When banks first began opening branches inside supermarkets, stores that offered the service stood apart from the competition. In a short period of time, however, in-store banks were popping up all over the landscape and the aspect of differentiation pretty well went out the window.
The current "thing" for in-store services are medical clinics. CVS even went out and purchased MinuteClinic, a firm that runs medical clinics in stores.
While medical clinics are a long way from being as ubiquitous as in-store banks, press releases and news reports come out on a daily basis announcing the latest locations that will soon have nurse practitioners caring for patients/shoppers.
So perhaps it is not too soon to start asking what stores with clinics will do in the not too distant future to create a distinct identity from all the others that have these facilities in the store, as well.
An announcement earlier this week suggests at least one clinic operator (Lindora Medical Clinics) and retailer (Rite Aid) have already begun to address the sameness issue.
What makes Lindora's clinics different is that, in addition to offering basic services such as administering vaccinations, it will also offer a medically supervised weight-loss clinic.
According to a joint press release from Rite Aid and Lindora: "Supervised weight management programs will be offered for those looking to start or restart a weight loss program; specialized adolescent and geriatric weight control programs will also be available. All of the weight management programs will be based on Lindora's long-established medically supervised program combining diet, moderate exercise and motivational tools to help patients become Lean for Life. Lindora currently operates 35 Lindora Medical Clinics staffed by both physicians and Certified Nurse Practitioners."
Cynthia Stamper Graff, Lindora president and chief executive officer, said the concept is just in time. "With nearly two-thirds of all Americans classified as either overweight or obese, the need is growing for easy access to effective and long-term weight control. Our programs are designed to help the public safely achieve their weight loss goals."
Mark de Bruin, executive vice president of pharmacy, Rite Aid, said offering weight-management programs would help differentiate the drugstore chain from its competition. "Obesity is a growing epidemic and a major factor in developing diabetes, heart disease and hypertension. With Lindora's expertise in medically supervised weight management, we are taking in-store health care services to a new level."
Discussion Questions: What is your reaction to Rite Aid offering weight loss services as well as basic medical through its in-store health clinic provider? Will the addition of a medically supervised weight loss service expand the demographic reach of clinics?