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 REVITALISATION. A RELEVANT CHANNEL PARTNERS CONSUMER PHARMACY Compliant, aligned Link Differentiate from Retain & grow performing platform to maximise corporate pharmacy, Link pharmacies, attract revenue opportunities for all clear market position non-Link independent stakeholders. pharmacies PAGE 5
PLANNING
BRAND REVITALISATION. A RELEVANT CHANNEL 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 PAGE 7
BRAND ESSENCE
BRAND REVITALISATION. A RELEVANT CHANNEL Brand Essence Brand Brand Brand Brand Brand Vision Objective Values Positioning Personality PAGE 9
BRAND VISION
BRAND REVITALISATION. A RELEVANT CHANNEL 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. PAGE 11
BRAND OBJECTIVES
BRAND REVITALISATION. A RELEVANT CHANNEL 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) PAGE 13
CORE FEATURES
BRAND REVITALISATION. A RELEVANT CHANNEL Owner Clinic Online Medical aid Managed schemes Give meaning to existing features Introduce new features PAGE 15
BRAND ARCHITECTURE
BRAND REVITALISATION. A RELEVANT CHANNEL BRAND ASSURED ASTUTE INDIVIDUAL EMPOWERED VALUES Modern, important, Exclusive, Responsible, EMOTIONAL Intelligent, savvy, liberated, my optimistic, safe, confident, encouraged, wise choice, in control, valued, in control, BENEFIT discerning independent encouraged, hope Most effective Choice, Medical aid TANGIBLE Efficacy, quality, convenience, ease Save money, caring scheme, relevant personal. of transacting, BENEFIT option, cash flow situational options friendly Funding options, Cost-effective clinic National pharmacy offering Medical FUNCTIONAL and healthcare group, stores are Online purchasing aid scheme audit services and free FEATURE owner-managed. and selection plus advice account facilities. PAGE 17
BRAND POSITIONING
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.” PAGE 19
“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 !” PAGE 21
Some will choose corporate pharmacies. Others will choose Link. It’s important to stand for something so that people can choose.
BRAND PERSONALITY
BRAND REVITALISATION. A RELEVANT CHANNEL SINCERE HONEST DOWN TO EARTH CONFIDENT SECURE BRAND PERSONALITY RELIABLE INTELLIGENT INDEPENDENT OPTIMISTIC SUCCESSFUL PAGE 23
BRAND ESSENCE (SUMMARY)
ATTRIBUTES Owner-managed Clinic Online purchasing Expert medical aid selection PERSONALITY BENEFITS Efficacy Confident Honest Personal service Independent Successful Cost-effective Down to Secure earth Convenience Optimistic Sincere Relevant funding VALUES Assured Astute Independent Empowered PAGE 25
BRAND REVITALISATION. A RELEVANT CHANNEL What do we want the consumer to say in 18 months - 24 months? PAGE 26
BRAND REVITALISATION. A RELEVANT CHANNEL “Link? Yes, I know the “I like buying online, but “We go there for our owner well.” keeping the personal touch.” flu shots, cholesterol and blood tests.” PAGE 27
BRAND REVITALISATION. A RELEVANT CHANNEL “...got me into a medical “The first pharmacy to offer “I feel important there.” scheme that works for me.” medical aid schemes, that’s innovative ! ” PAGE 28
BRAND REVITALISATION. A RELEVANT CHANNEL 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. PAGE 29
BRAND RESOURCING PLAN PROJECTS COMPLETED
BRAND REVITALISATION. A RELEVANT CHANNEL 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 PAGE 31
JAN PROMO POSTER B2B BLOG B2B MAILERS WEBSITE BANNERS JUST ASK CAMPAIGN JAN PROMO FLYER JUST ASK BADGE
WOBBLER BULK DEAL MAILER WATER LABEL SURVEYS THE BRAND MARK The Link Pharmacy brand mark is the most important element of the CLEAR SPACE RULE visual identity. The following pages outline a few simple rules about the brand mark. Note: The white cameo around x the logo is 0.5 - 2 times the width of the inner white ring. Please take your time to understand how it is applied so that it always appears in a clear and consistent way. Clear Space Rule: x There must always be a clear space of “x” around the brand mark. “X” is equal to the width x x of two Link “L’s”. This ensures prominence and legibility of the corporate identity lockup. MINIMUM SCREEN SIZE MINIMUM PRINT SIZE Minimum print size: The smallest recommended size for the logo in print is 18mm wide. Minimum screen size: The smallest recommended size for the logo in a digital space is 70px wide. 70 px wide 18 mm wide CI GUIDELINE DOC POINT OF SALE DESIGNS
TOP 30 PRESENTATION TOP 30 PRESENTATION & INVITE SOCIAL MEDIA - FACEBOOK PROMO MAILER BRANDBOX
BRAND RESOURCING PLAN WORK IN PROGRESS
BRAND REVITALISATION. A RELEVANT CHANNEL 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). PAGE 36
OPPORTUNITIES
BRAND REVITALISATION. A RELEVANT CHANNEL 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? PAGE 38
BRAND REVITALISATION. A RELEVANT CHANNEL BRAND CHANNEL BRAND BUSINESS OPPORTUNITIES OPPORTUNITIES Online platform Growing your product Campaigns Preferred supplier benefits Social media Influencing formulary Promotions Running deals through the channel Communications channel to Committed Link brand Consolidated buying pharmacists Drop shipments PAGE 39
PRIMARY OPPORTUNITY
BRAND REVITALISATION. A RELEVANT CHANNEL A revitalised Link brand with empowered, confident, successful owner-manager pharmacists. PAGE 41
THANK YOU
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