The pandemic affected the personal relationship of Abbott with their pharmacists so they decided to develop a loyalty program that would bring them closer by offering tools to help learn, grow, and reward.
Our goal was to increase loyalty of pharmacists by providing them with relevant tools in an online platform. It was necessary to educate the pharmacists about the product portfolio, give them incentives to participate, and provide them with news about the company so they felt like part of the Abbott family.
We developed a program concept that reinforced Abbott’s main objective, calling it “AMIGOS DROGUISTAS,” or “Pharmacist Friends”. To support the campaign, we designed and produced a responsive online platform for Pharmacists that hosted content such as product information, trivia challenges, news articles, and a rewards catalog. Using push campaigns, we spread awareness via mailings and Whatsapp.
By forming strategic alliances with educational platforms, we earned credibility and could activate stronger content for the users. We conducted monthly promotions that incentivized participation and resulted in redemption of a reward. To date, we have successfully reached 43% of our active user target and these users have exchanged an average of 1.6 items each from the catalog.