The Moments that Matter, Minute Clinic (US)
CVS and the Power of Human-Centered Healthcare
Brief Description
This campaign shows a mother at home having a telemedicine appointment to check her throat and being able to skip a clinic appointment to gain more quality time with her young child. It emphasizes how CVS Minute Clinic puts convenient care within reach.
From at-home telehealth consultations to affordable, nearby clinics when you need them, CVS makes healthcare work for customers’ schedules and budgets.
Why is it significant?
This case highlights a few key trends in pharmaceutical marketing:
A shift from Product to Patient: The ad focuses on patients’ emotional experiences, aligning them with health and well-being values. This patient-centric approach resonates more strongly with modern consumers.
Importance of Branding: The ad does not have a hard-selling approach. Instead, it aims to present the convenience of telehealth and build a positive association with the consumers. By linking themselves with ideas of empathy, health, and support, CVS fosters long-term trust.
Power of Emotional Storytelling: this ad uses slices-of-life scenes of a kid playing while the mother is consulting to evoke an emotional response and promote identification, creating a deeper connection with viewers.