Our challenge was to find, target and motivate 40,000 'at risk' people to take a diabetes test...and convert at least 10% to come to Lloydspharmacy for their repeat prescriptions, and also to increase their diabetes-related spend.
We needed to position the pharmacy as the place to go for diabetes assessment and health care, but we were aware that people didn't like being lectured to. Our breakthrough in terms of insight was 'pre-diabetes' – the condition that precedes full blown Type 2 diabetes. If you can catch it early, during a visit to Lloydspharmacy, you could turn back the clock on your risk of diabetes altogether.
We created a multi-channel campaign with the message 'turn back the clock on your risk of diabetes'. The core of the campaign was a TV advertisement, immersing people in a 'reverse world' to convey the key message.
This gave Lloydspharmacy its first ever appearance in Marketing magazine's Adwatch Top 20 – storming to number eight, ten places ahead of major rival Boots. Other channels included mail, mobile app, engagement for pharmacy staff and general practitioners.
Diabetes assessments weren't even on most people's radars. Then there was the big problem of overcoming their natural inertia. So the target of 1,000 more people might have seemed very ambitious. However, in just a matter of weeks, we had delivered a 50% increase.