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WAITING ROOM BOOM

More supermarkets are signing up for in-store clinics: Bi-Lo, Greenville, S.C.; Hy-Vee, West Des Moines, Iowa; Publix Super Markets, Lakeland, Fla.; and Bashas' Supermarkets, Phoenix, say they will add operations to at least a few of their stores in 2006, joining other chains such as Kroger, Cincinnati, and H.E. Butt Grocery, San Antonio, already in the market.While these medical centers can fit neatly

More supermarkets are signing up for in-store clinics: Bi-Lo, Greenville, S.C.; Hy-Vee, West Des Moines, Iowa; Publix Super Markets, Lakeland, Fla.; and Bashas' Supermarkets, Phoenix, say they will add operations to at least a few of their stores in 2006, joining other chains such as Kroger, Cincinnati, and H.E. Butt Grocery, San Antonio, already in the market.

While these medical centers can fit neatly into supermarkets' whole-health initiatives, industry experts note that many aren't leveraging their presence in stores with health and wellness products and services, including pharmacy, HBC and food departments.

"Where most of them have failed is putting clinics in and they're just there. You don't see a lot of in-store advertising and activities throughout the store," said Jim Wisner, president of Wisner Marketing Group, Chicago.

Typically, supermarkets leave promotion and outreach up to clinic operators that lease the space, and the operators tend to undermarket, Wisner said. However, some, like Stop & Shop, Quincy, Mass., effectively cross-merchandise pharmacy, HBC and other departments with clinics. In this instance, the retailer places health book sections as well as pilates and yoga supplies adjacent to some of its health centers.

"We encourage our nurse practitioners to go out into the aisles and answer customers' questions," said Robert Tafil, president and chief executive officer of MediMin, Avondale, Ariz., the operator managing the three in-store clinics that Bashas' will add this year. The retailer is still working out how it will cross-merchandise the clinics with other departments, said Dan Milovich, Bashas' director of pharmacy operations, but it will implement in-store advertising for stores with the clinics, as well as surrounding Bashas' locations.

The Little Clinic, scheduled to begin offering services this year in Publix stores in Miami, Orlando and Tampa, Fla., will likely promote the clinics with in-store events, grand openings and wellness screenings, according to Lisa Loscalzo, vice president of business development for the Louisville, Ky.-based company. "The presence of an on-site pharmacy allows their customers not only to receive a health evaluation and diagnosis, but also to fill their prescriptions at the same location," Loscalzo said.