DR. OZ by Starcom Chicago for Walgreens

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DR. OZ

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market United States
Agency Starcom Chicago
Released March 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: WALGREENS
Product/Service: PHARMACY
Date of First Appearance: Mar 1 2010
Entrant Company: STARCOM USA, Chicago, USA
: Gary Hoffman (LiquidThread)
: Gabrielle Szymanski (LiquidThread)
: Christine Olson (Starcom USA)
: Courtney Ballanttini (Starcom USA)
: Amy McMahon (Starcom USA)
: Amy Carney (Sony Pictures Television)
: Susan Law (Sony Pictures Television)
: Harriet Seitler (Harpo)
Media placement: TV - Dr. Oz Show (Syndicated) - 01/03/2010

Insights, Strategy & the Idea
For too long, people dismissed their pharmacist as an impersonal dispenser of pills. There was little loyalty, let alone love. We wanted to change this perception and drive women in-store by illustrating that Walgreens’ friendly pharmacists are well equipped to handle their everyday health concerns, providing advice and health information that is personalized relevant,, …and free.
We needed to help women stop thinking “pharmacy”, and start thinking “pharmacist”. To stop thinking “prescriptions”, and start thinking “advice”. To make it personal.

Enter Dr. Mehmet Oz, the world-renowned cardiothoracic surgeon who rose to celebrity thanks to appearances on Oprah and whose new Dr. Oz Show was the most successful launch on daytime TV in seven years.

When Dr. Oz agreed to feature Walgreens pharmacists on his show as expert advisers on everyday health issues, we had the opportunity to completely change age-old perceptions of the relationship people have with their pharmacist.

Creative 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.

Results and Effectiveness
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 favourable 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.”