opened more than 300 pharmacies throughout Ukraine, combining traditional offline with modern and convenient online service.
After the outbreak of a large-scale war in Ukraine, the business has taken a course on charity, emotional support and customer care. The team strives to completely change the vision of the pharmacy that currently exists.
In an interview with the jiangxi cell phone number list brand's CMO Igor Alginin, the Webpromo editorial team talked about how the strategy has changed, non-classical marketing tools, and whether "painful" topics should be used in advertising creatives.
Igor Alginin, SMO "Good Day Pharmacy"
Test of War: Crisis or Stimulus for Pharma Retail?
What is Good Day Pharmacy today?
Usually, a pharmacy is associated with negative emotions. A client comes when something hurts. We set a goal for ourselves - to change this perception.
The client's acquaintance with the pharmacy consists of how it looks, what he sees here. It should be bright, evoke pleasant emotions. Interior, format and assortment of the pharmacy"Good day"designed in such a way that the client gets only positive impressions from the establishment. Today our pharmacy is a place where you want to go just to relax after a hard day.
How did the full-scale war affect the pharmacy chain? Can we say that for the pharma industry, the crisis is an opportunity?
As with all Ukrainian businesses, the war affected the pharmaceutical retail sector in two ways: as a jolt and a slap in the face at the same time. Many pharmacies in the chain were completely destroyed, especially in combat zones. Pharmacists at the Dobrogo Den pharmacy worked in difficult conditions, went through many trials, and continued to provide medicines to those who needed them.
At the same time, the war became an incentive for us to help people even more, to take care of their health. We decided to expand the network and open new pharmacies in regions where we saw an increase due to internally displaced persons. Because it is important for us to be close to the client.
Key Focuses of the Marketing Strategy for 2023
What strategy have you defined for 2023? Have you taken into account the crisis situations from last year's experience?
We have defined a general strategy for 2023, the main goal of which is to be close to our customers.
During the war, the value of our life and health has increased significantly, as has every Ukrainian. We must provide a reliable rear, as well as conduct educational activities in the niche. The most important thing for the Dobrogo Dnya pharmacy today is the health of the Ukrainian nation.
Last year there were many crisis events and moments for which none of us were prepared. These events required completely new solutions. For example, planning the budget not for classic marketing promotion, but for assistance to funds and the Security and Defense Forces of Ukraine.
According to the strategy, Apteka Dobrogo Dnya is a responsible Ukrainian business that invests in victory and brings it closer every day. After the start of a full-scale invasion, we clearly planned the possibilities so that the crisis phenomena became a tool for implementing this strategy.
Customer care as a tool for interaction with the client
What marketing tools are most effective today for attracting customers? What works specifically for pharma?
After the large-scale shelling in May 2023, we wanted to support our audience emotionally, so we decided to hold an event to lift the spirits of Kyiv residents - on June 1, all Dobrogo Dnya pharmacies distributed apples to customers. If at first it was a tool for emotional support, then later we found a new marketing tool in it as a manifestation of loyalty to the Dobrogo Dnya Pharmacy brand. The feedback was very positive. For several days, our customers posted photos in stories on social networks and tagged us, left reviews on websites, and gave feedback to pharmacists. After that, the frequency of customer returns increased.
Interview Pharmacy Good day
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I think that soon there will be more such promotions all over Ukraine. We will please and surprise our clients. This is an atypical marketing tool.
Also, in the spring, we conducted a large interactive promotional campaign with the opportunity for the client to play the digital game "Piñata", by breaking which the client received 4 discounts on future purchases in the pharmacy chain. 400 thousand clients played the game. Thus, we were able to interactively increase the frequency of visits to our pharmacies. We plan to continue this type of use of advertising tools.
In addition, classic tools remain, in particular CRM and promotional offers.
Should we use “painful” topics in advertising creatives or, on the contrary, provide an opportunity to distract ourselves?
Our marketing team believes that Ukrainians are currently receiving a lot of negativity, so we do not use “painful” topics in our communications. With the help of our communications, we are trying, on the contrary, to create a vacuum of peace and support, at least for a certain period of time.
The position of the Dobrogo Dnya pharmacy is to support the client in any situation. All communications include advice and recommendations, quality service that helps to distract. Clients come to the pharmacy more often in emotional stress and buy sedatives. We decided to build customer care in retail.
What is the main message of the Dobrogo Den pharmacy? What are you trying to convey to the emotional Ukrainian audience?
Caring for health and beauty. This message was created last year. We continue to adhere to it.