'HEALTHY' VENDORS ARE TAKING BLOOD PRESSURE KIOSK TO HEART

PAT NATSCHKE LENIUS

REDMOND, Wash. -- Kellogg USA, Thomas J. Lipton, Nabisco, Bristol Myers, Bausch & Lomb and Sandoz are among 28 brand marketers currently using a network of 8,400 in-store blood-presure kiosks to carry healthy promotional messages.

Mostly manufacturers of vitamins, analgesics, high fiber cereal, low fat snacks, vision care products and other health-related items, the advertisers distribute information and promotional offers on free-to-use, noninvasive blood pressure monitors manufactured by Vita-Stat Medical Services here.

The Vita-Stat service has proved so popular among consumers that installations have grown to encompass more than 16,000 supermarkets with pharmacies, drug stores and mass merchandisers nationwide. Just over half of those units carry advertising, said Karyn Beckley, a spokeswoman for Vita-Stat.

Retailers buy or lease the equipment from Vita-Stat, but advertising is arranged through Health Monitor Network, White Plains, N.Y., according to Bill Longley, chief executive officer.

Advertisers have three choices: they can buy just the grocery network, just the drug chain/mass merchandiser network, or both. There are currently 8,400 store locations grouped into two "networks." Grocery stores with pharmacies number 3,100, while 5,100 are chain drug stores and mass merchandisers, Longley said.

"We only want to go into huge supermarket combination units, because we want to be where there is big volume to reach more people. There are probably about 5,000 grocery combination locations that would fit our criteria," he said.

Store locations have grown at the rate of 10% to 12% a year, which is preferred over more rapid growth that could cause sticker shock for the advertisers, Longley said.

Consumers use the screening device by sitting in the unit and inserting one arm into a plastic sleeve that automatically measures blood pressure. Advertising opportunities on these mini-health centers include four back-lit signs that face the consumer as he or she sits for the blood pressure screening. Advertisers also may place tear-off coupon pads or single-sheet fliers in a plexiglass holder mounted on the side of the fixture.

A total of 16 advertising spots is available on each network (grocery and drug/mass) for each one-year contract period. There is space for four ads on each machine, and these rotate locations on a quarterly basis. Every three months an advertiser will occupy space in a different 25% of his chosen network's locations.

Of the 32 available spots, 12 are currently being used by advertisers exclusive to the grocery network, 12 are exclusive to the drug chain/mass merchandiser network and four advertisers have bought both networks, Longley said.

The advertising contract guarantees a certain number of locations and promises category exclusivity, which means, for example, that only one cereal manufacturer and only one analgesics company can participate, he said.

Among the large chain clients of Vita-Stat blood pressure monitors are Kmart, Wal-Mart, Target, Kroger Co., Eckerd Drug, Albertson's, Payless drug stores, Safeway, Winn-Dixie and Osco (American Stores), said Beckley of Vita-Stat.

"Point-of-purchase advertising is a growing phenomenon. The thought behind this was that here is somebody to whom the pharmacy is offering a free health service. What a perfect environment in which to advertise and coupon, while the person is sitting at the monitor having his blood pressure taken," she said.

"At first, we published our own information, such as tips for weight loss or cholesterol control. It evolved into an advertising vehicle. Advertisers were interested in having a place in this health screening environment," Beckley said.

The advertisers write their own copy and submit film to Health Monitor, which prints and distributes the material. The take-away pieces may contain health-related information on one side, while the other side is more promotional in nature, with a recipe, coupon, refund or rebate offer, Longley said.

A take-away piece by Kellogg USA, Battle Creek, Mich., for its Healthy Choice cereal discusses the food guide pyramid on one side and has a free coupon offer printed on the back. A similar effort by Thomas J. Lipton Co., Englewood Cliffs, N.J., discusses caffeine and the decaffeination process on one side, and contains a "money saving offer" on the other side.

"It has been very well received. We have a lot of repeat advertisers," Beckley said.

The fact that 80% of the advertisers renew their contracts every year is an indication of how effective this vehicle has been, Longley said.

Independent audits are conducted at the locations to confirm that ads are posted and everything is where it should be, he said. The company promises its advertisers 95% compliance.

Sophisticated multichannel research is conducted using scanner data to measure the effect on sales of the advertised products, Longley said.

Neither Longley nor Beckley would specify the sales effect advertisers have experienced, but both said that advertisers have been pleased with the results.

This year Vita-Stat introduced the latest version of its in-store blood pressure monitor, a computer-based health information center that records and stores blood pressure, weight and heart rate readings, Beckley said. Advertising will also be available on the latest model as it is installed.