Pharmacy operators have gone to plans including $4 pricing for 30-day supplies of certain generic prescriptions medicines while others have chosen to offer popular antibiotics for free. Now, Marsh Supermarkets is taking an interesting approach to targeting a key consumer group with the offer of free prenatal vitamins to pregnant women as part of its Prenatal Select program.
"We at Marsh understand that while pregnancy is a time of joy, it can also bring with it many concerns," Chris Duffy, vice president of pharmacy for Marsh Supermarkets, told Chronicle-Tribune. "Marsh is happy to help alleviate one financial concern with the introduction of our free prenatal vitamin program."
To receive the free prenatal vitamins, consumers need to present a valid prescription. Pregnant women receive a free 30-day supply of the prenatal vitamins.
"This program is good for a year basically on their prescriptions," Marsh pharmacy manager Kellie Fryling told WTHR. "So you are talking they could save over $200. Even if they do have prescription insurance, they are still going to have co-pays of $10 or $20 dollars, so it's still savings over the course of a year."
Pregnant women who participate in the program have the option of receiving one of three formulas manufactured by Ethex. These include Advanced NatalCare prenatal vitamins, NatalCare Plus prenatal multivitamin/mineral tablets and NataTab Rx vitamins and minerals tablet with folic acid.
Marsh is counting on support from members of the medical community to help make its Prenatal Select program a success.
"Any patient who is thinking about becoming pregnant should start taking prenatal vitamins. It's good to get the vitamins on board beforehand. They prevent birth defects and help your baby's development," Dr. James Noland, St. Vincent Center for Women's Health, told WTHR.
A prescription is necessary, according to Dr. Noland, so that women receive an adequate amount of folic acid. "The over the counter prenatal vitamins simply have less folic acid in them. The prescription strength has one mg of folic acid and that is recommended daily allowance for a pregnant patient."
Amy Peak, Butler School of Pharmacy, sees the move as a positive one for Marsh. "When you think of a pharmacy chain, most everyone will mention names like CVS or Walgreens. Especially for a place like Marsh or Kroger, you have to dig out your niche," she told WTHR.
Discussion Question: What do you think about Marsh's free prenatal vitamin program? How much do you think this program will benefit Marsh inside its pharmacy and in other areas of the store?