TV spots, multimedia campaign spotlight B2B flu shot clinics

CAMP HILL, Pa. — A new marketing campaign by Rite Aid Corp. targets the worksite as a place to stop the spread of flu.

The drug chain has begun airing television and radio spots and launched print, digital and in-store advertising that convey a simple message: Most people get sick at work, so protect yourself by getting a flu shot from Rite Aid, either in stores or at work.

Last year, Rite Aid saw a surge in the number of the flu shots administered its workplace flu clinics, according to senior vice president of marketing John Learish.

“We believe there’s great opportunity to continue to grow this service, and we’re making it easier than ever for employee benefits managers and HR staff to set up clinics and get the word out to their employees,” Learish said in a statement.

The 15- and 30-second TV commercials that Rite Aid is now running show a sneezing, wheezing colleague blowing out birthday candles at an office party. When he tries to pass out pieces of cake, his co-workers cringe — including a woman wearing an “I love cake” T-shirt. An on-screen message then tells viewers that 63% of co-workers don’t get a flu shot, according to a 2014 study by the Centers for Disease Control and Prevention (CDC). Next, the woman with the T-shirt is shown walking into a Rite Aid pharmacy to find out more information about getting a flu shot.

Similarly, the radio, print, digital and in-store ads include such messages as “Get your flu shot – 65% say they would fly with the flu,” “Get your flu shot – 33% don’t wash their hands after sneezing,” and that at least one in four will come to work sick.

The worksite flu shot program includes multichannel outreach to employee benefits managers, Rite Aid said, adding that the clinics also provide an opportunity for workers to interact with Rite Aid pharmacists and Wellness Ambassadors, who also can make contact with neighboring workplaces.

“Our goal is for the relationship between the patient and Rite Aid immunizing pharmacist begun at the workplace flu clinic to be carried through to the store for additional immunizations and other pharmacy needs,” Learish stated. “It’s a great way to help make Rite Aid their retail health care destination.”

For consumers, the campaign aims to bring the flu prevention message to busy working moms and active baby boomers via morning news, network and national cable, local, radio, in-store and digital media, including an extensive email program, Rite Aid reported.

“We focused on the fact that you are really taking charge of your own wellness by protecting yourself from all the other people who don’t get flu shots,” commented Bryan Hadlock, chief creative officer at agency MARC USA, which developed the campaign. “We used the office environment because it would resonate with so many people quickly and was equally compelling to both consumers and workplace decision makers.”