More health, more pharmacy

INITIAL CHALLENGE

To launch Welnia, the Cofares Group’s new digital platform, as the leading digital pharmaceutical marketplace. Welnia offers greater accessibility to the end consumer and business synergies for traditional pharmacies, maximizing the values of proximity, trust, credibility, and convenience.

STRATEGIC REFRAMING

We needed a plan to bring the value of the traditional pharmacy (credibility, proximity and trust) to the digital environment, where consumers come in search of convenience and low prices. The Cofares network, with more than 15,000 affiliated pharmacies, offered us the legitimacy to do so in the face of competitors such as Amazon or Google.

We thus not only helped to digitise pharmacies by boosting the growth of their business, but also capitalised on the online parapharmacy offer, with many players, bringing the relationship of trust and advice that already exists between pharmacists and their customers to the digital plane, while also protecting the traditional business.

THE IDEA

We created the concept “More Health, More Pharmacy” with a brand plan that covered all critical touchpoints of the consumer journey. We combined awareness, brand building and education actions as well as business and lead generation actions. In this way we built an efficient launch plan. The actions included in the plan were: