Marketing / Business Objective

A major pharmaceutical brand sought to raise awareness and educate the advertised vaccine among strategically targeted pharmacy shoppers, and encourage them to ask a pharmacist about the branded vaccine.


PRN’s Health & Wellness Network includes thousands of health stations in major retail pharmacies nationwide. The network empowers brands to reach millions of pharmacy shoppers via targeted messaging opportunities at the point-of-purchase. Each health station offers inventory on two distinct screens: an “attract” screen displays branded videos and is visible throughout the pharmacy and OTC areas; an “interactive touchscreen” features branded videos, three banners, expandable/takeover and scrollable/PI banners, and banners with videos that pharmacy shoppers engage with during their testing sessions on the station.

Creative Strategy

The flu vaccine brand engaged the Health & Wellness Network to deliver a targeted message to an audience of pharmacy shoppers aged 65+. The brand’s campaign highlighted the flu vaccine’s high dosage, specifically formulated for ages 65+. The flu vaccine ad included a strong call-to-action to talk to a healthcare professional about this flu vaccine. This strategic in-store pharmacy campaign ran for 3+ months, September 17 to December 14, 2016 nationally in all Walmart pharmacies installed with a health station.

Research Approach

A total of ~400 highly targeted interviews were collected online from late November to mid-December 2016 by a leading third-party pharmacy research partner, dfr Research. There were ~200 highly targeted 65+ Walmart pharmacy shoppers and health station users in the Test cell and ~200 similarly targeted shoppers in the Control cell. On average, the Walmart pharmacy shoppers took 12 minutes to complete the survey.


PRN’s Health & Wellness Network delivered significant, double-digit increases in impacting targeted pharmacy customer’ likelihood to ask a healthcare professional about the advertised flu vaccine. Additionally, ad recall of the flu campaign was significantly higher vs. the Control shoppers.

  • 34% point increase in likelihood to ask a healthcare professional about the high dosage flu vaccine (82% of the Test shoppers vs. 61% Control)1
  • 62% point more likely to recall the ad in the Test cell (70% of the Test shoppers vs. 8% Control)1
  • Remarkable 70% agreed that the campaign’s main point is to get the vaccine1

Likelihood to Ask Healthcare Professional bar graph Ad Recall bar graph
12016 Vaccine Awareness Campaign Effectiveness Study, dfr Research

Download PDF of Case Study
Share This