Opinion


One thing that was pretty clear in the research we conducted for the 2011 Retail Clinician Reader Survey is that an increasing number of retail-based health practitioners want the clinics they work for to expand the scope of services beyond acute care. Many readers said the one thing that would make them even more satisfied about the work they do is “moving beyond sick care,” as one reader noted, to more preventive/wellness-oriented services, including chronic disease management programs for diabetes, hypertension and more.

Ever see the movie “Pleasantville,” where the kid and his sister get sucked into their TV set and become trapped in a late-1950s sitcom? As the two introduce 1990s sensibilities to inhabitants of the fictitious town, the people and their surroundings slowly transform from black-and-white to color. The film is a metaphor for enlightenment, innovation and discovery.


It’s like if KITT, the talking car on the 80s TV hit “Knight Rider,” consulted Hasselhoff about his excessive drinking while the two used advanced automotive and information-based technology to fight crime — and improve health outcomes.

Neither one of the co-
recipients of this year’s Fantle Award would want you to call it the end of an era. 



In response to the news last month that Rite Aid named Tony Montini EVP merchandising, DSN shared this exchange with an online reader:


Dear DSN;


I am a Rite Aid pharmacist in the small desert town of Needles, Calif. Needles is a poor town with a lot of our business being Medi-Cal — state Medicaid. ... This is the rub: There are no Medi-Cal providers in the city! Most people have to go to the emergency room, or those with Medicare D plans [travel] 20 miles across the Colorado River to Arizona. ...


Sugar and chalk. That’s what Pfizer researchers found in a pill that was supposed to be Cytotec, but was, in fact, a crude knockoff seized from a counterfeit drug lab in Peru.

A funny thing happened on the way to the cash register. A coveted diabetic shopper intent on saving money saw promotions that resonated with value. She was hooked.

On this trip, promotions influenced her to expand her basket from just insulin to related care items, foot cream and a sugar-free treat. It was as if the retailer and suppliers completely understood her daily regimen, lifestyle, shopping behaviors, willingness to spend and purchase triggers. Indeed, they did.

How? They mastered the process of promotion optimization.

It’s about 2:30 p.m. on Tuesday. I usually wait a couple more days to write my column, but I don’t need to think any more about what to write.

My first insights into retailing came to me by way of my great aunt Agatha Mastromatteo-Corsello-Langella at the boutique she owned just off the corner of 72nd Street and Broadway, here in New York City. As I write this now, it has been less than three hours since she passed away in the company of her two sons Michael and Glen.