Good Neighbor Pharmacy (GNP) is a retailers cooperative network of over 3,700 independently owned and operated pharmacies that is affiliated directly with AmerisourceBergen. We were tasked with both their B2B and B2C communications, with the goal of increasing consumer awareness of the Good Neighbor Pharmacy brand and increasing the total number of cooperative pharmacies.
One of GNPs main benefits for the independent pharmacists is the ability to have access to professionally designed and branded materials that they would be unable to otherwise afford. In addition to creating the marketing materials themselves, we also created a site called “Brand Central Station” (right) that allowed pharmacists to easily download those materials and customize them with their pharmacy’s contact info and store hours.
One of GNPs biggest consumer challenges was awareness. Simply put, most people didn’t know who GNP was or where they were located. We created a targeted direct mail campaign to make consumers aware of not only the benefits of GNP but also of their nearest location. These mailers also featured coupons designed to give consumers an incentive to try GNP for their next pharmacy visit.
“I am very, very pleased with all aspects of our relationship with Timmons. Further, I feel that we have fully identified a long-term marketing partner exceptionally capable of exceeding our expectation.” – Trish Piontek, Director, Retail Marketing, AmerisourceBergen Corporation
To help achieve their goal of growing the total number of pharmacies, we employed a number of tactics to reach independent pharmacists directly. From direct mail campaigns to displays at independent pharmacist trade shows (right), our campaigns successfully communicated the many benefits of joining GNP. In fact, with the help of our efforts, GNP grew their total locations from 2,776 in 2007 to 3,652 in 2010.
In addition to adding new pharmacies, part of GNPs business model was increasing sales of their additional, value-added services to their existing members. We developed a series of successful direct marketing tactics for a wide range of GNP services. With our help, their specialized diabetes program, Diabetes Shoppe®, grew from 975 members in 2008 to 1,342 members in 2010.
In addition to the direct consumer tactics listed above, we also developed multiple national advertising campaigns to help raise awareness of the GNP brand. Though there were multiple campaigns intended for different audiences, all the ads were designed to differentiate GNP from other, larger chains by emphasizing the unparalleled level of care patients receive at Good Neighbor Pharmacy. In fact, GNP received the highest overall score in pharmacy customer satisfaction in the J.D. Power and Associates 2010 and 2011 National Pharmacy Studies.