Pegasus was awarded the account following a three-way pitch. It will conduct an integrated PR campaign to launch and drive traffic to the online pharmacy, called Masters Direct. In particular, the agency will try to assure customers that the site is reputable and to distance it from illegal drug trading sites.
'Getting across the fact that the site is reputable is a key communications challenge. Part of the brief will be to build confidence in the site,' said Pegasus director Simon Hackett, who is leading the account. He will report to Masters International MD Dave Moran.
The agency will target national and consumer lifestyle magazines to raise awareness of the site. It will also talk to key opinion leaders and influencers in the press. Pegasus' brief will also include advertising and a digital campaign.
The launch of an online pharmacy is a first for Masters, which is known for its named patient services. The website is its first direct-to-consumer service and is aimed at capitalising on this rapidly growing new market.
Trading opportunities on the internet have resulted in medicines being readily available from suppliers that have no relevant qualifications.
Pegasus will also aim to highlight the convenience and privacy of buying over-the-counter products and fulfilling prescriptions online.
'The site will appeal to customers who are unable to get to a pharmacy, and also those who don't want the embarrassment of picking up certain medicines from their local pharmacist,' said Hackett.