Health Care Marketing Grows More Competitive

Last week I started talking about how some dentists have put braces on sale. This is symptomatic of how the face of health care is changing in a major way.

Case in point: Rite Aid.

The other day I was on my way to the pharmacy to pick up a prescription. Right across the street from Longs Pharmacy is Rite Aid. I was surprised to see large banners on the front and back of the store saying "Welcome Longs Customers – Transfer Your Prescriptions Today!"

Alarmed, I walked into Longs. "Are you going out of business?" I asked the sales associate.

"Nope," he said, shaking his head. "But Rite Aid has all these signs up that make it sound like we are."

This isn't just in my neighborhood, either. I've seen similar signs at other Rite Aids. This is part of a far-reaching marketing campaign that is so representative of what's happening in health care today!

This banner is part of a larger strategy by Rite Aid to aggressively encourage patients to transfer their prescriptions. Rite Aid also offer coupons, gift cards, and prize contests for consumers who move their prescriptions. (Interestingly, some people have found they can make hundreds of dollars a year simply by transferring their prescription each month!)

It reveals several important things:

1. The health care marketplace is growing increasingly competitive.
2. There is immense value in signage. Even just putting up a low-cost banner can have a big effect. This is true ofdental signage as well!
3. Could this strategy be reworked from a competitive dental standpoint? Would it even be ethical? I'd really like to hear your thoughts on this.