What they were up against
Walgreens is the nation’s second-largest pharmacy store chain. It specializes in filling prescriptions, health and wellness products and health information. The company has more than 9,300 stores in 50 states and US territories. Years of prosperity and a strong brand identity had cemented Walgreens as America’s corner drug store. It was a position the health giant was happy to hold, but as a brand grows, so must its vision. Walgreens needed a unified platform that was aligned with the consumer brand, plus the full spectrum of selling tools and communications support for their sales force.
What we did to help
Walgreens needed to transform its business from the corner drugstore to the nation’s largest healthcare distribution system. This would mean reorganizing their sales force and go-to-market strategy for health plans, large employers, hospitals, physicians and government. Yamamoto crafted a strategy to facilitate the brand’s ascension and created a new unified B2B brand promise, “Better Ways to Better Care.” We created graphic standards, event support materials, trade advertising, microsites, trade show support and website content all with a unified message across six market segments and 15 product lines.
BRAND GUIDELINES
COLLATERAL
DIGITAL
SALES TOOL CONTENT
WEBINAR SERIES
SOCIAL MEDIA
EMPLOYER MAGAZINE INSERT
What happened next.
The foundation Yamamoto created is hard at work every day as the Walgreens sales force taps into its new inventory of tools. The changes have paid off in a big way. Using our sales tools and strategic messaging, Walgreens won a workplace health management contract with BMW of North America worth more than $20 million annually.