Steal this column
I routinely take shots at politicos and policy wonks who I believe just don’t get it as it relates to the issues that matter to community pharmacy. So, it was refreshing to hear some of our country’s leaders talk about what e-prescribing could do to transform health care from the highly fragmented, robust and rapidly growing sector of the nation’s economy, as Leavitt noted during his opening comments, to a system where key stakeholders actually communicate.
Detractors have pointed to the privacy issue. That’s kind of silly, as Leavitt, and Carcieri before him, pointed out—granted, I am paraphrasing a bit here because that’s what it sounded like to me. The privacy issues around e-health are, in a word—one Carcieri actually used—solvable.
How can he be so sure? Every day billions of people use ATM cards in machines all over the world that are not part of the banks that hold their money, with a reasonable expectation that no one else will see their banking records.
While the overarching purpose of the event was no doubt to promote physician adoption of e-prescribing software, sometime during the course of the event it occurred to me that the real opportunity to drive e-prescribing is to get the consumer on board.
The reality, as Paul Cotton, a senior lobbyist for AARP, explained, is that “when consumers start to learn about it, they want it.” According to a recent survey of AARP members, 9-out-of-10 older Americans want e-prescribing to enable their doctors to:
But it’s more than just telling consumers the positive story about what e-prescribing means for them; I believe Americans need to understand the negative implications of not moving forward with widespread physician adoption as soon as possible and what it means as an important first step to the creation of a national healthcare information technology infrastructure—and what it means for America to continue to limp along without one.
Because as it stands right now, their personal health records and medical histories are captured in countless manila folders in the filing cabinets of every physician that has ever treated them. And guess what? They can’t talk to each other, and, as a result, each one is an incomplete record. Carcieri believes he has 30 or more manila folders of his own stored in doctors’ offices across Rhode Island.
That means if you got hit by a bus tomorrow, it is likely the ER would know nothing about you by the time you got there. “Meanwhile, FedEx can tell you where a package will be anywhere in the world three hours from now,” Carcieri said.
Tell that story to as many consumers as you can and see what happens with e-prescribing over the next few years. You can steal this column if you need to.
Battery makers upgrade power sources, get more shelf space
LOS ANGELES and ST. LOUIS, Mo. As new products keep rolling in from major battery brand manufacturers, retailers are updating their marketing to maximize the potential of increasingly specific product functions.
On Aug. 18, Energizer announced the launch of its new Advanced Lithium battery, one designed to reliably power wireless gaming accessories, digital cameras, hand-held games or MP3 players.
Five weeks earlier, Panasonic introduced the EVOLTA battery, which it characterized as the world’s longest lasting AA alkaline battery cell in more devices. EVOLTA represents a certain resistance to battery specialization. “We see the trend in batteries going toward more ‘middle-drain’ applications as the reduction in power consumption needs of appliances has resulted in less high-drain devices needing primary battery power. EVOLTA eliminates the confusion for consumers and gives them confidence that our battery will perform well across many applications,” said Matt Sora, vice president of sales and marketing.
While others keyed on batteries, Duracell focused on the kind of line extensions. Among the new products debuted was Duracell Daylite, the cornerstone of new flashlight line designed to take LED lighting to the next level, the company stated, by capturing and using 100 of the light generated versus 70 percent in more typical instances. The flashlight introduction came hard on the heels of the debut of Duracell’s My Pocket Charger and the PowerSource Mini, which were developed to complement cell phones, BlackBerrys and MP3 players.
Ultimately, said Duracell spokesman Kurt Iverson, battery producers are bringing technology to bear in developing more effective, longer lasting products that use innovation to provide power more efficiently. “In the case of the Daylite flashlight, it’s getting a product to work using less battery power and still produce a brighter beam of light,” he said.
The involvement of major battery brands in a range of portable energy dependent items certainly is stretching traditional brand boundaries and merchandising concepts as well.
Jacqueline Burwitz, spokeswoman for Energizer said that, while the brand remains the one that keeps on going and going, the company’s merchandising support has evolved with its product line. “It has changed. Now it’s a matter of pairing the right battery with the right device,” she said.
Battery makers have encouraged many retailers to create ancillary product display spaces that complement the products they power, but drug chains haven’t necessarily bitten, as many prefer to depend on a battery center merchandising program. “We have those sections,” said Stacy Rinehart, a USA Drug spokeswoman. “We have our batteries in those displays.”
That doesn’t necessarily mean, however, that drug chains aren’t changing to the existing market.
Rather than develop secondary displays, Walgreens focuses on appropriately expanding its battery centers to make it easier to shop for specific applications, said Robert Elfinger, a company spokesman.
“The battery section has grown significantly,” he said. “Customers are starting to understand that high-draining devices such as digital cameras are getting specific batteries, and they are looking for some of the new high-tech batteries. We’re expanding the battery sections to accommodate them.”
Thus, drug chains, for the most part, feel as if a battery center, usually conspicuously positioned, makes sense in terms of both attracting customers and return from floor space, as it can keep pace with developments in the category if properly configured to changes in the market.
Survey says 40 percent of shoppers plan to start holiday gift-shopping before Halloween
WASHINGTON The National Retail Federation today released results of its 2008 Holiday Consumer Intentions and Actions Survey, run by BIGresearch, showing that the average American holiday shopper plans to spend more than $800 each on holiday shopping.
The NRF’s survey results showed that 40.2 percent of consumers said that they will begin holiday shopping before Halloween and survey respondents plan to spend about $832 on average on holiday items. This average reflects only a 1.9 percent increase over last year’s average total: $816.69. It’s the lowest anticipated spending increase NFR launched its survey in 2002.
Forty percent of survey respondents said that sales and/or promotions is the biggest lure to where they will shop, while 12.6 percent said they will seek “everyday low-prices.” Only 5.6 percent said they would choose holiday shopping locations based on convenience and 5.2 said it depends on customer service.
NRF president and chief executive officer, Tracy Mullin, said, “Retailers are going into this holiday season with their eyes wide open, knowing that savings and promotions will be the main incentive for shoppers. No one is canceling Christmas because money is tight, but consumers will be sticking to their budgets and looking for good deals when deciding where to spend this holiday season.”
Survey repondents also said they would spend about $51.43 each on decorations, $32.43 for greeting cards and postage, $95.04 on candy and food and $22.61 on flowers. The Internet has seen steady rates of shoppers: 44.2 percent of the shoppers in the survey said they were buying gifts online, flat from 44.3 last year. NRF has said that it predicts holiday sales to increase 2.2 percent over last year, for a total of $470.4 billion.