Priceline Pharmacy is a part of The Infinity Group, Australia’s largest operator of General Practices and Pharmacies. The Infinity Group partnered with us in November 2019 to change the public perception of Priceline Pharmacy stores as the people’s trusted pharmacy. An agile strategy was then set in motion to increase loyal customers, customer and script numbers.
Advertising Priceline Pharmacy during COVID-19 is a responsibility that requires new sensitivities. The hot pink brand is identified with the well-known tagline The Beauty of Expert Advice. While we will continue to encourage this we aim to elevate the pharmacy aspect within the brand recognition through advertising, strategic copywriting and photography. It is about bringing the heart of the brand forward, literally. The Pharmacy logo is a symbol of hope for many people who turn to pharmacists during uncertain times. Messaging techniques that might have been effective before the pandemic had a risk sounding tone-deaf when the world is fearful and on edge. The pathway to growth for Priceline Pharmacy requires maintaining public goodwill and avoiding marketing practises that might seem to be exploiting people’s fears - or even just adding to the information clutter. That said, during times of adversity, there is an opportunity to build credibility by conveying truthful and relevant information and reinforcing one’s position as the people’s trusted pharmacy. Our agile strategy involved clarity and solace regarding the availability and delivery of products and advice, as well as building trust and familiarity by showcasing the friendly staff. It was keeping open lines of communications to answer questions about medicine, services, continuity of supply of medication and quality control. Evidently, a challenging period can turn into an opportunity to change the perception and earn more trust in the minds of a brand of Priceline Pharmacy.