Opportunities in consumer-driven health care
Jeff Gregori, group VP consumer and shopper analytics at Nielsen
There is significant opportunity across the front end of retail pharmacy to help consumers better manage chronic disease states, said Jeff Gregori, group VP consumer and shopper analytics for Nielsen, during the Monday morning Insight Session on “Consumer-Driven Healthcare” at the National Association of Chain Drug Stores’ Total Store Expo.
“When you look at the state of today’s consumer, it’s really about prevention. There’s just such a hyper-focus on health,” Gregori said. “The reason for retailers to get much more focused on health care [is] the consumer demand is there.” Few non-food sectors have driven growth at retail like health care. Since 2011, healthcare products have represented 22.7% of overall non-food growth with $6.3 billion in increased sales.
And while diabetes is significant — consumers with diabetes buy 35% more OTC products than the average consumer — there are other opportunities helping consumers better manage their chronic conditions that haven’t been fully realized at retail.
Take hypertension, for example. It’s a disease state that impacts as many as 70 million Americans, and patients with hypertension index higher among several OTC categories, including smoking cessation and sleep aids. But it’s not yet a disease state around which many retailers have designed destina-
“It’s a much bigger audience for any disease-state program that you’re going after,” Gregori said. As many as 14% of U.S. households have a diabetes sufferer, Gregori said, compared to 34% with hypertension sufferers. And while hypertension sufferers don’t spend as much in OTC as compared to diabetics, they still spend 17% more on OTCs when compared to the average consumer.
Comorbidities among hypertension sufferers include eye disease, sleeplessness, obesity, acid reflux and joint, neck or back pain.
Hy-Vee honored for politcal action
During the Political Involvement Reception at NACDS Total Store Expo on Saturday evening, Hy-Vee was honored for its engagement in the NACDS Political Action Committee with the Politically Engaged Pharmacy award.
“We present the PEP award to a person — or a company — that’s made a big difference in advancing community pharmacy with policy-makers, so we can do more to serve our customers and patients,” said Richard Ashworth, president of pharmacy and retail operations for Walgreens and chairman of NACDS-PAC, when presenting the award. Ashworth noted that Hy-Vee team members throughout the
company have “stepped up big time” to be engaged participants in NACDS-PAC, and they exemplify that “passionate voices can make a world of difference.”
“Our team at Hy-Vee really has worked hard to make a difference,” said Hy-Vee chairman, CEO and president Randy Edeker when accepting the award. “Together, we’re stronger than we are individually. This is a nice recognition for all of our folks who have done a lot with NACDS-PAC.”
The bipartisan NACDS-PAC supports federal congressional candidates who advance pro-patient and pro-pharmacy policies.
“NACDS makes it a priority to tell pharmacy’s story to lawmakers and to the public,” said Martin Otto, chief merchant and CFO at H-E-B, and chairman of the NACDS board of directors, when welcoming attendees to the event. In addition to describing the importance of electoral engagement, Otto spoke about the success of the NACDS RxImpact grassroots advocacy program.
NACDS also welcomed Nicolle Wallace — New York Times bestselling author, political strategist and former director of White House communications for President George W. Bush — as a guest speaker.
Efficacy key to effectiveness at NACDS
Political science scholars use the concept of “political efficacy” as one measure of a society’s strength. It refers to the people’s belief that they have a say in their government and can affect its course of action. Could this concept help to explain your decision to engage in the NACDS Total Store Expo?
This conference was created from the fact that the NACDS membership not only has a say in the association, but also remains the very reason for the association’s existence. With the input of the membership, the NACDS board of directors acted boldly to announce the NACDS Total Store Expo in 2011, and to launch it in 2013.
The vision was to stop balkanizing the store and to create an opportunity for strategic discussions that span the pharmacy, the front end, health and wellness broadly defined, technology, transportation, distribution, logistics and more. Also motivating the exciting change was the desire to create a better-timed, more efficient and more integrated calendar of annual NACDS conferences. While achieving these objectives, NACDS knew that it would be necessary to sustain the standard-setting customer service for which our events have been known.
Call it “political efficacy” or “customer service,” but the NACDS Total Store Expo is designed to be all about you, and about your collaboration with your business partners to serve consumers and patients. The conference reflects that in the lead-up to the event, throughout the running of the event and in the follow-up.
Preparation remains key
I hope you found helpful the resources that were rolled out in the months prior to the conference — including online tools, instructional videos, webinars and even mentorship opportunities. The greatest levels of success arise from pre-planned meetings that have clear agendas. With the guidance of retailers and exhibitors alike, the resources were intended to help deliver that success.
The program is powerful
The conference agenda includes popular, tried-and-true features, including Meet the Retailer and Meet the Market. It also presents opportunities to feature and discover new products and ideas — from the Insight Sessions to the Vision 2027 and Product Showcase attractions in the exhibit hall — and to connect with people during the social functions. Really, every minute on the schedule and every square foot of the exhibit hall include tremendous potential. The most successful and savvy participants in the NACDS Total Store Expo always recommend engaging completely in the event, and not retiring to the hotel to check email. I can’t tell you how many times I have heard of a game-changer coming out of the decision to seek out one more meeting.
Follow-up is key — for your company and for NACDS
The program may say that the conference closes on Aug. 9, but not for those who truly maximize its value. From substantive meeting follow-up to timely thank you notes, there will be plenty to accomplish in the days and weeks ahead. Just as there are success stories from those who seek out one more meeting before wrapping up the schedule, there also are success stories from those who absolutely nail it with the follow-up. Likewise, we invite you to help NACDS with its follow-up, as well. Right after the conclusion of the conference, registered participants will receive a survey that will go a long way in helping to fine-tune this conference for next year and into the future.
Speaking of next year, it is never too early to plan ahead. We hope to see you next year in San Diego for the 2017 NACDS Total Store Expo — Aug. 19 to 22 — as well as at other NACDS events.
As you focus on the execution of this year’s conference, I hope you will meet with the success that you envision and for which you have worked hard. I also hope you will see numerous examples of the ways in which you and your colleagues have contributed to the creation and the refinement of the NACDS Total Store Expo.
Thanks to you, this conference is “efficacy” and “effectiveness” defined.