Wellness Supplement Brand: Shoppers Drug Mart Pharmacist HealthWatch Endorsement Launch
Shoppers Drug Mart national launch for a wellness supplement brand, anchored on Pharmacist HealthWatch endorsement mechanics that converted recommendation into shelf velocity.
Growth in Conversions
Wellness brand needed full Shoppers chain placement plus pharmacist-led recommendation support inside an already-crowded supplement set.
Content Optimization
MOART managed buyer submission, planogram negotiation across 4 slot positions, and a national pharmacist education tour with sampling kits.
Organic Traffic
1682%
Dramatic Increase
Project Overview
Wellness supplements at Shoppers Drug Mart compete in a category where pharmacist recommendation is the conversion mechanism that matters: shoppers reach the pharmacy counter undecided, and what the pharmacist endorses gets bought. Shoppers' Pharmacist HealthWatch program is the formal lane for that endorsement, but enrolling a new brand requires clinical-substantiation review against the Shoppers HBC standard, which most launching brands underestimate. The strategic problem was building the substantiation file to HealthWatch standard while simultaneously running the planogram negotiation and PC Optimum offer architecture in parallel. Sequenced sequentially, the launch would have missed the spring wellness window.
Execution
MOART ran the HealthWatch clinical-substantiation file in parallel with planogram negotiation rather than after it, secured 9-SKU placement across the Shoppers national footprint, designed a PC Optimum 20x points-multiplier offer gated to the pharmacist-recommendation window, and ran a 6-region pharmacist training program with sampling kits placed at pharmacy counters across high-traffic stores. The Beauty Boutique adjacency was declined in favor of the front-of-pharmacy endcap to anchor the recommendation pathway.
Project Results
9 SKUs HealthWatch-endorsed and live across 1,317 Shoppers locations within 11 months, PC Optimum multiplier campaign producing measurable lift on trial-to-repeat, pharmacist-recommendation training completed across 6 regions, and the brand entering Year 2 reset with permanent endcap negotiated.
Conclusion
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