Health & Wellness Category Overview 2012

Health & Wellness Category Overview

January 2012

Proprietary and Confiden/al. SKM Marke/ng, Inc. All Rights Reserved. © 2012

One of the most important, yet challenging categories for marketers is health and wellness. Why? Because how consumers approach their health situaDon is a very personalized issue:

  What moDvates them to lose weight or quit smoking?   How do they perform their proacDve regimens: flossing, taking

vitamins, etc.?   Everyone knows they should do some type of exercise, yet what gets

them off the couch?

As a marketer, it is difficult to idenDfy these behavior triggers and address this audience. However, one common thread has always been informa/on. Consumers make their health and wellness decisions by proacDvely looking for relevant informaDon. Once they find a trusted resource, they tend to stay with it unDl they have a reason to leave (i.e. condiDon resolved or lack of new informaDon).

Health & Wellness


Being in the right place with helpful informaDon is key to becoming a customer’s trusted resource. When a consumer decides to take the pivotal step toward healthier living, you’ll want to be there with the right mix of Dps, products and other relevant offers.

Since they are constantly referenced, printed materials are a criDcal component to a health and wellness content strategy. While digital informaDon can complement goals, a printed piece makes it easy to reference anywhere and offers the versaDlity of being a coupon vehicle.

  Calendars: Keeps you top of mind 365 days a year with a print piece that is constantly referred to.

  Planners: Helps keep customers stay on track with their goals.   Brochures: Allows you delve deeper into specific health issues.   Handbooks: Serves as a reference piece that establishes you as a credible

resource.

Health & Wellness

Proprietary and Confiden/al. SKM Marke/ng, Inc. All Rights Reserved. © 2011 Proprietary and Confiden/al. SKM Marke/ng, Inc. All Rights Reserved. © 2012

Following are a number of case studies in the Health and Wellness category for SKM clients:

  Blue Care Network   Duane Reade   Eckerd   Kmart   Longs   MedPlus

In each instance, SKM was responsible for the design and majority of the content. Clients contributed their brand standards, logos and product photos. In many cases, SKM worked directly with a credible resource to provide specific content, such as the American Diabetes AssociaDon.

Health & Wellness

  Publix   ShopRite   Spartan   Walgreens   Weight Watchers


  ObjecDve: −  Enhance the design of their current calendar;

reinforce addiDonal services that allow members to proacDvely pracDce wellness.

  DescripDon: −  SKM followed the brand’s standards for design

and used lifestyle imagery to portray both people and elements that demonstrated wellness.

−  Each page offered informaDon on preventaDve services and tools to encourage members to take charge of their health.

  Target Audience: −  Member base – single adults, families and seniors.

  DistribuDon: −  Direct mailed to subscribers, hospitals and

doctors’ offices.

Blue Care Network / Calendar


Duane Reade / Handbook

  ObjecDve: −  Establish Duane Reade as the preferred desDnaDon for diabeDc

products by offering a comprehensive reference piece.

  DescripDon: −  SKM worked with the American Diabetes AssociaDon to develop a

quarterly mini-‐magazine covering topics from diagnosis through ongoing maintenance.

−  Valuable coupons on much-‐needed products like test kits and nutriDon; third-‐party adverDsing helped defray costs.

  Target Audience: −  Current pharmacy customers who either have or

shop for someone who has diabetes.

  DistribuDon: −  Duane Reade pharmacy counters in custom holders

and at the American Diabetes AssociaDon’s naDonal conference held in New York City.


Eckerd / Magazine

  ObjecDve: −  Create an inspiraDonal vehicle that allowed

Eckerd to become a trusted resource for women on topics that mahered most to their emoDonal bohom line.

  DescripDon: −  SKM created a quarterly publicaDon that

featured lifestyle topics such as health and wellness, beauty and relaDonships.

−  A separate focus on “Departments” allowed Eckerd to showcase areas such as pharmacy, photo, new products and community iniDaDves.

  Target Audience: −  Women 25 – 64 in various lifestages.

  DistribuDon: −  Available in-‐store; promoted in weekly

circular and local broadcast. Proprietary and Confiden/al. SKM Marke/ng, Inc. All Rights Reserved. © 2011 Proprietary and Confiden/al. SKM Marke/ng, Inc. All Rights Reserved. © 2012

Eckerd / Newsleher

  ObjecDve: −  Eckerd wanted to reach the growing boomer

populaDon with a print publicaDon that addressed their unique needs.

  DescripDon: −  SKM created a newsleher that directly

addressed relevant health issues in an informaDve and proacDve tone.

−  Lifestyle informaDon focused on “Easier Living” Dps for seniors and their families.

  Target Audience: −  Adults 62 and older – current and

prospecDve shoppers.

  DistribuDon: −  Direct mailed to pharmacy paDents and

seniors living within 3 mile radius of each store.


Eckerd / Calendar

  ObjecDve: −  Eckerd Pharmacy wanted to inform shoppers about their

comprehensive diabetes resources with a vendor-‐driven piece.

  DescripDon: −  Each month featured a seasonal scenario on how to

manage diabetes; a perforated coupon at the bohom of each page offered discounts on diabeDc products.

−  Monthly grid included Rx and doctor reminders for appointments.

  Target Audience: −  Current shoppers with a diabeDc in the family; not

exclusively pharmacy customers.

  DistribuDon: −  Direct mailed to pharmacy customers; in-‐store at the

pharmacy and customer service counters.


Eckerd / Brochures

  ObjecDve: −  Eckerd wanted to redesign their On Call

brochure series, a service for customers to call or click for advice from trained pharmacy counselors.

  DescripDon: −  SKM refocused the series with new color

schemes and lifestyle imagery.

