Business Challenge
Pfizer, Johnson & Johnson and other major pharmaceutical companies introduced the Together Rx Access card to provide prescription drug savings to consumers who don’t have prescription drug coverage. TV and radio advertising was generating some awareness and enrollment activity, but at a high cost of acquisition. Together Rx Access needed a more effective and cost-efficient way to stimulate enrollment among Hispanic consumers.
One key obstacle was that consumers thought the program was “too good to be true” — although Together Rx Access seemed to offer an incredible value, they didn’t know whether they could trust this unknown brand. In addition, the qualification process was keeping potential customers away.
Insight
For Hispanic consumers, health and personal issues are private matters. They tend to respond better to one-to-one interactions than to impersonal advertising pitches or digital communication.
Strategy
aim deployed a small army of trained, bilingual brand ambassadors to engage consumers one-on-one, earn their trust and teach them about the benefits of the card.
We integrated Together Rx Access into local community festivals, health screenings and retail events, focusing on smaller venues that provided more intimate environments for interacting with consumers. In addition, we engaged doctor’s offices and clinics to help spread the word about the card. Every touchpoint offered consumers a meaningful premium/incentive in exchange for their agreeing to talk up the program among their social networks.
Bragging Rights
The campaign exceeded Together Rx Access’ card enrollment goal by 21%, while reducing the acquisition cost per new enrollee by a whopping 88%.
