CDR to highlight Lloyds’ growing healthcare role

Lloydspharmacy has swit­ched agencies as it tries to change its image from a ­retail chemist to a ‘consumer health­care business’.

Growing role: pharmacies can now perform diabetes checks
Growing role: pharmacies can now perform diabetes checks

The firm has turned to ­Citigate Dewe Rogerson for the corporate and consumer brief, which is worth more than £100,000 per annum.

‘We will highlight the issue of what pharmacies can now do for you,’ said consumer, retail and industrial director Steve Marinker, who heads the account.

‘Five years ago they were somewhere you picked up a prescription; now they do ­diabetes and heart checks, and many outlets have private consulting rooms.’

CDR won after a four-way pitch. The account was previously held by Starfish.

Lloydspharmacy, which is owned by German pharmaceuticals company Celesio, has spent the last year promoting itself as ‘the local health authority’.

‘We are one of the largest retail businesses in the UK, but we have a much lower profile than some of our peers because most of our outlets are in communities rather than on high streets,’ said the firm’s chief pharmacist Andy Murdock.

‘CDR’s brief is to help us overcome that barrier and convey the growing role we can play in helping to manage conditions and improve health.’

CDR will report into ­Murdock and director of ­corporate communications Sam Hunter.

Marinker said CDR would also conduct seasonal campaigns, including work focusing on skin and breast cancer awareness. He added the agency was working on ­similar campaigns for the winter.

Earlier this year, Lloyds­pharmacy focused on sunbathers who don’t use suncream. Its research showed such people soak up enough energy in a two-week UK  break to light a three-bedroom bungalow for more than six weeks.

APCO continues to ­handle public affairs work for Lloydspharmacy.

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