The advertising initiative highlights the changing health needs of America as more consumers look to the Web for ease and convenience. Walgreens online pharmacy registration gives consumers benefits not available on any other site. They can access their prescription history with Walgreens; order new prescriptions or refills; access Mayo Clinic health information; add vitamins and supplements they're taking to their prescription profile; schedule e-mail reminders for prescription pick-up; check for adverse reactions; and ask Walgreens pharmacists questions.
Four :30 TV spots will air nationally on spot television on the highest-rated cable networks including: CNN, CNBC, MSNBC, FOX News, The Discovery Channel and A&E.
In further support of the advertising launch, The Sales Machine, Tatham's marketing services division, worked with Walgreens in-house advertising department to develop in-store point-of-purchase materials and Sunday newspaper circulars.
"Our creative approach to the Walgreens.com awareness campaign was two-fold. We focused on the most important aspects of the Web site, convenience and efficiency, while highlighting Walgreens reputation as "The Pharmacy America Trusts," said Gary Epstein, president and CEO of Tatham.
"Walgreens is the nation's leading drugstore chain," said Craig Sinclair, Walgreens VP-advertising. "By launching Walgreens.com, we took this one step further to give our customers more health information and control over their prescription needs. With the help of Euro RSCG Tatham, our Web site awareness campaign will creatively pave the way for consumers to discover the variety of helpful features at our online pharmacy."
Two of the spots, titled "Corners" and "Signs," emphasize the convenience of thousands of Walgreens pharmacies on every corner nationwide, in addition to Walgreens' newest location: the corner of one's desk. Demonstrating the pharmacy's accessibility, dramatic visuals of authentic Walgreens signs appear on the front of homes and apartment buildings.
The spots convey an animated, playful approach to the numerous informative and helpful benefits of the Walgreens online pharmacy, giving customers a "point-and-click" tour of the Web site.
Copyright February 2001, Crain Communications Inc.