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BRAND REVITALISATION
A RELEVANT CHANNEL
02 FEB 2016
LINK PHARMACY WELCOMES BRAND REVITALISATION A RELEVANT CHANNEL 02 - - PowerPoint PPT Presentation
LINK PHARMACY WELCOMES BRAND REVITALISATION A RELEVANT CHANNEL 02 - - PowerPoint PPT Presentation
LINK PHARMACY WELCOMES BRAND REVITALISATION A RELEVANT CHANNEL 02 FEB 2016 CONTENTS Objectives Planning Brand essence Brand resourcing Projects completed Work in progress Opportunities OBJECTIVES BRAND
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CONTENTS
Objectives Planning Brand essence Brand resourcing Projects completed Work in progress Opportunities
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OBJECTIVES
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PARTNERS Compliant, aligned Link platform to maximise revenue opportunities for all stakeholders. CONSUMER Differentiate from corporate pharmacy, clear market position PHARMACY Retain & grow performing Link pharmacies, attract non-Link independent pharmacies
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PLANNING
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Online survey to Link pharmacists Workshop held with core group of Link owner pharmacists Brand DNA & strategy signed off by executive Appointment of Business Development Manager National roadshow to top Link pharmacists Internal communications to bring employees on-brand Brand resourcing plan signed off, elements being activated
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BRAND ESSENCE
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Brand Vision Brand Objective Brand Values Brand Essence Brand Positioning Brand Personality
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BRAND VISION
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CONSUMER: Link Pharmacy understands what’s really important when it comes to healthcare in communities. COMPANY: The most admired and successful independent pharmacy brand in SA.
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BRAND OBJECTIVES
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BRAND REVITALISATION. A RELEVANT CHANNEL PAGE 13
Clearly differentiate Link from a Corporate Pharmacy. Link association as a community pharmacy brand that retains personal service as a core attribute but associates most closely with real consumer needs and behavior. (ie affordability and accessibility)
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CORE FEATURES
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Introduce new features Give meaning to existing features Owner Managed Clinic Online Medical aid schemes
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BRAND ARCHITECTURE
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BRAND VALUES ASSURED ASTUTE INDIVIDUAL EMPOWERED EMOTIONAL BENEFIT
Responsible, safe, confident, discerning Intelligent, savvy, encouraged, wise Modern, important, liberated, my choice, in control, independent Exclusive,
- ptimistic,
valued, in control, encouraged, hope
TANGIBLE BENEFIT
Efficacy, quality, personal. Save money, caring Choice, convenience, ease
- f transacting,
situational options Most effective Medical aid scheme, relevant
- ption, cash flow
friendly
FUNCTIONAL FEATURE
National pharmacy group, stores are
- wner-managed.
Cost-effective clinic and healthcare services and free advice Online purchasing Funding options,
- ffering Medical
aid scheme audit and selection plus account facilities.
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BRAND POSITIONING
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CORPORATE PHARMACY
“A national chain, we offer incredible range and variety. You’ll enjoy a fantastic retail shopping experience, complete with sales people to direct you. We also have a loyalty card. And yes, our pharmacists really care.”
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“Link is a national chain and part of a powerful healthcare
- group. You’ll be dealing with an experienced owner
manager and also have access to comprehensive clinic services, enjoying the personal touch that community pharmacy is renowned for. But we also understand how changing environments create opportunities and challenges for our customers. So we also offer online buying and access to appropriate medical aid options, providing convenience and cost-savings!”
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Some will choose corporate pharmacies. Others will choose Link. It’s important to stand for something so that people can choose.
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BRAND PERSONALITY
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BRAND PERSONALITY
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INDEPENDENT SUCCESSFUL SECURE RELIABLE SINCERE OPTIMISTIC CONFIDENT INTELLIGENT HONEST DOWN TO EARTH
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BRAND ESSENCE
(SUMMARY)
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Confident Independent Down to earth Sincere Honest Successful Secure Optimistic PERSONALITY ATTRIBUTES Owner-managed Clinic Online purchasing Expert medical aid selection BENEFITS Efficacy Personal service Cost-effective Convenience Relevant funding VALUES Assured Astute Independent Empowered
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What do we want the consumer to say in 18 months - 24 months?
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“Link? Yes, I know the
- wner well.”
“I like buying online, but keeping the personal touch.” “We go there for our flu shots, cholesterol and blood tests.”
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“...got me into a medical scheme that works for me.” “The first pharmacy to offer medical aid schemes, that’s innovative!” “I feel important there.”
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We’re promoting a shift from the debilitating, inward- looking, ‘Ag shame’ mind set prevalent in many areas of independent community pharmacy towards a market- focused approach which addresses needs of consumers.
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BRAND RESOURCING PLAN
PROJECTS COMPLETED
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Appointment of Business Development Manager National roadshow Internal communications Social media Alignment of current website Communications platform to pharmacists Revised catalogues Campaigns & promotions Brandbox (corporate ID & resource centre for pharmacists) CPD knowledge support needs survey PR
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JAN PROMO POSTER B2B MAILERS B2B BLOG JAN PROMO FLYER JUST ASK BADGE WEBSITE BANNERS JUST ASK CAMPAIGN
SLIDE 33 THE BRAND MARK
The Link Pharmacy brand mark is the most important element of the visual identity. The following pages
- utline a few simple rules about
- f the inner white ring.
- mark. “X” is equal to the width
- f two Link “L’s”. This ensures
WATER LABEL WOBBLER BULK DEAL MAILER SURVEYS CI GUIDELINE DOC POINT OF SALE DESIGNS
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SOCIAL MEDIA - FACEBOOK PROMO MAILER BRANDBOX
TOP 30 PRESENTATION
TOP 30 PRESENTATION & INVITE
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BRAND RESOURCING PLAN
WORK IN PROGRESS
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Full-service medical aid brokerage processes and housekeeping Selection of fully-resourced clinic partner Online buying platform Loyalty card In-store TV Link pharmacy awards (eg patient care, customer service, layout and POS, revenue).
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OPPORTUNITIES
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QUESTIONS & CHALLENGES
How can I grow my product? How does this benefit me as your preferred supplier? How can we influence the formulary? What is the commitment behind the Link Brand? How do I get a consolidated drive into Link stores?
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BRAND CHANNEL OPPORTUNITIES
Online platform Campaigns Social media Promotions Communications channel to pharmacists Growing your product Preferred supplier benefits Influencing formulary Running deals through the channel Committed Link brand Consolidated buying Drop shipments
BRAND BUSINESS OPPORTUNITIES
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PRIMARY OPPORTUNITY
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A revitalised Link brand with empowered, confident, successful owner-manager pharmacists.
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