JoAnn McCormack, Senior Manager, Digital & Activation, Novartis Consumer Health, and Keith Grzegorek, IC Group’s account supervisor who manages the Novartis Consumer Health loyalty program known as Prevacid® 24HR Perks, participated in a Q&A with
Loyalty360 to discuss the highly successful program, which relaunched in April.
The program−which has received two industry awards−is an acquisition, retention, and engagement loyalty program that rewards consumers with free rewards for engagement with the brand and purchases of Prevacid®24HR, an over-the-counter treatment for frequent heartburn.
On April 9, 2014, IC Group re-launched the Prevacid® 24HR Perks program that had been in market for several years.
What specific factors make the Prevacid®24HR Perks loyalty program attractive and engaging to its customers?
It is the only of its kind in the PPI/Heartburn category (“PPI” stands for Proton-Pump Inhibitor) which works to prevent acid that causes frequent heartburn by stopping the release of most acid into the stomach. It rewards for purchase and also engagement with the brand. It has great branded rewards and also chances to win higher valued gift cards.
Why do you think the program is a standout as an incentive campaign?
For the reasons above–it’s unique to the category, and not only provides rewards to Prevacid®24HR users but also tips and articles on living life heartburn free.
What changes were made to the program when it relaunched in April?
The program was expanded using an engagement loyalty model. The original program just provided a free reward for purchase of Prevacid®24HR. Now, consumers “Fill the Pill”−meaning they can enter a UPC code from purchase and carry out two engagement activities per month (could include opening their monthly email, Liking the brand on Facebook, reading an article on heartburn triggers, etc.) in order to receive a digital reward.
We also added promotions–consumers can redeem their filled pills for chances to win or entries into sweepstakes. Prizes have included $250 VISA gift cards, Amazon.com gift cards and a sweepstakes for $2,500.
We also added a high-value coupon – consumers can choose to redeem their “pills” for a high-value coupon that can be used on their next Prevacid®24HR purchase.
Can you tell us how many members are in the program?
Currently 400,000
How much of the program was designed using Voice of the Customer feedback?
Consumer feedback has been an important part of the evolution of the program. Early on when the program initially launched in 2012 it was based off of a mailed-back voucher as a reward. Consumers entered a UPC and then a voucher would be sent to them to be used for a specific service like golfing lessons or spa services. Some consumers couldn’t use the vouchers because specific vendors offering the golf lessons or spa services were too far away from their residences.
We moved to an all-digital reward model in 2013 and introduced some major brands to the program. We added gift cards for Starbucks, Panera, and other well-known brands in order to offer better and more efficient rewards. Once a consumer entered a UPC, a digital reward code was emailed to the consumer in less than 24 hours. This way the reward could be used immediately versus the consumer having to wait six to eight weeks to receive a voucher in the mail.
Then this past year we added even more options like the promotions, as well as coupons. Coupons are quite frequently requested by consumers and something they desire.
What metrics are used to measure success of the program?
Current metrics used are as follows below: Registrations, UPC Entries, Engagement Activities, Promotion Entries, and Perks Redemptions
What do customers like the most about the program?
We send a quarterly coupon to members, and they love that. They also like the rewards and the options provided. Consumers also appreciate the opportunity to learn and read about heartburn triggers, as well as ways to reduce chances of having heartburn. It not only rewards them for their purchases but is also a source of information.
How do you define customer loyalty and how has that definition changed in recent years?
At the beginning of the program, success was measured by consumer recruitment, increasing SOR among loyalists and ultimately driving one more purchase per year. Today, we focus less on recruitment and more on insulating/rewarding loyalists, strengthening our emotional bond with the consumer and increasing repeat engagement.
How do you stay on top of technology and what role does it play in the program?
We are constantly adding new and unique engagement activities to the program–for example, utilization of social media, other third-party sites, etc.
We’ve developed a blueprint for this type of loyalty program and the sky really is the limit to what we can integrate with–for example, ecommerce or retailer sites.
We’ve developed real time reporting.
Shopper programs can live within the consumer experience–for example, if a consumer chooses Walmart as the retailer where Prevacid®24HR was purchased, then we can offer specific rewards or incentives based on that retailer.