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RALEIGH, N.C. — Continuing to leverage the “Healthy Relationship” brand that Kerr Drug has been building on for several years, the retailer is focusing on the diabetes customer.
The North Carolina drug chain’s new “Take Control of Your Diabetes” effort includes planograms, print ads, social media messaging, education programs, in-store point of purchase and physician outreach.
In addition to looking for increased sales in the category, the initiative aims to create and foster the understanding of Kerr as “home for everything customers with diabetes need.” With increased visibility of products — through new planogramming — and pharmacist services, the company hopes to foster loyalty, step up education and retain customers.
“We are using ‘Take Control’ as a way to remove the barriers to diabetes care,” said Debbie Hiller, manager of diabetes programs. “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 customers we have the products, services, expertise, convenience and cost advantages to help them take control of their health.”
Diabetes is a complex condition that requires a collaborative effort from multiple health care professionals. By working together, they provide continuity of care and encourage patients to take a proactive role in their health, which is the goal of the Take Control initiative.
