CVS Optical and Audiology Style Guide

by | Mar 16, 2018 | Uncategorized | 0 comments

Information

Last Updated: 3.29.2018
Contact: [email protected]

For this project we will be developing landing pages for a special subset of CVS Pharmacies, a national brand of health and drug stores based in Rhode Island.

  • The client wants the content to be localized, so the pages must contain specific geographical content for the city.
  • Please take note of the requirement for Optical and Audiology paragraphs in the Style Guide.

 

Brand Voice Guidelines:

  • Tone should be conversational, caring, credible and confident.
    • Try to be as clear and concise as possible. On the spectrum from “cute” to “cut and dry,” lean more towards “cut and dry.”
  • Write in 1st person, as if you were the company.
    • Try to use phrases such as “our pharmacy” or “our store” instead of simply “we” or “us.”
  • When referring to CVS, always use “CVS Pharmacy®”
  • When referring to ExtraCare® or MinuteClinic®, always use the registered symbol ®
    • (To create the registered symbol ®, please hold down CTRL+ALT+R)
      • NOTE: if done any other way, it sometimes comes out incorrectly in the HTML.  When you convert it over, make sure that your registered symbol shows up as “&reg” in the code, not “&Ograve.”
    • Never pluralize these brand names. (incorrect: “MinuteClinics”)
  • Use sentence case on headers
    • Ex. “Convenient operating hours”
  • Do NOT use the Oxford (serial) comma.
  • Instead of saying “log on,” use “sign in.”

 

General Keywords: pharmacy, drug store, cosmetics, passport photo, walk-in clinic

  • There are specific guidelines on using these keywords, so please see “Body Content Guidelines” tab for more details.

 

Page Format:

  • Page URL 
  • Page Title (using H1 formatting) — see “Titles” tab for instructions on this.
  • Body Content — see Body Content Guidelines tab for more instructions on this.
    • If “optical,”  “audiology,” “OTC” or “Y Mas” is listed in the store type column, please dedicate an entire paragraph to the service. 
    • Include hyperlinks as directed in “Links” tab
  • End the page with a “Call to Action” that summarizes the information and instructs the reader to contact the company
    • For pages dedicated to one location — Please include the store’s phone number in this format: “888-888-8888”
      • Ex. “541-48-9752”

 

Refer to the next few tabs to guide yourself through each part of the article. Please reach out if you have questions!

General References you can use as you write:

  • https://www.cvs.com
  • https://en.wikipedia.org/wiki/CVS_Pharmacy
  • https://en.wikipedia.org/wiki/CVS_Health

This section is to help you decipher the CVS language, so you know how to talk about it accurately in the article.

  • MinuteClinic® is a walk-in clinic provided in-store. They are staffed by nurse practitioners or physician assistants who can diagnose and treat illnesses, injuries, or skin conditions, administer vaccinations, screenings and physicals, and write prescriptions. No appointment is needed. https://www.cvs.com/minuteclinic/services?WT.ac=MC-Home-Badge1-services
    • Offer flu shots and other immunizations to children as young as 18 months in most states, as nurse practitioners are present and can administer them.

Note: Some immunizations (including flu shots) can also be provided at Pharmacies that don’t feature a MinuteClinic, but they mainly administer to adolescents, adults, and seniors. These immunizations will be administered by an immunization-trained pharmacist. This pharmacy can be considered a walk-in clinic for immunizations only.

 

  • Flu Clinic is an offsite service a pharmacy can provide to businesses or community centers, with no service fee (these are not in-store services.) Customers only pay for shots and administration. https://m.cvs.com/immunizations/flu/clinics

 

  • In-store Pickup refers to the ability to order additional grocery or shopping items online (outside or including a prescription), and pick it up in store. This full in-store pickup option is limited by location, but all RX locations offer online refills of prescriptions.

