Stores Magazine - October 2007 - (Page 12) trEnDS COMPILED BY STORES EDITORS States Examine Drug Store Clinics When the idea of in-store clinics operating in drug stores first surfaced, skeptics and supporters lined up on either side of the issue. As the number of clinics multiply (there are now more than 730 nationwide), the din from both sides is growing louder. Physicians groups, including the American Medical Association, have raised some red flags. They’re arguing that the clinics could potentially increase the risk of infection for patients and shoppers, and they’re questioning the quality of care, noting that most such clinics are staffed by nurse practitioners rather than MDs. State regulators in California, Florida, Rhode Island, Texas and Wyoming are raising safety concerns, as well, taking a closer look at the clinics – even though, in many instances, these same officials granted the clinics extensive waivers from hygiene and safety restrictions. In California, for example, a law passed earlier this year requires that retail clinics be owned by physicians. In Florida, the clinics are required to post a sign indicating whether a physician is present. The retail chains currently operating these in-store clinics contend that the safety issues are being overstated and suggest that financial motives could be at the root of the concern: If patients with coughs and colds head to a MinuteClinic, traditional MDs will see a portion of their business erode. Tension on both sides could come to a head soon — particularly in Massachusetts, where new rules governing retail clinics have already been proposed. State regulators are skeptical whether “optimal patient care” can be provided in this type of setting. One of the issues being scrutinized is space. The current regulations in Massachusetts require that rooms where patients are treated include at least 80 sq. ft. of floor space and an exam table. CVS, which is looking to open the first retail clinic in the state, does not use an exam table; patients are treated in chairs in roughly 54 sq. ft. of floor space. CVS Caremark’s MinuteClinic is the industry leader, with 230 facilities in 20 states. 12 STORES / OCTOBER 2007 Microsite Earns an “A” Connecting with today’s teens is like trying to hit a moving target. Houston-based Stage Stores, operating under the retail brands of Bealls, Palais Royal, Peebles and Stage, managed to beat the odds last month with a microsite created exclusively for back-to-school. The interactive microsite, www.yourBTSlook.com, was modeled after a MySpace profile page to attract and engage back-to-school shoppers. It featured blogs, pictures, videos and other interactive features, and teens were invited to join the conversation. The retailer raised awareness of the microsite by including the URL in all of its back-toschool marketing and advertising. “It was all about being relevant to this shopper,” says Tom Kail, vice president of marketing for Stage Stores. “MySpace is a site they’re comfortable and familiar with. Modeling our site after that experience made it easier to engage this shopper and get her more tuned in with WWW.STORES.ORG http://WWW.STORES.ORG
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