KMART TEST MARKETING PHARMACY "HEALTHCARE LINE" TOLL-FREE NUMBER
This article was originally published in The Tan Sheet
Executive Summary
KMART TEST MARKETING PHARMACY "HEALTHCARE LINE" TOLL-FREE NUMBER, which offers information on approximately 100 common health concerns to consumers through a selection of pre-recorded messages. In addition to imparting information, the line is designed to gather information about callers and offer coupons on specific products as well as a coupon for $5 off a prescription filled at a Kinart pharmacy.
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KMART TEST MARKETING PHARMACY "HEALTHCARE LINE" TOLL-FREE NUMBER, which offers information on approximately 100 common health concerns to consumers through a selection of pre-recorded messages. In addition to imparting information, the line is designed to gather information about callers and offer coupons on specific products as well as a coupon for $5 off a prescription filled at a Kinart pharmacy. The directory for the toll-free number, 1-800-77-HEALTH, has been available in approximately 85 in-house Kmart pharmacies in Columbus, Ohio; Tampa/St. Petersburg; and Indianapolis for about two months. Kmart operates about 1,650 pharmacies. HealthCare Line is being coordinated by the Manhasset, N.Y. database marketing company Telecare, which is part of North American Marketing. Telecare is operating the 1-800 number in conjunction with Advanced Telecom Services, a Philadelphia telemarketing service bureau. Kmart and Telecare will evaluate the impact of the program this summer, looking at the coupon redemption rate as well as the number of phone calls received. Approximately 40 drug and health and beauty aid companies are participating in the test marketing of HealthCare Line. Roughly three-quarters of the sponsorship represents OTC drugs, with the balance divided equally between prescription drugs and non- pharmaceutical health and beauty aids. Most of the 25-35 new topics that are expected to be added to the phone line in the next three months are understood to be prescription drug or H&BA-related. To use HealthCare Line, consumers need a directory sheet available from Kmart pharmacies that lists a three-digit code for each topic. When customers call a recorded message first greets them and imparts a disclaimer warning that the information offered is not a substitute for a physician and should not be used for diagnosis purposes. Callers are told they can receive "valuable coupons" through the Healthcare Line and are asked to leave their name and address. The message then asks that a subject be chosen. Topics range from hypertension to chapped lips to sleep aids. After a brief discussion of the topic, the system may ask what medication the customer is currently taking for a condition. Customers also may be asked if they fill their prescriptions at Kmart pharmacies. The recording in some cases recommends a specific product, telling the listener, for example, "Kmart pharmacists suggest Anacin for headache relief." Other OTC medications currently highlighted on the system include Robins" Dimetapp as a decongestant, Upjohn's Motrin IB as arthritis relief, Warner- Lambert's Benadryl for allergies, Robins' Robitussin for cough due to a cold, and Miles' Alka Seltzer Plus as a flu remedy. One feature of the system is that it can distinguish between current customers and potential customers for a specific product. If callers identify an agent different from the highlighted product as their current remedy, they may be sent a coupon of higher value than callers who are already using the sponsor's product. For conditions requiring prescription drugs, Healthcare Line does not seem to recommend specific products. The recording may ask callers what medications they are currently taking and urge them to take their medication or that they consult their doctor or Kmart pharmacist. |