Lloydspharmacy is aiming to position itself as the first point of call for prevention and management of Type 2 diabetes with the launch of a multi-channel marketing campaign.
Devised by TDA, the campaign’s objectives are two-fold. It seeks to drive people in ‘at risk’ groups to their local Lloydspharmacy for an assessment as well as promoting the brand as an expert in diabetes care for people who are already diagnosed. The creative concept focuses on the potential reversal of risks associated with Type 2 diabetes if indicating factors are spotted early.
Activity involves TV and national print advertising (newspapers and lifestyle magazines) as well as a smartphone app enabling people to check if they are at risk of developing diabetes. This builds on earlier engagement activity with both staff and GPs, plus in-store activity where staff identify people who are at risk. Tailored, media-appropriate messages and approaches have been developed for enhanced relevance to different audiences.
People who visit the pharmacy for a Type 2 diabetes assessment or advice will be able to opt-in for ongoing communications about the condition.
“Diabetes is complex and requires careful management,” says Peter Wilton, Head of Brand & Marketing Communications at Lloydspharmacy. “What’s more, many ‘at risk’ people can reverse their likelihood of developing Type 2 diabetes by adjusting their lifestyle. Lloydspharmacy understands the challenges of this condition which is likely to affect millions more people in the UK. We play a positive, active role both in its prevention and management, and this campaign aims to put us right at the forefront of diabetes care.”
There are 2.6 million people in the UK diagnosed with diabetes, and an estimated 1.1 million who are as yet undiagnosed. Another 7 million people are at risk of Type 2 diabetes through a combination of factors that include weight, BMI, family history, age, ethnicity and lifestyle.
