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
Vaccine Brand Share Shift bar 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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