Major pharmaceutical brand drives increase in vaccine brand share and administrations of high dose flu vaccine on PRN’s Health & Wellness Point-of-Care (POC) Healthcenters at Walmart
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
Share Shift
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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