PHARMACY

Cardinal Health launches in-store retail pharmacy digital advertising program

BY Allison Cerra

DUBLIN, Ohio Cardinal Health launched an in-store digital signage program to provide pharmaceutical, over-the-counter, consumer health and other product manufacturers the ability to run video advertisements and educational content on flat-panel LCD screens placed in independent and franchised pharmacies throughout the United States.

Advertisements run on the company’s new Pharmacy Health Network will reach consumers while they wait for prescriptions to be filled at their neighborhood pharmacy. Cardinal Health will make the Pharmacy Health Network available to the more than 5,000 independent retail and franchised pharmacies it serves throughout the United States.

Respario Digital Advertising Group of Dallas, will manage the technology, content and ongoing management of the program.

In addition to custom advertisements from pharmaceutical, over-the-counter, consumer health and other healthcare related companies, Pharmacy Health Network content will also feature professionally produced health and wellness segments from the NBC Digital Health Network and local and national weather modules provided by AccuWeather.com. Participating pharmacies can also promote in-store specials, health screenings and other local information including local weather, community events and more.

The program will also target consumers through customized brochure racks containing take-away items including collateral, coupons, business reply cards and samples.

“The Pharmacy Health Network is a win-win for both independent retail pharmacies and manufacturers,” said Jeff Foreman, VP strategic purchasing for Cardinal Health. “Retailers benefit because the network will help to educate, engage, and offer savings to their patients while they wait for their prescriptions to be filled, and because the flat panel LCD screens and quality content give their pharmacies a modern, high-end feel. Manufacturers and other potential advertisers get the opportunity to reach millions of potential customers right at the point-of-purchase – at their local pharmacy, where many consumers turn for health care-related information and advice.”

Retail pharmacies can participate in this program at no cost to them and receive free installation of and ongoing maintenance for a flat-panel LCD screen and directional, targeted audio system, on which the health related content will play. Participants also receive a custom brochure rack to provide pharmacy customers with easy access to health-related materials, coupons, brochures, business reply card and other promotional and educational materials.

Retail pharmacies wanting to participate in Cardinal Health’s Pharmacy Health Network and health care companies interested in advertising on the Pharmacy Health Network can visit www.phntv.com.

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MinuteClinic offering new rapid pink eye test in Atlanta market

BY Antoinette Alexander

ATLANTA MinuteClinic, in partnership with Rapid Pathogen Screening, is offering a new rapid pink eye test at its 23 locations inside select CVS/pharmacy stores in the Atlanta area, and hopes to eventually offer the test nationally at all its clinic locations in 25 states.

“MinuteClinic patients will get on-the-spot results that provide a more precise pink eye diagnosis,” stated Donna Haugland, MinuteClinic chief nursing officer. “This helps prevent the overuse of antibiotics and can lead to prescription savings.”

Conjunctivitis, or pink eye, is an infectious — and frequently highly contagious — condition that is most often caused by either a virus or bacteria. It is often spread among children in close environments such as schools, camps and recreational activities.

Until now, the accurate diagnosis and appropriate treatment of pink eye has been difficult, according to MinuteClinic. While treatment with antibiotics is only necessary in 40% to 60% of cases, the majority of medical professionals prescribe antibiotics nearly 100% of the time.

Indiscriminately prescribing antibiotics compounds the side effects associated with their overuse and increases patient resistance to these medications.

The cost for conjunctivitis treatment is $77.

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Survey finds most moms do not keep kids up to date with vaccinations

BY Michael Johnsen

NEW YORK A new survey released last week reports that most moms know their children need additional vaccines beyond those received when they were infants or small children. But according to Centers for Disease Control and Prevention estimates, most pre-teens and teens do not have all the vaccinations that the agency recommends.

The survey, conducted by Harris Interactive, with support from Merck, found that 4-out-of-5 moms of pre-teens and teenagers agree that pre-teens and teenagers need additional vaccines beyond those they received when they were younger.

“These results mirror what I see in my own practice — a lot of adolescents not up to date on their vaccines, in spite of their parents awareness of the need for them,” stated Lolita McDavid, a pediatrician practicing at Rainbow Babies and Children’s Hospital in Cleveland, Ohio. “Taking your kids — including pre-teens and teens — for an annual check-up should be as routine as buying them school supplies. I encourage all moms to schedule an appointment with their child’s health care professional today and to visit www.cdc.gov to learn more about the vaccines recommended for pre-teens and teens.”

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