Download - Health & Wellness Category Overview 2012
Health & Wellness Category Overview
January 2012
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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
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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
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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
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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
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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.
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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.
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.
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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.
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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.
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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.
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.
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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
Roger Hurst, Director of Sales
(248) 855-‐2620 x121 [email protected]
Want to know more?
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