While many brand marketers today talk about how data and technology should be used to bring a more personalized or “human” element to their customer connections, Walgreens, one of the leading retail pharmacies in the US, has not only proved this is indeed possible, but their “Vaccine Readiness Model,” created during the COVID -19 pandemic, has entirely changed the industry dynamic in terms of understanding consumer intentions, gauging predictability, and offering tailored and timely messages.