Retail News Breaks Archives
Kerr boosts visibility as diabetes care destination
June 7th, 2013
RALEIGH, N.C. – Kerr Drug has launched a new marketing and service initiative focusing on customers with diabetes.
Called "Take Control of Your Diabetes," the effort includes new planograms, print advertising, social media messaging, educational programs, in-store point of purchase and physician outreach, the North Carolina drug chain said Friday.
Kerr noted that besides spurring diabetes-related sales, the initiative is intended to reinforce the chain's identity as the "home for everything customers with diabetes need." The company said it aims to foster loyalty, increase education and retain customers by via enhanced visibility of diabetes products — through the new planogramming — and pharmacist services.
"We are using 'Take Control' as a way to remove the barriers to diabetes care," Debbie Hiller, manager of diabetes programs at Kerr, said in a statement. "Our pharmacists have been specially trained on proper injection techniques to improve adherence, Medicare billing requirements to fill testing supplies, and nutritional guidelines to help patients make healthier choices. 'Take Control' tells our customer we have the products, services, expertise, convenience and cost advantages to help them take control of their health."
The new diabetes effort also supports the "Healthy Relationship" brand that Kerr has been building on in recent years, the 80-store pharmacy chain said. Kerr noted that since diabetes is a complex condition requiring a collaborative effort from multiple health care professionals, working together provides continuity of care and encourages patients to take a proactive role in their health, which is the objective of the "Take Control" initiative.