Cannes Lions

PHARMACY

STARCOM USA, Chicago / WALGREENS / 2011

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Overview

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Credits

Overview

Execution

Whether it was the H1N1 epidemic, flu shots, heart health, or other health issues critical to women, your Walgreens pharmacist was there, called as an expert on the Dr. Oz Show, giving expert advice to the man known as “America’s Doctor”.Our friendly-faced, knowledgeable pharmacists even gave Dr. Oz a flu shot on-air and helped him test an audience member’s blood pressure during one of his episodes.

The show’s involvement with Walgreens has been deep and long. Throughout the year, we distributed segments online with additional medical advice from Walgreens, showcased on Walgreens’ Facebook page and the Dr. Oz site. In stores, Dr. Oz signage promoted our “Arm Yourself for the Ones You Love” campaign encouraging flu shots. We also created co-branded print materials with tips for a healthier lifestyle distributed exclusively at the pharmacy to deepen the relationship between customers and their Walgreens pharmacists.

Outcome

After its pharmacists became Dr. Oz’s advisers and experts, Walgreens saw average weekly sales increase +10% over the year before. The perception that Walgreens professionals offer “expert advice” grew +5%. People who saw our pharmacists on the show were twice as likely to say they will use the Walgreens pharmacy, and three times as likely to have a favorable view of our pharmacists.Some samples of viewers’ reactions:“It makes me much more likely to ask questions of the pharmacist.” “Because of the segment, I went today and bought a blood pressure kit - and yes, I went to Walgreens.”

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