Allergy Care Brand: CVS Health US National Drug Channel Launch
CVS Health US national drug channel launch for an allergy care brand with pharmacist recommendation training, MinuteClinic clinical staff awareness, and ExtraCare loyalty member trial mechanics across 9,041 CVS pharmacies.
Growth in Conversions
Content Optimization
Organic Traffic
1682%
Dramatic Increase
Project Overview
Allergy care brand entering CVS Health needed national planogram placement against entrenched J&J, Bayer, and GSK incumbents, pharmacist-led recommendation training across the CVS network, and integration with MinuteClinic clinical staff to drive trial during the peak spring and fall allergy seasons. The brand also needed ExtraCare loyalty member targeting for the high-frequency seasonal repeat that defines allergy category economics, and a CVS Carepass auto-replenishment opportunity for the year-round symptom segment that drives recurring revenue beyond the peak windows.
Execution
MOART negotiated 4-SKU planogram placement across the CVS national footprint, ran a 16-region pharmacist recommendation training program with sampling kits placed at pharmacy counters, coordinated MinuteClinic clinical staff awareness for in-clinic patient referrals, executed 5 seasonal feature windows aligned to spring and fall allergy peaks, and designed ExtraCare loyalty trial offer mechanics with the CVS Health CRM team for high-frequency repeat conversion.
Project Results
81% set-completion rate across 9,041 CVS Health stores within 14 months across 4 SKUs, with 5 successful seasonal feature windows executed and ExtraCare trial-to-repeat conversion landing at 34% on the year-round symptom SKU.
Conclusion
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