It was about a week ago that Wegmans announced the availability of free generic oral antibiotics prescribed by doctors until the end of March, a program that also has been implemented by companies that include Stop & Shop, Giant Food and Safeway.

However, the program was not universally lauded, with some public health experts noting that the overuse of antibiotics is a significant problem, reducing their effectiveness overall.

It was interesting that Wegmans took note of the objections…and in an email a few days ago, Mary Ellen Burris, the company’s Sr. Vice President of Consumer Affairs, wrote the following:

“When our announcement came out about providing free antibiotics, the response was both positive and negative. Positives came from those who were often not able to afford the prescribed drug. Negatives came mostly from health professionals who are trying to inform patients/parents that antibiotics do nothing for most coughs and colds, except cause an ever-increasing problem with antibiotic-resistant bacteria. Among those concerned, one stood out: Nancy Boyer, RN, nurse practitioner at the University of Rochester Medical Center. She started her communication to us with, ‘What, are you nuts???’ She offered to write a paragraph on what to do if your kid has an earache, cough and cold instead of insisting on a drug. So we took her up on the offer and we're sending her ‘paragraph’ to you.”

And then, Wegmans posts in full Boyer’s suggestions for how to deal with a variety of cough and cold symptoms without antibiotics, including the caution, “Antibiotics do not help a child with a cold or cough sleep through the night.

“Unless told by your healthcare provider that your child needs antibiotics, for the long term good of your child, do not insist upon them. Antibiotics will not be effective and may cause the beginning of antibiotic-resistant bacteria … The body has an amazing ability to heal if given the right combination of time, fluids, rest and reassurance.”

KC's View: This is just so smart…because it is completely and utterly transparent…treating customers like adults, explaining the situation and options, and then putting the decision-making in the hands of the shoppers and their physicians.

I could be wrong about this, but it is hard to imagine any other retailer that would go out of its way to post information that appears to be contrary to one of its promotional programs.

Smart move.