Raising awareness among GPs
This innovative campaign used digital and social media to communicate directly with a hard-to-reach audience – family doctors. Brand awareness of Pharmacy2U rose 10% in a year.
Jenny Mellenchip discusses the Pharmacy2U Repeat Prescription Service
Challenge
To raise awareness among GPs of the free NHS repeat prescription service offered by internet and mail-order pharmacy Pharmacy2U – educating these important gatekeepers ahead of a major patient-facing campaign.
The biggest challenge was capturing the attention of a time-pressed, highly educated and skeptical professional audience.
Activity
We developed a four-month educational microsite campaign with respected membership organisation www.doctors.net.uk on the topic of electronic prescriptions.
Copy was succinct and relevant, with a clear ‘what’s in it for me’ and branding was low-key.
A new, GP-facing twitter feed was launched to extend the reach of the microsite and ensure a continuing link once it had concluded. Digital activity was supplemented with a limited amount of print advertorials and editorial activity.
Results
Independent research showed that GP awareness of Pharmacy2U rose by 10% in 12 months.
The microsite reached 4,117 unique users in four months–37% above target; campaign user views were 5,795 – 67% above target.
The editorial campaign delivered 356,411 opportunities to see and @gp_prescribing achieved a Klout ranking of 37/100 in two months.
The top message delivered to GPs (54% of all coverage) was: Pharmacy2U is an NHS-approved pharmacy.
This was a bold campaign that took us into new territory. The results exceeded our expectations.
Julian Harrison, Commercial Director, Pharmacy2U