MORE COMPANIES GET IN ON DRUG WAR
By Adnews Staff
Three companies have joined the battle to gain the seniors market in Ontario. Beginning today, Zellers Inc. of Toronto and Hy & Zels of Thornhill, Ont. will swallow the $2 user fee slapped on low-income seniors and welfare recipients by the Ontario Drug Benefit program. Shoppers Drug Mart of Toronto fell short of eating the $2 user fee. It launched its Healthwatch Seniors Club last week. Seniors Club members will automatically receive a 10% discount on more than 1,500 LIFE and Rialto brand products, and save an extra 5% over and above regular Seniors Day scratch and save discounts. In addition, they also get special savings on promotional items and receive coupons, information brochures and complimentary gifts. Direct mail advertising for the club began mid-June. Included with the first mailing was a coupon book worth over $55 in discounts on health, beauty and household products, as well as special offers from partnering companies. There was also a 50% discount voucher for selected performances of The Phantom of the Opera in Toronto. The pharmacy chain launched a campaign last week to announce that its Seniors Club will save its customers more money than pharmacies swallowing the $2 user fee. Advertising for Shoppers Drug Mart is done by TBWA Chiat/Day of Toronto. Wal-Mart Canada of Toronto announced last week that it would absorb the $2 user fee.