Lloydspharmacy revamps PR with Starfish hire

Retail chemist Lloydspharmacy is to overhaul its PR having appointed consumer agency Starfish Communications to handle its consumer PR account.

The agency, which will target the consumer and healthcare media, plus the regional and national press, has replaced Munro & Forster Communications and will work on a consumer lifestyle-focused PR programme.

Starfish is to provide what it described as a ‘proactive and reactive’ press office and organise radio and photocall events to raise the profile of seasonal merchandise, according to joint managing partner Sally Fearfield.

The account, which is understood to carry an annual budget in the region of £500,000, includes corporate PR and crisis management, plus comms aimed at healthcare professionals working across the NHS and in Primary Care Trusts. Starfish will work alongside Lloydspharmacy’s lobbying outfit APCO on the NHS and PCT programmes.

It emerged earlier this month that Lloydspharmacy plans to hire staff from new European Union member states, such as Poland, to circumvent the lack of qualified UK pharmacists.

Starfish will promote Lloydspharmacy’s recruitment tactics and will also work on a relaunch of staff magazine Link-Up.

Munro & Forster MD Julie Flexen said: ‘The relationship [did not] develop as we would have hoped. The parting is amicable.’

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