Nov 1, 2007 6:03 AM, PROMO Xtra, By Amy Johannes

Marketers target patients with samples at retail clinics

People who visit their local retail health clinic may walk away with more than just wellness advice, but free samples, too.

Its all part of a new sampling program by the Dialogue Co., a marketing services and media company, designed to put marketers’ products and services into the hands of health-conscious consumers. Under the program, select health clinics operators that run in-store clinics will hand out HealthStart Wellness Pack, which include health-themed product samples, coupons, advertiser information and clinic-specific promotional material.

The first offering, a Diabetes Wellness Kit, will be distributed this month in more than 350 clinics and pharmacies in food, drug and mass merchandiser stores, including 44 Wal-Mart Supercenters, the company said.

The kit includes coupons and samples of Unilever’s Vaseline Intensive Rescue lotion, Mrs. Dash Salt-Free Seasoning, Glucerna Meal Bar, and a sample of Nature Made Vitamins. It also features coupons for the MedicAlert System, the Ascencia Contour & Breeze Blood Glucose meter and Weight Watchers Smart Ones products and literature on Pfizer’s Viagra and Merck’s Januvia prescriptions.

“Retail is the perfect setting to get a sample or a coupon,” Glen Gressinger, president, Dialogue Co., said. “It’s taking people right to the retail shelf.”

Participating clinics include CheckUps, Smart Care Healthstop, Medpoint Express at Wal-Mart Supercenters, Curaquick at HyVee Supermarkets and Early Solutions Clinic hosted by Meijers Supercenters.

A Family Wellness kit is expected to launch in February, Gressinger said.

Dialogue Co. got its start offering similar sample kits to patients who enrolled in a hospital’s cardiac rehabilitation program. It distributes kits to more than 1.3 million new diabetes and cardiac patients each year.

A year ago, the firm noticed health clinics emerging at retail stores and wanted to reach a larger audience, Gressinger said.

“We said, ‘This really seems to be catching on with people,’” he said. ‘“This is a new venue where patients are getting care.’”

The wellness kits are free. Brand marketers pay fees to participate in the program, which Dialogue did not disclose. Fees, however, are often based on the weight of the sample in the bags, Gressinger said.

According to the Convenient Care Association, a group that represents clinic interest, more than 700 clinics were expected to open by yearend. In 2008, that number is expected to grow to 2,000 nationwide.

In-store signage supports the program.

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