Rx front-end link is reinforced

Chain Drug Review, Sept 29, 2008

NEW YORK -- In-store marketing technology from Catalina Marketing Corp. is helping to integrate drug stores' front ends with their pharmacies.

Called RxConx, the system promotes H&BAs and other products based on shoppers' prescriptions. The technology provides patients with information, recommendations and incentives on nutritional supplements, over-the-counter drugs and monitoring devices.

When the pharmacist fills a prescription, its bar code is scanned and sent to a server where the data is qualified based on custom program criteria. The scan triggers a printout of a coupon, health message and/or web site link relevant to the consumer's condition. For example, someone taking medication for high cholesterol, hypertension, angina or congestive heart failure might be offered savings on low-dose aspirin, a low-fat food or a blood pressure monitor.

All programs are developed in concert with Catalina clinicians to ensure appropriateness.