Rite Aid Launches Integrated Marketing Effort to Introduce Wellness65+

Mon Jul 29, 2013 2:41pm EDT

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Rite Aid Launches Integrated Marketing Effort to Introduce Wellness65+

Campaign Brings to Life Promise of Personalized Relationships and Service Through Stories of Seniors Actively Living Well

Rite Aid Corporation (NYSE:RAD) has launched wellness65+, the first chain drug store loyalty program for those 65 and over, with an integrated marketing campaign built on the brand’s promise to deliver personalized service that actively helps its customers live well. The new seniors program is the latest extension of Rite Aid’s highly successful free customer loyalty program wellness+.

The marketing campaign, created by Rite Aid’s longtime agency MARC USA, brings to life the brand’s commitment to understanding its customers more personally and highlights the additional wellness65+ services offered to seniors, one of the fastest growing populations in the nation.

Wellness65+ is based on the health and wellness offerings of wellness+ with tailored programs for seniors built on individualized solutions for helping them live healthier lives. Wellness65+ is designed to give seniors an enhanced experience that includes a special savings day for them the first Wednesday of every month – wellness65+ Wednesdays – as well as the opportunity to develop a deeper relationship with their trusted Rite Aid pharmacist. Members will be automatically eligible for an expanded pharmacist consultation to give them the extra support they need to maintain their health and wellness.

John Learish, senior vice president of marketing at Rite Aid, points out, “Amid new health care legislation and the growing array of options, health care can be more confusing than ever. A key goal of wellness65+ is to create ongoing dialogue between Rite Aid pharmacists and their patients to better help them reach their wellness goals.”

Learish continues, “Retail brands have an opportunity to create in-store experiences and offerings that foster stronger relationships and truly build loyalty. It’s just one more way we can provide value. Wellness65+ provides seniors, one of our most important consumer bases, with products and services specifically targeted to meet their needs.”

The marketing campaign, which just rolled out nationwide, features seniors actively engaged in life from swimming laps to riding a roller coaster or having a water fight with grandchildren. The campaign also promotes the distinctive offerings of the wellness65+ program including the personalized pharmacist consultations, 20% off the first Wednesday of each month for seniors and the ability to earn one point for every dollar they spend on prescription co-pays, including those supported by government-funded programs up to a maximum of 25 points per prescription (except in New York and New Jersey). This is a key benefit for the many seniors who fill prescriptions through Medicare Part D.

Bryan Hadlock, MARC USA chief creative officer, explains, “Each wellness65+ TV spot opens with a senior reflecting... ‘How did I get here?’ The scenarios personify health and wellness as being able to do what you enjoy most whether it’s a physical challenge or special moments with the people you love. The spots complete the loop by showing the role of the Rite Aid pharmacist in the senior’s life – helping each customer get to a place where he or she is living life to the fullest.”

Hadlock adds, “Rite Aid’s emphasis on personal relationships is further reflected by the voice of the brand in the radio and TV spots, actress Julianna Margulies. With women as the core Rite Aid shopper and guardian of family health, we selected a familiar voice that embodies warmth and trust.”

Beyond TV, radio and print, wellness65+ will be supported by direct and digital channels, including social media. Central to delivering the personal experience is a, cross-country mobile tour that will visit more than 30 key Rite Aid markets from now through March 2014. In each city, Rite Aid will partner with local organizations to host special community wellness events for seniors and their families. These events, designed with seniors in mind, will include free health screenings, pharmacist consultations and local experts in the fields of fitness, finance, legal and technology. Customers can follow www.facebook.com/RiteAid to see where and when Rite Aid’s wellness65+ tour will be visiting.

Rite Aid Corporation is one of the nation's leading drugstore chains with more than 4,600 stores in 31 states and the District of Columbia and fiscal 2013 annual revenues of $25.4 billion. Information about Rite Aid, including corporate background and press releases, is available through the company's website at www.riteaid.com.

Editor’s Note:

To view one of the campaign TV spots: https://www.youtube.com/watch?v=c3RqmdC9bWk. Additional campaign materials available on request.

Rite Aid Corporation
Ashley Flower, 717-975-5718
aflower@riteaid.com