CVS, Walgreens look for big data reward from COVID-19 vaccinations

As they help to vaccinate the nation against COVID-19, pharmacies are compiling loads of consumer information on people who schedule appointments. Anyone choosing to be immunized at a Walmart pharmacy, for example, is required to fill out a patient profile in the company’s online system, while vaccine-seekers at Walgreens’ website must register an account before they can search for available slots. Having such data is important for streamlining the vaccination process and facilitating documentation, but it is also a boon for the chains. The companies are tapping the information to promote their services, customize marketing, and cultivate relationships with new customers. CVS Health, for example, is taking advantage of the 15-minute observation period after vaccination to promote sign-up for its loyalty program. Meanwhile, Hartig Drug Stores is studying data on what people buy when they come in for vaccinations, and it has provided talking points for staff to highlight aftercare items such as ibuprofen and ice packs that people may use after receiving their vaccinations. Kroger, which has used samples and goody bags at previous vaccination events, says it is investigating ways to work with brands to offers products for COVID-19 vaccinations. The ability to connect with new customers is welcomed, particularly since pharmacies do not benefit financially from their vaccination role. The cost of immunization is free to the public, although the stores can bill insurance for administrative expenses.