Healthcare marketing: the momentum of CVS Health

Healthcare marketing: the momentum of CVS Health


Healthcare marketing is at its best when it’s built on engagements that (beyond words) deliver maximum customer value and competitive advantage. Case in point – as reported here on drugstore by senior editor Michael Johnson, CVS Health’s Project Health is set to deliver $8 million in free health services between September through December 2016.

Since 2006, Project Health has delivered more than $112 million worth of free health care services to nearly 872,000 people, many of whom are uninsured or underinsured.

In brief, the Project:

  • offers many free health risk assessments
  • following screening, CVS Pharmacy helps patients through on-site consultations with nurse practitioners or physician assistants who analyze results and refer patients who require additional medical attention to no-cost or low-cost medical facilities nearby or to their primary care physician
  • CVS pharmacists are also available to conduct 1-on-1 medication reviews and answer any questions patients may have.


In terms of impact, over the past 10 years, high rates of certain treatable conditions among Project Health participants have been identified, including:

  • 53% were found to be overweight or obese;
  • 38% had abnormal blood pressure readings;
  • 26% had abnormal glucose readings; and
  • 37% were found to have abnormal cholesterol levels


Brand value, which grows in proportion to customer value, can no longer be built on messaging alone. CVS’s Project Health is a powerful example of this – as they offer better, easier ways to manage and improve our health.

Eric Brody

Eric Brody is President of Trajectory, the specialist health & wellness branding and marketing agency using every moment as an opportunity to move customers, brands and businesses upward to a new destination.