with
the CVS campaign.
41. • Twitter Chat and Google plus video chat invites- question our experts and get
information about medical adherence and Pharmacy Advisor Program.
42. • Posts regarding the Mobile application and info graphics presenting statistics
about medical adherence.
43. • 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.
44. ·∙
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
45. · Working together with NGOs on diabetes,
high cholesterol and depression
· Developing partnership with NGOs
· Offering free services
46. For making medicine affordable
Fill 5 prescriptions and earn $5 added as extra bucks in your pharmacy program
47. • 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
48. The campaign is scheduled for 12 months starting from December 1, 2015.
49. 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
50. 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
51. 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
52. 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
54. • 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.
55. • 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.
56.
57. 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.
58. 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
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