Introducing New Health & Wellness Channels to Enhance the In-Store Retail Media Experience at Pharmacy

When it comes to engaging with shoppers, where and how messaging reaches them matters. That’s why Grocery TV has recently introduced health-focused video content–designed for pharmacy departments–to our in-store retail media network.

Grocery TV’s new content channels include health and wellness tips and trivia that not only keep shoppers engaged while they’re waiting at the pharmacy, but also give healthcare brands the benefit of placing their brand in a contextually relevant experience.

Let’s take a look at what makes the pharmacy such an exciting opportunity for brands and retailers, as well as how Grocery TV’s in-store retail media experience in pharmacy taps into the value of this touchpoint.

The Pharmacy: An Invaluable Touchpoint with Shoppers

With 94% of grocery sales occurring in physical stores, maximizing the impact of each in-store touchpoint from entrance to checkout is crucial.

Grocery stores have become community destinations for health and well-being, representing the second largest retail channel for the pharmacy sector and responsible for filling 1.5 billion prescriptions each year.

Nearly 25% of the 4,900 grocery stores in Grocery TV’s network have pharmacies. This means healthcare, pharma, and fitness-focused brands can reach up to 28 million shoppers right at the pharmacy in their local grocery store, which they visit on average around 7 times a month (1.6 visits per week x 4.3 weeks per month).

And what’s especially unique about the pharmacy department is its high dwell time. According to Geopath estimates, pharmacies see an average dwell time of around 19 minutes–ample time to reach shoppers while they wait to pick up their prescriptions.

To summarize, pharmacy departments in supermarkets benefit from the high reach and frequency of grocery retail, while also tapping into the high dwell time and contextual relevance of a pharmacy.

The Value of Contextually Relevant Video Channels in the Store

Effective in-store retail media is a balance. It should capture the attention of customers, while also positively affecting their experience.

That’s where Grocery TV’s content channels can help. We currently run food-focused series like Kitchen Chronicles and Bite-Sized Trivia across high-traffic touchpoints like the entrance and front end of the grocery store. These are shown to reduce perceived wait time, improve the attention paid to displays, and also increase brand recall for ads played alongside the channels.

The impact of Grocery TV’s channels speaks for itself – our surveys indicated that as many as 87% of shoppers were accepting or positive towards GTV’s channels being incorporated into their checkout experience. Likewise, the majority of shoppers (77%) agreed that it was somewhat to extremely important that the content they viewed was relevant to the grocery store environment.

What’s New in Pharmacy? A Dynamic Approach to Engaging Consumers

With Grocery TV’s expansion into pharmacy, we’re excited to launch our new health and wellness-focused content channels, tailored to this specialized in-store touchpoint.

Some of the exciting new pharmacy content channels Grocery TV is bringing to pharmacies nationwide include:

• Wellness Guides – Guides on wellness topics such as healthy eating, exercise, or stress management that are relevant to your messaging.
• Health Tips and Awareness – Important health tips, like the value of getting vaccinated or regular checkups, with customers when wellness is already on their minds.
• Quizzes and Polls – Interactive content like quizzes about skincare routines or polls on common health misconceptions.

Brands looking to lean into contextual advertising have the opportunity to customize and sponsor GTV’s content channels as a way to form a more meaningful interaction with shoppers.

For example, a health insurance company could run a trivia campaign focused on educating shoppers on how to choose an insurance plan. Or a better-for-you CPG brand could feature its products in healthy eating tips.

Pharma-Focused Retail Media in Action

As a part of our pharmacy experience, we also provide retailers with templates tailored to that store area that they can easily launch from GTV’s Content Management System (CMS). The process is simple: choose from one of GTV’s evergreen content templates or designs, customize it to your liking, and launch your assets across your in-store pharmacies.

Examples of retailer templates we provide include:

• Pharmacy Services Highlights – Retailers can use these to share details about services offered by the pharmacy, such as flu shots or blood pressure monitoring. This can also be an ideal space to display key pieces of information, like pharmacy hours.
• Product Spotlights – Push specific products to customers by showcasing what’s available in the store. Choose relevant products like skincare essentials or new pharmaceutical products to improve the shopping experience.

Connect with Customers at Key Touchpoints with GTV

While engaging content may only be one piece of the in-store retail advertising puzzle, it’s one that’s of particular importance for pharmacies and other areas of the store with high traffic or dwell times.

GTV’s CMS and in-store retail media network empower pharmacies as well as health and wellness brands to find new opportunities to connect with consumers.

Stay tuned to see what else we’re doing to bring the power of in-store retail media to pharmacies nationwide! Subscribe to our newsletter or follow us on LinkedIn for the latest updates.