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November 2007 - Strategy Magazine
by Mary Dickie  B!G Idea As aging baby boomers become increasingly aware that they are not, in fact, invincible, they are placing a larger value on their health. Cossette decided to help the retailer reach out to this rich demographic by positioning itself as the pharmacy that allows them to take control of their own health care. How? By making its HealthWATCH services not just a useful system of tracking prescriptions, but a symbol of personalized health and wellness. The first step was to come up with the umbrella slogan "My Health. My Way." Next, Cossette designed and produced a toolkit of products and services including My File, a portable medication history; My Meds, a customized system to help consumers manage their medications; Med Ready, which makes the prescription delivery process smoother; and Pharma Track, which features health information and advice for consumers. A video was produced to educate Shoppers' staff on the initiative, and print, POP and direct mail advertising spread the word to consumers. And Shoppers' first TV advertising in several years, a 60-second commercial, appeared to reinforce the message. Impact Pat Chapman, director of communications at Shoppers Drug Mart, says the campaign has been a huge success. "We're very pleased with our new HealthWATCH program, because customers have told us that they like the services," she says. "One customer said, 'I love your automated prescription refill service; it works like a charm and is so convenient.'" The judges have their say Patricia McQuillan "Loyalty is one of the biggest strategic challenges in our industry today. Cossette did a great job in developing the HealthWATCH brand through the delivery of tangible, loyalty-engaging benefits." Quick Search
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