“Pharmacist the Superhero” Viber newsletter for pharmacists in Moldova

Starting point

The pharmacist is the first guardian of people's health, yet people still treat them as a salesperson in a white coat. Communication with pharmacists came down to product promotion.

What we learned about the audience

Being treated as a “salesperson in a white coat” hurts pharmacists; it is a sore point. So we did not play on that territory and instead highlighted what really matters to them: their role as the first specialist people come to with a cough or a cold.

Task

Prepare a newsletter for pharmacists in Moldova on the Cough&Cold portfolio: combine professional topics with product communication, increase engagement and strengthen the image of the pharmacist as a qualified specialist.

Solution

1. 01

   The idea: the pharmacist is a superhero, the first specialist a patient turns to, and an important part of the healthcare system

2. 02

   Concept, tone and message scripts; a unified style for Viber

3. 03

   Topics: when a cough calls for a referral to a doctor, why not to sell antibiotics for ARVI, how to explain the importance of therapy to a patient, burnout prevention

4. 04

   In parallel, a story about the client's Cough&Cold portfolio built into the issues

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Result

• Audiencepharmacists in Moldova
• What pharmacists gota newsletter that recognises their expertise rather than just selling them products
• What the brand gotthe Cough&Cold portfolio is built into real situations at the pharmacy counter

What worked

1. The superhero image gave pharmacists a reason to be proud of their work.
2. Alternating professional, educational and motivational topics held attention.
3. Products are built into real situations at the pharmacy counter.

Team

• Maria MityashinaChief medical editor
• Elena TorunovaMedical editor
• Ekaterina LoganovaArt director
• Anastasia PotapenkoProducer