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Max-Wellness Advocates

BY Michael Johnsen

Max-Wellness, a health-and-wellness concept store, has incorporated proactive employees armed with health information as part of its DNA since the company’s inception in 2010. The store format features “Max-Answers” information stations that house tablets that can either be picked up by a customer or a Max-Wellness associate for use right at the shelf of interest.

The health tablet programming is driven by Aisle7 but has been customized by Max-Wellness. And that health information isn’t static, noted company founder Michael Feuer, as the Max-Wellness advocates remain abreast of health news daily as a key discipline. “We want people to come in and say, ‘I just read this.’ … And we want [our advocates] to be authoritative. That’s really what makes us different.”

There are five Max-Wellness locations across Ohio and Florida.

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Rite Aid Wellness Ambassadors

BY Michael Johnsen

As part of Rite Aid’s new Wellness store formats, Rite Aid has positioned its Wellness Ambassador in front of the OTC aisles armed with an iPad that has access to vetted health information. “Our Wellness Ambassadors play an important role in the customer experience,” noted Robert Thompson, Rite Aid EVP pharmacy. “They’re there to help patients talk to the pharmacist [for] specific answers to their health questions,” he said. “With us, it’s personal,” Thompson added, referencing Rite Aid’s long-standing maxim. “This is just an additional resource dedicated to building a personal relationship with our customers.”

Rite Aid’s Wellness Ambassadors also are fostering relationships with the local health community with visits to nearby senior homes and healthcare practices armed with information on all the services Rite Aid pharmacy offers.

And the Wellness Ambassadors are specially trained through a regimen that includes a series of live classroom sessions, computer-based modules and on-the-job training, along with regular updates.

Rite Aid fields 423 Wellness format stores today, all of which are populated with a Wellness Ambassador, and plans to grow that number to 780, or 17% of the company’s store base, by the end of its fiscal 2013.

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Walgreens Health Guides

BY Michael Johnsen

The Walgreens Health Guide has a pharmacy technician license and at least two years in medical training. While there is a station positioned in front of the pharmacy, the Health Guides more often are in the aisles helping patients rather than waiting for patients to come to them. “Right now, more people are taking care of their own health than ever before, and they’re looking for a location that is convenient, that is professional, that is affordable,” noted Marcel Naddaf, Walgreens market pharmacy director for the Indianapolis and St. Louis markets — the markets where the company first piloted its Well Experience formats.

Walgreens’ Health Guides are pulled from its pharmacy technician ranks and typically have two years of health education. Walgreens’ Well Experience concept has been implemented in close to 200 pilot stores in the Chicago, New York and Indianapolis markets as part of Walgreens’ Well Experience store format.

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