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CVS Health Marketing

To help people on their path to better health by transforming the healthcare experience for 100 million people by 2030

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To help people on their path to better health by transforming the healthcare experience for 100 million people by 2030

Strengths

  • OMNICHANNEL: Unmatched retail/pharmacy/digital/insurance ecosystem
  • FOOTPRINT: 9,000+ retail locations within 10 miles of 85% of Americans
  • DATA: Rich health data from 115M pharmacy customers & 24M Aetna members
  • EXPERTISE: Deep clinical capabilities across 40K+ healthcare providers
  • BRAND: Trusted healthcare brand with 60+ years of consumer loyalty

Weaknesses

  • INTEGRATION: Siloed experience across pharmacy, retail, and insurance
  • DIGITAL: Fragmented digital experience trails competitors like Amazon
  • AGILITY: Complex bureaucracy slows marketing innovation cycle times
  • PERSONALIZATION: Limited use of consumer data for targeted campaigns
  • TALENT: Shortage of specialized digital marketing expertise

Opportunities

  • AGING: 10,000 Americans turning 65 daily, driving healthcare demand
  • PREVENTION: Growing consumer focus on preventative health services
  • TELEHEALTH: 38% CAGR in virtual care adoption through 2025
  • VALUE: Rising consumer demand for affordable healthcare alternatives
  • RETAIL: Transform store experience into true healthcare destinations

Threats

  • COMPETITION: Amazon, Walmart aggressively expanding healthcare plays
  • DISRUPTION: New digital-first healthcare startups gaining traction
  • REGULATION: Evolving healthcare policies impacting marketing practices
  • ECONOMY: Inflation driving consumer healthcare spending reductions
  • MARGINS: PBM profit compression from increased transparency demands

Key Priorities

  • ECOSYSTEM: Create seamless cross-channel marketing experiences
  • DATA: Leverage consumer insights for personalized health journeys
  • DIGITAL: Accelerate digital marketing transformation initiatives
  • PREVENTION: Position brand as leader in preventative health solutions
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To help people on their path to better health by transforming the healthcare experience for 100 million people by 2030

ONE EXPERIENCE

Create seamless cross-channel healthcare journey

  • UNIFIED: Launch integrated marketing platform connecting retail, pharmacy & insurance by Q3
  • JOURNEY: Map and optimize top 5 cross-channel customer journeys with 20% friction reduction
  • ENGAGEMENT: Increase multi-channel customer engagement by 35% through coordinated campaigns
  • RETENTION: Improve multi-service customer retention by 15% through unified experience
INSIGHT ENGINE

Harness data for personalized health experiences

  • SEGMENTS: Develop 12 high-value healthcare journey personas with tailored marketing approaches
  • PLATFORM: Implement enterprise customer data platform with 85% data integration by Q3
  • PERSONALIZATION: Deliver personalized health recommendations to 25M customers monthly
  • PREDICTION: Deploy 5 predictive health marketing models with 30% improved campaign performance
DIGITAL LEAP

Accelerate digital marketing transformation

  • TALENT: Hire and onboard specialized digital marketing team of 25 experts by end of Q2
  • AUTOMATION: Implement AI-powered marketing automation reducing campaign launch time by 40%
  • EXPERIENCE: Redesign digital consumer touchpoints achieving 30% higher engagement metrics
  • INTEGRATION: Connect 100% of digital marketing platforms to unified measurement framework
HEALTH FIRST

Position as leader in preventative health solutions

  • CONTENT: Launch comprehensive preventative health content hub with 5M monthly visitors
  • AWARENESS: Increase brand association with preventative health by 25 percentage points
  • ACTIVATION: Drive 2M preventative health screenings through targeted marketing campaigns
  • COMMUNITY: Establish health advocacy program reaching 500 communities with 10M impressions
METRICS
  • ENGAGEMENT: 75M consumers actively engaging with CVS Health services
  • RETENTION: 85% customer retention rate across all health service lines
  • NPS: Achieve Net Promoter Score of 45 across all consumer touchpoints
VALUES
  • Innovation: Pioneering healthcare solutions that improve lives
  • Collaboration: Working together across our ecosystem to create value
  • Caring: Treating people with respect and empathy in every interaction
  • Integrity: Doing the right thing with unwavering ethical standards
  • Accountability: Taking responsibility for our actions and outcomes
CVS Health logo
Align the learnings

CVS Health Marketing Retrospective

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To help people on their path to better health by transforming the healthcare experience for 100 million people by 2030

What Went Well

  • RETAIL: Pharmacy services segment revenue growth exceeded 8% target
  • DIGITAL: 22% increase in digital prescription refills through app
  • MEMBERSHIP: Health insurance segment added 750K new members
  • LOYALTY: ExtraCare program engagement up 15% with personalization

Not So Well

  • INTEGRATION: Cross-selling between pharmacy and insurance below target
  • ACQUISITION: Customer acquisition costs increased 12% year-over-year
  • RETENTION: Primary care patient retention rates declined 3 points
  • CAMPAIGNS: Fragmented marketing approach reduced campaign efficiency

Learnings

  • PERSONALIZATION: Targeted health campaigns drove 3x higher engagement
  • CHANNELS: Omnichannel customers generate 2.8x more lifetime value
  • CONTENT: Health education content drove 35% higher conversion rates
  • MEASUREMENT: Improved attribution models revealed true campaign ROI

Action Items

  • UNIFIED: Develop single view of customer across all business units
  • JOURNEY: Map end-to-end healthcare journey for targeted interventions
  • METRICS: Establish consistent cross-channel marketing measurement
  • AGILITY: Implement rapid testing framework for marketing innovations
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To help people on their path to better health by transforming the healthcare experience for 100 million people by 2030

Strengths

  • DATA: Massive proprietary health dataset for AI model training
  • INFRASTRUCTURE: Significant cloud computing investments underway
  • ANALYTICS: Strong predictive analytics foundation in place
  • PILOTS: Successful AI customer service and clinical trial programs
  • PARTNERSHIPS: Key strategic AI partnerships with tech leaders

Weaknesses

  • TALENT: Limited specialized AI/ML marketing expertise on staff
  • LEGACY: Technical debt in older marketing systems limits AI adoption
  • GOVERNANCE: Unclear data governance framework for AI applications
  • INTEGRATION: Siloed data prevents unified AI marketing approach
  • RISK: Conservative culture slows adoption of AI marketing tools

Opportunities

  • PERSONALIZATION: AI-driven hyper-personalization of health journeys
  • EFFICIENCY: Automation of routine marketing operations via AI
  • PREDICTION: AI-powered predictive health marketing campaigns
  • ENGAGEMENT: Conversational AI for ongoing customer relationships
  • OPTIMIZATION: Continuous AI-driven marketing campaign improvement

Threats

  • COMPETITION: Rivals investing heavily in AI marketing capabilities
  • PRIVACY: Evolving regulations restricting AI use of health data
  • TALENT: Fierce competition for limited AI marketing expertise
  • PACE: Rapid AI innovation outpacing organizational adaptation
  • TRUST: Consumer skepticism about AI use in healthcare marketing

Key Priorities

  • TALENT: Build specialized AI marketing team with healthcare focus
  • PERSONALIZATION: Deploy AI for individualized health journeys
  • GOVERNANCE: Establish clear ethical AI marketing framework
  • INTEGRATION: Unify data sources for comprehensive AI marketing