Dive Brief:

• Publix Pharmacy is working with the BayCare Health System to improve the delivery of health care to residents of Florida’s Hillsborough, Pasco, Pinellas and Polk counties, according to Progressive Grocer. 
• The collaboration initially includes BayCare branded telehealth sites at various Publix stores, BayCare screening stations at all Publix stores and on-site Publix Pharmacies at five BayCare hospitals. Publix and BayCare expect to finalize the collaboration by the end of the year, although they anticipate that all of the components could be completed within the next four months.
• The partnership will offer telehealth sites providing private rooms with teleconferencing and medical diagnostic equipment, and allow patients to speak directly via video-conferencing technology with a board-certified physician through BayCare’s physician network. Publix also will offer free, bedside prescription delivery services to patients at all BayCare hospital locations.

Dive Insight:

Publix stores in four Florida counties are partnering with BayCare Health System to provide shoppers with in-store screening stations and telehealth sites. This means BayCare patients will be able to check their blood pressure and perform other screenings at these kiosks, and then send the results directly to their BayCare physician at no extra cost.

This is a great way for the retailer to attract people who seek convenience in their grocery store experience, especially for older shoppers who now don’t have to go to a healthcare clinic to get these services. With retailers struggling to compete with each other, Amazon online, as well as grocery and meal kit delivery services, giving the public more choices beyond just food are vital to drawing customers and making them spend.

Consumers also are developing a greater interest in health and wellness, which can be seen in their shopping behaviors and lifestyle choices. A report from IRI recently showed that 36% of consumers reported changes like drinking water and eating more fruits and vegetables over the last year.

These trends have caused other grocery stores to partner with healthcare insurance companies aimed at getting them to purchase better foods when they go shopping. Associated Food Stores has worked with the Utah Department of Health (UDH) and Intermountain Healthcare to create specialized checkout lanes that feature healthy snack options. UnitedHealthCare has teamed with Wisconsin-based Roundy’s Supermarkets to promote healthy living in an effort to improve members' health and impact the bottom line. And Anthem Blue Cross and Blue Shield also has a program that provides coupons to members for discounts on food and other household products. As consumers shift toward buying healthier products, grocers are smart to highlight health in their stores. It not only helps build trust with the shopper, but helps draw in more traffic to the store for longer periods of time.