From beauty to medications and everything in-between, the pharmacy can accommodate a multitude of needs. The retail pharmacy creates the perfect environment in providing consumers with the products that they are looking for (and maybe some products that they did not know they needed…!)
I recently came across a Walgreens commercial that features two women waiting in line at the pharmacy when they notice a teenage girl in front of them with purple-streaked hair. The two woman looked intrigued. And before they check out, one of them runs to the aisles of the pharmacy and grabs a few boxes of purple hair color for her and her friend. The commercial then cuts to the women walking confidently in to their high school reunion with purple streaked hair, and they began to dance the night away. The essence of the ad is Walgreens’ inviting you to “carpe med diem” with not only savings and $1 copays but also with products that make you feel good and look good! This commercial communicates the power of the retail pharmacy and how it is an ideal venue to reach every demographic. You can get anything you need, from fun hair color to picking up your prescription.
Other media vehicles may be ideal for reaching a particular target, but rarely is there a media vehicle that spans every demographic. Social media can influence younger generations, and print may be impactful among older generations. But messages delivered in the aisles of retail pharmacy will reach consumers who visit the store to purchase Medicare Part D prescriptions, as well as those who are buying purple hair dye.
Leveraging the power of in-pharmacy media programs can be beneficial to pharma brands, because they effectively reach a diverse target audience when healthcare is top of mind.
Click here to watch the commercial: http://www.ispot.tv/ad/AnV8/walgreens-carpe-med-diem-reunion