I recently saw your “Caregiver” TV commercial. I also went to the website you created for the campaign – ForAllTheWaysYouCare.com. The website has a place for caregivers to post their stories and enter a contest to win cash and a trip. I applaud you. These stories really are inspirational and authentic. But I was curious what this promotional contest has to do with CVS. So I clicked on the link to your TV commercial to watch it again.
Here’s the copy from the TV commercial:
“It’s in your nature to care for others. To listen, to advise, to always be there. Isn’t it nice that there’s a pharmacy that cares as much as you do? CVS/pharmacy. For all the ways you care.”
I’m so delighted to hear that. I would love to shop at a pharmacy that cares as much as I do. I would gladly give my business to a company that truly cares about caregivers.
In your TV commercial, the loving caregiver turns out to be a CVS pharmacist. So it sounds like you are saying your pharmacists are caregivers themselves. So could you please tell me:
Along those same lines…
I’m not being facetious here, I’m genuinely interested in your answers. You see, you’ve just made a huge claim; that CVS cares as much as caregivers do. I just want to know if it’s true.
My mother is that very caregiver you’re trying to reach. My father was bed-ridden for 10 years. She was his full-time caretaker. In the last 2 years, she didn’t go out to dinner once because she didn’t want to leave his side.
You imply you understand her, so do you know how that feels? How many CVS pharmacists or executives haven’t gone out to dinner for two entire years — not once?
As his primary caretaker, my mother felt responsible for keeping my father alive. She was scared, exhausted and felt very alone. Many times she needed help or advice late at night. Do you have a pharmacist on duty 24 hours that she could call?
When she had a dizzy spell and had to go the the emergency room, she was so sick she couldn’t even sit up in the hospital bed — but her only concern was getting home to Dad.
I see where you’re trying to go with the animated fairy-tale commercial. Believe me, I’m the sappy Humanistic type you’re trying to reach. I tear up at Kodak commercials. I can’t walk into an animal shelter without coming out with three pups under each arm. But this commercial didn’t connect with me emotionally. I couldn’t relate to the caregiver caricature.
What could you have done to connect with me emotionally? I’m so glad you asked! Show me a commercial with a woman scared and alone, connecting with a CVS pharmacist. Show me a commercial with statistics proving your pharmacists are caregivers themselves. Let them tell their stories. Talk about specific changes you’ve made in your stores to accommodate caregivers. (For example: “We know the one thing you don’t have as a caregiver is free time. So for every shift, we have at least three people behind the checkout counters so you don’t have to wait in a long line.”) Specifics are far more powerful than general statements.
“Isn’t it nice there’s a pharmacy that cares as much as you do” It would be nice – but does the CVS Caremark Corp (CVS) really care as much as caregivers do? Do you care as much as my mother? That’s a huge statement. HUGE. Saying you care as much as caregivers do — do you really appreciate the magnitude of that claim? Can you live up to it?
I look forward to your response.
P.S. If you’d like to see what other people are saying about the campaign, be sure to read Bob Garfield’s Advertising Age article and check out the lively discussion in the comment section.