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Influenza and Pneumonia Immunization Services Ed Cohen, PharmD Immunization Clinical Services March 28, 2011
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2010-2011 Flu Shot Program Goals
To administer flu and pneumonia shots all day, every day at all retail locations To retain last year’s flu shot patients while acquiring new flu shot patients To sustain brand awareness of our professional preventive care services
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2010-2011 Flu Shot Program Objectives
Deliver a service that goes beyond a standard transaction to enhance our image as an overall healthcare provider Demonstrate improved immunization rates by proactively cross-promoting additional, relevant immunization services
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Flu Shot Program Acquire and retain loyal patients as a result of positive pharmacy staff interactions Prove capabilities to physician and payer groups that illustrate our new, expanded capabilities and how we play a critical role within their network
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Marketing Strategy Continue speaking with consumers, while encouraging participation from our own employees, as well as reaching key influencers Targets Consumers Employees Influencers
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Consumer Activation Plan
Arm Yourself® For The Ones You Love Flu Program
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Consumer Activation Plan (continued)
Arm Yourself® For the Ones You Love Well-intentioned Moms Prevention-focused Seniors Know they should get a flu shot, but don’t follow through on their intentions Emphasize convenience of Walgreens no-appointment guarantee, and emotional connection of doing it for their loved ones Already get a flu shot, just need to be convinced to get it at Walgreens Emphasize enhanced patient care experience as reason to believe Existing Rx Patients Already involved in a conversation with Walgreens, just not necessarily about flu shots
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Consumer Activation Plan (continued)
Leverage Our ‘Arm Yourself For The Ones You Love’ Consumer Campaign by: Designing relevant, direct mail campaigns to connect with existing customers Developing a media mix that drives demand and differentiates us from other retailers Promote daily accessibility, patient privacy areas and paperless medical billing processes Coordinating public relations efforts to stress the importance of getting vaccinated early
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Consumer Activation Plan (continued)
Communicating the CDC’s universal age recommendation Include education that this year’s vaccine also protects against H1N1 Identifying opportunities for a stronger online integration, both pre- and post-immunizations Online registration, pre-populated VAR forms and NEW online immunization records Increasing database to cross-promote future elective, preventive care services
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Consumer Activation Plan (continued)
Arm Yourself® For The Ones You Love National campaign with an underlying promotion that empowers people to fight the flu for those they love Giving consumers a chance to show who matters most with a simple, iconic image, played out in a million different ways, all of them personal expressions of love and pride
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Consumer Activation Plan (continued)
Our icon, a heart-shaped bandage used in retail, online, on TV and in print campaigns featuring people demonstrating their pride in getting the flu shot for the people they love
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Consumer Activation Plan (continued)
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Consumer Activation Plan (continued)
First Mover Education Activation Media Center Pre-sell Efforts General Awareness Customers and Employees New Customers Reminds customers we’ll be offering flu shots this season Prior to getting shots, informs customers of vaccine updates Once the vaccine arrives, promotes every day availability Begins full activation plan/launches mass media outreach July August August September
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Employee Activation Plan
Be the first to arm yourself for the flu season, and get others on board in the fight against the flu Walgreens Employees Last year’s flu campaign really galvanized employees Now Walgreens employees have an opportunity to be a part of an even larger effort—all from the front lines Emphasize that every Walgreens employee will receive a free flu shot this year, and that employees have the power to really make a difference in the fight against the flu
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Employee Activation Plan (continued)
Prepare retail staff to actively engage with daily customers to get a flu shot by: Developing an internal campaign to increase employee immunization rates Staff who get vaccinated are best positioned to promote flu shots
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Employee Activation Plan (continued)
Design an easy-to-execute, suggestive sell program at retail targeting customers Vocalize vaccine is available daily Work with patients to uncover additional insurance benefits Train staff to cross-sell other Walgreens products and services Assess patient needs and recommend other relevant immunization services Provide additional cash saving incentives on over-the-counter products
