New marketing campaign Mediq Pharmacy
The new TV commercial for Mediq Pharmacy will be launched today. The pay-off for the campaign will be: Mediq Pharmacy; attention for all of your health-related questions. The positioning centres on Mediq Pharmacies’ accessibility and personal advice. For a sneak preview, please visit http://www.youtube.com/user/MediqApotheek?feature=mhsn#p/u/7/lOgkz7h-yMQ.
Everyone is welcome at Mediq Pharmacy to ask any kind of question about health; not just about the use of pharmaceuticals, but also about lifestyle and self-care products available without prescription, like pain killers, skin care products and vitamins. Physical question marks that stand for recognisable health-related complaints are a recurring element of the campaign. In its first commercial, Mediq Pharmacy discusses protection from the sun, travel, use of medication and healthy weight.
Anco van Marle, Mediq Pharmacies Director of Commercial Affairs, explains: “The positioning ties in with the changing care market. We can see customers dealing with their health increasingly consciously. When people have a complaint, they tend to first check the Internet, which can in turn raise more questions. The pharmacy can be a very valuable resource for customers, and are thus changing from being pure pharmaceutical provider to a versatile care provider. It is important that people realise that they can take their health-related questions to Mediq Pharmacy.”
After two years of loyal service, Mediq has said goodbye to the ‘pharmacist in the cupboard’, which took centre stage in previous campaigns. He was the driving force behind the spectacularly improved brand recognition of Mediq Pharmacies. Name recognition grew from 7%, at the start of the campaign in early 2009, to 68% by the end of March 2011. The new campaign shifts the previous focus from brand recognition to strengthening the positioning of Mediq Pharmacies and thus boosting brand preference.
Start of the campaign
The TV commercial will appear on the STER and SBS broadcasting channels as of 18 May. The first campaign will run for three weeks. Additionally, it will appear in newspapers, the free door-to-door brochure ‘More of Mediq Pharmacy’, online and in-store.
Mediq Pharmacy is the largest pharmacy chain in the Netherlands. There are currently 225 Mediq Pharmacies in the Netherlands, and that number is still growing.
Anco van Marle, Mediq Pharmacies Director of Commercial Affairs, explains: “The positioning ties in with the changing care market. We can see customers dealing with their health increasingly consciously. When people have a complaint, they tend to first check the Internet, which can in turn raise more questions. The pharmacy can be a very valuable resource for customers, and are thus changing from being pure pharmaceutical provider to a versatile care provider. It is important that people realise that they can take their health-related questions to Mediq Pharmacy.”
After two years of loyal service, Mediq has said goodbye to the ‘pharmacist in the cupboard’, which took centre stage in previous campaigns. He was the driving force behind the spectacularly improved brand recognition of Mediq Pharmacies. Name recognition grew from 7%, at the start of the campaign in early 2009, to 68% by the end of March 2011. The new campaign shifts the previous focus from brand recognition to strengthening the positioning of Mediq Pharmacies and thus boosting brand preference.
Start of the campaign
The TV commercial will appear on the STER and SBS broadcasting channels as of 18 May. The first campaign will run for three weeks. Additionally, it will appear in newspapers, the free door-to-door brochure ‘More of Mediq Pharmacy’, online and in-store.
Mediq Pharmacy is the largest pharmacy chain in the Netherlands. There are currently 225 Mediq Pharmacies in the Netherlands, and that number is still growing.