Repositioning a Pharmacy for Wellness
CONCEPT
BRANDING
Most pharmacy's suffer from a negative perception - you go there when you are sick. Why don't pharmacies re-invent themselves, to get rid of this negative association?
This case study showcases a concept developed by GS Digital for a generational shift within a pharmacy business.
The project was created to move away from the traditional, reactive association of pharmacies with illness and create a new brand positioning focused on proactive wellness and health optimization.
The client faced two main challenges:
Generational Shift: A new generation of ownership wanted to modernize the brand image and target a different customer segment.
Negative Perception: Pharmacies are often associated with illness, creating a perception that wasn't aligned with the client's goals of promoting proactive wellness
Goals
Reposition the brand as a partner in achieving personal health goals.
Attract a new customer segment interested in proactive wellness.
Develop a strong brand identity that reflects the new focus.
Our Approach Consisted of
Digital & Print Campaigns
Targeted campaigns across social media and traditional print media to reach the desired customer group.
Brand Design
A complete brand redesign to reflect the new focus on wellness and preventative healthcare.
Physical Store Concept
Development of a new physical store concept that prioritizes customer experience and integrates with the digital strategy.
App Expansion
Enhancement of an existing app to provide personalized health coaching and goal tracking.
Strategy
Market Research: GS Digital conducted in-depth market research to understand the target audience's needs,preferences, and media consumption habits.
Multi-Channel Marketing: A cohesive marketing strategy was developed that leveraged targeted social media campaigns, engaging print media placements, and a user-friendly mobile app.
The proposed physical store concept offers an experience that's nothing like any other pharmacy. Ever.
Wellness And Education: A water bar with informative content on hydration, demo areas for showcasing health products, and potentially an in-store massage salon (flagship stores only) focusing on promoting blood flow and muscle recovery. These educational sessions transform a trip to the pharmacy from a frustrating task, to something you would tell your friends about.
Customer Inspiration: Inspiration areas similar to Equinox-style gyms with guided workout classes and opportunities to test health products.
Convenience: Quick in-and-out style stores with touchscreen order pick-up options and drive-thru lanes for medication pick-up. Located on high (foot) traffic streets.
Digital Integration: Seamless integration between the physical stores and the mobile app, allowing users to track their health goals and access personalized support.
Impact
This is a concept project, and the expected outcome is a positive shift in brand perception. The proposed strategy aims to position the pharmacy as a proactive partner in achieving personal health goals, similar to how brands like Nike Run Club or Apple Watch are associated with wellness and goal achievement.
Final Word
This concept case study demonstrates GS Digital's ability to develop comprehensive marketing solutions for clients facing brand identity challenges.
By leveraging a combination of digital marketing, strategic branding, and innovative retail concepts, GS Digital helps businesses connect with their target audiences and achieve their marketing goals.
