2021 Winner

CASE SUMMARY

Challenge & Objective

In 2020 Rexall launched ‘Be Well’, a new kind of rewards program that makes it easier for consumers to stay connected to their health and wellness through tools to manage prescriptions, health assessments and trackers, access to online health practitioners, and personalized ways to collect points.

Be Well replaced Air Miles, which was popular with customers but didn’t amplify Rexall’s value proposition as a leading health and wellness pharmacy retailer or allow for direct ownership of consumer communication and insights. Be Well leverages consumer analytics to deliver a personalized omnichannel experience to simplify Canadians’ health and wellness journey.

With COVID accelerating the need for more advanced digital experiences, Be Well brought Rexall forward to truly compete with this unique combined patient and consumer experience.

The objectives were to create program awareness, educate consumers highlighting its unique value proposition, drive downloads, encourage ongoing use and engagement, as well as transition existing & acquire new Rexall customers.

Insights & Strategy

We can’t enjoy any of life’s rewards without our health. And while wellness today has never been more accessible, it’s also never been more fragmented or challenging to navigate. Be Well helps connect the dots and make the journey to health & wellness simpler and more comfortable for Canadians. No matter where you are on your own personal Health Journey, Be Well makes wellness possible, simpler and more rewarding.


Execution

The program was piloted with employees to solicit feedback and create brand ambassadors before it went live with customers. The launch included a four-phase approach to generate brand awareness, app downloads and engagement.

The first was a soft launch (to transition existing customers and patients) and included paid social, programmatic and search driving existing Rexall’s customers to sign up.

The second was a mass media launch (to drive brand awareness) and included PR, TV, radio, social, YouTube and search.

The third was to drive downloads and included an influencer program, as well as paid social, programmatic, search and search extension (App Store search ads).

And finally, the fourth phase was a campaign to encourage ongoing app usage. and included paid social and search, as well as owned and paid channels to support personalized offers and evolving app functionalities.

Results

Be Well exceeded all acquisition targets which mitigated the risk of transitioning to a new program. Customer engagement has increased driven by omnichannel marketing that delivers tailored content and offers based on purchase behavior and needs. Be Well is more than just points and has created a unique link in the healthcare system that connects patients to pharmacy services and health providers.

Launching in the middle of a pandemic was risky, but the success of Be Well demonstrates it is possible to breakthrough with consumers during times of uncertainty when the message and value proposition is relevant and fills a consumer need.

Two million members scanned in and there was 100% employee engagement, as well as a 224% increase in digital prescriptions. The email database grew 511% and Rexall.ca site traffic increased 50% YoY.

Credits

Rexall:

Trevor Bartlett - SVP & Chief Merchant Rexall
Jennifer Zedic - Senior Director of Marketing and Advertising
Jodi Lumsden - Director, Brand & Creative
Diana Goncalves - Senior Marketing Manager, Loyalty, Pharmacy & Health
Christine Penfold – Senior Marketing Manager, Sales & Promotions
Troy Stewart - Marketing Manager, Digital & Media
Carolyn Hynds - Vice President, Loyalty, CRM & Analytics
Brian Morrison - Director, Loyalty & CRM
Robyn Stuttard – Loyalty Promotions & Operations
Anant Vyas – Specialist, Loyalty Operations
Sonar Gilani - Senior Manager, Loyalty & Partnerships
Jupinder Sekhon - Specialist, Loyalty Promotions
Michelle Catenacci – Specialist, Loyalty
Violet Pietraszek – Specialist, Loyalty
Jay Chauhan - Director, Digital Product Management
Sanjay Prajapati - Director, Pharmacy Initiatives
Jagdish Ramlingh – Manager, Customer Insight & Analytics
Jeremy Chang – Analyst, Customer Insights & Analytics

The Hatchery Marketing Group:

Alicia Liebregts – Managing Partner
Eric Ramirez – Managing Partner

Bensimon Byrne:

Joseph Bonnici – Partner/Executive Creative Director
Jessie Sorell – Associate Creative Director
Linna Chang – Associate Creative Director
John Pavacic – Senior Copywriter
Fiorella Martinez – Art Director
Elaine Poon – Art Director
Annie Rowe – Strategy Director
Lisa Good – Group Account Director
Danielle Iozzo – Senior Business Lead
Efigenia Eman – Project Manager
Michelle Pilling - Director of Production Services

Technology, Media & Digital:

Francois Coupal, Vice President, Digital Solutions
McKesson Technology
Media Experts
Northern
Exchange Solutions – Loyalty Platform, CRM
Carebook Technology -Mobile App Development