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HRG’s IN.depth: A trusted resource for independent pharmacies for ten years

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WAUKESHA, Wis. — HRG’s premiere publication for independent retail pharmacies, IN.depth, has reached a milestone: its tenth year of circulation. Developed to provide health, beauty, and wellness manufacturers an opportunity to provide messaging directly to pharmacy staff, as well as be a vehicle for HRG retail experts to share their tips, insights, and actions to maximize front-end sales, the publication, with a circulation of 10,000, has become a trusted resource to these important frontline healthcare providers.

IN.depth is published monthly with various categories spotlighted in each issue. Twice a year the issues are dedicated to product samples, providing pharmacies a chance to try, or let their customers try, an item they may not have otherwise had access to.

In addition to the product advertisements, HRG analysts and content writers provide useful information to help independent pharmacies play to their strengths while taking advantage of growth opportunities. HRG surveys IN.depth readers semi-annually to understand what they value most and provide direct feedback to the manufacturers that participate in the Product Sampler issues. Cheyenne Cardenas, marketing project & print shop manager, said, “Our readers value the content our IN.depth publications provide, and especially appreciate Product Sampler, which gives them the opportunity to put products to use.”

Based on research HRG performed in 2020 of independent pharmacists and their shoppers,indie pharmacy shoppers of all ages cite pharmacist recommendation as second only to price as a main factor in their purchase decision of non-Rx products. Cardenas stated, “Our manufacturer participants continue to see great engagement with their advertisements and/or samples, which is why they continue to invest in it.”

HRG hasn’t missed publishing an issue over the ten years. The number of pharmacists that have signed up to receive Product Sampler has grown from just over one-hundred recipients to nearly 2,000 per issue. Other advancements are the inclusion of:

  • advertorials,
  • scannable barcodes for easier return-on-investment measurement, and
  • QR codes to increase engagement and extend messaging.

Callouts have been added to highlight natural brands and those items awarded HRG Stars or Never Outs status.

Independent pharmacists interested in receiving IN.depth can sign up here.


ECRM-08-202222

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