Dive Summary:
- Rite Aid will launch a national campaign aimed at rewarding senior citizens for remaining active in physical fitness, hoping the campaign will boost profitability for the company.
- Wellness65+ will feature seniors who are actively engaged in physical fitness activities and preventative treatment for health and wellness issues.
- "A key goal of Wellness65+ is to create ongoing dialogue between Rite Aid pharmacists and their patients to better help them reach their wellness goals,” states Rite Aid SVP marketing John Learish
From the article:
Wellness65+ will be supported by direct and digital channels, including social media. A cross-country mobile tour will visit more than 30 Rite Aid markets between now and March 2014, with partnerships in each city between Rite Aid and local organizations to host special community wellness events for seniors and their families.
