Lloydspharmacy (LLP) is a leading community pharmacy and healthcare provider with a network of over 1,550 pharmacies across the UK, mainly in community and health centre locations. They employ around 17,000 people and dispense over 150 million prescription items every year.
Recognising that better engaging pharmacy teams was critical to better engaging customers and delivering on the brand promise, LLP asked blue goose to develop a network engagement campaign to support their multi-million pound external diabetes campaign activity (including TV, outdoor, national press and GP waiting rooms).
Beyond the brief
We went further, not only addressing short-term objectives around the diabetes campaign, but developing a creative platform – Let’s Talk – that could support every external campaign as well as address broader sales and engagement ambitions. 'Let’s Talk' positioned conversations as the catalyst for success, highlighted and celebrated the vital role of every employee, and tapped into a shared vision of a world where more people live life to the fullest.
To maintain engagement throughout the 12 week campaign and support ambitious targets for delivery of diabetes screening and management services we developed a phased, segmented and integrated engagement campaign built around Area Managers, Pharmacists and Retail teams. We started by building employee pride, reminding everyone of how much LLP had achieved in ten years of diabetes care, and how every employee could continue to make a real difference to the lives of the people that come into their stores.
A million conversations
We then equipped them to go out and have conversations – with each other and customers. By framing the diabetes campaign as a network-wide challenge to have one million conversations we created focus, momentum and fun that would see employees come together as never before.