Rite Aid Corporation (NYSE:RAD) doing it right with wellness65+

Posted by Lynn Eisler July 30, 2013 0 Comment 976 views


Rite Aid Corporation (NYSE:RAD) has launched the very 1st drug-store loyalty program for people who are 65+ years of age. This program has been very appropriately named wellness65+. The launch was actioned via an integrated-marketing campaign that was built on the Rite brand’s promise of delivering personalized service that will work very actively in helping its customers live well.

Commitment to customers

This program for seniors is RAD’s latest extension to its already successful wellness+, which is a free customer-loyalty program. The wellness65+ marketing campaign was created by MARC USA, the company’s longtime agency. It brings to the fore, RAD’s commitment to understanding customers in a more personal manner. In addition, it spotlights the additional services that wellness65+ offers seniors. They are one of the country’s fastest-growing populations.

Customization is the key

Wellness65+ builds on wellness+’s wellness and health offerings. It has customized programs for seniors and provides them with tailor-fit solutions. The enhanced experience includes one special savings-day in a month, which is called wellness65+ Wednesdays. It also gives seniors the chance to develop a stronger relationship with their RAD pharmacist. Wellness65+ members will automatically be eligible for an extended pharmacist-consultation. This will provide them the additional support they require to maintain their wellness and health.

Nationwide promotion

The marketing campaign was rolled out across the country. It has interesting clips of seniors who are engaged actively in various activities such as water-fighting with grandchildren and swimming laps. In addition, this campaign promotes all the wellness65+ offerings.

Members can also earn a maximum of 25points/prescription for programs that are supported by the government. This is a distinct benefit for numerous seniors who fill out prescriptions via Medicare part D. Rite Aid Corporation (NYSE:RAD) is going all out on the marketing campaign front as well as with all the benefits that it is offering customers.


About Lynn Eisler

Lynn Eisler is a national news reporter focusing on economic issues, data analysis and the financial health of state and local governments. Lynn has been honored with the H.L. Mencken Award for Investigative Reporting, the Champion of Justice Award for reporting on the drug war, and the John Hancock Award for business reporting. Lynn was also a Knight Medical School Fellow at the University of Michigan.

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