Background
Patients predominantly receive drugs and increasingly vaccines through retail pharmacies in the US. However, this critical patient touchpoint remains largely underutilized from a field force or an omnichannel marketing perspective. Low pharmacist engagement becomes a critical gap when patients are managing their condition via the use of available over-the-counter solutions and are more likely to interact with their community pharmacist than a healthcare provider. Being fully aware of this situation, our client was seeking to create an innovative retail pharmacy channel strategy that could leverage new opportunities for their well-established ophthalmic drug.