Katz Group launches nationwide integration, branding campaign

Drug Store News,  Nov 3, 2003  by James Frederick

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TORONTO -- Katz Group Canada has launched a multimillion-dollar store integration and re-branding campaign for more than 1,100 of its Pharmx Rexall Drug stores, Pharma Plus Drugmarts and Medicine Shoppe, Guardian and I.D.A. pharmacies. The campaign--featuring national television, outdoor, public transit and even elevator advertising--will tout the retail conglomerate's free prescription delivery services, pharmacy care and a relaunch of its Rexall brand private label products.

The nationwide effort is aimed at integrating all of Katz's Canadian drug store operations under its umbrella brand and professional services program, called PharmAssist. Supporting the launch of the new national awareness campaign for PharmAssist is exterior and in-store signage for all participating pharmacies, along with the massive ad blitz.

Katz Group Canada president and chief executive officer Larry Latowsky called the PharmAssist branding effort "our most important initiative to date because it unifies our banners in the core values of our company--pharmacy first and the health of our customers."

In addition, he said: "We have also set the platform for next year's 100th anniversary and relaunch of our Rexall brand. Exclusive to PharmAssist pharmacies, [the] Rexall brand and its many health products lend to Katz Group Canada's goal of further integration and health focus."

The campaign showcases three key components, noted Michelle Lee, Katz Group spokeswoman. A focal point is a major consumer awareness program for the company's pharmacy services under the theme "We Take the Time." The ad blitz, which began last month, also includes a billboard and public transit campaign to set the stage for the relaunch of the Rexall brand in the stores and highlights free delivery services at many PharmAssist pharmacies.

"Rexall products are exclusive to PharmAssist pharmacies, and most Pharma Plus Drugmarts and Pharmx Rexall Drug Stores--and many Guardian, I.D.A. and the Medicine Shoppe pharmacies--offer free prescription delivery," the company noted in a statement.

Lee said the rollout of the PharmAssist branding campaign would include window decals, ceiling hangers over store aisles and other signs. But those banners, she said, would work in tandem with the individual store logos for Pharma Plus, Medicine Shoppe and Katz's other retail brands, rather than supplanting them.

They'll maintain their identity," she told Drug Store News. "One of the purposes of PharmAssist is to unite the banners, so people ate aware they're part of the same family." But with the PharmAssist branding effort, she added, "There's definitely now a consistency throughout [the stores]."

As a visual symbol of the PharmAssist We Take the Time message, participating drug stores in the Katz pharmacy network also have begun affixing a PharmAssist Gold Seal of Approval on all new prescriptions. Pharmacists sign off on the prescription "only after they have informed the customer about their dispensed medication," according to the company.

"The PharmAssist Gold Seal ... represents the effort and work behind each dispensed medication," said Gersh Sone, vice president of pharmacy for Katz Group Canada. That includes "our continuing pharmacy education classes, our pharmacy best practices program, our dedication to clinic days and primary care initiatives and the specialization of many of our pharmacists in such areas as long-term care, home health care and diabetes," Sone added.

The ad blitz behind the PharmAssist rollout across Canada includes two separate national television campaigns. The outdoor campaign will be seen in major cities across Canada, according to the company, and a campaign featuring giant PharmAssist prescription bottles with the free prescription delivery message began last month.

"Commercials will also run on Captivate [elevator video] and on the Professional Health Services network," Lee noted.

To coincide with the branding effort, Katz Group Canada has launched a health and pharmacy Web site, www. pharmassist.ca. The company also is rolling out PharmAssist adult health brochures and Curious George children's health brochures this fall.

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