Rite Aid Fights the Flu

Rite Aid is running an aggressive flu shot campaign, seeking to top the 3.2 million immunizations it administered last year.In stores, a plethora of P-O-P materials including outdoor signs, ceiling signs, window clings, side panels, violators and table displays invite shoppers to get their shots at the retailer. Violators and in-line headers carry motivating flu factoids such as "Get your flu shot because 33% don't wash their hands after sneezing" and "Get your flu shot because 66% of people would fly with the flu."Two TV spots (see below), a banner ad on riteaid.co, display ads on websites such as snopes.com and yesnetwork.com, radio spots and circular features support. Chicago-based MARC USA worked on the campaign.This year's campaign is reaching beyond shoppers to building awareness among potential new customers by working with businesses on an ambassador program that brings Rite Aid to workplaces to set up flu clinics staffed by certified immunizing Rite Aid pharmacists. The drugstore retailer has created a promotional page within riteaid.com for employers to review, and offers to set up a program with employers which would allow employees to use flu shot vouchers at a Rite Aid pharmacy. "Our goal is for the relationship between the patient and Rite Aid immunizing pharmacist begun at the workplace flu clinic to be carried through to the store for additional immunizations and other pharmacy needs. It's a great way to help make Rite Aid their retail health care destination," Rite Aid's senior vice president of marketing, John Learish, said in a media release.

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