'Our target customers are mature adults'.(Brief Article)

ST. LOUIS--While executives at drug chains across the country are constantly looking for ways to bring in a younger clientele, their counterparts at Medicine Shoppe International Inc. (MSI) focus on attracting older shoppers, who most often have serious illnesses.

"Our target customers are mature adults and people with chronic conditions," says vice president of marketing Nancy Schwartz. "Besides these being the folks with the greatest need for pharmacy care, these are the people who are the most interested in having a personal relationship with their pharmacist."

To let consumers know that Medicine Shoppe pharmacies are serious about their health care needs, …