Bartell Drugs
Just looking at foot traffic numbers, it appears that many people overlook flu shots. But research showed us there was something else at play.
Harvard Health Publishing: “It’s estimated that fear of needles affects up to 25% of adults, and may lead 16% of people in the US to skip vaccinations. Many people who strongly fear needle sticks may avoid doctors and medical care, so it’s likely that the magnitude of this problem is underestimated.”
CDC: “Estimates show that as many as 2 in 3 children and 1 in 4 adults have strong fears around needles. ”
Even the language surrounding shots reveals that everyone’s a bit uncomfortable getting them.
“You may feel a little pinch.” “Relax, it will be over before you know it.” “This won’t hurt a bit.”
Staying true to Bartell’s friendly, approachable brand, the strategy was a simple acknowledgement that shots aren’t fun. Our pharmacists realize this and are here to make it easy. And having issues with needles myself, I've developed all sorts of distraction techniques to help get through getting shots and blood draws.
This work resulted in a 14% increase in flu shot appointments scheduled online and 19% increase in walk-ins from previous years.
It was a hit within the Rite Aid organization as well. A direct quote from their Pharmacy leadership, “Why can’t Rite Aid do something cool like this?” And we received a round of applause from the CEO. The spot was resurrected and re-tagged the next year as well as developed into social and in-store pieces. And is slated to run for at least two more years.
I led creative and production for this brand as their agency for the two years directly following their sale to Rite Aid. Which included scaling up with creative teams, producers, and becoming the production company, and managing a shoot day crew of up to 25.
Run by the Bartell family since 1890, they grew a passionate following with excellent and friendly service, an open and easily navigated store layout and uniquely northwest products with personality and quirk (Sasquatch socks anyone?). Plus, square foot to square foot, Bartell’s retail sales had been outperforming Rite Aid everywhere the two stores existed near each other.
Strategically, the Rite Aid mission was to convince customers that Bartell’s would stay the same great place it always had been. With the same great selection of products. And our creative for their two yearly sales reflects that strategy. In turn, this creative led the in-store display and point-of-purchase material that was produced by the Rite Aid in-house team.
Always exit with class.
Bartells, and the Bartell family were a northwest institution. And the oldest independent Drug store in the US. They had a very large and very loyal fan base. We saw it only fitting then, for them to step away with a well-written, signed, full-page farewell.
They agreed.
This ad ran in all three of the Puget Sound daily newspapers.
