Health Mart Launches New Private Brand

San Francisco, California based Health Mart, a network of more than 2,900 independently owned pharmacies, yesterday introduced Health Mart Brand products, its line of Private Brand, over-the-counter healthcare products. Designed to help community pharmacies build closer customer relationships and enhance the pharmacist’s image as a healthcare provider, the Health Mart Private Brand will launch with diabetes products to coincide with American Diabetes Month.

“Health Mart pharmacies continue to be recognized by consumers as healthcare leaders; this is most recently exemplified by the franchise ranking highest in overall customer satisfaction among chain drug stores in the J.D. Power National Pharmacy Study,” said Brian Tyler, president, McKesson U.S. Pharmaceutical. “The Health Mart private label will help our Health Mart pharmacists advance their relationships with customers with an affordable, high-quality line of over-the-counter health products.”

The distinctive Health Mart Private Brand packaging was created by a world-class package-design agency with input from both consumers and pharmacists. The package design features a white lab coat combined with the iconic mortar and pestle to reinforce the promise of personalized patient care that Health Mart customers already receive from their trusted local Health Mart pharmacist.

“McKesson continues to provide Health Mart pharmacies with innovative solutions and tools that support our goal of delivering high-quality, personal care to our communities,” said Michael Butler, PharmD., Village Health Mart, Hot Springs Village, Arkansas. “We are very excited about the launch of the Health Mart private label during American Diabetes Month, as studies have shown that community pharmacists can play an important role in helping diabetic patients better manage their condition. In addition to valuable programs such as the Diabetes Life Center and the Health Mart Healthy Living Tour, the Health Mart private-label diabetes products will further enable us to showcase our leadership in diabetes care.”

Launching with diabetes care, additional healthcare categories will be added regularly with smoking-cessation and analgesics products scheduled to launch in January 2012. The Health Mart private label will grow to include products for upper respiratory, baby care, first aid, personal diagnostics, skin care, vitamins, incontinence, eye and ear care, and digestive health categories.

According to Nielsen, Private Brands are growing faster than branded products across most over-the-counter categories, with sales increasing 7% over the past year. Items for the Health Mart private label were selected through a careful analysis of the best-performing products as preferred by consumers. The new line provides Health Mart pharmacies the ability to offer high-quality products at retail prices as much as 20–40% less than national brand varieties.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.