Avoiding a Pound of Cure
Prevention magazine and such big-name sponsors as SmithKline Beecham, Bristol-Myers Squibb, and Johnson & Johnson will take healthcare on the road with the Healthy Lifestyle Tour, a May-October trek in an 18-wheeler lab to provide free medical testing.
The customized truck will visit supermarkets and drugstores in 20 cities, giving nutrition profiles and testing consumers’ risk for cancer, coronary disease, and bone-density problems. In three minutes, a visitor gets a six-page personalized health analysis customized with nutrition, diet and exercise recommendations.
SmithKline, Bristol-Myers, and Johnson & Johnson will all use the tour to launch new products. Sponsors receive category exclusivity as well as in-store displays, tags on retailers’ newspaper and radio ads, and mentions in monthly ads in Prevention. Participating retailers include Ahold, Albertson’s, Kroger, Publix, Randall’s, Safeway and Wakefern supermarkets, and CVS, Eckerd, Revco, Rite Aid and Walgreens drugstores.
