Lessons Learned in Social Media

Retailers are testing social media in an effort to win public support, and sometimes to effect change, as a Walgreens-paid Twitter campaign — #ILoveWalgreens vs. Express Scripts — illustrated.

The campaign on Jan. 12 attempted to drum up public support for Walgreens’ failure to renew its contract with Express Scripts, a pharmacy benefit management company. The main issue is reimbursement rates. Walgreens dropped out of the PBM network that represented 88 million prescription

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