THIS week's contributor is Janice Hoogeveen, Group Marketing Manager at TerryWhite Chemmart - Brand awareness is reaping rewards: Staying true to our brand purpose and increasing investment in brand awareness during a pandemic is reaping rewards.
This time last year when our marketing team was faced with multiple considerations and meeting an urgent need to create messaging and assets to reassure our customers and network partners, never was there a more salient time to apply the fundamentals of marketing - Understand your customer, focus on your brand purpose, and over communicate both internally and externally.
'Pivot' was the word of 2020. And 'pivot' we did with almost every campaign, marketing asset and channel. Whist we tailored our message to reflect the changing situation, we stayed true to our purpose to deliver more personalised health solutions and support our pharmacists to build deeper connections with their local communities. We delivered a 41% increase in media investment to educate customers on our new remote offerings; shop online, telehealth, click and collect and home delivery. With more customers at home, it was no surprise we saw a 70% increase in traffic to our refreshed website and our catalogue program generated a 12% increase in promotional sales YOY. With our share of voice increasing for the last 12 months, we are now the number 2 investor in media in the retail pharmacy industry and thanks to the quality service provided by our pharmacists and their teams, TerryWhite Chemmart is number 1 in the Roy Morgan Customer Satisfaction Survey.
The above article was sent to subscribers in Pharmacy Daily's issue from 22 Feb 21
To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 22 Feb 21
