Campaign Objective

A leading pharmaceutical brand ran a 4 month multi-screen unbranded campaign from late September 2019 to January 2020, across 3,900 Walmart pharmacies to:

  • Raise awareness of the advertised POC high dose flu vaccine among pharmacy shoppers aged 65+
  • Encourage shoppers to ask their healthcare provider about the vaccine

Results

The unbranded campaign delivered increases in the vaccine brand’s share and moved the needle on vaccine administrations.

  • East Coast: the brand share shifted an impressive 1.05 share points and number of administrations significantly increased by 4.3% across the Test versus Control pharmacies
  • Nationwide: brand’s flu vaccines administrations share increased by 0.57 share points from Test to Control pharmacies, shifting share away from key vaccine brand competitors
Flu Vaccine Campaign 2020 - Vaccine Brand Share Shift Graph

Research Approach

IQVIA, a leading third-party health science analytics partner, analyzed proprietary pharmacy prescription data for a set of pre-defined Test and Control groups of Walmart pharmacies across pre- and post-campaign periods.

Source: IQVIA’s pharmacy dispensed prescription data (2018 – 2020).

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