Pharmacy chains have grown rapidly in recent years, with CVS, Walgreens, and Rite Aid reaching a collective $455.2 billion in sales in 2022.
This growth comes from vaccine rollouts and the incorporation of retail healthcare clinics, which has ultimately led to increased foot traffic.
Since pharmacy chains like Rite Aid attract millions of in-store consumers, it’s a no-brainer to deploy effective advertising at their locations.
We at Terraboost have a network of over 120,000 wellness billboards installed at thousands of pharmacies across the country, so we know a thing or two about executing effective in-store advertising campaigns.
Why Advertise in Rite Aid
With the worst of the pandemic behind us, 71% of consumers are back to shopping in physical stores. However, the pandemic converted a substantial portion of consumers into online shoppers– 62% of US consumers now use online shopping more than they did pre-COVID-19!
The adoption of online advertising has had a massively negative impact on out-of-home advertising efforts in supermarkets and malls. Interestingly, pharmacies are uniquely immune to this issue. That’s because 85% of Americans prefer visiting their local pharmacists for pickups instead of a mail-order service. While other retail stores see a drop in foot traffic, people still go into Rite Aid to fill their prescriptions, make health clinic appointments, and shop for small items.
Advertising in Rite Aid is effective for any brand, but it is an optimal advertising space for healthcare-related brands. By advertising any healthcare product or service in a pharmacy waiting area, you can instantly gain credibility as consumers subconsciously associate the promoted brand with the pharmacist they trust.
Waiting for a pharmacist to fill your prescription is a pain for consumers, but it ensures a captive audience for advertisers. With that being said, it’s important to understand that not all pharmacy waiting area advertising mediums are created equally.
How to Advertise in Rite Aid Effectively
The next time you go to a pharmacy, take a look around. There are a plethora of advertising mediums at work in a single space, but consumers don’t take note of most of them. Here are just some of the most commonly used advertising mediums in pharmacy wait areas:
Prescription Pickup Displays
Pros:
- Point-of-sale advertisements encourage last-minute purchases when accompanied by the promoted product
- High visibility
- Brand reinforcement
Cons:
- Generally ineffective for brands that don’t sell products in-store
- Short exposure duration
- Easily overlooked during prescription checkout
Digital Screens
Pros:
- Allows for dynamic content with engaging visuals
- Flexibility to alter promotions remotely
Cons:
- High installation costs and high advertising space payments
- Consumers are largely blind to digital advertisements as it’s an oversaturated market– 86% of consumers experience banner blindness
Posters and Signage
Pros:
- A cost-effective medium that is good for business with budget constraints
- Low maintenance
- Easily installed
Cons:
- Limited interactivity
- Perceived staleness
- No engagement tracking methods
Luckily for advertisers, there’s a medium specifically made to attract consumers in pharmacy wait areas– wellness billboards.
Wellness boards dispense sanitizing wipes below a prominently featured digital or non-digital display.
These sanitizing kiosks drive stunning levels of engagement in pharmacy wait areas as people picking up prescriptions tend to be health-conscious consumers who greatly appreciate a sanitizing wipe. In fact, an independent study on Terraboost wellness boards found that 89% of shoppers take a wipe, and 94% had a positive opinion of the advertiser. On top of that, the study showed that 50% of shoppers would take a coupon or brochure to learn more about the promoted brand!
Deploying an effective Rite Aid advertising campaign can be difficult, but it doesn’t have to be. We at Terraboost have helped countless brands advertise in pharmacies like CVS, Walgreens, and Rite Aid and can provide you with key industry insights as well as a free personalized quote!
