It always seemed a bit strange that a pharmacy dedicated to health also sold tobacco products. One moment you would be filling out your prescription, aiming for self care, the next moment you were walking out the door, only to pass by a vast selection of lung cancer inducing sticks behind the front counter.
CVS saw the horrible irony in this too, and finally decided to do something about it. In an effort to show what they descibe as "a further demonstration to our commitment (to) helping people on their path to better health," the pharmacy giant banished cigarettes and tobacco products from their shelves. After all, cashiers were starting to feel funny asking customers if they wanted to use their "Extra Care" card to buy a pack of Marlboro Reds.
CVS didn't stop there, because this began a wonderful PR and cause-related marketing opportunity. These days, it's not as much about what a company says, it's about what it does that garners the esteem of consumers. So the pharmacy giant officially embarked on a full-fledged smoking cessation campaign.
With any good cause-related marketing campaign, you need to engage your customers as you both work toward a common goal. Entitled "Let's Quit Together," CVS launched a step by step program in which patients can interact with their products and services, all intended to help people along the path of quitting smoking. They even confide, "We quit cigarettes. Now, we want to help you do the same."
It's very difficult for people to identify with corporations, that is why communicating the moral fabric of a business is so important. But what CVS did was different than simply posting a mission statement—they quit smoking and sacrificed $2 billion in revenue. People appreciate a business that sacrifices tremendous profits in the name of humanity. In fact, it's an action like this that has the power to earn customer loyalty.
So cheers, CVS. You're the latest business behemoth to prove that you're not above self-examination. If you would like to lend your voice to this cause, use the hashtag #OneGoodReason. Perhaps you or someone you care about needed that one moment of inspiration to finally quit smoking. You can also follow us on Facebook to keep up with our thoughts on the latest marketing trends.
