Pharmacy2U, the UK’s largest online pharmacy delivering NHS repeat prescriptions has launched a new national television advertising campaign showing how managing and ordering medication using their app can give patients more time to socialise with friends and family or pursue hobbies.
The 30 second advert screening from Tuesday April 23rd was created by ABF Pictures following a competitive pitch and is part of five adverts that have been created for Pharmacy2U by the Manchester based TV advertising agency.
The advertising brief was driven by in-depth customer research into Pharmacy2U’s brand perception and was backed by focus groups through their research agency Sparkler. It emphasises the usefulness of the Pharmacy2U app and website in enabling easy ordering and free delivery of repeat prescription medication for conditions including anxiety, diabetes and heart conditions. The advert portrays a variety of real-life case-studies to reflect Pharmacy2U’s broad spectrum of customers from all walks of life.
Matt Barraclough, creative director of ABF said, “Pharmacy2U’s brief enabled us to focus our idea around the core customer narrative and product journey. What was clear was that the service was misunderstood, and we wanted to provide clarity and simplicity to the product message. We focused our ideas around real-life scenarios and the reasons why Pharmacy2U can benefit the busy lives of the people who need repeat prescriptions.
“Research shows people who require repeat prescriptions identify with specific conditions and this was a way of talking to potential users as a whole rather than alienating specific groups. The final creative was tested with focus groups before shooting and was well received.”
Chris Wade, head of marketing at Pharmacy2U said, “As our brand has evolved, we have taken the opportunity to move to more benefit lead messaging. We’re proud of our service but know from patients that there is a lack of awareness and understanding of how online pharmacies can support patients.
“Our service is for anyone on a repeat prescription and patients told us they wanted to see real-life scenarios and understand what the service is and how it could benefit them. We’re excited to be working with ABF Pictures in the delivery of this message which has really given us a great platform to continue our growth”