The first ever online healthcare organisation to register with the Care Quality Commission, Lloyds Pharmacy’s Online Doctor platform provides patients with quick and easy access to registered online doctors.
The online nature of the service, also means that any embarrassing stigma associated with having to speak to doctors about sexual healthcare issues, has been eliminated for patients.
We were briefed with creating an online marketing campaign that was based on an animation aimed at raising awareness of erectile dysfunction from both a male and female perspective.
The brief also involved creating a suite of supporting online marketing collateral, which included banner and Facebook adverts and social media GIFs that were aimed at the target audience - men and women aged 40 and over.
The challenges we faced were:
Our process started with researching the erectile dysfunction treatment market and evaluating a cross-section of the social audience to understand the type of content they consumed.
We did this by creating a series of test campaigns, which tested a selection of Lloyds Pharmacy customers. We also held online focus groups to establish the correct tone, message and visual style that would best resonate with the target demographic.
We tapped into our content team’s humour to write the script and narrative for the video, while our illustration team created a visual style that captured Lloyds Pharmacy’s brief and brand guidelines. Creating the storyboard, script, design and illustrations ourselves gave us the assets to produce two promotional videos, which were narrated by a voiceover professional, who talked through the narrative using David Attenborough-style vocals.
As well as producing the promotional videos, we planned and designed a series of marketing materials that were shared across Lloyds Pharmacy’s Online Doctors social and YouTube channels. We also worked closely with the client to design and prepare a large banner advertising campaign.
The campaign was received extremely well by Lloyds Pharmacy and their customers. It has already gained 35,000 views on Facebook and generated high engagement on YouTube. Since the campaign was launched, there’s also been a rise in the number of visits that have been made to Lloyds Pharmacy’s Online Doctor website and the number of consultations that have been booked.
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