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CVS/pharmacy’s Project Health campaign is ideal platform for more than health screenings

BY Antoinette Alexander

CVS/pharmacy has kicked off the second half of its annual Project Health wellness campaign, which is slated to deliver more than $15 million worth of free health screenings to multicultural communities across the country by the end of the year.

While this campaign, known as "Proyecto Salud" in Spanish, isn’t exactly a new one for the pharmacy retailer, that doesn’t take away from its importance. This campaign further illustrates the vital role that community pharmacy plays along the frontlines of U.S. health care and is especially timely given the fact that healthcare reform looms on the horizon.

Aside from the array of free health risk assessments that will be available to participants — which is no doubt very important — CVS/pharmacy stated that it will have health insurance experts on hand to provide information about the new health insurance marketplace and the coverage options under the new healthcare law. This is a very good move, especially when you look at some of the stats.

According to a March 2013 poll by The Henry J. Kaiser Family Foundation, three years after passage, a majority of Americans (57%) said they do not have enough information about the ACA to understand how it will affect them.  And this share rose to two-thirds among some of the key groups the law was designed to help: the uninsured (67%) and those with incomes below $40,000 (68%).

Note the fact that CVS/pharmacy reports about 45% of past attendees were uninsured.

And, when asked how much they have heard about their own state’s decision on whether to create a state-run exchange, roughly half the public (48%) reported hearing “nothing at all,” while just over 1-out-of-5 had heard “a lot” (7%) or “some” (15%), according to the poll.

As CVS/pharmacy clearly understands, the Project Health wellness campaign is an ideal platform to not only help consumers live healthier lives via preventive screenings but to also connect with consumers and provide them with critical healthcare reform information.

 

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Focus Boost launches signature brain function supplement into U.S. market

BY Michael Johnsen

NEW YORK — Focus Boost on Friday announced the launch of its signature brand into the U.S. market. A national advertising campaign in support of the launch will kick off in the pages of Psychology Today, the company added. 

Focus Boost has been created from a blend of eight ingredients, including B vitamins and other nutrients that have been found to improve brain chemistry and energy production and reduce oxidative stress. Along with proper nutrition and adequate sleep, Focus Boost helps give those with stressful and busy physical and mental schedules the boost they need to perform on a consistent basis, the company stated. 

"While there is no substitute for adopting a healthier lifestyle, brain supplements are an important part of a comprehensive solution," the company stated. "This holistic dietary supplement contains a blend of brain healthy ingredients that strengthen cognition, memory and focus. The formulation also features nutrients that can enhance your physical and mental stamina, which can improve your ability to accomplish important goals."

 

 

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Bud Light kicks off NFL season with new ad campaign, ‘fan-centric’ packaging

BY Jason Owen

ST. LOUIS — Bud Light announced on Thursday the start of its newest marketing campaign for the 2013 National Football League season. The official beer sponsor of the NFL, Bud Light’s new campaign will include new TV creatives and NFL- and team-specific packaging.

Bud Light’s new TV campaign, “Dilemmas,” is an evolution of last year’s popular “Superstitions” campaign and will document the origins of superstitions. The spots explore the tension between fans’ beliefs that they affect the outcome of a game and the practicality of continuing their new-found superstitions. “All Time,” an anthemic spot that sets up the “Dilemmas” campaign, debuted during the pre-season, with four new TV commercials slated to air during the regular season, beginning with “Quinoa” during Kickoff weekend. The commercials, created by Translation, will include 30- and 15-second versions, each ending with the tagline “It’s Only Weird If It Doesn’t Work.”

“Our goal is to do everything we can to enhance the NFL fan’s experience,” said Rob McCarthy, vice president of Bud Light. “We know how fans think, and we understand that football becomes front and center in their lives from Kickoff weekend until the Super Bowl. Whether fans are watching at the stadium, at home or in a bar,  we’re proud to celebrate football fans’ passions for the game.”

In addition, Bud Light has local sponsorship agreements with 28 of the 32 NFL teams. The brand will celebrate the start of the season by unveiling special packaging to help fans get into the NFL spirit. Bud Light cans feature the NFL Shield, and team-specific cans are available in 28 markets. Commemorative glass bottles and aluminum bottles of Bud Light will also feature the NFL Shield, and secondary packaging will feature similar elements.

As part of its local partnerships, Bud Light will host tailgates in each city, and select events will feature Bud Light Build-A-Bars and photo and video kiosk stations. 

The season will culminate at Super Bowl XLVIII in New York, where the brand will once again host the Bud Light Hotel. It will be the fifth consecutive year Bud Light has staged the Bud Light Hotel during the Super Bowl. Bud Light will also serve as the exclusive beer advertiser for Super Bowl XLVIII, and Super Bowl XLVIII imagery will be featured on all Bud Light products and packaging beginning in December.


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