Time-pressed moms and other consumers looking for simple, yet quality, health solutions are the target audience for Walgreens' integrated campaign promoting Take Care Clinic, its in-store health clinic.
A TV spot, via Butler, Shine, Stern & Partners, Sausalito, Calif, anchors the effort, which launched this week. The ad shows a women sitting on a Take Care Clinic examining table with her two young sons nearby. As she rifles through the pages of her appointment book full of play dates, work and other obligations, she laments, "I don't think I can fit the flu in right now."
A voiceover states, "It's quality family health care build around you" and mentions benefits like no appointments required, open seven days a week and most insurance coverage is welcome.
Support in print, radio and the Web present Take Care Clinic as an affordable alternative for moms to get treatment for simple ailments like a sore throat, cold and flu without going through the hassle of making an appointment to spend half a day at the doctors office or taking a trip to the emergency room.
The campaign will run in 33 markets and eventually expand to target consumers in other scenarios. Spend for the campaign was not disclosed.
"In addition to moms, our campaign targets adults looking for simplified, yet high-quality, healthcare solutions," said Heather Helle, COO at Take Care Health Systems. "We offer services that patients need and are searching for in an often complicated healthcare system-such as vaccinations and health evaluations-and our providers offer personalized care to advocate for patients' health and well-being."
Take Care was acquired by Walgreen, Deerfield, Ill., in 2007 and today manages 262 clinics in 33 markets within 15 states. The walk-in clinics are staffed with certified nurses and physician assistants who treat common illnesses, provide school physicals and vaccinations. The clinics posted fixed flat fees range between $59 and $80.
Retail clinics are the next frontier for such chains as CVS, Albertsons and Rite Aid. Wal-Mart tested the concept in 2005 and found that half of the patients who sought treatment did not have health care insurance and said they would have gone to the emergency room if the clinic were not open. Wal-Mart will partner with local hospitals and other providers to open 400 clinics, called The Clinic at Wall-Mart, by 2010. The Convenient Care Association, a Philadelphia-based group that represents small health care facilities, projects that 1,500 retail clinics will be operating by the end of 2008, up from 800 last November.