Archipel and Accès pharma have a strong partnership that goes back many years. In fact, we’re the ones who created the brand. Formerly Walmart Comptoir Santé, the company was little known in Quebec. It also suffered from the mixed reputation of the American multinational in its name. As a result, pharmacist recruitment was slow and the brand only had a small and stagnant share of the prescription medication market.
In 2009, Archipel presented the client with thorough research and market analysis demonstrating that a name change would be an important move to better position the network in Quebec’s highly competitive pharmacy market. And so, Accès pharma was born. The new name, which evokes the accessibility of its pharmacists, is fully in line with the network’s positioning: accessible pharmacists who are truly committed to their work and provide competent health care consulting services. In less than five years, brand awareness reached 36%.
But we needed something extra...
The objective
Increase brand awareness by communicating the accessibility and expertise of Accès pharma–affiliated pharmacists.
The insight
Increase brand awareness by communicating the accessibility and expertise of Accès pharma–affiliated pharmacists.
The idea
We suggested that our client work with actor Anne Casabonne. Despite not having the massive budget of its competitors, we successfully met our challenge: We connected with Quebecers and got noticed.
Results
Brand awareness jumped from 36% to 55% just from collaborating with Anne Casabonne.
Accès pharma’s brand awareness is now at 74%.
The perception of the pharmacists’ expertise rose from 74% to 85%. Franchise recruitment issues are something of the past, and sales leapt by 39% between 2007 and 2016.
Driving conversion through emotion
The target audience saw themselves in Anne Casabonne and especially in the small, humorous health situations she deals with. Just like that, we created a very likable brand.
And today…
Fall 2018: Friendly, real-life Accès pharma–affiliated pharmacists showed up at Anne Casabonne’s home to give her advice for when the inevitable strikes.