HEALTH

Lifeclinic International looks to connect community-wellness providers, pharmacies

BY Allison Cerra

BURTONSVILLE, Md. Lifeclinic International has rolled out a pilot program for a Web-based ad-building engine that allows community-wellness providers to advertise their services in neighborhood pharmacies where Lifeclinic monitors are installed.

The interactive platform, LifeclinicLocal.com, will feature advertisements from 18 different specialties that have a connection with community pharmacies, Lifeclinic said. The first advertiser will be Aajay Shah, a member of the American College of Cardiology in Michigan. His ad campaign will be seen in 44 Lansing-area pharmacies on the Lifeclinic monitors starting in July.

“We are delighted to welcome Dr. Shah and his Mid-Michigan Heart Group as the first advertiser to be able to utilize our local communications service,” said Lon G. von Hurwitz, EVP business sevelopment for Lifeclinic International. “We have designed LifeclinicLocal.com to create this outlet for local wellness providers to promote their services to their communities. Only certain wellness-provider categories have been authorized by our retail pharmacy partners to insure that the messages on the Lifeclinic monitors are entirely relevant to the viewer.”

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JDRF honors Roche with Chancellor’s Award

BY Allison Cerra

INDIANAPOLIS A maker of blood-glucose meters, infusion pumps and other diabetes management tools was awarded by the Juvenile Diabetes Research Foundation for its long-standing corporate partnership with the organization.

Roche was given the Chancellor’s Award at JDRF’s annual conference in Washington, D.C., and was noted as “an exceptional partner in the education and management of diabetes.” Roche and JDRF work together on the Bag of Hope program, which provides education materials on juvenile diabetes and a free Accu-Chek blood-glucose meter. The bags contain products and materials valued at about $100, which are distributed to families by local Roche and JDRF representatives.

Since 2004, Roche has committed almost $10 million to the Bag of Hope program.

“Roche is an exceptional partner in the education and management of diabetes. During the past several years, the Bag of Hope program has become the cornerstone of our outreach program to families with newly diagnosed children, and we thank Roche for its continued funding of this incredibly important educational initiative,” said Courtney Davies, national director of corporate relations at JDRF.

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Lifeway Kefir featured in ‘Sex and the City 2’

BY Michael Johnsen

CHICAGO Lifeway Kefir, a probiotic beverage made by Lifeway Foods, will be featured as a product placement in the “Sex and the City 2” movie starring Sarah Jessica Parker, the company announced Tuesday.

Abottle of Lifeway Kefir can be seen in the kitchen of the fictional character Miranda Hobbes (played by Cynthia Nixon) in one scene in the movie. “[Even some] 10 years ago, Lifeway Kefir was a niche product,” stated Julie Smolyansky, Lifeway CEO. “Today it’s mainstream. Nothing makes that clearer than seeing it in a movie like ‘Sex and the City 2’ with stars like Sarah Jessica Parker and a pedigree that includes six years of top TV ratings,” she added. “This is excellent exposure for our brand among one of our primary target audiences – health-minded women in the 25-54 age bracket. It’s hard to imagine a better fit for a movie placement.”

In addition to its line of Lifeway Kefir, the company also recently introduced Green Kefir with Phytoboost, a beverage that includes the same 10 live probiotic cultures as its regular kefir plus the antioxidant power of 10 green vegetables and green tea extract in a single serving. These newest kefirs are available in kiwi passion fruit and pomegranate acai blueberry flavors with 80 mg of plant-based polyphenols.

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