VeriChip plans to begin marketing its Health Link RFID implants directly to consumers later this month. The implant offers the ability to carry personal health records at all times, readily accessible to emergency medical personnel even if the patient is unconscious, unresponsive or confused.

The direct-to-consumer campaign will launches April 28 in southern Florida and will be based in HEARx hearing aid stores (owned by HearUSA, Inc.) It appears the first focus of the marketing effort will be the senior citizen demographic.