Rite Aid ads portray caring pharmacists

CAMP HILL, Pa. - Rite Aid Corp., the No. 3 U.S. drugstore chain, started a national advertising campaign that highlights its pharmacists' commitment to customer service.

The campaign features print ads, in-store signs and commercials on television networks including CNN, TNT, Lifetime and A&E. The spots depict pharmacists caring for patients in real-life incidents, such as a Rite Aid pharmacist giving a surprised customer a get-well card along with her medicine. The tagline for the ads is "With us, it's personal," the company said.

Rite Aid has said it hasn't been hurt by a pharmacist shortage as rivals such as CVS Corp. have. Rite Aid has closed stores and hasn't opened many new ones in the last year, allowing it to assign pharmacists as needed, company spokeswoman Sarah Datz said. The demand for pharmacists has outpaced supply in the United States as use of prescription drugs has risen and pharmacies stay open longer.

The print ads began yesterday, and the TV spots will start tonight, Datz said. The ads will air until February 2002. Rite Aid declined to disclose how much it plans to spend on the campaign.

Rite Aid shares fell 4 cents yesterday to $7.95.