Cardinal Health’s Pharmacy Health Network helps prompt consumer, pharmacist interaction
DUBLIN, Ohio — A recent audience-research study conducted by Nielsen found that among Cardinal Health’s digital advertising network for retail pharmacies, called Pharmacy Health Network, half of viewers surveyed (49%) indicated that they felt encouraged to discuss a product or brand they had seen on Pharmacy Health Network with their pharmacist, and 48% indicated that after seeing ads on Pharmacy Health Network, they felt motivated to discuss those products or brands with their physicians.
"This study again confirms that consumers consider advertising messages on Pharmacy Health Network to be informative and highly credible, and that ads on our network drive action by encouraging consumers to talk with their pharmacists and physicians about products they see on our network,” stated John Disher, senior manager of Cardinal Health’s Pharmacy Health Network. “As our network continues to receive a positive response from advertisers and consumers alike, we look forward to expanding the number of stores and advertisers that participate in the program."
“The Pharmacy Health Network provides a perfect digital inter-medium between my patients and their much-needed counseling,” commented Justin Ceravolo, pharmacist and assistant pharmacy manager at Cypress Pharmacy in Fort Myers, Fla. “I have seen an increase in sales, as well as an increase in patient comfort with speaking to the pharmacist, which can be attributed substantially to the educational content aired while the patients wait for their prescriptions.”
As many as 63% of viewers recalled advertisements on Pharmacy Health Network; and 91% of viewers indicated that the Pharmacy Health Network was informative; while 74% indicated ads are more believable when viewed in a pharmacy.
Approximately 13% of consumers who have seen ads on the Pharmacy Health Network have purchased those products or brands. The average audience dwell time in proximity to the screen is just under twelve minutes.
Pharmacy Health Network broadcasts advertisements and educational content to flat-panel LCD screens placed in retail pharmacies, enabling advertisers to target consumers while they wait for prescriptions to be filled. Nielsen interviewed consumers as they were leaving Pharmacy Health Network locations. The study revealed that 94% of those surveyed said that their pharmacist or physician was their primary information resource when researching health and wellness products.
Vichy Laboratoires, La Roche-Posay to debut in premium skin care aisle at Target
MINNEAPOLIS — La Roche-Posay and Vichy Laboratoires, two skin care brands from the L’Oréal Group, have announced that their skin care collections will be available as part of Target’s new premium skin care offering.
“We’re thrilled be a part of the premium skincare concept at Target; they’re a visionary retailer, and we look forward to reaching their shoppers through this new touch point,” stated Mike Larrain, president, Active Cosmetics Division at L’Oréal. “Both La Roche-Posay and Vichy feature breakthrough, dermatological products delivering clinically-proven results that we’re confident will speak to the savvy Target shopper.”
From anti-aging to acne, Target “Beauty Concierges” will be on hand to advise consumers on the best products for their skin. These advisors are specially trained to provide unbiased recommendations to guests who may have questions about skin care products or would like to sample products. Vichy Laboratoires and La Roche-Posay will be available in select Target stores and on Target.com beginning March.
The launch at Target is part a larger initiative whereby the retailer is introducing premium skin care offerings from seven brands. The premium brands became available on Target.com in February, and will roll out to 749 Target stores in the United States in March, the retailer stated.
In addition to Vichy and La Roche-Posay, brands include MD Complete by Dr. Brian Zelickson, Laneige, 29 by Lydia Mondavi, Own Skin Health and Borghese Age Defying Cellular Complex.
Rite Aid Health Alliance aims at strengthening patient engagement
Wellness empowerment. Even before Rite Aid’s big announcement last week, officially unveiling its newest program, Rite Aid Health Alliance, those two words more or less reflected every major initiative happening at the company over the last few years: the Wellness stores; wellness+, Rite Aid’s health-based loyalty program; the Wellness Ambassadors in its stores… It’s always been about engaging patients in wellness, and empowering them to take steps to improve their health and well being.
Through the program, Rite Aid pharmacists together with a new patient care position in Rite Aid stores, the Care Coach, work directly with patients with chronic conditions and poly-chronic conditions to help them meet specific health improvement goals, as outlined by the patient’s physician. Care coaches, who are specially trained in behavior change to help patients address health issues related to lifestyle, work with patients to take their physicians’ recommendations and “break them down into sizeable, understandable milestones,” Jocelyn Konrad, VP healthcare initiatives for Rite Aid, told DSN. Rite Aid’s Health Alliance stores can “become an extension of the physician’s office,” she said. “It’s going to be a different experience for the patient. Whatever [they] need to understand and be motivated, we will work to provide it.”
Rite Aid EVP pharmacy Robert Thompson explained that program is helping to avoid unnecessary hospitalizations and problems with medication due to use directive. It is one of the concrete ways in which Rite Aid can address “expanding health care costs,” he said.
With last week’s announcement, Buffalo became the third market in which the company has formed strategic partnerships with large healthcare provider groups, joining Los Angeles, where Rite Aid has partnered with Glendale., Calif.-based Apollo Medical Holdings, and Greensboro/High Point, N.C., where it is partnered with Cornerstone Health Care. In Buffalo, Rite Aid is working with the Greater Buffalo United Accountable Healthcare Network. During the pilot phase of the program Rite Aid delivered more than 2,300 coaching sessions to about 1,500 patients who had enrolled in the program.
Why are providers interested in partnering with Rite Aid on this? One major trend that DSN expects to see more of in 2014 and beyond, is that physicians, as a result of health reform, are going to need to assume and manage more risk in order to get paid. Payers will keep a sharp eye on measurable quality standards like reduced ER visits, fewer hospital re-admissions, better medication adherence and more. To get it done, providers are going to need to enlist new partners like Rite Aid.
Chronic disease like diabetes and COPD “cost us a lot of dollars because we’re not spending a lot of time with patient,” explained Dr. Raul Vazquez, president of the Greater Buffalo United Accountable Healthcare Network. The Health Alliance model works, he said, because “it’s about having the time to sit down and navigate the system together,” and it brings together the “silos” of visits to pharmacists and doctors.
Standley called the program and these types of integrated healthcare partnerships and alliances, “the future of health care delivery,” and a core part of Rite Aid’s long-term strategy. “It’s who we are and what we’re about,” he said.