INSTIGO has announced the upcoming debut of a new category for the pharmacy channel, after being engaged by upmarket consumer electronics maker Bose to build a strategy for its first health and wellness device.
The new Bose noise-masking sleepbuds (pictured) use preloaded, soothing masking sounds to cover unwanted night-time noise to make it easier to get to sleep and stay asleep.
The sleepbuds have rechargeable batteries which provide up to 16 hours of use, and come with the Bose Sleep app to allow users to customise their experience.
A pilot program will run from 11 Sep in selected strategic launch locations and partner pharmacies, including some with existing sleep service business, high performing professional services pharmacies and some in high socioeconomic areas and with larger premises.
Instigo gm Andrew Pattinson said the partnership between Bose and instigo was about providing "a genuine opportunity for innovation and differentiation within community pharmacy".
Participating premises will be provided with display units, a POS pack, eDMs and social assets.
Instigo has also identified a range of molecules across general retail, S2, 3 and 4 medicines which would indicate a potential customer in one of the three target groups: the traveller, the environmental noise sufferer, and the partner of snorers.
The RRP of the devices is $379.95 in Australia and $439.95 in NZ.
Pattinson said it was crucial for health providers to add more value to their traditional service offering.
"We want pharmacies to not just stay relevant but push the boundaries of innovation and take hold of opportunities within communities to really change lives," he said.
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