Retail News Breaks
Rite Aid kicks off multimedia campaign for wellness65+
July 29th, 2013
CAMP HILL, Pa. – Rite Aid Corp. has begun an integrated, national marketing campaign for wellness65+, an extension of its wellness+ customer loyalty program for seniors.
The drug chain said Monday that campaign, crafted by its agency MARC USA, spotlights the additional services that wellness65+ offers to seniors as well as Rite Aid's commitment to understand its customers on a more personal level.
In the campaign, seniors are featured actively engaged in life from swimming laps to riding a roller coaster or having a water fight with grandchildren, Rite Aid said. The wellness65+ program's distinctive offerings also are highlighted, such as personalized pharmacist consultations and 20% off the first Wednesday of each month for seniors.
Another benefit of wellness65+ is the ability for seniors to earn one point for each dollar they spend on prescription co-payments, including those supported by government-funded programs up to a maximum of 25 points per prescription (except in New York and New Jersey) — a key benefit for seniors filling prescriptions via Medicare Part D, the drug chain noted.
Rite Aid pointed out that a program such as wellness65+ comes at a key time for seniors, who are one of the nation's fastest-growing populations and now must get a handle on potential changes brought by health care reform.
"Amid new health care legislation and the growing array of options, health care can be more confusing than ever. A key goal of wellness65+ is to create ongoing dialogue between Rite Aid pharmacists and their patients to better help them reach their wellness goals," John Learish, senior vice president of marketing at Rite Aid, said in a statement. "Retail brands have an opportunity to create in-store experiences and offerings that foster stronger relationships and truly build loyalty. It's just one more way we can provide value. Wellness65+ provides seniors, one of our most important consumer bases, with products and services specifically targeted to meet their needs."
Rite Aid said the wellness65+campaign encompasses television, radio and print as well as direct advertising and digital channels, including social media.
In addition, a cross-country mobile tour will visit more than 30 key Rite Aid markets through March 2014. In each city, Rite Aid will partner with local organizations to host special community wellness events for seniors and their families that will include free health screenings, pharmacist consultations and local experts in the areas of fitness, finance, legal and technology. A schedule of tour dates and locations is posted on Rite Aid's Facebook page.
Bryan Hadlock, MARC USA chief creative officer, explained that the wellness65+ ads emphasize the personal relationships that Rite Aid aims to build with its senior customers.
"Each wellness65+ TV spot opens with a senior reflecting, 'How did I get here?'. The scenarios personify health and wellness as being able to do what you enjoy most whether it's a physical challenge or special moments with the people you love. The spots complete the loop by showing the role of the Rite Aid pharmacist in the senior's life, helping each customer get to a place where he or she is living life to the fullest," Hadlock stated. "Rite Aid's emphasis on personal relationships is further reflected by the voice of the brand in the radio and TV spots, actress Julianna Margulies. With women as the core Rite Aid shopper and guardian of family health, we selected a familiar voice that embodies warmth and trust."
Announced in mid-June, wellness65+ provides seniors the benefits of Rite Aid's wellness+ loyalty program plus an enhanced experience that includes a special savings day on the first Wednesday of every month — dubbed "wellness65+ Wednesdays" — along with expanded pharmacist consultations, in which seniors can bring in their current medications for a review as well as discuss immunization needs, get a blood pressure screening and ask questions about Part D. Each wellness65+ Wednesday also will have wellness activities, such as free health screenings, health information and other special offers.
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