Walgreens fills Script for Greater Market Share with Integrated Campaign from Graphica

When Walgreens invested in a new 24/7 call-in and automated refill system, it turned to Graphica to develop the marketing strategy and all of the creative for the recent introduction of its new services.

Graphica worked with Walgreens to develop a strategy and comprehensive campaign that capitalizes on consumers’ desires for personalized attention and convenient service. The creative direction positioned the pharmacist as hero – a strategy that was reinforced by contemporary, stylized imagery and targeted messaging to help Walgreens claim its place as the neighborhood pharmacy of choice. The entire campaign capitalized on customers’ desires for personalized attention and convenient service.

The tightly integrated communications effort stretched across multiple customer touch points, including store signage, prescription buck slips, in-store radio, email promotions, direct marketing and a Web microsite specifically dedicated to the program. The marketing strategy leveraged Walgreen’s substantial heritage in the pharmacy business by promoting the pharmacist as hero and by emphasizing the benefits of personalized consultation.

Walgreens is the nation’s largest drugstore chain with fiscal 2009 sales of $63 billion