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Employee Activation Plan (continued)
Recognize Last Year’s Achievements
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Employee Activation Plan (continued)
Create a Viral Marketing Campaign
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Employee Activation Plan (continued)
Employee Recognition Efforts
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Influencer Activation Plan: Physicians and Payers
Walgreens is the best choice for your patients and members to get a flu shot right now Physicians Payers Want to be able to offer their patients the best medical care possible, and if they are out of flu shots (or never received them) Walgreens is the next best thing Emphasize convenience of Walgreens no-appointment guarantee, greater availability of vaccinations, expert pharmacists and the superior patient experience compared to other retailers Want their members to stay healthy, resulting in lower overall healthcare costs Emphasize convenience of Walgreens no-appointment guarantee, greater availability of vaccinations, expert pharmacists and the superior patient experience compared to other retailers
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Influencer Activation Plan: Physicians and Payers (continued)
Create campaigns targeted to key influencers to position Walgreens as a healthcare partner by: Connecting with healthcare professionals who don’t offer flu shots, but whose patients stand to benefit the most from getting their flu shot Promote core capabilities designed to improve overall immunization rates Provide physicians with copies of patient immunization records to keep their files current Leverage partnerships to promote other elective, preventive care services
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Influencer Activation Plan: Physicians and Payers (continued)
Seek opportunities to collaborate with large payer groups on direct-to-member materials Welcome select insurance members on select retail advertising vehicles
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Influencer Activation Plan: Physicians
Walgreens is the best choice for your patients to get a flu shot right now Physicians Want to be able to offer their patients the best medical care possible, and if they are out of flu shots (or never received them) Walgreens is the next best thing Emphasize convenience of Walgreens no-appointment guarantee, greater availability of vaccinations, expert pharmacists and the superior patient experience compared to other retailers
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Influencer Activation Plan: Physicians (continued)
2/21/2019 Influencer Activation Plan: Physicians (continued) Website banner ads, news wires/letters, social networks and mobile communications Clicks through to…. 2009 Walgreen's Training_v2
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Influencer Activation Plan: Physicians (continued)
2/21/2019 Influencer Activation Plan: Physicians (continued) Prescriber landing page Requests the following materials… 2009 Walgreen's Training_v2
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Influencer Activation Plan: Physicians (continued)
Prescriber mail materials Also includes…
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Influencer Activation Plan: Physicians (continued)
Prescriber Patient Materials Patient Referral Pads Waiting Room FLU FAQ Wheel Exam Room Poster Referral Instructions
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Influencer Activation Plan: Payers
Walgreens is the best choice for your members to get a flu shot right now Payers Want their members to stay healthy, resulting in lower overall healthcare costs Emphasize convenience of Walgreens no-appointment guarantee, greater availability of vaccinations, expert pharmacists and the superior patient experience compared to other retailers
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Influencer Activation Plan: Payers (continued)
Client-Member Materials Front Back Newsletter Ads Digital Banner Ads Templates Direct Mail Insert
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Influencer Activation Plan: Payers (continued)
Client-Employer Materials Newsletter Content Digital Banner Ads Templates Front Back Poster Flyer Paycheck Stuffer
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Influencer Activation Plan: Payers (continued)
Retail Materials POS Countermats Readerboard Front Door Poster Aisle Poppers Sidewalk Signs Drive-thru Clings
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Effective Implementation Drives Successful Outcomes
Walgreens has: Administered over 6 million flu shots Expanded the role of pharmacists as healthcare providers Measured and reported quality outcomes Created demand for pharmacist-delivered immunization though multimodal marketing to:
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Effective Implementation Drives Successful Outcomes (continued)
Consumers Walgreens employees Influencers Physicians Payer Groups
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Thank You! We are very proud of our program’s positive impact on the health of our nation, our contribution to the public awareness of flu shots and the importance of immunizations. If you have any questions, please contact: Ed Cohen, PharmD Immunization Clinical Services Walgreens 302 Wilmot Rd. MS 3268 Deerfield, IL 60015 O: Fax: Michael S. Taitel, PhD Director of Health Outcomes and Analytics Walgreens 1415 Lake Cook Rd. MS L444 Deerfield, IL 60015 O: C:
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