Strategic Account Director at CVS Caremark - presentation for Call-on Congress 2012

1. CVS/pharmacy
Raising Public Awareness
of Colon Cancer
March 2012
©2012 Caremark. All rights reserved. This presentation contains confidential and proprietary information of
CVS Caremark and cannot be reproduced, distributed or printed without written permission from CVS Caremark.

2. CVS Caremark Purpose
Helping people on their
path to better health
2 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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3. Background
• Industry associates CVS Caremark, BlueCross BlueShield of South
Carolina, the Center for Colon Cancer Research at the University of
South Carolina, Gibbs Cancer Center, Fight Colorectal Cancer and the
South Carolina Gastroenterology Association have joined efforts to raise
public awareness about colon cancer and the importance of screening
− Focused efforts in March 2012 in recognition of National Colorectal Cancer
Awareness Month
− Monetary donations to support screenings/colonoscopies for the un- and
underinsured and a statewide public awareness billboard campaign
− Statewide awareness campaign through CVS/pharmacy stores
− Nationwide awareness campaign through CVS.com website
BlueCross BlueShield of South Carolina is an independent licensee of the Blue Cross and Blue Shield Association
3 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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4. CVS/pharmacy Outreach Capabilities
• Approximately 200 CVS/pharmacy stores in South Carolina
− 800,000 customer visits per month1
− 610 pharmacists on staff1
• CVS.com website and CVS/pharmacy Facebook page
− 9.3 million visits per month1
− 890,000 Facebook fans1
• ExtraCare® cardholders
− 5.5 million cardholders with email addresses1
• ExtraCare® Health cardholders
− 500,000 BlueCross BlueShield of South Carolina cardholders1
BlueCross BlueShield of South Carolina is an independent licensee of the Blue Cross and Blue Shield Association
1. CVS Caremark Marketing, 2011.
4 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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5. March 2012 Campaign Components
• Statewide CVS/pharmacy stores
− In-store radio messaging
− Electronic board messaging
− Pharmacy receipt messaging
− ExtraCare® Health Card messaging
• Nationwide CVS.com
− Web banner/link
− Health information through email message distribution
− Facebook
− Pharmacist continuing education
5 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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6. Statewide Campaign
©2012 Caremark. All rights reserved. This presentation contains confidential and proprietary information of
CVS Caremark and cannot be reproduced, distributed or printed without written permission from CVS Caremark.

7. In-Store Radio Messaging
− Gastroenterologist: “This is South Carolina gastroenterologist
Dr. March Seabrook. This year, we will lose more people
to colon cancer than to breast cancer or prostate cancer.
But colon cancer is preventable. A colonoscopy performed
by an expert is the best test to detect and remove precancerous
polyps. Screening helps save lives. If you are 50 years or older,
talk to your doctor. Love your colon.”
− Colon Cancer Survivor: “My name is Jo Mooney and I beat the number two
cancer-killer in America. Colon Cancer. It’s called the silent killer because
it usually has no outward symptoms until it’s too late. If you’re 50 years
or older, a colonoscopy performed by a gastroenterologist is the best way
to detect and remove pre-cancerous polyps. Screening helps saves lives,
so talk to your doctor — get tested — love your colon.”
20-second scripts played 1 to 2 times per hour in
CVS store locations in South Carolina
7 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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8. Electronic Board Messaging
LOVE YOUR COLON * GET SCREENED
Message displayed on electronic marquee boards located
outside select CVS/pharmacy stores in South Carolina
8 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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9. Pharmacy Receipt Messaging
Message printed on CVS/pharmacy prescription receipts
in South Carolina Stores for patients 50 years of age or
older
9 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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10. ExtraCare® Health Card Messaging
JANE DOE
If you’re over 50, or have a family
history of colon cancer,
talk to your doctor about screening.
It can save your life.
Love Your Colon — Get Tested.
EXPIRES 12/1/12
ExtraCare® Card #*******9018
*EXTRACARE CARD MUST BE PRESENTED TO GET THESE SAVINGS. EXCLUDES PRESCRIPTIONS, TOBACCO & ALCOHOL.
NO CASH BACK. TAX CHARGED ON PRE-COUPON PRICE WHERE REQUIRED.
Message printed on cash register receipts for BlueCross
BlueShield of South Carolina ExtraCare Health cardholders
BlueCross BlueShield of South Carolina is an independent licensee of the Blue Cross and Blue Shield Association
10 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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11. Nationwide Campaign
©2012 Caremark. All rights reserved. This presentation contains confidential and proprietary information of
CVS Caremark and cannot be reproduced, distributed or printed without written permission from CVS Caremark.

12. CVS.com Website
Website banner with link to supporting colon cancer
information and resources
12 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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13. CVS.com Health Information Landing Page
• Supporting resources
13 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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14. Email Message Distribution
Promotion message emailed to ExtraCare® cardholders
with link to colon cancer information and resources
14 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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15. Facebook
Facebook banner with postings and link to supporting
colon cancer information and resources
15 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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16. Pharmacist Continuing Education
• The Pharmacist’s Role in Colorectal Cancer Screening
− Goal: The goal of this activity is to help pharmacists in all practice settings develop
a better knowledge base of colorectal cancer screening and to serve as advocates
for colorectal cancer awareness.
− Objectives: Upon completion of this activity the pharmacist will be able to:
• Review colorectal cancer screening recommendations for adults at average risk
• Identify important counseling points for patients on the benefits, risks and proper use of a
home fecal occult blood test
• List important counseling points for patients preparing for a colonoscopy
• Describe the pharmacist’s role in promoting colorectal cancer screening and providing
related patient education
• Describe two opportunities for pharmacists to recommend colorectal cancer screening in
the community pharmacy setting
16 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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17. Summary
• Benefit from the unique collaboration of the various touchpoints that
CVS Caremark has with millions of individuals, both locally through their
CVS/pharmacy retail stores and nationwide through their web presence,
in order to educate the public on overall awareness and the importance
of screenings to prevent colorectal cancer, which is the second leading
cause of cancer deaths in the United States
17 ©2012 Caremark. All rights reserved. CVS Caremark proprietary and confidential information. Not for distribution without written permission from CVS Caremark.
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