Health & Wellness Category Overview 2012 by Lena Duffy

Health & Wellness Category Overview January 2012

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

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. Proprietary and Conﬁden/al. SKM Marke/ng, Inc. All Rights Reserved. © 2012 011

Health & Wellness 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

Publix

ShopRite   Spartan

Walgreens

Weight Watchers

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. Proprietary and Conﬁden/al. SKM Marke/ng, Inc. All Rights Reserved. © 2012 011

Blue Care Network / Calendar ObjecDve:

Enhance the design of their current calendar; reinforce addiDonal services that allow members to proacDvely pracDce wellness.

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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.

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Target Audience:

Member base – single adults, families and seniors.

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DistribuDon: Direct mailed to subscribers, hospitals and doctors’ oﬃces.

Duane Reade / Handbook ObjecDve:

Establish Duane Reade as the preferred desDnaDon for diabeDc products by oﬀering a comprehensive reference piece.

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DescripDon:

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SKM worked with the American Diabetes AssociaDon to develop a quarterly mini-‐magazine covering topics from diagnosis through ongoing maintenance.

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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.

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DistribuDon: Duane Reade pharmacy counters in custom holders and at the American Diabetes AssociaDon’s naDonal conference held in New York City. Proprietary and Conﬁden/al. SKM Marke/ng, Inc. All Rights Reserved. © 2012 011

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.

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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.

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Target Audience:

Women 25 – 64 in various lifestages.

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Eckerd / Newsleher ObjecDve:

Eckerd wanted to reach the growing boomer populaDon with a print publicaDon that addressed their unique needs.

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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.

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Target Audience:

Adults 62 and older – current and prospecDve shoppers.

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Eckerd / Calendar ObjecDve:

Eckerd Pharmacy wanted to inform shoppers about their comprehensive diabetes resources with a vendor-‐ driven piece.

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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.

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Target Audience:

Current shoppers with a diabeDc in the family; not exclusively pharmacy customers.

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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.

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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.

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Target Audience:

Adults 18 – 54 with speciﬁc health needs.

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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.

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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.

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Target Audience:

Women 25 – 54 with children 12 and under in the household.

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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.

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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.

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Target Audience:

Women 25 – 54 with children 12 and under in the household; Hispanic version in select markets.

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Longs / Planner ObjecDve:

Longs wanted to help customers to start their new year right by focusing on wellness with a vendor-‐driven vehicle.

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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.

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Target Audience:

Adults 25 – 54 with children (acDve families).

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MedPlus / Magazine ObjecDve:

Showcase products and in-‐store services by becoming a trusted resource for their most valuable customers.

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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.

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Target Audience:

Women 25 – 54 who are the main caregivers for their families.

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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.

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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.

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Target Audience:

Women 25 – 54 with children who are the decision makers for their family’s health.

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ShopRite / Calendar ObjecDve:

Introduce shoppers to the organic category and healthy living opDons available at ShopRite, as well as pharmacy services.

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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.

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Target Audience:

Adults 25 – 54 / current shoppers.

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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.

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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.

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Target Audience:

Women 25 – 54 / current shoppers.

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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.

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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.

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Target Audience:

Women 25 – 54 / Adults 55 and older.

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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.

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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.

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Target Audience:

Current and potenDal members.

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DistribuDon: Sold to members for $10; one dollar from each sale was donated to local chariDes.

Want to know more? 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 mike@skmmarkeDng.com

Roger Hurst, Director of Sales (248) 855-‐2620 x121 roger@skmmarkeDng.com