Health Mart amps up ad presence
SAN FRANCISCO — Independent pharmacy franchise Health Mart this week launched a national radio and digital advertising campaign designed to help bring more patients into Health Mart pharmacies. Targeting every market with a Health Mart pharmacy, the campaign is supported by marketing solutions that enable stores to leverage the Health Mart brand and to promote their personalized services in their own way.
“This campaign is one more way we are investing in the success of local Health Mart pharmacies by building awareness of the Health Mart brand and bringing new customers to every store in every market,” Health Mart president Steve Courtman said. “In addition, Health Mart is investing significantly in the development of customizable marketing tools that enable stores to amplify the local impact of national campaigns like the radio spots.”
During September and October, Health Mart national radio commercials will be featured on popular shows and major events such as live NFL Sunday games, “A Better Life” with Dr. Sanjay Gupta, the “Rachael Ray Show,” “Dr. Phil,” “Doug Stephan’s Good Day,” “Delilah,“ “The Tonight Show Starring Jimmy Fallon,“ Fox News and Sports, “The Rich Eisen Show,” “Casey Kasem’s American Top 40 Countdown” and “The Crook and Chase Countdown.”
According to Health Mart marketing director Michelle Gilliam, the campaign also features digital advertising to help drive patients into Health Mart stores by inserting ads into relevant online, mobile and social sites potential patients visit.
“Recent digital campaigns have brought more than 144,000 consumers to the online store locator and have proven that digital marketing allows us to more effectively reach customers, gain insights and improve efficiency for future campaigns,” Gilliam said.
Health Mart is also co-hosting weather safety events with local TV weather personalities at stores in Memphis, Tenn. and Jackson, Miss. that are designed to educate consumers about being prepared for weather emergencies, and will be supported with additional TV advertising to drive traffic.
The campaign focuses on price, convenience and the fact that their Health Mart pharmacist knows their medications. In addition to the national campaign, Health Mart members can capitalize on the corporate-sponsored activities and attract more customers by adding their own local marketing efforts with customizable templates and marketing tools. Available on the Health Mart Marketing Hub, the campaign features access to matching funds and new support options to help pharmacies implement local marketing plans.
Coinciding with the campaign, Health Mart will also launch a refreshed Health Mart website featuring updated branding, design and messaging. The new national franchise website also includes an enhanced store locator to make it easier for consumers to find their local Health Mart pharmacy, the company said.