CAMP HILL, Pa. — Rite Aid has extended its wellness+ customer loyalty program with the launch of wellness65+.

“Attracting new senior customers represents a key growth opportunity for Rite Aid because seniors tend to be our best pharmacy patients,” president and chief operating officer Ken Martindale says. “Growing its senior patient base gives Rite Aid the opportunity to offer pharmacy services, such as immunizations and medication therapy management services, to a segment of the population that stands to benefit the most from the positive health outcomes these services provide.”

Rite Aid customers over 65 who enroll are eligible for an expanded pharmacist consultation, in which they can have their medication regimen reviewed by a Rite Aid pharmacist and discuss immunizations, blood pressure screenings and Medicare Part D. Wellness65+ members also get the same rewards and benefits offered in the wellness+ program, including exclusive sale pricing, +UP Rewards, and 24/7 access to a pharmacist online or by phone.

Rite Aid also is offering wellness65+ Wednesday, which gives members 20% off qualifying purchases on the first Wednesday of each month plus access to such wellness activities as free screenings and health ­information.

On July 8, Rite Aid will kickoff a nine-month, nationwide mobile tour in support of wellness65+. The tour will visit more than 30 markets and partner with local businesses to host special community wellness events for seniors and their families.

Marketers say the events will include free health screenings, pharmacist consultations and local experts in fitness, finance, legal and technology.

Rite Aid has also launched a multichannel national advertising campaign to support wellness65+. The effort utilizes television, radio, in-store ads, circulars and Rite Aid’s social media channels.