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 9,000 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.

Walgreens needed to transform its business from a well-known corner drugstore to the nation’s largest healthcare distribution system. Part of this process would mean reorganizing their sales force and go-to-market strategy for key partners like health plans, large employers, hospitals, physicians and government.

What we did to help

Yamamoto took up the cause of crafting a strategy that would facilitate the brand’s ascension. Extensive market research and input from key stakeholders informed a new, unified B2B brand promise. “Better Ways to Better Care” was our mantra, and it embodied both the Walgreens history of healthcare excellence and its bold vision for the future. We created graphic standards, event support materials, trade advertising, microsites, trade show promotional support and website content all with the purpose of establishing a unified message. Product literature spanning six market segments and 15 product lines brought the wide range of Walgreens offerings in line.