CVS Health: HERe for her

CVS Health, a pharmacy company, put a series of key initiatives in place to educate and empower women in the US, build awareness of the services it provides to support women's health and drive sales and clinic visits by building trust.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

This case is the poster child for doing well while doing good and an education in how corporations, using research, can navigate our divided society. CVS Health grasped the insight that women face significant barriers to prioritizing their healthcare and saw the opportunity to improve their experience in accessing services and products. The marketing challenges were around education, trust and driving through to sales. Research was conducted expertly and sensitively to shape the campaign platform, 'HERe'. This concept was the most inclusive and motivating for CVS Health,...

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