Keen to build better brand awareness of their pharmacy arm, Ramsay Health Care turned to New Word Order for support with their first Ramsay Pharmacy brand campaign. With videos and accompanying advertising assets, we created a campaign under the theme of ‘Believe in better’ and used a number of customer proof points to underpin the strategy.
Ramsay Pharmacy tasked us with increasing brand awareness and store traffic through a video campaign. This was the pharmacy brand’s very first brand campaign, so it needed to clearly define what Ramsay Pharmacy is. We wanted customers to see a more explicit connection between Ramsay Pharmacy and the larger Ramsay Health Care brand, which sets it apart from its competitors.
A research agency had recently conducted brand positioning research and we leveraged these findings when we developed the campaign concept. The insights emphasised the importance of connecting the campaign with the wider Ramsay Health network, and promoting health positivity by offering health checks and advice. Based on this, we crafted the ‘Believe in better’ concept to tie in with Ramsay Pharmacy’s brand promise of ‘better care’.
‘Believe in better’ came alive through two videos and several assets. We filmed the videos in a Ramsay Pharmacy store after they closed for the day, capturing the customer experience of a family being served by real Ramsay staff members. With our hero talent describing the differentiating services Ramsay Pharmacy offers, the video messaging was clear, direct and friendly.
The final product emotionally resonated with the Ramsay team—a feat that tells us we hit the mark. The campaign increased awareness of the Ramsay Pharmacy brand, giving customers a better care options for their families.