Canadians Looking for a Prescription for Wellness

LoyaltyOne and Lawtons Drugs Rewarding Atlantic Canadians for Healthy Choices

TORONTO, Nov. 16, 2011 /CNW/ - LoyaltyOne, owners and operators of the AIR MILES Reward Program, and Lawtons Drugs today announced their partnership in an innovative pilot program which uses AIR MILES reward miles to encourage healthy behaviours.  Lawtons Drugs stores in the Halifax-Dartmouth area will offer a personalized health program called PROfile Health Club, at no charge.  It uses a combination of information and rewards to help promote a range of healthy behaviours, including medication compliance for chronic conditions such as high blood pressure, high cholesterol and diabetes.  The PROfile Health Club is being fueled by a proprietary platform, known as wellQ developed by LoyaltyOne.  It is one of several solutions LoyaltyOne has recently launched leveraging the power of AIR MILES to influence positive health behaviours.

"At Lawtons Drugs, we focus on ensuring that patients get the most benefit from their drug therapy.  The PROfile Health Club highlights our PROfile programs and services that assist our patients in managing their family's medication and health care needs.  PROfile Health Club takes this to the next level by rewarding patients for using these services and the information network to take control of their own chronic health conditions," said Bill Redden, Senior Director of Pharmacy.

Participants in the PROfile Health Club receive ready access to information which they can tailor to their condition and needs along with offers for reward miles.  Over the coming months, Lawtons will be promoting the program with a sign-up offer of 50 bonus AIR MILES reward miles.

It's no secret that the majority of Canadians are active in loyalty programs and a recent Harris/Decima poll reveals that there is a willingness to go the extra mile for rewards.  Seven in ten Canadians polled (69 per cent) said they would be interested in receiving rewards, such as loyalty points, for incorporating  health advice from their pharmacists into self-management of their health care issues.

A US pilot leveraging an earlier version of the wellQ platform found a 13 per cent medication adherence increase over a six month period among participants who benefited from the trusted pharmacist/ patient relationship in combination with relevant information and medication reminders.

"AIR MILES has been part of bringing value to Canadians' lives for twenty years and now we're playing a role in helping promote their wellness," said Peter Meyers, Vice President, Product Development and Innovation, LoyaltyOne/AIR MILES.  "We've evolved the wellQ platform based on pilot learning and have come to appreciate its ability to motivate participants to take positive steps towards their own health.  After years of wielding the stick to drive healthier behaviour we are now realizing that it may be more effective to dangle a carrot."

According to the Canadian Society of Hospital Pharmacists, misuse of drugs is a major health concern.  Studies have shown that 50 per cent of Canadians do not take their prescription medications exactly as prescribed.  Each year, drug non-compliance is the cause of 10 per cent of all hospital admissions, 25 per cent of hospital admissions for the elderly, and 23 per cent of all nursing home admissions1.  The Harris/ Decima poll also reveals that adherence is a significant issue with the main reason for neglect being forgetfulness (38 per cent).

Further results found:

  • 58 per cent would be likely to choose one store or pharmacy if they offered rewards.
  • 36 per cent would be more likely to take better care of themselves if they received the occasional reward for healthy actions.
  • 74 per cent agreed that they wished a friend or family member would take better care of themselves.

"Most of us know what we should be doing to lead a healthier lifestyle, but often don't know where or how to begin," said Meyers.  "The wellQ platform was developed to provide our partners a turn-key solution that can enable them to reward their consumers for taking small manageable steps such as buying healthier products or engaging in services throughout the store/ pharmacy so that they can attain their wellness goals.  Based on the feedback to date and desire for these programs, we're confident in the value wellQ has to offer those who deploy the platform."

About the poll

The Harris/Decima study was conducted via teleVox, the company's national telephone omnibus survey, with a representative sample of 1,008 Canadians between April 14 and April 17, 2011.  It has a margin of error of +/- 3.1 percent, 19 times out of 20.

About wellQ

wellQ is a health-focused loyalty platform developed by LoyaltyOne, a global provider of loyalty strategy and programs, customer analytics and relationship marketing services.  It is designed to leverage education, tools, and rewards to help address an increasing need to promote health and wellness including prescription compliance among those diagnosed with chronic diseases.  wellQ integrates education, tools, and rewards into a systematic ecosystem, providing third-party partners a flexible and scalable turn-key rewards platform that can be integrated into existing loyalty programs or can be launched as a standalone initiative.  In pilot programs, wellQ has been shown to be effective in driving compliance.

About Lawtons Drugs

Lawtons Drugs' core values reflect the commitment and convictions of our parent company, Sobeys Inc., which have helped shape our company over the past 100 years.  Since our 1907 beginning as a small pharmacy in Newfoundland, Lawtons Drugs has portrayed integrity, commitment to its employees, and a desire to consistently exceed customer expectations in service, value and product selection.

Lawtons Drugs has since grown to over 80 locations in Atlantic Canada with plans to expand even further.  Lawtons Drugs has services through the PROfile programs to complement customers' prescriptions and help them manage their family's medication and health care needs. Lawtons Drugs has a full line of health care, beauty, convenience, and giftware products to suit everyone's needs.

For more information about PROfile Health Club please visit:

Editors note:  Screen captures of PROfile Health are available upon request


1 Coambs RB et al. Health Promotion Research. Review of the Scientific Literature on the Prevalence, Consequences, and Health Costs of Noncompliance & Inappropriate Use of Prescription Medication in Canada. University of Toronto Press, 1995

SOURCE LoyaltyOne

For further information:

Emanuela Myers
Public Relations
LoyaltyOne | AIR MILES® Reward Program  
tel 416 552-2352
                    Janane Chater
Sr. Director of Marketing & Corporate Communications
Lawtons Drugs & Sobeys Pharmacy 
tel 902 468-1000 ext 7152



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