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Serving Diverse Communities
Diversity is about more than an individual's ethnicity or their gender or their age. Diversity puts us in touch with our customers and with the many communities where we conduct business every day. It makes us a smarter, more responsive company and, according to our customers, gives CVS Caremark an edge in our efforts to improve the lives of others.
Multicultural Merchandising
Our world is ever changing. We serve people from all walks of life, diverse cultures and lifestyles within the markets in which we operate. It is our goal to keep up with the changes and remain relevant to those we serve not only in the delivery of pharmacy and health care services but also in how we do what we do. Building an emotional connection with our customers can only happen when our staff is reflective of the neighborhoods we serve. Maintaining the right product mix based on the market while understanding the subcultures that exist is very important in order to remain relevant and meaningful to our customers.
We have developed an extremely successful approach to captivating the Latino community in markets such as Florida, Texas and California. The Latin Business Imperative will continue to expand into other key markets over the next several years. Our approach is to adjust our product offerings, promotional assortment, in-store signage and music selections in order to be reflective of the community. We analyze the market demographics and leverage the knowledge of our local Field Operators to develop an individual merchandising strategy for every individual store. Our work continues as we are in the process of building similar strategies to connect with the African American and Asian consumers in several key markets.
A Su Salud (To Your Health)
The two most recent acquisitions by CVS/pharmacy - Eckerd in 2004 and Osco/Sav-on in 2006 - not only helped our business grow significantly, they also catapulted our company into the spotlight in predominantly Hispanic markets like South Florida and Texas. Since that time, our Marketing and Merchandising teams have focused heavily on meeting the various shopping needs of our Hispanic customers in these markets. A rapidly growing program, called A Su Salud, is taking a similar approach to their health.
Launched in 2007, A Su Salud - literally translated as "To Your Health" - is reaching out to these customers through targeted, events and experiences that educate them about their own health risks and how to manage them better.
This free community wellness program is designed to help CVS/pharmacy develop closer relationships with both new and existing customers in the Hispanic community. This includes offering comprehensive health risk assessments and screenings, which detect diseases and health concerns in their early phases. Those that are not under the care of a doctor are referred to local physicians for follow-up visits to help patients establish a "medical home."