CVS Corp. is leveraging its sponsorship of ABC’s TV series Miracle Worker on-air and online.
Drugstore chain CVS is giving patients who appear on the show money to help pay for their medication after surgery. The show’s six episodes feature breakthrough surgeries that cure dramatic problems: one restores a blind man’s vision; another cures a woman of Tourette Syndrome.
CVS pharmacist John Aivazis appears on two episodes to present the patients with CVS’ gift, in a CVS pharmacy.
“Being a part of this show gives us the opportunity not only to help these patients with medications that will make a difference in their lives, but also to show the importance of medication management and the essential role that a pharmacist plays in this process,” said CVS Senior VP-Advertising and Marketing Helena Foulkes in a statement.
Woonsocket, RI-based CVS gets ad time on the show and on ABC.com pages that follow patients after they’ve appeared on the show. CVS’ ad agency, Boston-based Hill/Holliday, negotiated the sponsorship.
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