Kmart boosts pharmacists' ability to counsel for diabetes, supplements

Drug Store News, Feb 16, 2004 by Michael Johnsen

TROY, Mich. -- Leveraging one of its most valuable resources--the expertise and reputation of its pharmacists--Kmart Corp. has launched a chainwide effort to boost sales in two key categories in front of the prescription counter. The effort is based on a supplemental training program for its pharmacists that could boost their ability to educate patients about diabetic care and dietary supplements and steer them to the right products in those categories.

"We are building a suite of [12-hour] certification programs," explained Kmart's newly appointed divisional vice president of pharmacy, Mark Doerr. We started out with diabetes, and we then introduced the vitamin [continuing education] program."

The certification process is the first step in a three-tiered process that should be completed by the end of the year, Doerr said. The chain s 2,400 pharmacists completed their new diabetes education requirement by Jan. 1 and are expected to have completed their dietary supplement CE requirements by March.

Following the pharmacist education effort, the mass retailer plans to educate the consumer through pamphlets available at the pharmacy counter. In addition, Kmart plans to encourage its pharmacists to conduct a full health care consultation with their patients.

After Kmart s pharmacists are up to speed on both the diabetes and dietary supplement modules, the chain will distribute consumer-oriented educational materials to be used as a touchstone for a health care conversation.

In addition, Kmart has partnered with Pharmavite to provide the pharmacist an up-to-date online resource on dietary supplements through the supplier's Vitamin and Herb Institute.

"Dietary supplements are still a huge category for us here at Kmart," Doerr said. "What we've been trying to do is get more involvement from the pharmacist in that category and [encourage them to step] outside of the pharmacy's four walls to help grow that business."

Helping to drive that patient-pharmacist interaction represents the final phase of the program, which is expected to be in full swing by the second half of 2004, Doerr said. By that time, new planograms for each category will have been designed and implemented.

For example, said Doerr, "We do a reset on our diabetes category [around] April or May.

Last year, for instance, Kmart expanded its diabetes offerings by adding a nutritional component.