Day Lewis are the UK’s largest independent Pharmacy chain with over 200 shops throughout the South of England.
Although they are the largest independent Pharmacy group, they didn’t have a marketing department and they wanted someone to create a marketing plan and oversee the marketing execution so in effect I worked as their outsourced marketing department for over 3 years.
Retail Pharmacy generates a substantial amount of funding via supplier support on the retail side.
When I started they had no real in store POS strategy which limited the amount of support they could generate.
I created both new display and merchandising opportunities as well as window and in store POS.
The corporate identity was very tired and out of date. I rebranded the company and then managed the rollout of the identity to store fascias, staff uniforms, bags, vans, corporate stationery and head office.
The website also had to be revamped from a brochure site to a site which delivered value to the local communities.
I planned, wrote and oversaw the execution of the new site.
A prescription collection and delivery service is vital to retain and grow prescription market share. I launched and marketed the service via in store promotion via posters and other POS, local advertising and local door drops.
Pharmacy is a very local business, so each pharmacy was marketed in the local catchment areas via local advertising, door drops and via GP’s surgeries.
During the time I worked with them, supplier income increased by 264%, retail sales turnover increased by £1.2 million and prescription numbers increased by over 2 million pa.
Mike Jennings has made a big difference to our approach to business development In the three and a half years he has worked with us. He combines in depth knowledge and strategic awareness with an eye for detail. We know that when he takes on a project that the end result will be a high quality piece of work. His marketing advice and consultancy have added significant value to our business. I would strongly recommend him.
Raymond Barclay – Day Lewis Pharmacy, Head of Sales and Marketing