A convergence of consumer trends, technological advances, and rising health care costs is prompting retailers to broaden their services to include in-store health and wellness services. Retailer health services include health care clinics, wellness programs, and other consumer-focused initiatives, in addition to pharmacies. For marketers, retail health care centers offer an opportunity to engage consumers at the point-of-service and encourage better communication. Retailers with in-store health and wellness services are realizing the benefits of this model; increased foot traffic, cross- and up-selling opportunities, and increased brand recognition among them. For the consumer, retail health clinics offer a convenient, fast, and low-cost treatment solution. In fact, 56% of consumers say they’re willing to use a retail clinic and three out of every four users of retail clinics say they are satisfied with the quality of care they receive.
As consumers take on a larger share of their health costs, they’re becoming more active and engaged in managing their health. Although they’ll still turn to their primary care physician for ongoing care, retail clinics offer low-cost and high convenience for immunizations, acute care (sore throat, fever, minor infections), and preventive care (cholesterol and blood pressure screenings).
Beyond basic services, the majority of consumers said they would use retail clinics more frequently if costs were less, or comparable to, their regular doctor. Sixty-eight percent of consumers said they were open to using retail clinics for basic health screenings, and 61% would use them for comprehensive health screenings. Sixty-five percent of consumers are interested in visiting retail health clinics for minor illnesses and almost half would use in-store clinics to manage chronic health conditions. As more insurers cover services provided in retail clinics, we anticipate more consumers will turn to them for acute care beyond their annual flu shot.
Retailers are increasingly offering health and wellness programs that affect and improve consumers’ lives. Creating customized “wellness” experiences allows companies the ability to expand their offering, partner with brands, and differentiate themselves from competitors. Services such as yoga and fitness instruction create a community, build trust, drive in-store traffic, and offer brands an opportunity to engage consumers organically and authentically. By offering programs, fitness classes, and ongoing education, brands and retailers can play an active role in their customers’ health management and build trust and loyalty in the process.
Consumers trust brands that they feel have their best interests at heart. Communication, support, and education play a major role in building that trust. For years, Women’s Marketing has been a trusted partner to health and wellness brands. Discover how our suite of marketing services can help your brand reach those consumers that matter most.
Source: Deloitte. Retail health & wellness Innovation, Convergence, and Healthier Consumers 2017