CVS Landing Page

We will be creating a general 500-550 word landing page for CVS, informing customers on where and how they can receive a flu shot with CVS.

Use the following information, as well as the information on the “Store Services” tab to write this page:

Flu shots are given at:

• MinuteClinic®
• CVS Pharmacy
• CVS Pharmacy inside Target

No appointment is needed, walk-ins are welcome, and flu shots can be available at no cost. (See https://www.cvs.com/immunizations/flu for more details.)

Within this page, please include the following links:

• Pharmacies near me: https://www.cvs.com/store-locator/landing
• Flu FAQs: https://www.cvs.com/immunizations/flu/faqs

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.”
• 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.
    • Bad example:  “Come on in” should be: “Come on over to our pharmacy”
    • “Our x” (e.g. Our photos, Our services) should be: “Photo services,” or “Pharmacy services”

Format:

• Page URL 
• Page Title (using H1 formatting)
• Body Content
• End the page with a “Call to Action” that directs the reader to use the store locator to find where they can receive a flu shot.

• 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 these 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

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.
  • Bad example:  “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.

Save each page as the company name found in the green header bar on the spreadsheet.

• ex. “CVS – Flu Shot”

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