Pharmacy Daily | When only a ‘real conversation’ will do

BLOOMS The Chemist yesterday launched a new brand campaign, titled 'Better go to Blooms', to highlight the importance of right care and expert advice in moments that matter when it comes to healthcare.

Yvette Costi, Blooms The Chemist's Chief Marketing Officer, said: "During our research we found that Australians have unfortunately been conditioned to expect less from pharmacy.

"There's such a strong focus on price, and while that's increasingly important with the current pressures of rising cost of living, it doesn't mean people need to compromise on receiving high quality care and connection," she stressed.

"This insight informed our strategic approach to remind people they deserve more from their healthcare providers, and how important the right care is, in the moments that matter.

"Blooms The Chemist is at the retail end of healthcare, not the healthcare end of retail.

"When it comes to health, people want expert advice and guidance, whether that's for themselves or a family member.

"It's in those moments people want to have a real conversation with a pharmacist and ensure they're getting friendly, accessible care that just comes naturally," Costi added.

"Our 'Better go to Blooms' campaign highlights those important relationships our pharmacists have with their patients and community, and shows that care doesn't cost more at Blooms The Chemist."

The campaign, developed by creative agency Hardhat who were appointed in Dec last year, is led by a 30sec TVC that follows a very personal journey of a woman trying to conceive, and the support and care she receives from her local Blooms The Chemist pharmacist (played by a real pharmacist-owner from the Blooms The Chemist network).

The campaign is also supported through digital, localised out of home and dynamic social media.

"Blooms The Chemist pharmacies are deeply engaged in their local communities, where our knowledge and care have, and continue to be, crucial in overcoming health challenges," said Blooms The Chemist's Chief Executive Officer, Emmanuel Vavoulas.

"We want to shine the light on the important role our pharmacists and their team members provide each and every day, offering a range of healthcare services to our local communities in a friendly people-first environment where our customers are heard and healed.

"Care is at the heart of everything we do, and this new campaign is a fantastic opportunity to remind people that when they need genuine, expert advice and support that comes naturally, when only a real conversation will do, Blooms The Chemist is where they can expect, and receive, the care they deserve," he concluded.

Operating for more than 40 years, Blooms The Chemist is a network of more than 115 pharmacies operating in NSW, Qld, Vic, SA, NT, Tas and WA.

Pictured: Campaign material messaging that people, not price, is the cornerstone of the Blooms The Chemist's brand promotion.