Phar­ma brands chill in the phar­ma­cy re­tail aisle with new style ads on re­frig­er­a­tion screens

Want a pre­scrip­tion drug with that so­da? While not di­rect­ly pos­si­ble, ads for phar­ma brands now run­ning on bev­er­age and snack cool­er screens at phar­ma­cy re­tail­ers may at least in­spire cus­tomers to think about it.

Op­ti­miz­eRx is hook­ing up with Cool­er Screens me­dia com­pa­ny to bring pre­scrip­tion drug ad­ver­tis­ing to re­frig­er­a­tor front doors at phar­ma­cies in­clud­ing Wal­greens, CVS and Kroger.

The “point of dis­pense” ads show a full-door im­age on the cool­er doors when a shop­per is 12 feet away, but shrinks down to a small­er ban­ner-sized ad so that the re­frig­er­a­tor con­tents can be seen when a per­son gets clos­er. The doors — which have to be spe­cial­ly in­stalled by Cool­er Screens — can de­tect when a per­son is near­by, how long a per­son “dwells” in front of the ad and if they do or don’t open the door.

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