Health Mart Mobile Tour Offers Free Health Screenings - Event Marketer

Health Mart Mobile Tour Offers Free Health Screenings

DB_Silver_McKesson - HealthMart_2010 Ex
Brand: HEALTH MART PHARMACY
Agency: EMG3
Awards: EX AWARDS — BEST RETAIL/IN-STORE EVENT PROGRAM
Year: 2010

Health Mart Pharmacy, a national franchise network of more than 2,500 independent pharmacies operated by McKesson Corporation, teamed up with a variety of sponsors, including Bayer Diabetes Care, to create brand awareness while educating communities about diabetes care on the Health Across America tour.

The program engaged existing as well as new customers in both b-to-c and b-to-b areas. In each case, diabetes care was the unifying theme with an emphasis on engaging and identifying “at risk” consumers who could benefit from long-term patron and pharmacy relationships.

The central piece of the nine-month tour was a custom-fabricated mobile health vehicle divided into four screening stations staffed by a traveling team of medical professionals who offered free health screenings (including glucose, blood pressure and cholesterol) primarily in pharmacy parking lots, but also at local festivals and senior centers. Traditional p.r. efforts, like flyers in mailboxes, as well as social media promoted the stops.

The tour provided more than 11,000 free screenings and served as an effective platform for engaging new customers–50 percent of participants were new customers.

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