Best Health Care Online Ad

CVS came to IBM Watson Advertising looking to reach and engage consumers in high-risk flu areas to drive flu shot vaccinations and help people on their path to better health.

CVS had been using CDC data to target consumers in active flu areas to encourage them to get a vaccination. Identifying a high-activity area and then activating their campaign in-market created a lag in serving messaging when it was most relevant - before it impacted the health of their consumers.

With millions of Americans at risk, CVS’s sponsorship of the Flu Insights with Watson tool on The Weather Channel app was the perfect remedy.

Unlike CDC data that reported current flu activity, IBM leveraged AI to process and analyze massive amounts of data and developed a highly accurate way of predicting flu risk at a hyper-local level. Through the use of IBM’s predictive illness data, CVS was able to drive awareness and engagement - ahead of the CDC-reported flu risk - and educate on their expertise in flu prevention in the moments that mattered.

The sponsorship included a Flu Details Page that served as a hub for flu-related tips and content, localized flu insights, and contextual alerts that prompted user action.

CVS reached millions of consumers in critical planning moments:
- Over 42M unique visitors
- 644M total ad impressions served
- 120%+ internal benchmark CTR for dynamic creative ad units
- CVS-provided Flu Prevention Tips in a contextually relevant module that drove exceptional engagement, with "Find Your Local CVS" messaging converting over 77% of module click

Contributors:

Senior Director Enterprise Media, CVS:	Diego Vaccarezza
VP Pharmacy Marketing, CVS:	Scott Gregory
Director of Media, CVS:	Melanie Klein
Senior Manager Media, CVS:	Joshua Olsen
Industry Sales:	Alex Hirsch
Industry Sales:	Hiliary Smith
Partner Management:	Sarah Duffy
Product Marketing :	Lauren Lee
Product:	Shelly Hancock
Product:	Rachel Chukura

IBM WATSON ADVERTISING

Location: United States