To create your title for the CVS page you are writing, please use the following information:

For most store types, you can use this formula (always in H1 formatting):

CVS Pharmacy® & Drug Store at (insert street address and city from URL)

  • ex: “CVS Pharmacy® & Drug Store at 4301 E Virginia Ave Glendale”

 

If your store type does not have one specific address, it is considered a “city page”, and should use this format

CVS Pharmacy® & Drug Stores in (insert city, state from URL)

  • ex: “CVS Pharmacy® & Drug Stores in Glendale CO”

 

If your assigned store type says “Target” in column E of the spreadsheet, use this format instead:

CVS Pharmacy® in Target at (insert address from URL)

  • ex: “CVS Pharmacy® in Target at 110 W Meadows Dr Glenwood Springs”

Please create a high-quality landing page that describes some of the features and services offered in the particular locations or cities you are assigned. They’d like as much location-specific information as possible, so use our example articles to get a feel for what they’re looking for.

General keywords to use when applicable to location: pharmacy, drug store, cosmetics, passport photo, walk-in clinic

  • Use each keyword at least once, if applicable to your location (check Columns E and F of spreadsheet for store type and services.)
    • Double check whether or not services given as keywords (drug store, cosmetics, passport photos, walk-in clinic) are offered at each individual location. If they are not, please do not use them as keywords.
    • For example, if your store type does not say “retail,” there will not be a cosmetic counter.  A “retail” store would be a full, independent store, whereas something inside of a Target may only be a pharmacy pick-up counter.
    • If photos are listed, assume they can do passport photos.
    • Both “MinuteClinic®” and “immunizations” indicates that the store has some sort of walk-in clinic (see “Store Services tab for more info on this)
    • Flu Clinics are off-site services given to business or community centers

 

Break up the content using bullet points and headers.

  • All headers should have H2 formatting, and use sentence case.
  • Try to make each header clear, and include a relevant keyword if possible.
    • “Come on in” should be: “Come on over to our pharmacy”
    • “More fun online”  should be: “Shop Online For Beauty and Health Products”
    • “A place for tourists and locals alike” should be: “An All-Encompassing Pharmacy For Every Need”
    • “Our x” (e.g. Our photos, Our services) should be: “Photo Services,” or “Pharmacy Services”
    • “Our doors are always open” should be: “24-Hour Pharmacy”

 

Please refer to the following items within each page (if applicable to the location):

  • transferring prescriptions through our mobile app
  • managing automatic refills
  • personal CVS.com account
  • ExtraCare® rewards
  • photo printing, custom prints
  • From time to time, refer to the Plan B pills that CVS offers. Please treat this topic carefully and positively. Use this link for more information: https://www.cvs.com/shop/plan-b-one-step-emergency-contraceptive-tablet-prodid-876669
  • also, where possible, use phrases such as “pharmacy near me” or “drug store near me” once in the article.
  • If “optical” or “audiology” is listed in the store type column, please dedicate an entire paragraph to the service and include the following terms in the associated heading: 
    • Optical– Heading as follows: Optical Center in “Location” (ex. Optical Center in Rockville, Maryland)
      • Paragraph dedicated to discussing what this is, the services we provide, audiences supported by our services, and the benefits of our services. “Optical Center” should be the keyword that’s woven throughout this paragraph.  
    • Audiology — Heading as follows: Hearing Aid Center in “Location” (ex. Hearing Aid Center in Rockville, Maryland)
      • Paragraph dedicated to discussing what this is, the services we provide, audiences supported by our services, and the benefits of our services. Although the heading is “Hearing Aid Center,” “audiology” should be the keyword used within this paragraph.
  • Include the appropriate hyperlinks outlined in the next section of this style guide.
  • End with a call to action — and include the telephone number, if it is a location page.

 

Notes:

  • Please do not refer to “curbside pick-up service,” as this service is currently being phased out in some locations.
  • Please do not refer to the store hours unless it is a 24 hour store.
  • Please do not mention other stores in the area, unless you are referring to the Target that houses the CVS pickup counter.

