The brief

Once the pharmacist simply sold condoms –  now being asked to provide consultative advice on STD’s. Consumers, who are used to ‘picking up a prescription’ are now encouraged to discuss it, and place a greater value on the advice they receive. We were challenged by the NPA to meet the objectives of communicatng the benefits for consumers to visit their community pharmacy. To inform consumers of new services their local pharmacy can offer. To provide resources and a framework for set up and promotion of services.

Ask Your Pharmacist

The creative expression of our strategy was the ‘Ask Your Pharmacist’ campaign in which we sought to harness the fact that the modern consumer is inquisitive and challenging – they self diagnose online, and are suspicious of institutions and professions. Our campaign invited these consumers to walk in and ask their pharmacist anything. We produced TV, posters, press, and online executions for a wide variety of new pharmacy services.

Ask the NPA

Importantly it was also a campaign which resonated and gained the support of the NPA membership. For pharmacists are highly trained experts in their field, and it highlighted their knowledge and expertise. It also helped position the NPA as being about much more than professional indemnity insurance - traditonally the principle reason for joining. For just as consumers are now empowered and demanding in their dealings with brands, so too are professionals in seeing demonstrable benefits in organisational membership.