Member Article

Online pharmacy leader launches new brand strategy

The UK’s leading online-only pharmacy business today launched a new brand strategy and advertising campaign aimed at introducing more patients to the benefits of digital health services.

A roster of leading brand and media specialists has been appointed by Leeds-based Pharmacy2U.co.uk and ChemistDirect.co.uk, Oldbury, Birmingham, to reinforce their position as providers of choice for more convenient NHS repeat prescriptions and over-the-counter products.

The appointments follow Pharmacy2U.co.uk’s £40m merger with ChemistDirect.co.uk to create a clear, digital-only leader in the UK online pharmacy sector. The merged businesses share a customer base in excess of 1.5 million people and unrivalled experience in digital pharmacy services.

Sparkler, a London-based digital insight and strategy consultancy, took the lead in creating the strategy and brand architecture that brings the two brands and consumer offers together - creating the ideal consumer service which works in tandem with the UK’s existing local ‘bricks and mortar’ health infrastructure.

Sparkler’s Head of Strategy, Ed Greggs, said: “This was a brilliant opportunity to engineer a brand strategy fit for the digital age – it’s been exciting to work closely with a pioneering senior management team.

“I believe this business could revolutionise the category, and care provision in the UK as a whole.”

Branding activity is being complemented by a pilot spend of six figures on ‘above the line’ media activity across television, radio and print. If successful, this will be followed by a seven figure media spend as Pharmacy2U.co.uk and ChemistDirect.co.uk build upon their traditional direct mail marketing activity.

Both brands continue to operate independently, with Pharmacy2U.co.uk focusing on NHS repeat prescriptions and Online Doctor services and ChemistDirect.co.uk delivering competitively priced over-the-counter pharmacy products to the door.

Production company Yonder supported Sparkler in bringing the ChemistDirect.co.uk and Pharmacy2U.co.uk brands to life visually.

Pharmacy2U.co.uk has made its television advertising debut with two executions from Dancing Aardvarks, the direct response television specialist. The ads were written and directed by celebrated industry veteran Mike Reynolds.

Briefed to produce two TV spotsfor A/B testing, Dancing Aardvarks highlighted the new choice and benefits available to patients through the NHS Electronic Prescription Service. TV advertising has already broken nationally.

The Leeds office of leading customer acquisition media agency, All Response Media (ARM), managed TV and radio media planning and buying. ARM worked closely with Pharmacy2U.co.uk to track all responses to the TV commercials, optimising the media to increase efficiency.

Web and mobile specialists We Draw Pictures supported Pharmacy2U.co.uk in implementing the new branding and enhanced site-wide UX (User Experience), having previously worked on behalf of ChemistDirect.co.uk.

Maya Moufarek, Chief Marketing Officer at Pharmacy2U.co.uk and ChemistDirect.co.uk, said: “The merger of Pharmacy2U.co.uk and ChemistDirect.co.uk has provided an opportunity to introduce new digital services to millions of people who want more convenient repeat prescriptions and over-the-counter pharmacy products.

“Our new branding strategy aligns more closely Pharmacy2U.co.uk and ChemistDirect.co.uk while highlighting the differentiation of the products and services they provide.

“This bold and innovative approach across a range of media will support Pharmacy2U.co.uk and ChemistDirect.co.uk in reinforcing their positions as providers of choice for modern pharmacy services.”

This was posted in Bdaily's Members' News section by Simon Donohue .