Raising the profile of community pharmacy in Lincolnshire with an omni-channel marketing campaign
Project type: Omni-channel marketing campaign
Client: Community Pharmacy Lincolnshire is the representative body for pharmacy in Lincolnshire
Services provided: Visual identity, engagement campaign, campaign concept, media scheduling, content design, photoshoot art direction, campaign management.
‘Working with DOSE has been like working with a colleague not a supplier. Gavin feels like part of the team and his pharmacy knowledge and experience alongside his creative talent and unique research into the brand of pharmacy has produced a genuinely inspiring campaign that we are confident will help to raise awareness of pharmacy’s contribution to healthcare in Lincolnshire.’
Steve Mosley, Chief Officer, Community Pharmacy Lincolnshire
Lincolnshire Pharmaceutical Committee approached DOSE to deliver a two phase marketing campaign. The aim was to engage contractors and the public. We developed a new visual identity to mark the change in name to Community Pharmacy Lincolnshire and designed a range of materials to communicate that change with stakeholders. We developed a two phase campaign to increase contractor engagement with the LPC and to increase public engagement with the pharmacy network.
DOSE developed a campaign concept communicating the heroic nature of community pharmacists and their teams. We aimed to highlight the unsung work they do on a daily basis around the UK. ‘Healthcare heroes’ captured the message that the LPC wanted to share and a photoshoot was arranged and directed by DOSE. The pharmacy team involved did a fantastic job on the day. The new Community Pharmacy Lincolnshire visual identity was adapted to deliver the campaign messages while making sure that it was clear that the pharmacists and their teams were the heroes.
We developed an omni-channel media schedule, purchased the relevant media on behalf of the LPC and managed delivery of the entire campaign across Lincolnshire always taking great care to maximise exposure and return on investment. Communications included:
- Dispensary bags
- Banner up displays
- Online home page takeover – Lincolnshire Echo
- Bus rear adverts
- Bus headliner adverts
- Campaign website