McKesson sought to better understand why patients switch pharmacies and how their Health Mart stores could best market to them.
Confidential Consumer recommended a comprehensive research approach that leveraged multiple data collection methodologies including “secret shopping,” consumer polling, video testimonial capture, social listening and more.
From coast to coast, over 1,000 physical locations were ‘crowd shopped’, 2,500 pharmacy consumers and owners were surveyed, and dozens of video testimonials were facilitated and captured. Consumer sentiment on social was also aggregated and measured against leading competitors.
The key drivers of pharmacy choice were identified and quantified, and new corporate marketing strategies were formulated to activate against these insights.