Conversion is key to new Rx program

A high-profile pharmacy education effort kicked off last week in Target stores that ensures every customer entering Target’s stores is aware the retailer is in the pharmacy business. The campaign is centered around the theme, “ask us,” and seeks to leverage the knowledge of pharmacists on topic ranging from generics, flu shots and common children’s ailments.

Overhead signs with the phrase, “ask us,” are visible at store entrances, in main aisles and above the pharmacy. The retailer also makes use of endcap signs and floor graphics in aisles leading to the pharmacy. The aggressive in-store communication effort could go a long way toward convincing existing Target shoppers who have prescription needs to have them filled at Target. In-store is one component of a larger marketing initiative the company announced at the end of its second quarter that soon will soon include the company’s first ever national TV spots promoting pharmacy. Those efforts could go along way toward attracting new pharmacy customers as Target has emerged as enough of a national player to justify such a big marketing spend. The company now operates more than 1,700 stores, of which about 1,500 contain pharmacies.

In-store is one component of a larger marketing initiative the company announced at the end of its second quarter that soon will soon include the company’s first ever national TV spots promoting pharmacy. Those efforts could go along way toward attracting new pharmacy customers as Target has emerged as enough of a national player to justify such a big marketing spend.

The company now operates more than 1,700 stores, of which about 1,500 contain pharmacies.