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Brandperx augments point-of-care marketing solution with launch of Patientperx

BY Michael Johnsen

NEW ALBANY, Ohio — Brandperx in November will be launching its Patientperx platform, a diseases-state specific health resource that's being published in partnership with Reader's Digest. "We're going to have a diabetic edition coming out in November that will be handed to 250,000 diabetic patients by their trusted endocrinologist," noted Jeff Garshon, VP sales Brandperx. "It's going to have about 40 pages of information about how to take care of your condition if you're a diabetic."
 
Patientperx was founded with the aim to empower people with healthy lifestyle choices across a multitude of disease states, make those choices more affordable and provide perks on the road to good health, the company stated. 
 
With a healthcare practitioner reach of 217,000 professionals, Brandperx is already successfully connecting brands to patients at the point of care."We lead patients to the path to purchase," Shauna Garshon, president Brandperx, told DSN. "Through our platforms you can connect with the patient inside the doctor's office setting … in the exam room," she said. 
 
Brandperx features a sampling platform called Scriptbags, what the company references as "a patient activation starter kit," where doctors opt-in to provide material like product samples, coupons and educational pamphlets to patients regarding specific products. "Scriptbags was developed as a simple, easy-to-dispense way to discharge a patient with information, a product sample or a co-pay card for a particular product," commented Jeff Garshon.
 
"It's a much more powerful message that's being handed directly to the patient," Shauna Garshon said. And the conversion rate is relatively high, she added, as many of those patients are headed to their pharmacy to fill their prescriptions. 
 
As part of the Scriptbag program, Brandperx' exclusive doctor network is polled on the current recommendations they are making in any particular area, informed about the attributes of a new or existing product and then provided an opt-in form to receive that particular Scriptbag. 
 
Doctors employ the Scriptbags program in their practice as a value add for their patients. "Our average physician lift [in product recommendations] for any of our programs is 52%," Jeff Garshon added. "In terms of consumer lift it varies based on a number of factors," he said. "Some companies have reported between 3% and 5% coupon redemption to us; we've had others that were higher than that."
 
Brandperx also has a program that can help manufacturers detail doctors called Rep in a Box. "Rep in a Box was developed out of a separate need [than Scriptbags]," Jeff Garshon said. "Some companies were most interested in delivering samples of their products to doctor's offices, typically prescription products that needed to remain in the sample closet." Based on the input from a focus group of 10,000 doctors, Brandperx developed a patent-pending system for the distribution of samples and their corresponding materials. 
 
However, typically one of the doctor's challenges in receiving prescription samples is where to put them and the corresponding materials. "Typically, it's not just a sample but a whole lot of collateral material to support that sample," Jeff Garshon said. "[Doctors] just didn't have a great way to store, organize and dispense those items," he said. "So Rep in a Box was created as a solution … for physicians to have immediate access to all of those materials where everything can be stored together in what we call a 'home base' system."
 
And it's a turnkey service. "We provide a service whereby we [detail doctors] for a company that maybe doesn't have detailers in certain markets of the country or doesn't have their own sales force," he said. "We'll work with the doctors who we've recruited into our network. We'll detail them on the product. We'll send the Rep in a Box to their office. We'll manage the inventory in it. And we'll oversee the entire process just as an external detailing force would."
 
In addition to the 217,000 doctors and nurse practitioners within Brandperx' reach, the company has developed a network of 30,000 veterinarians and dentists. "We continue to recruit additional healthcare professionals daily," Jeff Garshon said. 

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Walmart opens two Georgia clinics

BY Michael Johnsen

COLUMBUS, Ga. — Walmart will be opening two Walmart Care Clinics in Columbus, Ga., and in Carrollton, Ga., on Aug. 29, according to a report in the Columbus Ledger-Enquirer published Wednesday. 
 
"There's about a dozen locations that are part of the pilot program," Walmart spokeswoman Danit Marquardt told the Ledger-Enquirer. "We don't have a specific time identified for when it will go out of pilot mode" and be expanded.
 
Walmart currently has six primary care clinics in South Carolina and Texas. In addition to the two Georgia locaations, another four locations are slated to open by year-end, according to reports.

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GMDC releases “Seasonal Best Practices, for the New World of Shopping: Part Two” whitepaper

BY DSN STAFF

COLORADO SPRINGS, Colo. — The Global Market Development Center and its Educational Leadership Council on Wednesday released the "Seasonal Best Practices, for the New World of Shopping: Part Two" whitepaper, a comprehensive look at total-store business-building opportunities through nonfoods during the January to September merchandising seasons. 
 
This whitepaper — a follow-up to Part One issued in March 2014 which focused on fourth-quarter seasons such as Thanksgiving and Christmas — is filled with actionable consumer insights for retailers and CPG suppliers, case studies, new GMDC/Nielsen GM Hierarchy data, and a proprietary survey of GMDC member retailers. 
 
"Seasonal Best Practices, for the New World of Shopping: Part Two" underscores the increasingly strategic view of seasonal nonfoods merchandising taken by retail senior executives. It also pinpoints numerous times of the year when stores can grow basket size, increase trips and elevate the shopping experience through nonfoods seasonal. Included are various case studies that demonstrate how smart sourcing, trend spotting, and targeted messages can drive seasonal successes, while retailer interviews address critical issues in nonfoods seasonal.
 
“The span of seasonal education gained from reading this whitepaper will truly make retailers and their partners appreciate the potential of nonfoods seasonal, when done right, to grow your total store,” stated Mark Mechelse, Director of Research, Industry Insights & Communications, GMDC. “It will allow them to be more effective and timely in implementing seasonal selling strategies to better tell their story, better relate to their audience and upsell consumers.”
 
GMDC/Nielsen GM Hierarchy data tables illustrate new measurability driving seasonal performance – showing that Best Practice food retailers outpace laggards in almost every seasonal opportunity of the year. Additionally, findings in the exclusive GMDC survey of member retailers point the way in retailer-supplier collaboration and targeting nonfoods seasonal to specific customer groups.
 
As retailers currently merchandise for the busy Back-to-School season, data cited in the whitepaper emphasizes the necessity of keeping an omni-channel presence at retail by revealing that when it comes to using smartphones, 66% of BTS shoppers use them to locate retailers, 64% compare prices and 43% check item availability. 
 
“We issue more seasonal nonfoods deals via text and emails to frequent shopper cardholders. We time these to the last week of major seasons to boost customer traffic and awareness, and we’ve seen benefits," noted Scott Shapiro, category manager GM/seasonal at Brookshire's, durinig the GMDC Virtual Roundtable.
 
While the full version of “Seasonal Best Practices for the New World of Shopping: Part Two” is available to GMDC members only, the executive summary, is available for public viewing and can be found here
 
An executive summary for Part One is also available here. GMDC members can view the full version of both whitepapers in their myGMDC Content Library. 
 

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