PATHMARK SET TO TARGET DRUG INTERACTIONS

CHAPIN CLARK

WOODBRIDGE, N.J. -- In an effort to alert pharmacy customers to the possible dangers of taking different medications contemporaneously, and to attract new customers in the process, Pathmark Stores here is staging a "Medication Checkup Day" in all its pharmacies.

The event, running from 1 p.m. to 5 p.m. tomorrow, will be the first Pathmark has coordinated among all its pharmacies and backed with promotional dollars, said Stuart Seltzer, director of pharmacy operations.

"We have never before really advertised a single event taking place in all our stores like this," he said. "I think it's something we need to do more of."

The retailer has been running ads in its circular touting Checkup Day and has distributed in-store fliers at the pharmacy and courtesy desk, Seltzer said.

In the past, he said, as many as 90 stores have individually staged versions of Checkup Day at various times. The stores promoted these events individually as well, relying only on in-store signs and announcements.

"It's generally nowhere as successful as it could be if you advertise on a mass basis," he said.

The Checkup Day circular ad reads, in part, "The more medicines that you take, the greater the risk of drug interactions. Incorrect storage, use or combination of medicines can harm you . . . Your Pathmark pharmacist has the answers!"

Pharmacists will devote a half-hour, give or take, to each customer who participates in the free event, Seltzer said. To take part, customers can either phone their local Pathmark pharmacy or sign up in-store.

Participating customers are asked to bring in all medications, prescription and nonprescription, they are currently taking, whether or not the products were purchased at Pathmark.

"We make the point in our ad that we don't care where you bring these bottles in from," Seltzer explained, noting that this might draw new customers from among those people who shop Pathmark for grocery items, but then look elsewhere for their pharmacy needs.

Whether Checkup Day is a success, Seltzer added, will be vital in convincing Pathmark's corporate heads that produc- ing such chainwide pharmacy events on a regular basis -- and backing them with promotional funds -- is worthwhile.

"It all depends," Seltzer said, "on what kind of feedback we get from customers."