−  Content tone was more conversaDonal to reach a broader audience and much easier to read.

  Target Audience: −  Adults 18 – 54 with specific health needs.

  DistribuDon: −  Distributed in-‐store via custom rack in the

pharmacy area.


Kmart / Planner

  ObjecDve: −  Kmart Pharmacy wanted to create a lifestyle piece to help

customers make the most of their Dme and stay organized with their family’s health care needs.

  DescripDon: −  SKM created an inspiraDonal planner that offered

health Dps and reminders all year long. −  Extra large monthly grids allowed customers to

keep track of important dates, plus seasonally relevant products offered advice and savings.

  Target Audience: −  Women 25 – 54 with children 12 and under in

the household.

  DistribuDon: −  Distributed in-‐store at the pharmacy counter.


Kmart / Calendar

  ObjecDve: −  Based on the success of the previous year’s planner,

Kmart wanted to help customers strike a balance between their busy lives and taking care of their family’s health needs.

  DescripDon: −  SKM created a calendar that offered Dps and products

to remind customers of health specific topics.

−  A custom pull-‐out secDon was designed like a mini-‐magazine with more in-‐depth editorial content and coupons.

  Target Audience: −  Women 25 – 54 with children 12 and under in

the household; Hispanic version in select markets.

  DistribuDon: −  Distributed in-‐store at the pharmacy and

customer service counters. Proprietary and Confiden/al. SKM Marke/ng, Inc. All Rights Reserved. © 2011 Proprietary and Confiden/al. SKM Marke/ng, Inc. All Rights Reserved. © 2012

Longs / Planner

  ObjecDve: −  Longs wanted to help customers to start their new year

right by focusing on wellness with a vendor-‐driven vehicle.

  DescripDon: −  SKM created a pocket planner that held important

appointments as well as Dmely Dps on how to live healthy with products from Longs.

−  Reference pages allowed customers to record phone numbers or health-‐related informaDon.

  Target Audience: −  Adults 25 – 54 with children (acDve

families).

  DistribuDon: −  Available in-‐store at the pharmacy

counter.


MedPlus / Magazine

  ObjecDve: −  Showcase products and in-‐store services by

becoming a trusted resource for their most valuable customers.

  DescripDon: −  SKM created a series of mini-‐magazines that

focused on trying to fit in healthy living wherever and whenever possible.

−  Features included news on the latest medical innovaDons, social sharing and an in-‐depth series on specific health issues.

  Target Audience: −  Women 25 – 54 who are the

main caregivers for their families.

  DistribuDon: −  Direct mailed to customer

database and in-‐store at the pharmacy counter.


Publix Pharmacy / Planner

  ObjecDve: −  Publix wanted to give pharmacy customers a

way to keep all their important health informaDon at their fingerDps with a unique print vehicle.

  DescripDon: −  SKM created a convenient, pocket-‐size planner

that focused on health informaDon and services available at Publix.

−  Custom sDckers reminded consumers to schedule and track their important health appointments.

−  AddiDonal features included Dps on how to stock your medicine chest and quick glance dates.

  Target Audience: −  Women 25 – 54 with children who are the

decision makers for their family’s health.

  DistribuDon: −  Direct mailed to pharmacy customers.


ShopRite / Calendar

  ObjecDve: −  Introduce shoppers to the organic category and healthy

living opDons available at ShopRite, as well as pharmacy services.

  DescripDon: −  SKM blended product images, recipes and informaDon to

portray the natural lifestyle of organic foods and how they contribute to good health.

−  Pharmacy services were integrated to help customers with current health concerns.

−  A pull-‐out center coupon secDon helped sDmulate purchases of parDcipaDng products.

  Target Audience: −  Adults 25 – 54 / current shoppers.

  DistribuDon: −  Distributed in the produce department and

at the pharmacy counter.


Spartan / Calendar

  ObjecDve: −  Spartan wanted to showcase healthy living with their

pharmacy, produce and private label products.

  DescripDon: −  SKM created a lifestyle calendar that integrated diverse

topics into a cohesive wellness resource. −  Monthly themes were Ded to in-‐

store promoDons wherever possible.

  Target Audience: −  Women 25 – 54 / current shoppers.

  DistribuDon: −  In-‐store at pharmacy and customer

service counters.


Walgreens / Planner

  ObjecDve: −  Walgreens wanted to reinforce their brand image as a

preferred desDnaDon for health and wellness.

  DescripDon: −  SKM designed a mulD-‐funcDonal piece that could

be used as a wall calendar or a planner. −  Content included a blend of Walgreens and brand

name products and services such as 24-‐hour pharmacies.

−  Format allowed space for customers to keep track of appointments, important phone numbers and receipts.

  Target Audience: −  Women 25 – 54 / Adults 55 and older.

  DistribuDon: −  In-‐store at the pharmacy counter.


Weight Watchers / Planner

  ObjecDve: −  Weight Watchers wanted to keep members on track with

their plans and needed a vehicle to both organize and inspire them.

  DescripDon: −  SKM created a planner that allowed members to track their

daily points, Dps for beher eaDng and coupons on parDcipaDng products.

−  AddiDonal features included document pockets, recipes and fitness advice.

  Target Audience: −  Current and potenDal members.

  DistribuDon: −  Sold to members for $10; one dollar

from each sale was donated to local chariDes.


For more informaDon on how SKM can help you create your own custom

health and wellness program, contact:

  Michael Seltzer, CEO (248) 855-‐2620 x103

[email protected]

  Roger Hurst, Director of Sales

(248) 855-‐2620 x121 [email protected]

Want to know more?


Documents

Health & Wellness Category Overview 2012