Lloydspharmacy creates director of marketing role

Lloydspharmacy is creating the role of marketing chief to push the community-based pharmacy brand.

Marketing is currently the responsibility of commercial director Mark Green. Reporting to him, the director of marketing will be responsible for advertising, direct marketing and PR as well as developing the pharmacy chain’s in-store radio station, Lloydspharmacy Live. The marketing chief will also play a key role in the development and roll-out of new store concepts.

The business spends more than &£3.8m a year on advertising and uses Mustoes. The agency has in the past created a campaign focused around the role of pharmacists as the first port of call for expert advice on minor ailments. Media buying is handled by Starcom Group.

Lloyds has built up a positioning around “Championing people’s health” and offers services such as blood-pressure and diabetes testing. The chain has more than 1,400 stores and produced sales of more than &£1.4bn last year.

A couple of years ago Lloyds cleared its shelves of sunscreens below factor 15 in an “ethical” move designed to protect consumers against the risk of skin cancer.

Competition for the community pharmacy is getting fiercer as supermarkets increase their penetration of the health and beauty market. Supermarkets are also set to benefit from a change in the law that relaxes the terms under which licences are issued.

Recommended

Hytner slams Abbey strategy as Barclays rebrand gets under way

Marketing Week

Barclays marketing chief Jim Hytner has criticised rival Abbey’s second costly revamp in 19 months as he fires up his own rebranding exercise. Hytner, who was recruited from his job as head of marketing at ITV last autumn, believes Abbey’s new owner Banco Santander Central Hispano has rushed into a £9m corporate makeover. In contrast, […]

Advertising spend growth predicted

Marketing Week

Advertising spend in the UK is predicted to grow in real terms by almost five per cent this year and nearly four per cent in 2006, according to the European Advertising and Media Forecast Databook.

Comments

    Leave a comment