Pharmacy franchise aims to steer more patients to its drug stores

SAN FRANCISCO — Health Mart is launching a national radio and digital advertising campaign to attract more patients to its drug stores.

The McKesson Corp. pharmacy franchise said late Monday that the campaign — targeting every market with a Health Mart pharmacy — also will include television events and advertising, as well as a refreshed Health Mart website. The independent pharmacy network has more than 4,000 stores in all 50 states.

This month and in October, Health Mart national radio commercials will air during popular shows and major events, such as live NFL Sunday games, “A Better Life with Dr. Sanjay Gupta”, the “Rachael Ray Show”, “Dr. Phil”, “Doug Stephan’s Good Day”, “Delilah”, “Late Night with Jimmy Fallon”, Fox News and Sports, “The Rich Eisen Show”, “Casey Kasem’s American Top 40 Countdown” and “The Crook and Chase Countdown”.

In tandem with the ad campaign, Health Mart will provide stores with turnkey marketing solutions to help them leverage its brand and promote their personalized services. Member pharmacies, too, can leverage corporate-sponsored activities and draw more customers to their stores through local marketing efforts by using custom templates and marketing tools available at Health Mart Marketing Hub. And to help pharmacies implement local marketing plans, the campaign includes access to matching funds and new support options.

Health Mart noted that the campaign highlights what patients consider most when choosing a pharmacy: price, convenience and pharmacists who know their medications.

“This campaign is one more way we are investing in the success of local Health Mart pharmacies by building awareness of the Health Mart brand and bringing new customers to every store in every market,” Health Mart president Steve Courtman said in a statement. “In addition, Health Mart is investing significantly in the development of customizable marketing tools that enable stores to amplify the local impact of national campaigns like the radio spots.”

With the new digital advertising, Health Mart will run ads on relevant online, mobile and social sites to reach potential patients and steer them to Health Mart stores. The company said digital advertising already has shown its effectiveness to that end.

“Recent digital campaigns have brought more than 144,000 consumers to the online store locator and have proven that digital marketing allows us to more effectively reach customers, gain insights and improve efficiency for future campaigns,” explained Michelle Gilliam, marketing director at Health Mart.

Health Mart also will co-host weather safety events with local TV weather personalities at stores in Memphis, Tenn., and Jackson, Miss. The TV remote events are aimed at educating consumers about being prepared for weather emergencies and will be supported with additional TV advertising to drive traffic, Health Mart said.

Meanwhile, the new Health Mart website features updated branding, design and messaging to keep consumers abreast of national and local initiatives and events, the company said. The refreshed national franchise website includes an enhanced store locator to make it easier for consumers to find their local Health Mart pharmacy.