Retail Pharmacy SelectedCredentials November 2021
Agency Introduction
Introduction 1HQCreativeleap is a global brand business focused on helping health and wellness brands win in challenging, changing markets. We currently have offices in London, New York, Singapore & Amsterdam. We provide a full-service capability spanning insight, strategy, innovation, design and communication for brands and businesses operating in OTC, VHMS, Skincare, Med-tech & other related healthcare markets. We also have deep, international experience, working in retail pharmacy. This expertise is in both developing retail pharmacy brands and in helping manufacturers, distributors and brand owners engage with pharmacy businesses be they independents or national/international chains. As part of Ceuta Group, a global consumer brand services business, we can bring together a broad range of capabilities and services from category strategy to outsourced sales management & 3PL support. The following pages outline some examples of our work in retail pharmacy. We very much value an opportunity to meet with you and learn more about the opportunities and challenges for your own business.
Selected FMCG Experience
Selected Healthcare Experience
Selected Retail Pharmacy Experience
Alphega Pharmacy The Brief
What We Did
The Results
The regulatory environment in many countries forbids the creation of retail chains of pharmacies, thereby promoting the independents. However both pharmacists and wholesalers understand the commercial benefits of increased distribution reach and buying power and have elected to create ‘virtual’ pharmacy chains.
The work involved an end to end program including research & positioning development, corporate and retail identity, fascia, signage, store environment and merchandising design across all markets as well as a full range of in store directional signage, POS materials and customer literature.
From a modest start in Paris, Alphega now supports over 6,600 independent pharmacists in 9 countries and provides an attractive route to market for brand owners looking to reach discerning consumers in the health and wellbeing space.
Following an initial proof of principle pilot scheme in Paris we were asked to develop a virtual pharmacy chain concept across Europe by defining the customer and consumer value proposition and developing a full retail ‘franchise’ concept within France, Italy, Spain, Czech Republic, UK and Russia.
We went on to develop a comprehensive set of corporate & retail identity guidelines and worked closely with shop fitting and signage manufacturers in key countries to value engineer the concept ensure that the brand concept was translated faithfully into the retail environment. Our work also involved the development of communication materials to explain and promote the chain to recruit independent pharmacists and the development of in-store category management & sell-out promotional strategies to engage with brand owners and encourage them to distribute their brands and products through the Alphega network.
Alphega Pharmacy
Brand Visual Identity
Identity guidelines
Membership communication Services brochure
Merchandising
Merchandising guidelines
Marketing materials
Guidelines
Sopharmacy The Brief
What we did
The Results
Economic growth and gradually improving living standards in the Bulgarian capital and other major cities has created an environment in which increasing choice in matters of personal health and wellbeing is creating opportunities for ambitious businesses to gain first mover advantage.
This was an end-to-end program of work involving initial consumer research, positioning, and proposition development through to the development and the pilot implementation of a full retail brand identity and interior scheme.
Following the successful launch and review of a number of pilot stores the brand has been rolled out nationally to great acclaim from the public and pharmacy profession alike.
Sopharma Trading is one of the largest companies in Bulgaria and a leader in the pharmaceutical sector. The company is a pioneer in the introduction of best practice and the preferred partner of manufacturers, wholesalers, pharmacies, hospitals and investors. Following a strategic review of the retail pharmacy market dynamics and growth potential, we were appointed to develop a new retail pharmacy brand for the Bulgarian market.
Research identified a growing consumer interest in personal health and wellbeing and an opportunity for a new type of pharmacy to begin to address issues concerned with wellness rather than the more traditional associations of treating illness. Our creative solution of course foregrounds prescription and over the counter medicines, whilst providing a broader retail canvas that embraces added value propositions in the areas of personal wellbeing products and pharmacy professional services. As well as creating the overall brand, retail identity and guidelines we have also worked closely with local suppliers to ensure that the brand vision is implemented correctly in market.
Over 50 stores have been opened to date and the brand continues to go from strength to strength.
New brand creation
Category focus
Category planning
Spacial planning
Shop fit
Guidelines
Pilot store results Sales Budget vs Actual Helsinki 140,000
123,823
122,944 114,527
120,000 94,465
100,000
112,954
90,481
80,000
Average daily sales - Helsinki 9,000
60,000
8,000 25,242
30,173
7,000 6,000
20,000
5,000
6,880
4,000
20 16
16 TD M
Average Daily Sales - NHIF
M ay
pr il
20
20 16 A
ar ch
16
20 16 M
Average Daily Cash sales
Fe b
Ja
n2 0
ec D
ov N
ct O
Se p
Au g
August3,000 September October November December 2,876 3,362 2,411 2,420 2,618 2,577 2,701 2,000 2,182 2,112 Sales Total Sales Budget 1,000 142 113 1,431 1,386 1,515 1,320 701 863 888 807 989 1,318 1,346 1,377 1,407 0
Ju ly
July
e
June
Ju n
May
4,868
ay
0
M
40,000
Dr. Max The Brief
What We Did
The Results
Dr. Max is the largest pharmacy network in CEE with around 2,200 pharmacies.
Our program of work began with a series of workshops to ensure that the different markets were aligned in terms of core target consumer segments, category priorities, associated shopper behaviour and value propositions.
The new identity and store design has been extremely well received by internal and external audiences and has created a solid base for further growth and expansion of the business.
The Dr.Max network serves patient consumers in The Czech Republic, Slovakia and Poland and in 2017 significant acquisitions were made in Romania and Serbia. Several Dr.Max pharmacies have also been opened in Italy. The rapid growth of the pharmacy business required the development of an international brand strategy, visual identity and retail concept capable of providing consistency and scalability whilst respecting the regulatory environment and market needs of the different territories. We were appointed to give a disparate and inconsistent brand a unified positioning and visual identity, applied across all touchpoints, in all markets.
Having previously operated as country-specific businesses, the Dr Max brand had inevitably evolved slightly differently across different geographies and so a key plank of our work was to help the business align on a robust, futurefacing vision, mission and values that would support the business model and proven sources of competitive advantage. With a clearly aligned international strategy, we were then able to refresh and harmonise the overall brand visual identity in terms of the logotype, colour palette, typography, fascia design, category signage, imagery and in-store communication & promotional collateral.
Following pilot implementation and research validation in key markets, the new brand is being rolled out internationally on a priority program. A full set of brand corporate identity and retail identity guidelines have been designed and produced to support implementation at a local market level to cover an estate of over 2,200 pharmacies
Dr.Max
Audience Definition Workshops with country teams to agree on target audience, focus categories and shopper/consumer value proposition
Brand Visual Identity
Store layout
Shop fit
SoPharmacy
Marketing materials
Advertising
Guidelines
thank you. David Gray Managing Director, 1HQ Creative Leap 07976 588745 David.gray@1hqcreativeleap.com
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