CVS is SUPER excited that we can put links right into the content for them, but it’s imperative that we use the appropriate anchor text and associated link, so please follow these guidelines in doing so:

In total, you will create 4 – 5 links on each page:

 

List of Approved Anchor Texts and Links:

Save each page as the company name found in the green header bar on the spreadsheet, followed by the Store ID.

  • ex. “CVS – 16929”

Send your articles to [email protected] with “CVS” in the subject line.

  • After the article is complete:
    • Copy and paste the content into this free online converter
      • Use CTRL + V to paste content
      • Click on HTML
      • DO NOT click on “clean”
    • Copy and paste the URL, Store ID, and HTML text into the submit form (found in Column F of the green header).
      • Double check to make sure no extra text was added to to the end of your document. (see below)extra text

https://www.cvs.com/store-locator/cvs-pharmacy-address/799+Rockville+Pike-Rockville-MD-20852/storeid=169

CVS Pharmacy® and Drug Store at 799 Rockville Pike, Rockville Maryland

 

There’s no need to drive miles out of your way or make several stops to complete your errands. Our pharmacy is situated between I-270 and Rockville Pike, near the Woodmont Country Club and Richard Montgomery High School. We’re open 24-hours a day, seven days a week and carry the daily essentials you need as well as the popular items you want.

 

Feel better fast

 

Our CVS pharmacy® has a full-service MinuteClinic®, staffed by local medical practitioners. Specializing in family health care, we are open every day and accept appointments and walk-ins. We treat common injuries, offer women’s services and provide advice for travel health at our walk-in clinic. Staff members can address many of the minor everyday illnesses and conditions such as:

 

  • Allergies
  • Ear infections
  • Coughs & bronchitis
  • Pink eye & styes
  • Sinus infections & congestion
  • Sore & strep throats
  • Mononucleosis
  • Skin conditions

 

We also offer screenings and monitoring, physicals, immunizations and flu clinic shots. Save time by signing in and view the current wait times or schedule an appointment for another day. We accept most insurance plans and accept cash, checks and credit cards. The MinuteClinic® provides services for seniors, adults and children 18 months and older.

 

Optical center located in Rockville, Maryland

 

From designer frames, contact lens fittings and eye exams, our optical center can help you care for your eyed and keep them healthy. To ensure you get the right frames for your face shape and your wallet, we carry more than 600 styles and 30 brands. Visit the optical center in your CVS Pharmacy® to take advantage of services including:

 

  • Walk-ins and appointment times
  • Weekend and evening hours
  • Free-in store cleanings and adjustments
  • Free in-store custom fittings

 

Outside prescriptions and FSH/HSA benefits are accepted. Contact lens wearers save when they order a 6- or 12-month supply. We carry the top brands for affordable prices.

 

Save more with ExtraCare® rewards

 

Unlock the savings when you create a personal CVS account and link it to your ExtraCare® card.

Join the pharmacy and health and beauty club to earn ExtraBucks® rewards each time you fill prescriptions and purchase cosmetics. Receive exclusive offers sent to your smartphone or email for everything from photo printing and custom prints to baby products.

 

Use the ExtraBucks® for popular brands, from groceries to laundry detergent and household products. Browse the weekly ad for additional savings and location-specific sales. Our CVS Pharmacy® accepts SNAP EBT and participates in the WIC program to ensure you can get the meal essentials and healthy snacks you need for your family.

 

Convenient prescription pickup

 

Download the CVS app to use our mobile prescription services. Transfer existing prescriptions, order refills and check status easily. Use the drive-thru pharmacy window for fast, convenient pickup. For new prescriptions come into the drug store and talk with the pharmacist about possible side-effects and interactions with other medications.

 

Neighborhood location

 

Stop by our pharmacy when you need a last-minute passport photo, are craving late-night munchies or want to take advantage of your FSA/HAS benefits before they expire. Call us at 310-340-2683 to find out if the products you want are in stock, or to answer any other questions you may have. We are ready to help.